Senior Paid Media Channel Manager

Purpose Brands Intermediate, LLC; North Carolina; Hybrid; USD 100,000 - 160,000; Full time

Job summary

Purpose Brands LLC is seeking a Senior Paid Media Channel Manager to lead paid media efforts across multiple brands, including Anytime Fitness and Orangetheory Fitness. This hands-on role focuses on planning, buying, and optimizing campaigns across search and social channels to drive lead generation, bookings, and memberships.

The ideal candidate has 5–8 years of paid media experience, strong analytics, and familiarity with multi-location marketing.

Qualifications

• 5–8 years of paid media experience in performance or growth marketing
• Experience managing lead generation or acquisition-focused campaigns
• Strong expertise in Paid Search (Google Ads, YouTube) or Paid Social (Meta, Instagram, TikTok)
• Advertising Agency experience is a plus with Google Ads and Facebook Blueprint certifications required

Responsibilities

• Plan, buy, and manage paid media campaigns across Google Ads, Meta, and other platforms
• Analyze funnel performance and optimize targeting, bidding, and creative for efficiency
• Run structured testing and experiments across channels
• Monitor metrics like CPL, CPA, and conversion rates and translate into optimization actions
• Collaborate with analytics, brand marketing, and local marketing teams for alignment
• Support local market growth while maintaining scalable, efficient campaigns

Skills

Paid media

Performance marketing

Analytics

Channel management

Tools

Google Analytics

Looker

Tableau

Power BI

Job description

Purpose Brands, the parent company of Orangetheory, Anytime Fitness, Waxing the City and The Bar Method, is seeking a Senior Paid Media Channel Manager to join its team. This is a great position for someone who is looking to expand their career, and join a company with a fun, fast-paced and inspirational culture. In this role, you'll serve as a quantitative, performance-driven paid media expert supporting acquisition efforts across key brands, including Anytime Fitness and Orangetheory Fitness. This is a hands-on-keyboard media buying role that will focus on managing and optimizing paid media campaigns that drive lead generation, bookings, and new memberships across a large multi-location network. The ideal candidate is a growth-oriented marketer who is highly analytical and comfortable working with large data sets to improve campaign performance. This individual will be responsible for executing and optimizing paid search and/or paid social campaigns, identifying performance opportunities, and contributing to broader paid media strategies. Advertising agency experience is a plus. This role sits within the centralized paid media team and will work closely with analytics, brand marketing, and local marketing teams to support national campaigns and local market growth initiatives.

Duties & Essential Functions

• Paid Media Planning, Buying and Campaign Management: Manage and optimize paid media campaigns across key performance channels such as Google Ads, Meta, and other paid platforms. Execute campaign adjustments to improve lead generation, cost efficiency, overall acquisition performance. Manage platform level media budgets, ensuring efficient spending, and achieving target CPA/ROAS goals within each managed platform.
• Performance Optimization: Analyze campaign performance across the acquisition funnel and identify opportunities to improve efficiency and scale. Optimize targeting, bidding strategies, creative performance, and campaign structure to improve results.
• Testing and Experimentation: Support structured testing initiatives across paid channels, including audience testing, creative experimentation, bid strategy adjustments, and landing page performance improvements.
• Data Analysis and Reporting: Monitor and analyze campaign performance using key metrics such as CPL, CPA, conversion rates, and downstream membership outcomes. Translate performance data into insights and recommendations that improve campaign performance.
• Cross-Functional Collaboration: Work closely with internal teams including analytics, brand marketing, and local marketing to ensure paid media efforts align with broader marketing initiatives and campaign priorities.
• Local Market Support: Help ensure paid media campaigns are structured to effectively support performance across thousands of local markets while maintaining efficiency and scalability.

Strengths

• Highly quantitative mindset with strong analytical skills and experience using performance data to drive campaign decisions.
• Strong collaboration skills and ability to work within a cross-functional marketing team.

Background

• 5 to 8 years of paid media experience in performance marketing or growth marketing roles.
• Strong expertise in either Paid Search (Google Ads, Performance Max, YouTube) or Paid Social (Meta, Instagram, TikTok), with working familiarity in the other channel. Note this is a hands-on keyboard media buying role, this role calls for active channel management.
• Advertising Agency experience is a plus.
• Certification: Google Ads and Facebook Blueprint certifications are required.
• Experience managing lead generation or acquisition-focused paid media campaigns.
• Familiarity with marketing analytics platforms such as Google Analytics, Looker, Tableau, or Power Bi similar tools.
• Experience in multi-location, franchise, or retail marketing environments is a plus.

What's in it for you?

• Medical, Dental and Vision Coverage
• Hybrid Work Environment
• Life and Disability Insurance
• Unlimited Time off + Paid Holidays
• Flexible Friday's between Memorial Day and Labor Day
• 401(K) Savings Plan Matching at 4%
• 10 Coaching and Therapy sessions
• Mental Health Benefits
• Brand Discounts & Reimbursements
• In-house workout facilities
• Professional Development Opportunities
• Team Building, Employee Engagement Activities & so much more

WORK SCHEDULE

Purpose Brands LLC, currently observe the following hybrid work model for employees at our Boca Raton (FL), Woodbury (MN), and Seattle (WA) offices: Remote optional: Fridays On-site days: Mondays, Tuesdays, Wednesdays and Thursdays

DIVERSITY, EQUITY, AND INCLUSION STATEMENT

Purpose Brands is committed to encouraging, facilitating, and upholding an environment centered on diversity, equity, and inclusion across every facet of the Purpose Brands. We will work to create a sustainable culture that supports a healthy space for learning and growing, valuing, and empowering every employee, inspiring a diverse franchise network, and uplifting the members and communities we serve.

EEO STATEMENT

Purpose Brands provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law. Discrimination of any type will not be tolerated.

Purpose Brands, LLC is here to make personal health and wellness accessible for people worldwide. The company holds the world’s largest and most trusted portfolio of fitness, health and wellness franchise brands and services: Anytime Fitness, Orangetheory Fitness, Waxing the City, The Bar Method, Healthy Contributions and Provision Security. Together, these brands generate USD$3.7 billion in revenue, operating across 50 countries on all seven continents with a combined 6 million members. With a world-class franchise operating model and suite of services that help its portfolio brands accelerate growth and deliver exceptional member experiences, Purpose Brands is best positioned for rapid expansion and to capture a strong market share in the global wellness industry. Enhance the health, prosperity, and overall well-being of franchisees, consumers, and employees through purpose-driven products and experiences. Empowering individuals and communities to live healthier, more vibrant lives. People. Purpose. Performance. Play.