Job Description

About Birdman

Birdman is Mexico's leading plant-based nutrition brand, born in Guadalajara and now actively scaling into the US. We've grown into one of the fastest-moving wellness brands in Latin America by obsessing over product quality, brand craft, and the communities we build — all while staying lean, fast, and founder-driven. Our D2C channel is a core growth engine, and we're building the in-house team to own it end to end.

About the Role

We're hiring a Performance Marketing Specialist (Lead) to take full ownership of paid media strategy and execution for our D2C channel across Shopify MX and Shopify US Today, our paid operation lives mostly inside external Meta and Google agencies — you'll come in to take back strategic control, challenge them technically, and lead the channel to its next stage of growth. You'll own ROAS, CAC, and paid-attributed revenue, run Email and SMS in Klaviyo hands-on, and direct a Creative Strategist (Performance Content Producer) to build the creative pipeline that feeds it all. This is a hands-on, accountability-heavy role for someone who's operated paid accounts directly, not just supervised an agency.

What You'll Do

• Own the D2C paid investment strategy for Shopify MX and US — accountable for ROAS, CAC, and paid-attributed revenue
• Operate and optimize Meta Ads (BOF/MOF) with focus on conversion, audience segmentation, and creative testing
• Operate and optimize Google Ads (Search and Shopping): bidding strategy, keywords, product feeds, and account structure
• Manage Email and SMS Marketing in Klaviyo automated flows (welcome, post-purchase, win-back, reactivation), newsletters, and segmented campaigns
• Coordinate with our external Meta and Google agencies define briefs, KPIs, cadences, and SLAs; challenge them technically and validate every deliverable
• Lead the Performance Content Producer (Creative Strategist) brief hooks, formats, and durations; iterate creative based on performance data
• Hold a dotted line with Amazon, Mercado Libre, and TikTok Shop managers to align cross-channel paid strategy for launches and promotions
• Validate pixel tracking, conversion APIs, and attribution models across the full D2C funnel
• Build and maintain the D2C performance playbook campaign structures, naming conventions, and optimization criteria
• Deliver a weekly D2C paid performance report with variance vs plan and actionable recommendations to the Ecommerce Manager MX

Requirements

What We're Looking For

• 2–3 years operating paid media campaigns hands-on, with direct ROAS and budget accountability (not just supervising an agency)
• Proven hands-on experience in Meta Ads and Google Ads with accounts of relevant volume — be ready to share monthly budgets you've managed
• Experience with Email and SMS Marketing platforms Klaviyo (strongly preferred), HubSpot, Iterable, Mailchimp, or similar
• Ability to challenge an external agency technically and validate the quality of their work
• Data-driven mindset comfortable reading attribution reports, interpreting incrementality, and making decisions based on evidence
• Intermediate to advanced English, enough to run briefs, calls, written reports, and Slack threads with international contractors and agencies
• Bachelor's degree in Digital Marketing, Business Administration, Industrial Engineering, or related field
• Based in Guadalajara, or willing to relocate

Nice to Have

• Previous experience leading or coordinating a creative resource (Performance Content, Creative Strategist, or similar) for paid campaigns
• D2C ecommerce experience operating two markets simultaneously (MX and US)
• Background in health, supplements, wellness, or food & beverage brands
• Exposure to marketplaces (Amazon, Mercado Libre, TikTok Shop) even if not the primary scope
• Experience integrating CRM signals (Klaviyo, HubSpot) with paid campaigns for retention and reactivation
• Familiarity with Shopify Analytics, Google Analytics 4, and attribution platforms
• Strong working knowledge of AI tools (ChatGPT, Claude, Gemini) applied to analysis, creative briefs, reporting automation, and productivity