Performance Marketing Manager, Paid Search

At Local Crafts, we're the creative force behind some of the most beloved names in crafting: Knit Picks, Crochet.com, Connecting Threads, Superior Threads, and Berroco. From our own workshops to trusted partners around the globe, we design and curate the products makers reach for every day, the yarns, fabrics, threads, and tools that turn ideas into finished pieces.

We're hiring a Performance Marketing Manager to support paid search across our multi-brand portfolio. You'll think through the search strategy for each brand on paid search channels, like Google Ads and Bing, and execute against it to drive profitable growth. You'll also shape where search goes next, from testing ads in ChatGPT and AI search to using YouTube to build the demand that search captures, working closely with our growth, creative, and analytics teams.

What You'll Do

• Set the paid search approach for each brand in the portfolio, defining the role of different campaign types (e.g. search, shopping, performance max), and how paid search and other channels work together
• Collaborate on annual search goals and budget for each brand, including targets for customers and performance (CPA, CAC, ROAS), and own the results
• Manage search performance day-to-day with hands on keyboard, considering different levers (e.g. keywords, ad copy, landing pages, feed). Decide how search budget moves across campaigns based on performance
• Present search performance on a weekly basis, sharing out insights, and ways to continue improving performance
• Maintain a prioritized testing roadmap, measure results, and identify learnings that improve performance across every brand
• Lead experimentation on where search is going, including ads in ChatGPT and other emerging platforms, with clear test designs, success criteria, and decisions on what to scale or stop
• Partner with creative and site merchandising teams to work on the right ad creative and landing pages for each brand

What You'll Bring

• 5+ years of hands-on paid search experience, specializing in e-commerce
• A track record of hitting performance KPIs and a deep understanding of which levers got you there
• Strong command of Google Ads, including campaign architecture, feed management and optimization, and keyword approach across match types
• A test and learn mindset, with the ability to share insights clearly and act on them
• Solid measurement and analytics skills, spanning Google Analytics, conversion tracking, UTM tagging, and attribution
• Excellent organization, so you can manage accounts for multiple brands without things slipping
• Strong written and verbal communication, with experience presenting performance, insights, and recommendations

You'll Thrive Here If

• You have a genuine interest in fiber arts, quilting, or crafting more broadly, and an understanding of how makers discover, research, and buy
• You've set search strategy for more than one brand at once and enjoy balancing their needs against a shared budget
• You can flex between a search strategy and the account detail without losing either

Additional Details

• Comprehensive benefits including competitive salary, medical, dental, and vision coverage; 401(k) with company match; paid time off; and parental leave
• Employee discounts across all Local Crafts brands: Connecting Threads, Superior Threads, Knit Picks, Crochet.com, and Berroco
• Must be legally authorized to work in the United States. We are unable to sponsor or take over sponsorship of an employment visa at this time