Paid Media Manager - COAT Paints

<p>At COAT, we’re changing the paint game.</p><p>COAT is the fastest-growing paint company in the UK, and we’re looking for brilliant people to join us. With a reimagined digital buying experience and sustainable, high-quality paint delivered the next day, we’re making it ridiculously easy for people to create spaces they’re proud of, for themselves and the planet.</p><p>Backed by leading VCs and pioneering sustainability in our industry, we’re continuing to grow, setting new benchmarks and reinventing paint for a conscious generation of homeowners and designers.</p><p>Now, we’re looking for a Paid Marketing Manager to join the team.</p><p>At COAT, we know a thing or two about brand and growth marketing. We’re looking for someone to own and scale our paid media function, balancing performance and brand, turning strong creative into commercial impact, and building a paid engine that supports both immediate growth and long-term customer value.</p><h3><strong>Key responsibilities</strong></h3><p><strong>Paid Media Strategy &amp; Execution</strong></p><ul><li><p>Own and execute COAT’s paid media strategy across Meta, Google (Search, Shopping, YouTube), and additional channels as opportunities emerge.</p></li><li><p>Manage a significant annual ad budget, allocating spend effectively across short-term performance activity and longer-term awareness campaigns.</p></li><li><p>Be hands-on with campaign setup, optimisation, and scaling, while setting the strategic direction for paid media.</p></li><li><p>Continuously assess channel performance, making confident decisions on where to scale, test, pause, or stop spend.</p></li><li><p>Support business growth targets without “burn at all costs” thinking, balancing efficiency and ambition.</p></li></ul><p><strong>Creative Strategy &amp; Collaboration</strong></p><ul><li><p>Lead paid media creative strategy. This is a creative-first role.</p></li><li><p>Translate the marketing calendar and business priorities into clear, actionable paid media briefs for evergreen, moment-led, and seasonal campaigns.</p></li><li><p>Act as a heavy influencer on creative direction, working closely with in-house designers and content creators to iterate based on performance and learning.</p></li><li><p>Develop repeatable creative testing frameworks while remaining flexible to cultural moments and opportunities.</p></li><li><p>Use insights from paid media to inform wider marketing and brand thinking.</p></li></ul><p><strong>Measurement, Testing &amp; Commercial Insight</strong></p><ul><li><p>Optimise paid media against business metrics, not platform vanity metrics.</p></li><li><p>Own CAC performance and understand how paid media contributes to longer-term customer value and repeat purchase.</p></li><li><p>Design and run structured tests across creatives, formats, audiences, and channels including upper-funnel activity such as YouTube.</p></li><li><p>Comfortable running experiments that may take weeks or months to show impact, using learning to improve future decision-making.</p></li><li><p>Report performance clearly, translating results into actionable insight for the Head of Marketing and wider team.</p></li></ul><p><strong>Team &amp; Growth</strong></p><ul><li><p>Be the first dedicated paid media hire, with the opportunity to build and lead a team over time.</p></li><li><p>Help shape processes, channel strategy, and hiring as the business grows.</p></li><li><p>Clear progression toward Head of Paid Media / Paid Director, with potential to broaden into wider growth leadership.</p></li></ul><h2 id="job-requirements-title"><strong>Requirements</strong></h2><div><p><strong>What You’ll Need</strong></p><ul><li><p>Significant experience in paid media, either in-house at a DTC brand or within an agency working with eCommerce clients.</p></li><li><p>Proven experience managing and scaling paid media budgets at a meaningful level.</p></li><li><p>Strong hands-on capability across Paid Social platforms primarily, alongside a good understanding of Google.</p></li><li><p>Excellent creative judgement, you understand what makes ads work and how to test ideas effectively.</p></li><li><p>Commercially minded, with a clear understanding of business metrics, growth trade-offs, and business performance.</p></li><li><p>Collaborative, proactive, and motivated by ownership and impact.</p></li></ul><p><strong>Nice to Have</strong></p><ul><li><p>Experience scaling a DTC brand in the UK market.</p></li><li><p>Exposure to upper-funnel and brand-building channels such as YouTube.</p></li><li><p>Previous experience building or leading a paid media team.</p></li><li><p>Experience working in a fast-growing scale-up environment or as a creative strategist.<br></p></li></ul><p>Chances are, if you tick these boxes, you’re also creative, detail-oriented, and curious; qualities that will serve you well in our fast-moving, “solutions-not-problems” environment.</p></div><h2 id="job-benefits-title"><strong>Benefits</strong></h2><div><ul><li><p>Type: Full time, Permanent</p></li><li><p>£50,000 - £55,000 DOE</p></li><li><p>Hours: 8 hours/day on weekdays (flexible working)</p></li><li><p>Holidays: 28 days plus bank holidays</p></li><li><p>Location: Soho HQ 3-days per week, the rest remote</p></li><li><p>Perks: Hefty discount on COAT paint, flexible working culture, regular team events</p></li></ul><p>If this sounds like your kind of thing, please <a target="_blank" href="https://apply.workable.com/coat-paints/j/826EB77BF5/">apply here</a>!<br></p></div>