Supervisor, Performance Media Planning & Activation

 SUPERVISOR, PERFORMANCE MEDIA PLANNING & ACTIVATION

Location: Los Angeles / Hybrid
Department: Media & Activation
Reports To: Associate Media Director / VP, Media & Activation

About UNFOLD

UNFOLD is an award-winning digital creative agency based in Los Angeles, partnering with some of the world's most dynamic entertainment, gaming, technology, and consumer brands. We create culturally relevant, digitally driven work that connects audiences and brands across platforms.

Why UNFOLD

• Work on high-profile entertainment, gaming, and consumer brands
• Integrated creative + media model
• Strong test-and-learn culture focused on performance
• Opportunity to grow across strategy, activation, and leadership
• Exposure to full-funnel campaigns across emerging and traditional channels

The Role

Performance Media Strategy, Planning & Activation

• Develop and execute full-funnel paid media strategies across awareness, acquisition, activation, conversion, retention, and re-engagement.
• Lead planning, campaign setup, activation, and optimization across Meta, TikTok, Google Ads, YouTube, and other relevant paid media platforms.
• Manage both mobile app acquisition and web conversion campaigns, optimizing toward qualified registrations, installs, first purchases, subscriptions, transactions, and revenue.
• Build media plans, budgets, forecasts, audience strategies, and testing roadmaps aligned with client objectives and business KPIs.
• Optimize campaigns across audiences, bidding strategies, placements, conversion events, creative, and budget allocation.
• Develop prospecting, retargeting, reactivation, and first-party audience strategies to improve acquisition efficiency and customer quality.
• Identify opportunities to scale, hold, pivot, or reduce investment based on performance and customer economics.

Growth, Optimization & Customer Economics

• Evaluate campaign performance beyond initial acquisition to understand customer quality, activation, retention, and lifetime value.
• Analyze and optimize against key business metrics, including CPI, CPA, CAC, ROAS, incremental ROAS, LTV, AOV, D7/D30 retention, repeat behavior, churn, CAC payback, and contribution margin.
• Evaluate downstream customer actions such as first deposits, first transactions, repeat purchases, membership upgrades, tier movement, and reactivation.
• Analyze customer funnels and cohort performance to identify conversion drop-offs, acquisition quality differences, and growth opportunities.
• Partner with analytics and client teams to connect paid media performance with customer behavior, transaction data, and revenue.
• Translate performance findings into actionable recommendations that improve conversion rates, acquisition efficiency, customer value, and profitable growth.

Measurement, Attribution & Tracking

• Support the implementation, validation, and QA of conversion tracking across mobile apps and websites.
• Demonstrate working knowledge of Meta Conversions API (CAPI), Meta Pixel, TikTok Pixel/Events API, Google Ads conversion tracking, Google Enhanced Conversions, GA4, and Google Tag Manager (GTM).
• Understand browser-side and server-side tracking, event mapping, event deduplication, conversion attribution, and first-party data integrations.
• Work with mobile measurement partners (MMPs), including AppsFlyer, Adjust, and Singular, to support app attribution, in-app event tracking, and post-install optimization.
• Be familiar with product analytics platforms such as PostHog, Firebase, Amplitude, or Mixpanel to understand user behavior, funnels, and retention.
• Partner with analytics, development, and client teams to troubleshoot tracking discrepancies and ensure campaigns optimize toward accurate, meaningful conversion events.
• Understand mobile attribution, SDK integrations, deep linking, SKAdNetwork/AdAttributionKit, and privacy-related measurement limitations.
• Support incrementality testing, conversion lift, and other measurement approaches to evaluate the business impact of media investment.

Performance Creative, CRM & Lifecycle Marketing

• Partner with Creative and Strategy teams to translate audience insights and campaign performance into actionable creative recommendations and testing briefs.
• Evaluate creative performance across hooks, messaging, formats, offers, and CTAs, connecting engagement metrics to actual conversion outcomes.
• Develop structured creative testing recommendations across prospecting, conversion, remarketing, and retention audiences.
• Understand how paid media connects with CRM, onboarding, lifecycle communications, and customer retention.
• Collaborate with CRM teams on audience segmentation, suppression, re-engagement, and lifecycle opportunities that improve activation, repeat purchase, and LTV.
• Bring working knowledge of lifecycle platforms such as Customer.io, Braze, Klaviyo, or Iterable, including email, SMS, push notifications, and automated customer journeys.
• Identify opportunities to improve landing pages, app onboarding, checkout flows, and other conversion touchpoints.

Client Leadership & Team Management

• Own performance reporting, analysis, and optimization recommendations across assigned accounts.
• Translate complex campaign and customer data into clear insights and actionable recommendations for clients and internal teams.
• Lead performance discussions, proactively identifying opportunities, risks, and next steps.
• Supervise and mentor junior media team members across planning, activation, optimization, reporting, and campaign QA.
• Ensure campaign setups, targeting, budgets, tracking, naming conventions, and reporting meet agency standards.
• Collaborate closely with Media, Analytics, Creative, Strategy, CRM, Client Services, and external technology partners.
• Support the development of media best practices, SOPs, testing frameworks, and operational efficiencies.

Here's What It Takes

Required Experience & Qualifications

• 5–7+ years of hands-on paid media experience, with a strong concentration in performance marketing, customer acquisition, and conversion optimization.
• Proven experience managing both mobile app acquisition and web conversion campaigns, including post-install event optimization and downstream purchase or revenue objectives.
• Strong hands-on expertise with Meta Ads Manager, Google Ads, and TikTok Ads Manager, including campaign setup, bidding, optimization, and reporting.
• Demonstrated ability to optimize beyond clicks, leads, and installs toward actual customer acquisition, purchases, revenue, and business outcomes.
• Strong understanding of CAC, ROAS, LTV, AOV, conversion rates, retention, and customer acquisition economics.
• Experience analyzing multi-step conversion funnels, customer cohorts, and performance trends to identify growth opportunities.
• Working knowledge of Meta CAPI, Meta Pixel, TikTok Pixel/Events API, GA4, GTM, Google Ads conversion tracking, and server-side measurement.
• Familiarity with mobile measurement partners such as Singular, AppsFlyer, or Adjust, including in-app event tracking and attribution.
• Strong analytical skills with the ability to build forecasts, interpret datasets, and translate performance results into actionable recommendations.
• Proficiency in Excel or Google Sheets and experience working with performance reporting and analytics tools.
• Strong client communication, presentation, organizational, and problem-solving skills.
• Experience supervising, mentoring, or reviewing the work of junior media team members.

Strongly Preferred

• Experience with mobile apps, gaming, entertainment, ticketing, loyalty programs, subscriptions, e-commerce, or other transaction-driven businesses.
• Experience analyzing D7/D30 retention, repeat purchase behavior, customer cohorts, churn, LTV, CAC payback, and contribution margin.
• Familiarity with PostHog, Firebase, Amplitude, or Mixpanel for product analytics, customer funnels, and retention analysis.
• Understanding of performance creative strategy, including hooks, UGC, creator content, creative testing, and conversion-focused briefs.
• Working knowledge of CRM/lifecycle platforms such as Customer.io, Braze, Klaviyo, or Iterable, including segmentation, onboarding, reactivation, and retention strategies.
• Experience with incrementality testing, conversion lift, landing page optimization, and web-to-app customer journeys.

About Our Culture

UNFOLD is a minority-owned business led by two diverse founders who embrace diversity across all areas of the company. We are committed to building teams that reflect a wide range of backgrounds, perspectives, and skills. Employment decisions are based on business needs, job requirements, qualifications, and performance. We strive to maintain a positive, safe, and respectful workplace and have a zero-tolerance policy for discrimination or harassment of any kind.