PPC & Paid Media Manager

£45k

Glasgow – Hybrid/ Remote

Opportunities to join an adventure tour operator undergoing global brand expansion rarely come along! To continue our growth, we are looking to hire a full-time adventure-loving PPC & Paid Media Manager to join the journey here at Macs Adventure as part of the Global Marketing Team (position is located in Glasgow). 

Reporting into the Head of Performance Marketing, Vicky Gale, the PPC Manager will be responsible for managing & optimising global PPC accounts, driving qualified traffic & leads to the website to deliver against ambitious sales targets. Maintaining Google and industry best practice, they will also support on a multi-channel strategy to deliver a full funnel user experience across prospecting and remarketing to improve brand awareness.

About Macs Adventure

We’re an adventure tour operator on a mission to be the leading global brand in self-guided, active travel.

Welcoming over 30,000 customers on over 600 walking and cycling trips to destinations around the world, we employ over 180 people across the UK, US and Germany who share our purpose to lead, advocate & enable self-guided, active travel as a positive force for people and planet.

Our Culture

We’re an ambitious, forward-thinking business with a bold vision for the future. Our goal is to double the size of the company by 2027—and we’re committed to doing so the right way. In November 2024, we proudly achieved B Corp certification, marking a significant milestone in our journey toward sustainable, values-driven growth.

Our culture reflects these ambitions. We’re a fast-paced organisation and we like to have fun along the way. We’re looking for people who can grow with Macs and join us on our journey. It’s not the easy route, we’re looking for people who enjoy challenges, love learning and want to make an impact and relate to our core values;

• Love the journey: A Macs trip is all about the journey, not the destination. We are all believers in Macs’ unique brand of self-guided, active travel and shout about it. As more travellers convert to the Macs Way, we accept our business will grow and change. We welcome new connections, and embrace to new opportunities. Carpe diem!
• Take a different path: We’re not different for different’s sake; but we won’t succeed if we’re just the same as everyone else. We devise creative solutions to problems, find new ways of doing things, and trust colleagues who are doing so too. We are brave and feel empowered to take the initiative. We ask ourselves: is what I’m doing authentically Macs?
• Tread thoughtfully: We are considerate, empathetic and try to put ourselves in our customers’, suppliers’ and each other’s shoes. We support local, and find ways of having less negative impact on the planet. We find ways of having positive impact on people and communities. We are fair, and we do the right thing.
• Go the extra mile: We know that creating a perfect #MacsMoment involves going that bit further. We imagine the best feedback we can get and set out to earn it. We take ownership and accountability – it’s yours, not someone else’s, problem. We step up and help our team mates when they need us.

What you’ll do;

• The PPC Manager will sit within the Performance Marketing Team and wider general marketing team of 16 Managers and Specialists
• A business-critical role, responsible for driving new qualified traffic and leads to the website to deliver against ambitious sales targets in a highly competitive market
• Running, managing & optimising PPC accounts across US, UK, Germany, Australia, Canada & ROW in line with google best practice, business goals & customer profiles
• Implement a multi-channel digital strategy across the full-funnel to evolve brand awareness, nurture existing customers to generate high quality enquiries globally
• Deliver annual global enquiries & sales against individual market targets at a blended CPE & ROAS
• Improve the quality of enquiries through ongoing account optimisation & website recommendations to increase tracked CVR & on-site CVR over time
• Mentor & support the PPC Exec on managing workload, BAU & their ongoing development
• Collaborate with teams outside of marketing including Tech, Product and Sales to be able to incorporate wider business needs into our digital strategy

What you’ll bring;

• At least 4 years experience in PPC account management and optimisation include Google Ads bid management across ROAS and CPA models
• Experience managing monthly budgets with the confidence to respond to demand & efficiency, recognise opportunity & report on blended market progress
• Able to be agile and responsive to shifting trading conditions and strategy, ensuring campaigns deliver results in a dynamic environment
• Competency in analysis across metrics including CPE, CPA, ROI to identify key trends, peaks and anomalies in the data.
• Advanced experience in data analysis and reporting both top-line reports for key stakeholders and more importantly granular, insightful analysis experience is vital for understanding more complex, detailed & subtle aspects of the data
• Experience in team mentoring and management
• Advanced skillset in excel required for data mining, analysis & reporting through pivot tables, dashboards & Charts
• Good understanding of GA4 navigation for PPC landing page analysis, core metrics recognition & in identifying opportunities
• Experience and confidence collaborating with the wider-business to identify opportunities to support in top-line business goals
• Good understanding of full funnel audience targeting options & testing opportunities to optimise ad content to the most relevant audience
• Naturally passionate about digital marketing with the expectation to regularly sharing key industry updates, changes and opportunities with the Performance Team
• In depth understanding of Google Ads, Microsoft Ads, Meta, Programmatic partners including platform navigation, management, reporting & developments
• Comfortable in Identifying opportunities in data analysis for running AB tests across landing pages, campaign structure, audiences to identify the optimum variables to drive the most efficient results
• Competency in writing ad copy to align with brand/website tone of voice
• Experience in Lookerstudio, PowerBI, Dashboards for reporting, analysis & delivery
• Google Ads Certified

Not essential, but it would be a bonus if you have;

• Experience in tag manager & tagging implementation 
• Global account management experience would support you in your transition to this role
• A basic understanding of SEO for collaboration across paid and organic
• Travel or Tourism industry experience

Some candidates may see this list and feel discouraged because they don’t match all the requirements. If this is your ideal job please apply anyway, there’s a good chance you’re more wonderful than you think you are.

You could belong here;

To deliver adventures for more than 30,000 customers we need to build a company that’s reflective of their diversity. We’re building an inclusive workplace that promotes and values difference, where everyone, from any background, can do their best work and be proud to belong. 

What we’ll offer

As well as your salary;

• ANNUAL LEAVE: We’re an inclusive employer and celebrate diversity. We want you to be able to take holidays that matter to you, so 8 public holidays are included in your annual leave allowance of 33 days, which increases to 35 days after 5 years’ service.

• BIRTHDAY BOOSTER: An extra day off on your birthday!

• PENSION: We offer a contributory pension scheme.

• DISCOUNTS: You are eligible for great discounts on Macs Adventure trips!

• TRAVEL INSURANCE: We provide you and your spouse/partner/children with annual worldwide travel insurance.

• FLEXIBLE WORKING: A flexible work culture - you’ll be able to work from home as well as coming into our hub office in Glasgow 3 days per week to collaborate with colleagues.

• GETTING TOGETHER: Regular team, management and leadership meetings and retreats.

• CULTURE: An innovative, fast growth, international and solution focused culture, where we work hard to embed our values across the business.

• L&D: We support your self-guided learning journey to make the most of your strengths.

• WELLBEING. We'll support you in looking after your health and wellbeing so you can do your best work.

• TRAVEL: Occasional international travel may be required.

• IMPACT: The opportunity to make a difference in people’s lives and the planet.