Paid Ads Director

About Baltic Born

At Baltic Born, we believe every woman deserves to feel confident, beautiful, and empowered through every stage of life. Founded by three sisters, our brand celebrates sisterhood and the strength of womanhood through thoughtfully designed fashion. We serve women navigating various life stages—from young professionals and mothers to wedding guests and dinner hosts—designing pieces that elevate their everyday and special moments.

We foster a positive, uplifting work environment where creativity thrives, collaboration is valued, and growth is encouraged. From team lunches to fun events, we believe in celebrating our team regularly with monthly employee appreciation activities, and fuel your creativity with stocked snacks and drinks. We value your time and well-being by providing paid 30-minute lunch breaks and employees may enjoy our collections with an exclusive employee discount.

You’ll work for a company that focuses on attainable luxury, extended sizing, and creating fashion that helps women feel their best at every stage of life.

We're looking for a data-driven Paid Ads Director who will own and optimize our paid advertising initiatives across our full digital ecosystem. This role requires deep expertise in e-commerce advertising, with proven experience managing campaigns across TikTok Shop, TikTok, Google, Meta, Pinterest, Criteo, App and other digital advertising platforms. You'll be responsible for driving customer acquisition and retention, maximizing ROAS, and scaling our paid media presence while maintaining profitability targets.

Key Responsibilities

Strategy & Campaign Management

• Develop and execute comprehensive paid advertising strategies across TikTok Shop, TikTok, Google (Search, Shopping, Display, YouTube), Meta (Facebook & Instagram), Pinterest, Criteo, and App advertising platforms
• Manage substantial monthly advertising budgets, optimizing allocation across channels based on performance and business objectives
• Build, launch, and continuously optimize campaigns with a focus on customer acquisition, retention, and lifetime value.
• Conduct ongoing A/B testing of ad creative, copy, audiences, and bidding strategies to improve performance metrics

E-commerce & Performance Optimization

• Drive measurable results in key e-commerce metrics including ROAS, CAC, conversion rate, and AOV
• Develop and implement full-funnel advertising strategies from awareness through conversion and retention
• Collaborate with creative team to develop high-performing ad assets optimized for each platform
• Implement advanced tracking and attribution models to accurately measure campaign performance

Platform-Specific Expertise

• Leverage TikTok Shop commerce features to drive direct sales and maximize platform-native shopping experiences
• Optimize Google Shopping feeds and implement strategic bidding for maximum visibility and efficiency
• Manage Meta Advantage+ campaigns and catalog sales for dynamic product advertising
• Utilize Pinterest's visual discovery platform for upper and mid-funnel customer acquisition
• Implement Criteo's retargeting and dynamic creative solutions for customer re-engagement
• Oversee App install campaigns and app-based customer acquisition efforts with Apple and Android

UGC, Affiliate & Influencer Integration

• Activate user-generated content (UGC) for use in paid advertising campaigns across all platforms
• Develop and manage influencer whitelisting strategies, including TikTok Spark Ads and Meta Partnership Ads
• Collaborate with affiliate and influencer team members to identify high-performing content to use in ads
• Track performance of UGC vs. brand-created content and optimize creative mix accordingly
• Manage influencer amplification budgets and measure incremental impact of paid promotion on organic content

Analytics & Reporting

• Build comprehensive dashboards and reporting frameworks to track campaign performance
• Provide regular performance updates to leadership with actionable insights and recommendations
• Analyze customer behavior, funnel metrics, and attribution data to inform strategy
• Stay current on platform updates, algorithm changes, and industry best practices

Collaboration & Growth

• Work cross-functionally with creative, merchandising, e-commerce, affiliate, and influencer marketing teams to align advertising with business goals
• Manage relationships with platform representatives and external agencies as needed
• Identify new opportunities for growth, testing, and expansion into emerging channels

Technical Skills

• Expert-level proficiency in platform-specific advertising interfaces and campaign managers
• Strong understanding of e-commerce analytics, attribution modeling, and conversion optimization
• Experience with TikTok Shop commerce features and live shopping integrations
• Proficiency with Google Analytics (GA4), Google Tag Manager, and e-commerce tracking
• Familiarity with Shopify platform-
• Experience with creative testing frameworks and statistical significance

Analytical Abilities

• Exceptional analytical skills with ability to translate data into actionable strategies
• Strong understanding of customer acquisition economics, LTV:CAC ratios, and unit economics
• Experience with multi-touch attribution and incrementality testing
• Proficiency in Excel/Google Sheets for data analysis and reporting

Soft Skills

• Excellent communication skills with ability to present complex data to non-technical stakeholders
• Self-motivated with ability to work independently and manage multiple priorities
• Strategic thinker who can balance long-term growth with short-term performance
• Adaptable and eager to learn new platforms and strategies in a fast-moving industry

Required Qualifications

• 7+ years of hands-on experience managing paid advertising campaigns for e-commerce brands
• Proven track record managing six-figure+ monthly advertising budgets
• Demonstrated expertise across all required platforms: TikTok Shop, TikTok, Google Ads, Meta Ads, Pinterest Ads, Criteo, App advertising and others
• Experience deploying UGC and influencer content in paid campaigns
• Track record of successfully leveraging affiliate and influencer partnerships to scale paid advertising
• Experience in fashion, apparel, or lifestyle e-commerce is strongly preferred
• History of consistently meeting or exceeding performance targets
• Experience with influencer whitelisting and spark ads on TikTok
• Knowledge of iOS 14+ privacy changes and first-party data strategies
• Familiarity with customer data platforms (CDPs) and advanced audience segmentation
• Understanding of creative best practices for direct-response advertising