Paid Media & Performance Marketing Manager (B2B) - 4 Day Week + Remote in Moffat

If you're the kind of marketer who'd rather be in Google Ads than in a meeting about Google Ads, read on. We have a full production team: content, design, web, video, product marketing. We have a sales team that wants more meetings and an SDR team that follows up fast. We have budget, and it's going up. What we don't have is the person who runs paid. Someone who builds the campaigns, reads the search terms, sets the bids, fixes the tracking, and turns the spend into booked demos. That's this role. It's hands-on by design. There's no agency and no paid media team behind you, because we'd rather give the budget to the person doing the work. You own the number, 30 booked demos a month, and you own how you get there.

About three quarters of your week is advertising. The rest is trade media, syndication and other digital lead gen. We're looking for someone who's done this before, more than once, and has the numbers to show it.

We are Shape.Construction! We are digitising the largest and most fundamental industry in the world, the industry that literally builds the foundations of the civilisation we all depend on to spare us from a brutal hunter-gatherer life: CONSTRUCTION. It is one of the least digitised industries in the world but also the largest – 1 in 9 people globally work in the construction industry and it constitutes 11% of global GDP. Improving construction strengthens the very foundation of human civilisation.

The Role Purpose of the role Shape helps main contractors build a stronger change case from site records. Our buyers are project managers and commercial managers at main contractors in the UK, US and Europe. Most of them aren't searching for a product like ours, because they don't know the problem has a fix. Your job is to find them, get them to a demo, and hand them to sales in good shape. You own one number: 30 booked demos a month for the sales team. You own every digital lead generation activity that feeds it, and you run those activities yourself.

Team You'll sit in Shape's marketing team and report to the Head of Marketing, who has a paid media background and has built most of our marketing automation in n8n and Claude. You'll work daily with the SDR team, who qualify and follow up what you generate, and the account executives who run the demos. Content, design, web, video and product marketing are covered by the team. You brief them for ad creative, landing pages and lead magnets. You don't write the copy or design the assets. You do build and run everything in the ad platforms and in HubSpot. You won't have an agency or a paid media team behind you. The budget goes into the channels, and you run them.

How your time splits:

• Full-funnel digital advertising 75% - Google Search, Meta and any other platform that works for B2B. Cold acquisition, retargeting, free app sign-ups, demo requests. You build it, run it, optimise it and report on it.
• Other digital lead generation 25% - Trade media advertising, content syndication, review sites, partnerships and anything else that produces demos at an acceptable cost. You'll test, measure and scale or cut. Webinars sit alongside this. You'll promote them and fill the room through paid and the database.

What a normal week looks like:

• Every day - Log into Google Ads and Campaign Manager. Check spend, search terms, cost per lead, conversion volume. Add negatives, adjust bids and budgets, pause what isn't working. Review every new lead in HubSpot. Check it has a source, check it against the ICP, make sure it's reached an SDR. Chase any lead that's past the follow-up SLA.
• Every week - Launch or refresh at least one creative or landing page test. Update the cost per demo by channel dashboard and share it with the Head of Marketing and sales. A 30-minute sync with the SDR team on lead quality: what's converting, what isn't, and why. Brief content and design on what you need next.
• Every month - Reallocate budget across channels based on cost per booked demo. Report on leads, demos booked, demos sat, cost per channel and what you're changing next month. Launch or review a trade media or syndication test. Promote any webinar the team is running.
• Every quarter - Prepare and present the channel strategy for the next quarter, with the numbers to back it.

Your first four weeks:

• Tracking fixed. UTMs on everything, deal source mandatory in HubSpot, lifecycle stages agreed with the SDRs, conversions firing in Google and . Google Search and campaigns live and optimising. A first read on what each channel costs per booked demo.

After that it's scaling what works and cutting what doesn't.

Your Capabilities:

• You are an operator. You've built and run B2B paid campaigns yourself, at more than one company, and you have the numbers to prove it. You think in cost per booked demo, not clicks.
• You'd rather bring a playbook you've already proven than experiment your way into one on our budget.
• You are an expert in Google Ads for B2B.
• You will have Mastery: A repeatable B2B paid acquisition playbook you've run at more than one company, with numbers from both.
• Communication: Fluent written and spoken English.
• Leadership: You own a number and want to be measured on it.
• Impact: AI-native. You use AI for reporting, analysis and admin so your time goes on the accounts and the strategy.

You will learn here:

• Trade media advertising and content syndication in a niche B2B market, and how to make bought leads convert.
• Filling a webinar through paid and the database.
• A bonus if you've run webinars end to end.

Shape isn't the place for you if any of the following is true:

• You'd rather set the strategy and have someone else build the campaigns.
• You'd rather report on activity than be measured on booked demos.
• You want an easy role without much challenge.
• You like to be the smartest person in the room.
• You don't like continuously receiving honest candid feedback.
• You prefer to do your own thing rather than work with a team.