Senior Media Buyer (Growth & Performance)

Senior Media Buyer (Growth & Performance) - paid social and emerging channels

About PocketPills

We're a healthcare platform for humans, designed for real life.

Pocketpills is Canada's leading online pharmacy & medical care platform. Re-imagining healthcare to make it accessible, affordable and entirely human. Driven by our passion for innovation and customer-care, we've designed a suite of digital care experiences that empower our members to take control of their health wherever life takes them. From coast to coast, over 800,000 Canadians trust Pocketpills to deliver their medication & ensure a healthcare professional is always just an arm's reach away.

We founded Pocketpills as a solution to fix the broken system that made getting care harder than it needed to be. We don't believe long line ups at the doctor's office, confusing refill protocols & one-size-fits-all advice, actually fit with what Canadians need, so we've changed the game. Powered by pharmacists, engineers, doctors, clinicians & service experts, our platform redefines the world of wellness, from personalized treatment that actually feels personal, to truly effortless refills, including free, friendly delivery. Because we do believe Canadians deserve a better way to manage their most important asset, their health.

Discover the healthcare platform that feels Delightfully Human. With Pocketpills, complete care is right in your pocket.

The Mission: Scalable Performance

We are looking for a heavyweight Media Buyer to lead our paid social and emerging channel strategy.

You are a data-obsessed, platform-native growth marketer who lives in Ads Manager but thinks in Creative Hooks. You've likely managed millions in spend for multiple DTC clients at a top agency and are now ready to focus your expertise on scaling a single, high-impact brand. You don't just follow best practices; you define them.

What You'll Own

1. Multi-Channel Execution at Scale

Platform Mastery: Own the strategy, execution, and optimization across Meta (IG/FB) & TikTok, while aggressively testing new frontiers (Apploving, Snap, Pinterest).

High-Budget Management: Confidently manage and scale six-figure monthly budgets, ensuring efficient delivery and maintaining target CPA thresholds.

Bidding & Structure: Architect account structures (CBO/Advantage+, ABO, Cost Caps) that prioritize stability and scalability over manual tweaking.

2. The Testing & Attribution Framework

Rigorous Experimentation: Design and lead a Never-Ending testing roadmap. You will run structured A/B and multivariate tests on audiences, offers, landing pages, and creative formats.

Measurement & Attribution: Navigate the post-iOS14 landscape with ease. You understand the nuances of MMM (Marketing Mix Modeling), MTA & incrementality testing.

Data Synthesis: Translate raw platform data into clear, actionable insights for the broader marketing team.

3. Creative Strategy & Feedback Loop

The Creative Bridge: You consume social content relentlessly. You know what's trending on TikTok before it hits the mainstream. You will provide the Performance Filter for our creative team, identifying which hooks, visual styles, and CTAs are winning.

Direct Response Copy: Write and iterate on high-converting ad copy that balances healthcare credibility with DTC scroll-stopping urgency. You will work with our creative strategist to make sure our creatives are always ahead of the curve.

4. Channel Expansion & Innovation

New Frontier Testing: Identify and vet emerging ad platforms. You are responsible for the 70/20/10 rulekeeping our core channels stable while constantly hunting for the next breakout growth lever.

Platform Alpha/Beta Access: Stay ahead of the curve by maintaining relationships with platform reps to get early access to new ad products and features.

What We're Looking For

• 5-8 Years of Pure Performance Experience: You have a track record of scaling DTC brands to significant monthly spends (preferably in a high-growth agency or fast-paced startup environment).
• Platform Depth: You know Meta and TikTok Ads Manager inside and outfrom pixel/API setups to the most granular bidding strategies.
• Numeracy & Analytics: You are a Spreadsheet Wizard. You can calculate LTV, CAC, and Contribution Margin in your sleep and understand how they impact the bottom line.
• Hyper-Awareness: You are a student of the game. You follow the latest developments from industry leaders and can discuss the latest algorithm shifts or privacy updates with ease.

Technical Proficiency

• Ad Tech: Expert-level Meta Ads Manager, TikTok Ads Manager, and Google Analytics 4.
• Optimisation: Familiarity with creative analysis tools (e.g., Atria) to bridge the gap between media buying and creative.

How You'll Be Measured

• Efficiency at Scale: Ability to increase spend while maintaining or improving target CPA.
• Testing Velocity: Number of successful experiments (creative or technical) that lead to a New Control ad.
• Attribution Accuracy: Ability to provide a clear picture of how paid spend is driving incremental business growth.
• New Channel Success: Proven ROI from at least one New channel within the first 6 months.