Senior Manager, Performance Marketing

KITS is a fast-growing, TSX-listed direct-to-consumer retailer of prescription eyewear, serving customers across Canada and the United States. By combining a seamless digital experience with vertically integrated manufacturing and rapid fulfilment, KITS is redefining how people access vision care — making high-quality eyewear stylish, accessible, and affordable at scale. We move fast, make decisions with data, and build teams that take ownership end to end.

THE ROLE

Paid media is not a support function at KITS — it is one of the primary engines of customer acquisition for a $250M+ DTC business growing at pace. This role owns it entirely.

As our Senior Manager, Performance Marketing, you will be the strategic lead and hands‑on operator of KITS' paid media investment across Meta, TikTok, Reddit, and Google, with eyes on emerging channels as we scale. You will set the annual strategy, own the budget, drive campaign execution, and be accountable for the business outcomes. Your work will shape how KITS grows — informing the Creative roadmap, driving the Retention strategy, and influencing how eCommerce prioritises its calendar.

You'll bring a rigorous analytical mind, a strong creative point of view, and the ability to translate complex platform data into decisions that move the business. You thrive building in environments where the infrastructure isn't fully built yet — and you see that as an opportunity, not a constraint.

WHAT YOU'LL DO

• Own and evolve KITS' full-funnel paid media strategy across Meta, TikTok, Reddit, Google, and emerging channels — aligned to annual revenue targets, CAC goals, and customer acquisition priorities
• Build integrated campaign architectures across the full funnel — awareness, consideration, and retargeting — grounded in customer segmentation, LTV modelling, and competitive landscape analysis
• Lead annual and quarterly paid media budget planning; develop channel-level investment theses and allocate spend based on efficiency benchmarks and strategic priorities
• Partner with Brand and Creative to shape the performance creative roadmap — briefing platform-native concepts, defining testing hypotheses, and pushing hook and hold rates above industry benchmarks
• Evaluate emerging channels and beta products; bring data-backed recommendations to leadership and pilot with discipline

Campaign Execution & Media Buying

• Own day-to-day campaign setup, trafficking, and management across all paid media platforms — from audience builds and creative upload through QA and launch
• Manage budget pacing, bid strategies, and ongoing optimisation to consistently hit or exceed ROAS, CPA, CTR, and CPM targets
• Build and maintain sophisticated audience strategies across all platforms: custom audiences, lookalikes, interest-based targeting, and first-party data segments
• Design and run A/B and multivariate testing frameworks across creative, audience, bid strategy, and landing page variables — structured for statistical significance and built to generate institutional knowledge
• Own platform relationships with Meta, TikTok, Reddit, and Google account teams; leverage these for beta access, creative best practices, and data partnerships
• Ensure pixel implementation, conversion event tracking, and attribution models are correctly configured and maintained in partnership with Analytics, Engineering, and the broader team

Analytics & Reporting

• Own weekly, monthly, and quarterly performance reporting across all paid channels — synthesising platform data into clear business narratives for senior stakeholders and leadership
• Build and maintain dashboards (Looker, Tableau, or equivalent) that provide real-time visibility into campaign performance, pacing, and channel health
• Conduct deep-dive analyses to identify performance drivers, surface optimisation opportunities, and flag risks early — every finding becomes a clear recommendation
• Lead incrementality testing and media mix modelling inputs to accurately measure the true impact of paid media investment beyond last-click attribution
• Monitor competitive activity and industry benchmarks; integrate insights into strategic planning and business reviews
• Maintain structured test-and-learn logs that build compounding knowledge across the marketing team

Cross-Functional Leadership

• Work closely with Creative to maintain a high-volume, high-quality pipeline of ad formats — static, video, carousel, UGC, and interactive — built on platform best practices and real performance data
• Collaborate with the Retention team to create a seamless customer journey, coordinating paid retargeting with email and push sequences
• Partner with eCommerce and Product to align paid campaigns with promotional calendars, new product launches, and on-site conversion rate initiatives
• Serve as KITS' internal authority on performance marketing — educating and influencing senior stakeholders on platform developments, algorithm shifts, and strategic implications

WHO YOU ARE

• 7+ years of hands‑on paid media experience, with at least 3 years owning $1M+ in annual ad spend across Meta or Google and at least one additional platform
• Deep, platform-native expertise in Meta Ads Manager: advanced campaign architecture, Advantage+ and Advantage Shopping Campaigns, and privacy-first measurement (Conversions API, AEM)
• Expert command of Google Ads across the full product suite — Pmax, Shopping, Search, Demand Gen — with a technical, full-funnel approach to net-new customer acquisition
• Demonstrated experience on TikTok Ads Manager: Spark Ads, performance-focused formats, and a strong instinct for what creative actually performs on the platform
• Experience on Reddit Ads: community and keyword targeting, Reddit Max sponsorships, and conversion-focused campaign types
• A strategic thinker who can connect channel-level decisions to business outcomes — not just optimise campaigns, but shape how a company acquires customers at scale
• Strong analytical toolkit: funnel diagnostics, incrementality thinking, media mix modelling inputs, and the ability to translate complex data into executive-level insight
• Proficiency with analytics and reporting tools: GA4, Looker, Tableau, or equivalent
• Solid command of attribution modelling, multi-touch attribution, incrementality testing, and media mix modelling concepts
• Proven track record of building structured A/B testing programmes — documenting learnings systematically and turning them into measurable performance gains
• Strong creative sensibility and the ability to brief, evaluate, and elevate performance creative across formats and platforms
• Comfortable using AI tools — predictive analytics, automation, generative — to accelerate campaign work and uncover growth opportunities
• Experience with first-party data strategies: CRM uploads, custom audiences, and pixel-based retargeting
• Clear, confident communicator who can present complex performance data to senior non-technical stakeholders and influence decisions

Nice to Have

• DTC eCommerce or retail experience
• Familiarity with integrated feed management tools (DataFeedWatch, GoDataFeed) and dynamic product ads
• Experience on Pinterest or Snapchat — channels we're actively evaluating as we scale

COMPENSATION

The anticipated annual salary range for this position is $87,900 – $125,500. Final compensation will depend on the successful candidate's relevant experience, skills, and qualifications.

BENEFITS & PERKS

• Competitive compensation with performance-based bonus potential
• Employee Share Purchase Plan (ESPP)
• Access to an on-site gym
• Company-paid lunch every day at HQ
• Discounts on KITS frames and contact lenses
• Opportunities for growth in a fast-moving, high-ownership environment
• A team that takes the work seriously and doesn't take itself too seriously

KITS is proud to be an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.