VP, Paid Media

Buyerlink is looking for a hands-on, strategic performance marketing leader to own and scale paid social and native advertising for our Home Services and Automotive business. This role will define the vision, lead and develop a high-performing team, set strategy, build and optimize campaigns, improve lead quality and scale volume, and create a repeatable growth model that can expand across Buyerlink’s broader portfolio.

This is an in-person role at our office in Victoria, BC. We are not accepting applications outside of the Victoria, BC area.

Must have:

• Has personally scaled Meta lead gen spend to hundreds of thousands per month while improving CPL and lead quality
• 3+ years in paid social performance marketing, and still hands-on in Meta Ads Manager today (i.e. personally building, launching, and optimizing campaigns in Meta)
• B2C consumer lead gen background, and knows how to balance lead gen KPIs well, including CPL, volume, and lead quality

Nice to have:

• Has experience in native and display ads beyond Meta
• Knows Tableau, GA4, and lead gen landing page flow
• Home services or Automotive industry lead gen background

Job details:

The VP of Paid Media will lead both strategy and execution: managing meaningful budgets, developing test-and-learn programs, partnering cross-functionally, and building the systems, team, and reporting needed to make paid social and native display advertising a scalable consumer acquisition engine and repeatable playbook. This role is ideal for a proven, hands-on operator, ready to step into broader ownership and executive leadership.

Responsibilities:

• Own paid social & native display advertising for the Home Services and Automotive verticals
• Lead campaign strategy while remaining hands-on with execution and management
• Scale lead volume profitably while continuously improving lead quality, conversion rates, and CPL
• Own channel performance, economics, and investment
• Build a rigorous experimentation and optimization program
• Integrate AI into creative development and the paid media workflow
• Lead cross-functional execution

What You’ll Do

• Own paid social and native advertising strategy for Buyerlink’s Home Services and Automotive verticals, with Meta as the primary platform.
• Build, launch, manage, and optimize campaigns across Meta, native, display, programmatic, and emerging social platforms.
• Drive profitable growth by scaling lead volume while continuously improving lead quality, conversion rates, CPL, and overall campaign efficiency.
• Create a disciplined testing program across creative, audiences, offers, and campaign structure.
• Partner with Creative, Analytics, Engineering, Sales, and vertical leadership to align paid media strategy with business priorities.
• Strengthen measurement and reporting across Meta Pixel, Conversions API, offline conversions, attribution, and lead quality (acceptance rates, contact rates, appointment rates, close rates).
• Use AI tools to improve campaign planning, research, creative iteration, analysis, forecasting, reporting, and experimentation speed.
• Develop the paid social playbook, operating model, processes, and team structure needed to scale the channel across Buyerlink.
• Share clear performance insights, risks, recommendations, and investment plans with senior leadership.

What You’ll Bring

• 3+ years of performance marketing experience, including substantial ownership of hands-on paid social and native advertising.
• Deep expertise in Meta Ads Manager, including campaign setup, optimization, measurement, and scaling across Facebook and Instagram.
• Experience leading B2C paid social campaigns in Home Services, Automotive, lead generation, or another high-volume consumer acquisition environment.
• Proven track record of scaling paid social advertising programs to hundreds of thousands of dollars per month, while improving efficiency, lead quality, and ROI.
• Strong understanding of local-market acquisition, service-area constraints, seasonality, consumer intent, and lead-quality economics.
• Proven ability to manage meaningful paid media budgets and scale investment based on business performance.
• Strong analytical skills and comfort working with performance data, financial metrics, attribution, and business KPIs.
• Experience designing and leading creative, audience, conversion, and market-testing programs.
• Ability to translate campaign performance into clear insights, decisions, and recommendations for senior stakeholders.
• High ownership, rigor, organization, and accountability.
• Bachelor’s degree in marketing, business, analytics, or a related field, or equivalent professional experience.

The Leadership Opportunity

This is an opportunity to define Buyerlink’s paid media capability from the ground up. You will own the paid marketing strategy (except paid search), prove the model, build the operating infrastructure, and help establish paid social and display advertising as a meaningful, scalable growth engine for the company.

About Buyerlink

Buyerlink is a performance marketing and online marketplace company that connects high-intent consumers with businesses across automotive, home services, and other major consumer categories.

Our technology, media expertise, and portfolio of digital properties help businesses acquire customers at scale. We operate in a highly measurable environment where media performance, customer economics, creative effectiveness, and speed of execution directly influence growth.

Home Services is one of Buyerlink’s most important growth verticals. We are investing in paid social as a significant customer acquisition channel within the vertical and as a capability that can ultimately scale across the broader company.

We are looking for a VP of Paid Media to take ownership of that opportunity.

Compensation: $180,000 - $200,000 CAD
Compensation will be determined by factors including knowledge and skills, role-specific qualifications, market location, and experience.

​Life at Buyerlink:

• Take part in our Service Days program - where you'll be rewarded with paid time off for volunteering and making a positive impact in your community.
• Join forces with our diverse Global Community and connect with team members from all over the world.
• We offer a comprehensive extended health benefits package to ensure your total well-being.
• We're dedicated to your professional growth and will support you every step of the way on your career path with ongoing Professional Development opportunities.
• Enjoy delectable, complimentary lunches, and participate in exciting team events in-office

Who we are:
Buyerlink perfectly matches businesses to consumers at the moment of intent, delivering performance-based marketing across any industry. From leading the market in new car sales to powering demand for home services nationwide, Buyerlink scales with what businesses need. As a One Planet Group company, Buyerlink proves that business success and the betterment of humanity advance together.

Privacy:
The types of Personal Information we may collect (directly from you or from Third Party-sources) and our privacy practices depend on the nature of the relationship you have with Buyerlink and the requirements of applicable law. We endeavor to collect information only relevant for the purposes of processing. As part of our recruitment process, certain roles at Buyerlink may include a technical or skills-based assessment administered through an approved third-party provider. In some cases, and only with your explicit consent at the time of testing, AI-based proctoring or monitoring (such as webcam, screen activity, or behavioral signals) may be used to help maintain assessment integrity. By continuing, you agree to Buyerlink's privacy policy, which can be accessed here.