Ads Manager Job at Base Coat Marketing in Germany

Position Summary

The Ads Manager is responsible for the strategic direction and positive growth of company marketing and advertising initiatives. This position leads the Ads Team to formulate, implement, and manage marketing and advertising strategies that meet or exceed internal KPIs, delivering consistent, high‑quality leads for clients in the Residential Painting, Commercial Painting, and Concrete Coating verticals.

Role Expectations

• Team Leadership : Provide strategic direction and leadership to the Marketing Team; build successful daily habits and routines; foster a collaborative and innovative team culture; implement EOS team meetings, reporting, and training structure; conduct regular team training and individual performance reviews.
• Campaign Management : Develop and execute comprehensive multi-channel digital marketing strategies for both clients and the brand; optimize campaigns for maximum lead generation and client satisfaction; stay updated on industry trends and algorithm changes to proactively adjust strategies.
• Research & Development : Lead efforts to explore and implement new strategies that increase predictability and consistency of lead generation; utilize AI to optimize operations, improve efficiency, and increase team capacity.
• Client Relationship Management : Collaborate with the CX and Sales Teams to understand client goals and objectives; communicate with clients as needed to improve satisfaction and address questions or concerns.
• KPI Monitoring : Establish KPIs that are economical and predictable; regularly analyze and report on campaign performance; implement strategies to continually improve KPIs that meet or exceed client expectations.
• Budget Management : Manage advertising budgets effectively to achieve optimal ROI; monitor and adjust budget allocations between channels based on performance and client priorities.
• Process and SOPs : Develop and own the SOPs for the Ads Team; document and update processes to ensure efficiency, consistency, and scalability.
• Team Training : Lead weekly team training sessions (in alignment with EOS framework) on evolving systems and best practices for campaign management; ensure effective implementation of SOPs to drive consistent and high-quality results.

Key Responsibilities

General : Develop, update, and oversee Training Guides and other resources to support the team’s development and performance.

Daily :

Team Check-ins : Conduct brief check-ins with team members to discuss ongoing tasks, address immediate concerns, and ensure everyone is on track.

Campaign Monitoring : Review the performance of active campaigns daily to identify trends, anomalies, and opportunities for optimization.

Communication : Engage in regular communication with team members to foster collaboration, address queries, and ensure alignment with overall marketing strategies.

Internal Communication : Respond to client inquiries, provide updates on campaign performance, and address any immediate concerns to maintain strong client relationships.

Time Tracking : Use the Everhour app to track your own time, and daily review your team’s time entries to ensure accurate time tracking in alignment with our SOPs.

Weekly :

Strategic Ad Copywriting, Creative, and Testing : Write strategic ad copy and identify new ad creative unique to audiences, trends, and the time of year; assets should be tested and monitored; test results should influence how the team operates across client accounts.

Performance Analysis : Conduct in-depth weekly analyses of campaign performance, identifying key trends, areas for improvement, and opportunities for optimization.

Team Meetings : Hold weekly team meetings to discuss overall strategy, share insights, and address challenges; encourage collaboration and idea sharing.

R&D Updates : Stay informed about the latest advancements in digital marketing and AI technologies; regularly test strategies, communicate results, and train the team.

Training Sessions : Conduct weekly training sessions on new industry trends, platform updates, and best practices for campaign management.

SOP Updates : Review and update SOPs for the Ads Team to ensure alignment with industry best practices and evolving strategies.

Example Media Content : Update example media content for clients to reference.

Monthly :

Performance Reports : Generate detailed monthly performance reports for each client, highlighting key metrics, achievements, and areas for improvement.

Budget Review : Review monthly advertising budgets and assess resource allocation to optimize ROI; proactively adjust or reallocate budgets based on performance trends, seasonality, and client priorities.

Quarterly :

Innovation Initiatives : Explore and propose innovative initiatives, such as AI integration or new marketing channels, to enhance lead generation capabilities.

Strategic Planning : Develop and update quarterly strategic plans with goals, key initiatives, and performance targets for the Ads Team.

Budget Planning : Collaborate with Finance to plan quarterly advertising budgets considering seasonal trends and client priorities.

Client Retention Analysis : Assess client retention rates, identify factors influencing satisfaction, and implement strategies to enhance relationships and loyalty.

Team Performance : Conduct team member performance reviews for every team member.

KPIs

Industry-Specific Knowledge : Ongoing learning to understand client needs and tailor strategies.

Algorithm Changes : Stay updated with platform changes (e.g., Meta, Google) and adapt quickly to maintain performance.

Lead Quality and Quantity Balance : Balance volume and conversion rates to meet client expectations.

Client Expectations : Set realistic KPIs and ensure strategies meet or exceed them.

Global Team Management : Manage an international team with time zones, cultural differences, and communication considerations.

AI Implementation : Select and integrate AI technologies to support lead generation and upskill the team.

Budget Management : Maximize ROI while handling ad cost fluctuations.

Competitive Landscape : Maintain a competitive edge through innovation and trend awareness.

Team Development and Retention : Focus on development, motivation, and reducing turnover.

Data Privacy and Compliance : Adhere to data privacy regulations and advertising policies.

Client Satisfaction and Retention : Maintain high client satisfaction and retention amid market changes.

Measuring and Reporting : Develop meaningful KPIs and demonstrate value of marketing initiatives.

Required Skills and Qualifications

Proven experience in digital marketing with a focus on lead generation.

Strong background in managing successful Facebook Ads and Google Ads campaigns.

Demonstrated leadership skills with the ability to inspire and motivate a diverse team.

Excellent communication and interpersonal skills.

Analytical mindset with the ability to interpret data and make informed decisions.

Familiarity with the residential and commercial painting industry is a plus.

Soft Skills :

Teamwork

Attention to detail

Flexibility and adaptability

Integrity

Problem-solving

Outstanding communication skills

Strategic thinking

Management / Leadership

Project Management

Passion and attitude

Hard Skills :

Google Ads

Meta Ads

Data Analytics

Inbound Marketing & Sales Funnels

Fundamental SEO Principles

Fundamental Web Development Fluency

Media Buying

Google and Meta Ads

Social Media Marketing

Budgeting

Spreadsheets

Content Writing and Strategic Messaging

Graphic Design

Position’s Relations

Work Area : Operations

Reports To : Operations Director

Directly Supervised : Ads Team

Indirectly Supervised : Media Team, CX Team, Web Team

Note : This job description is intended to convey information essential to understanding the scope of the position and is not an exhaustive list of responsibilities. Duties may be modified as business needs evolve.

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