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

📌 Performance Marketing Specialist (Guadalajara)
🏢 The Bird Man
📍 Guadalajara