At COAT, we're changing the paint game.

COAT is the fastest-growing paint company in the UK, and we're looking for brilliant people to join us. With a reimagined digital buying experience and sustainable, high-quality paint delivered the next day, we're making it ridiculously easy for people to create spaces they're proud of, for themselves and the planet.

Backed by leading VCs and pioneering sustainability in our industry, we're continuing to grow, setting new benchmarks and reinventing paint for a conscious generation of homeowners and designers.

Now, we're looking for a Paid Marketing Manager to join the team.

At COAT, we know a thing or two about brand and growth marketing. We're looking for someone to own and scale our paid media function, balancing performance and brand, turning strong creative into commercial impact, and building a paid engine that supports both immediate growth and long-term customer value.

Key Responsibilities

Paid Media Strategy & Execution

Own and execute COAT's paid media strategy across Meta, Google (Search, Shopping, YouTube), and additional channels as opportunities emerge
Manage a significant annual ad budget, allocating spend effectively across short-term performance activity and longer-term awareness campaigns
Be hands-on with campaign setup, optimisation, and scaling, while setting the strategic direction for paid media
Continuously assess channel performance, making confident decisions on where to scale, test, pause, or stop spend
Support business growth targets without "burn at all costs" thinking, balancing efficiency and ambition

Creative Strategy & Collaboration

Lead paid media creative strategy. This is a creative-first role
Translate the marketing calendar and business priorities into clear, actionable paid media briefs for evergreen, moment-led, and seasonal campaigns
Act as a heavy influencer on creative direction, working closely with in-house designers and content creators to iterate based on performance and learning
Develop repeatable creative testing frameworks while remaining flexible to cultural moments and opportunities
Use insights from paid media to inform wider marketing and brand thinking

Measurement, Testing & Commercial Insight

Optimise paid media against business metrics, not platform vanity metrics
Own CAC performance and understand how paid media contributes to longer-term customer value and repeat purchase
Design and run structured tests across creatives, formats, audiences, and channels including upper-funnel activity such as YouTube
Comfortable running experiments that may take weeks or months to show impact, using learning to improve future decision-making
Report performance clearly, translating results into actionable insight for the Head of Marketing and wider team

Team & Growth

Be the first dedicated paid media hire, with the opportunity to build and lead a team over time
Help shape processes, channel strategy, and hiring as the business grows
Clear progression toward Head of Paid Media / Paid Director, with potential to broaden into wider growth leadership

Requirements

What You'll Need

Significant experience in paid media, either in-house at a DTC brand or within an agency working with eCommerce clients
Proven experience managing and scaling paid media budgets at a meaningful level
Strong hands-on capability across Paid Social platforms primarily, alongside a good understanding of Google
Excellent creative judgement, you understand what makes ads work and how to test ideas effectively
Commercially minded, with a clear understanding of business metrics, growth trade-offs, and business performance
Collaborative, proactive, and motivated by ownership and impact

Nice to Have

Experience scaling a DTC brand in the UK market
Exposure to upper-funnel and brand-building channels such as YouTube
Previous experience building or leading a paid media team
Experience working in a fast-growing scale-up environment or as a creative strategist

Chances are, if you tick these boxes, you're also creative, detail-oriented, and curious; qualities that will serve you well in our fast-moving, "solutions-not-problems" environment.

Benefits

Type: Full time, Permanent
Hours: 8 hours/day on weekdays (flexible working)
Holidays: 28 days plus bank holidays
Location: Soho HQ 3-days per week, the rest remote
Perks: Hefty discount on COAT paint, flexible working culture, regular team events

If this sounds like your kind of thing, we'd love to hear from you!

COAT Paints

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Paid Media Manager