Wing Assistant
About Us
Wing Assistant is one of the world’s largest virtual talent companies. We are a venture-backed scaleup, based in Silicon Valley, but operate fully remote. Wing is scaling rapidly, and looking to build out a world-class marketing team Overview
Wing Assistant invests heavily in paid acquisition (millions per year) and drives significant traffic. Your mandate: own our multi-channel paid engine—profitably scale high-intent demand across Google Ads, Microsoft/Bing Ads, and Meta, while expanding into/experimenting with Taboola, Outbrain, MNTN, Reddit, and other channels. You will be measured on pipeline & CAC. What you’ll own
1) Paid Ad Platforms:
Build a quarterly channel mix & budget plan tied to CAC, payback, and pipeline targets; stage tests for new networks. Google Ads & Bing:
Search, PMax, Brand & Non-Brand separation, sitelinks/callouts, conversion attribution optimization. Meta:
Conversion/lead gen, creative iteration, testing, audience stacks & exclusions, offline conversions. All other
paid ads, including testing, optimization, and scaling 2) Measurement & Optimization:
Own tracking & data hygiene with GTM/GA4 + offline conversions to CRM (Deal Created/Won). Daily optimization on CPL, CPC, CTR, CVR, lead-to-Deal rate, CPA/Deal, CAC, ROAS/pipe; use incrementality tests (geo/cellular holdouts where applicable). Build dashboards (StatCounter/Sheets/BigQuery) and weekly “what moved/what’s next” stand-ups. 3) Creative & Landing Experiences
Brief and QA ad creative (copy/static/video) and landing experiences with Design, Copy, and CRO; ensure ad-to-landing relevance to lift Quality Score and conversion. Partner with SEO to align keyword themes, SERP coverage, and minimize cannibalization. 4) Lead Quality & Sales Sync
Collaborate with Sales to tighten feedback loops (disposition reasons, Deal quality, measurement/attribution). What success looks like (6–12 months)
2x increase of Deals created from paid at flat or improved CAC. Quality lift: +10–20% improvement in Lead to Deal rate from paid via targeting, messaging, and landing alignment. Scaled testing system: 4–8 meaningful experiments/month; winner rollout playbooks. Channel expansion: At least 1–2 net-new channels per quarter, producing a repeatable, efficient pipeline. Day-to-day responsibilities
Own budgets, pacing, and bids; refine match types, negatives, and audience overlays. Build and refresh keyword portfolios, RSA assets, and custom intent/lookalike audiences. Design & read experiments: creative angles, offers, headlines, hooks; landing variants with CRO. Maintain and improve conversion tracking (web & offline). Study and publish weekly reports with insights, actions, and expected impact. Requirements
5–8+ years running multi-million-$ PPC programs (B2B services or SaaS strongly preferred). Deep expertise in Google Ads (Search/PMax) and Bing; strong practitioner on Meta. Proven record of turning paid traffic into pipeline & revenue, not just MQLs. Comfortable with data: queries/pivots; StatCounter; GA4; attribution concepts (MTA, first/last-touch, simple MMM proxies). Hands-on with GTM/GA4, offline conversion uploads, HubSpot/Salesforce (or similar). Data-driven mindset, results-oriented, and able to meet high expectations Strong creative instincts (briefing copy/design, storyboarding short video) and landing page collaboration with CRO. Excellent prioritization, communication, and ownership in a fast-moving environment. Nice to have
Experience with Taboola/Outbrain, MNTN/CTV, Reddit, and programmatic pilots. Basic SQL or BigQuery; script/Rule automation; budget pacing tools. Experience running incrementality/geo holdout tests. KPIs you’ll be measured on
Deals created from paid & pipeline $ (primary) Blended CAC / CPA per Deal Lead→Deal and Deal→Won rates by channel/campaign Non-brand share of pipeline; Quality Score & CPL for top ad groups Testing velocity and % of tests that ship to 100% Your first 30/60/90
30 days: Audit accounts (structure, queries, tracking, audiences, negatives, assets, landing alignment). Baseline KPIs; fix tracking & offline conversions. Publish the Quarterly Test Plan. 60 days: Restructure top campaigns (brand/non-brand, exact/phrase, PMax guardrails). Launch 2–3 high-impact tests (offer, creative, landing). Implement a weekly pipeline quality loop with Sales. 90 days: Scale winners; expand 1–2 net-new channels (e.g., Reddit or MNTN) with clear success criteria; roll out budget reallocation based on CAC/payback. Note: due to the seniority of this role, you are exempt from completing any initial assessments sent to you via email. If you do receive them, simply ignore them. Compensation: $100,001 - $150,000 a year
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Wing Assistant is one of the world’s largest virtual talent companies. We are a venture-backed scaleup, based in Silicon Valley, but operate fully remote. Wing is scaling rapidly, and looking to build out a world-class marketing team Overview
Wing Assistant invests heavily in paid acquisition (millions per year) and drives significant traffic. Your mandate: own our multi-channel paid engine—profitably scale high-intent demand across Google Ads, Microsoft/Bing Ads, and Meta, while expanding into/experimenting with Taboola, Outbrain, MNTN, Reddit, and other channels. You will be measured on pipeline & CAC. What you’ll own
1) Paid Ad Platforms:
Build a quarterly channel mix & budget plan tied to CAC, payback, and pipeline targets; stage tests for new networks. Google Ads & Bing:
Search, PMax, Brand & Non-Brand separation, sitelinks/callouts, conversion attribution optimization. Meta:
Conversion/lead gen, creative iteration, testing, audience stacks & exclusions, offline conversions. All other
paid ads, including testing, optimization, and scaling 2) Measurement & Optimization:
Own tracking & data hygiene with GTM/GA4 + offline conversions to CRM (Deal Created/Won). Daily optimization on CPL, CPC, CTR, CVR, lead-to-Deal rate, CPA/Deal, CAC, ROAS/pipe; use incrementality tests (geo/cellular holdouts where applicable). Build dashboards (StatCounter/Sheets/BigQuery) and weekly “what moved/what’s next” stand-ups. 3) Creative & Landing Experiences
Brief and QA ad creative (copy/static/video) and landing experiences with Design, Copy, and CRO; ensure ad-to-landing relevance to lift Quality Score and conversion. Partner with SEO to align keyword themes, SERP coverage, and minimize cannibalization. 4) Lead Quality & Sales Sync
Collaborate with Sales to tighten feedback loops (disposition reasons, Deal quality, measurement/attribution). What success looks like (6–12 months)
2x increase of Deals created from paid at flat or improved CAC. Quality lift: +10–20% improvement in Lead to Deal rate from paid via targeting, messaging, and landing alignment. Scaled testing system: 4–8 meaningful experiments/month; winner rollout playbooks. Channel expansion: At least 1–2 net-new channels per quarter, producing a repeatable, efficient pipeline. Day-to-day responsibilities
Own budgets, pacing, and bids; refine match types, negatives, and audience overlays. Build and refresh keyword portfolios, RSA assets, and custom intent/lookalike audiences. Design & read experiments: creative angles, offers, headlines, hooks; landing variants with CRO. Maintain and improve conversion tracking (web & offline). Study and publish weekly reports with insights, actions, and expected impact. Requirements
5–8+ years running multi-million-$ PPC programs (B2B services or SaaS strongly preferred). Deep expertise in Google Ads (Search/PMax) and Bing; strong practitioner on Meta. Proven record of turning paid traffic into pipeline & revenue, not just MQLs. Comfortable with data: queries/pivots; StatCounter; GA4; attribution concepts (MTA, first/last-touch, simple MMM proxies). Hands-on with GTM/GA4, offline conversion uploads, HubSpot/Salesforce (or similar). Data-driven mindset, results-oriented, and able to meet high expectations Strong creative instincts (briefing copy/design, storyboarding short video) and landing page collaboration with CRO. Excellent prioritization, communication, and ownership in a fast-moving environment. Nice to have
Experience with Taboola/Outbrain, MNTN/CTV, Reddit, and programmatic pilots. Basic SQL or BigQuery; script/Rule automation; budget pacing tools. Experience running incrementality/geo holdout tests. KPIs you’ll be measured on
Deals created from paid & pipeline $ (primary) Blended CAC / CPA per Deal Lead→Deal and Deal→Won rates by channel/campaign Non-brand share of pipeline; Quality Score & CPL for top ad groups Testing velocity and % of tests that ship to 100% Your first 30/60/90
30 days: Audit accounts (structure, queries, tracking, audiences, negatives, assets, landing alignment). Baseline KPIs; fix tracking & offline conversions. Publish the Quarterly Test Plan. 60 days: Restructure top campaigns (brand/non-brand, exact/phrase, PMax guardrails). Launch 2–3 high-impact tests (offer, creative, landing). Implement a weekly pipeline quality loop with Sales. 90 days: Scale winners; expand 1–2 net-new channels (e.g., Reddit or MNTN) with clear success criteria; roll out budget reallocation based on CAC/payback. Note: due to the seniority of this role, you are exempt from completing any initial assessments sent to you via email. If you do receive them, simply ignore them. Compensation: $100,001 - $150,000 a year
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