The Role
Lead hands-on strategy and execution for Google Ads (Search, Performance Max, Demand Gen, Shopping) and YouTube, own channel CAC/ROAS targets, manage tagging/measurement, creative pipelines, reporting in Northbeam/Databricks, run incrementality tests, and coordinate peak planning and Google partner relationships.
Summary Generated by Built In
Welcome to Fi.
We’re a passionate team from Square, Google, Oura, Peloton, Uber, and more working to transform the human-pet relationship. Our mission? Develop cutting-edge technology to revolutionize what it means to be a pet parent. The pet industry remains firmly stuck in the past and we are here to change that. Fi is leveraging our team's talent and expertise to improve the lives of millions of pets in the U.S. Real-time location tracking, activity, sleep and behavior monitoring – and that's just the beginning.
The most exciting aspect of our work? Bridging the communication gap between pets and humans. Imagine a world where everyone knows how their pet feels in real time and how to keep their best friend in good shape. That's the future we're building at Fi.
If you're someone who thrives in innovative, collaborative work environments and feels strongly about helping pets live longer, better lives, Fi could be the perfect fit. Join us in our pursuit of the “impossible,” or as we call it here “let me find a way,” to redefine the future of pet ownership together.
Fi is looking for a Senior Manager, Paid Search & Youtube!
Fi is looking for a senior performance marketer who has personally scaled Google Ads and Amazon Ads at meaningful spend, knows how to run YouTube as both a reach and a performance channel, and doesn't take platform numbers at face value. You'll build and run campaigns yourself, set the strategy, own performance against acquisition targets, and be the single accountable owner for these channels. Performance marketing sits at the center of our growth, and the decisions made in this seat move real revenue.
Fi is looking for a senior performance marketer who has personally scaled Google Ads and Amazon Ads at meaningful spend, knows how to run YouTube as both a reach and a performance channel, and doesn't take platform numbers at face value. You'll build and run campaigns yourself, set the strategy, own performance against acquisition targets, and be the single accountable owner for these channels. Performance marketing sits at the center of our growth, and the decisions made in this seat move real revenue.
What You'll Do:
- Own hands-on execution across the full Google Ads portfolio: Search (brand and non-brand), Performance Max, Demand Gen, Shopping, and YouTube. You build campaigns, manage bidding, pace budgets, and make the scaling calls yourself
- Own Amazon Ads end to end: Sponsored Products, Sponsored Brands, Sponsored Display, and DSP. You set the spend strategy, including keyword and product targeting priorities and where budget concentrates, and own launch support for new products
- Own your channels’ CAC against our acquisition targets while protecting volume, managing to payback and contribution margin rather than CAC alone, and partnering with Finance on true unit economics rather than platform-reported numbers
- Own YouTube strategy across the upper and lower funnel, including the reach versus Demand Gen mix and the reallocation tests that inform it
- Manage Performance Max with the right asset groups, audience signals, and brand exclusions, plus the visibility to know where spend is actually landing
- Own the creative brief-to-asset pipeline for paid search, YouTube, and Amazon, representing the channels in creative reviews and partnering with Brand and Creative on video and asset production
Maintain measurement and signal quality end to end: conversion tagging accuracy, enhanced conversions, consent - handling, customer match, and existing-member exclusion lists at parity across campaigns, plus brand safety controls across YouTube and Display
- Own the paid-side requirements, QA, and troubleshooting for Shopping feeds and Amazon detail pages, partnering with internal feed teams and with the retail and merchandising side on page content and imagery
- Build and maintain reporting in Northbeam and Databricks, including Amazon CAC and unit reporting against plan, plus a weekly performance narrative reconciled against our source-of-truth reporting
- Run an incrementality and testing practice (lift studies, geo tests) that validates spend is driving net-new customers, and own the performance read across Google and Amazon
- Lead peak planning for product launches, BFCM, holiday, and Amazon deal events including Prime Day, covering budget scenarios, creative readiness, and bidding strategy, along with our Google and Amazon rep relationships and beta access
What You'll Bring:
- 6+ years in performance marketing with deep, hands-on ownership of Google Ads across Search, Performance Max, Demand Gen, and YouTube, ideally at a DTC or subscription brand at meaningful scale. You have personally built and scaled these accounts against CAC, ROAS, or contribution-margin targets, with real examples of decisions that moved the number
- Hands-on Amazon Ads ownership at meaningful spend across Sponsored Products and Sponsored Brands, ideally including DSP, with examples of restructuring an account and moving CAC or TACoS, plus a working understanding of how detail page content, reviews, Buy Box, and pricing gate paid performance
- Fluency in payback and LTV-to-CAC math on a hardware plus subscription model, including margin-based LTV and payback period, and the judgment to know when a higher CAC is the right buy
- Real experience running YouTube as both a reach and a performance channel, including conversion lift or brand lift study design and interpretation
- Fluency with Google tag setup, enhanced conversions, customer match, and exclusion list management
- You pull and interrogate your own numbers in SQL or a BI tool, you don’t take platform-reported results at face value, and you’ve made a channel’s case against last-touch attribution with a test rather than an opinion
- Clear communication, including the ability to brief executives and write a crisp performance recap a non-marketer can follow
- Bonus if you have hardware plus subscription or other considered-purchase experience, or familiarity with media mix modeling
Why You'll Love Us:
- Time to Recharge: Enjoy flexible PTO to take the breaks you need.
- Top-Notch Health Coverage: We’ve got your back (and teeth and eyes) with full medical, dental, and vision insurance.
- Wellness Perks: Free access to One Medical, Kindbody, and Talkspace to keep you feeling your best.
- Dog-Friendly Office: Bring your pup to work — they’re part of the team, too.
- Give Back to the Pups: Make tails wag with a $500 annual donation to a dog charity of your choice through our BarkBack Program.
- Free Fi Membership: Your furry best friend(s) get all the benefits of a Fi collar, on us!
- Love for Friends + Family: Share the Fi magic with loved ones through our gifting program.
The anticipated base salary range for this position is $65,000–$250,000. Actual compensation will vary based on multiple factors, including skills, experience, market conditions, and role scope, which may evolve during the hiring process. As a fast-growing Series B startup, Fi evaluates compensation opportunistically to align with the right candidate. This role is also eligible for equity compensation.
Fi is an equal opportunity employer that is committed to diversity and inclusion in the workplace. We prohibit discrimination and harassment of any kind based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or any other protected characteristic as outlined by federal, state, or local laws. This policy applies to all employment practices within our organization, including hiring, promotion, termination, layoff, recall, leave of absence, compensation, benefits, training, and apprenticeship. Fi makes hiring decisions based solely on qualifications, merit, and our needs at the time.
Skills Required
- 6+ years in performance marketing with deep, hands-on ownership of Google Ads
- Personal experience building and scaling Search, Performance Max, Demand Gen, and YouTube accounts at meaningful spend
- Track record of scaling spend efficiently against CAC, ROAS, or contribution-margin targets
- Experience running YouTube as both reach and performance channel, including conversion lift or brand lift study design
- Fluency with Google tag setup, enhanced conversions, customer match, and exclusion list management
- Ability to manage creative brief-to-asset pipeline and represent paid channel in creative production
- Ability to own reporting and interrogate platform vs source-of-truth numbers
- Clear communication and ability to brief executives and write concise performance recaps
- SQL or BI tool experience
- Experience at DTC or subscription brand at scale
- Experience building/maintaining reporting in Northbeam and Databricks
- Experience managing platform partner relationships with Google reps
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The Company
What We Do
Fi is rethinking the relationship between dogs and humans. We build products for your dog to live their best life. We are full of experienced, passionate people that have built and shipped outstanding products for Nest, Square, Google and Uber who all care about their dogs. Together, we're bringing a digital revolution to the dog space. Today's collars and leashes are relics from the past; nothing has changed since the 80's. We're using technology to improve the dog space and affect the lives of the 100 million dogs living in the US for the better. The hardest part about being a dog owner is they can't tell you when something is wrong. Fi aims to change that; even by knowing what their 'normal' day of activity is, we're already learning so much more about our dogs than we ever could before. And we're not stopping there. We're looking for people to join us who love a good challenge—and of course, dogs. We set the bar high at Fi. In our world, "impossible" means "let me find a way".
