Paid Media Manager

Affinity is the relationship intelligence CRM trusted by private equity, venture capital, and investment banking professionals to manage their most valuable asset: relationships. Our platform transforms how deal teams source opportunities, manage pipelines, and accelerate deal flow by automatically capturing and organizing relationship data. With our 72-hour implementation and AI-powered insights, we're redefining what's possible in private capital markets.

The Role

We're seeking a performance-driven Paid Media Manager to lead our full-funnel paid media strategy and drive measurable growth across B2B channels. This role combines strategic thinking with hands-on execution, focusing on continuous testing, optimization, and AI-powered innovation. You'll own multi-million dollar budgets while pioneering new channel opportunities in the competitive private capital software space. This role reports to the VP of Demand Generation.

What will I be doing?

Strategic Planning & Execution

• Develop and execute comprehensive paid media strategies across the full funnel from awareness to conversion
• Own multi-channel campaign planning, budget allocation, and performance optimization across search, social, display, and emerging channels
• Lead quarterly and annual media planning aligned with revenue goals and pipeline targets
• Drive account-based marketing (ABM) campaigns targeting high-value private equity and venture capital prospects

Channel Management & Optimization

• Manage and optimize campaigns across Google Ads, LinkedIn Ads, Meta, Reddit, Connected TV, Display/Programmatic, and emerging B2B channels
• Continuously test new channels and ad formats to expand reach within private capital markets
• Implement advanced targeting strategies including account-based targeting, lookalike audiences, and intent-based targeting
• Execute sophisticated bid management and budget optimization strategies to maximize ROAS

AI-Powered Innovation

• Leverage AI tools daily for audience research, creative optimization, bid management, and performance analysis
• Implement AI-driven creative testing frameworks for ad copy, headlines, and visual assets
• Use machine learning tools for predictive audience modeling and campaign optimization

Testing & Growth Experimentation

• Design and execute rigorous A/B and multivariate testing programs across all channels
• Test new ad formats, bidding strategies, audience segments, and creative approaches
• Implement incrementality testing and attribution modeling to measure true campaign impact
• Pioneer testing in emerging channels and platforms relevant to B2B audiences

Analytics & Performance Management

• Own paid media KPIs including CAC, ROAS, pipeline contribution, and channel efficiency metrics
• Build comprehensive reporting dashboards and provide actionable insights to leadership
• Conduct deep-dive analysis on campaign performance, audience behavior, and competitive positioning

How You'll Work

• Think full-funnel – understand how paid media drives awareness, consideration, and conversion across the buyer journey
• Operate with precision – manage budgets efficiently while maintaining aggressive growth targets
• Collaborate seamlessly with Product Marketing, Sales, Marketing Operations, and Creative teams
• Stay ahead of trends – constantly evaluate new platforms, ad formats, and optimization techniques
• Leverage data obsessively – make decisions based on performance data, not intuition

Qualifications

Don’t meet every single requirement? Studies have shown that women and people of color are less likely to apply to jobs unless they meet every qualification. At Affinity, we are dedicated to building a diverse, inclusive, and authentic workplace, so if you’re excited about this role but your past experience doesn’t perfectly align with the qualifications above, we encourage you to apply anyways. You may be just the right candidate for this or other roles.

• 5-7 years of B2B paid media experience, preferably in SaaS, fintech, or high-ACV software environments
• Proven track record managing annual paid media budgets of $2M+ with demonstrated ROI improvement
• Platform expertise across Google Ads, LinkedIn Ads, Meta Business Manager, Reddit Ads, Connected TV platforms, and programmatic platforms
• Advanced analytics skills with proficiency in Google Analytics, attribution platforms, and data visualization tools

Technical Proficiency

• Daily AI tool usage for campaign optimization, creative testing, and audience research
• Advanced Excel/Google Sheets skills for budget management and performance analysis
• Understanding of B2B marketing metrics including pipeline attribution, CAC payback, and lifetime value

Strategic Thinking

• Full-funnel mindset with ability to connect top-funnel activities to bottom-line revenue impact
• Testing methodology expertise including statistical significance, incrementality testing, and experiment design
• Competitive analysis skills with ability to monitor and respond to competitor media strategies
• Budget optimization experience with ability to allocate spend across channels for maximum efficiency

Industry Knowledge

• Understanding of B2B buying cycles and account-based marketing principles
• Familiarity with private capital markets preferred but not required
• Knowledge of privacy regulations and their impact on digital advertising (GDPR, CCPA, iOS changes)
• Awareness of emerging channels and willingness to test new opportunities

Why This Role Matters

You'll be instrumental in scaling Affinity's growth by building a world-class paid media engine that efficiently acquires high-value customers in the competitive private capital software market. Your expertise in testing, optimization, and AI-powered innovation will directly impact our ability to capture market share and drive sustainable revenue growth.

This is a high-impact role where your strategic thinking and execution excellence will be visible at the highest levels of the organization, with direct influence on company growth and market positioning.

• We live our values: As owners, we take pride in everything we do. We embrace a growth mindset, engage in respectful candor, act as playmakers, and "taste the soup" by diving deep into experiences to create the best outcomes for our colleagues and clients.
• Health Benefits: We cover both you and your dependents' extended health benefit premiums and offer flexible personal & sick days to support your well-being.
• Retirement Planning: We offer an RRSP plan to help you plan for your future.
• Learning & Development: We provide an annual education budget and a comprehensive L&D program.
• Wellness Support: We reimburse monthly for things like home internet, meals, and wellness memberships/equipment to support your overall health and happiness.
• Team Connection: Virtual team-building activities and socials to keep our team connected, because building strong relationships is key to succes.

A reasonable estimate of the current range is $79,100.00 - $105,480.00 CAD Base. Within the range, individual pay depends on various factors including geographical location and review of experience, knowledge, skills, abilities of the applicant.