Growth Manager, Paid Media

About this role

GiveDirectly has delivered more than $1B in cash directly to 2+ million people living in poverty across 15 countries since 2011. We believe cash transfers are one of the most scalable, cost-effective, and dignified forms of aid, with the research to back it up. Our work has been covered by The Economist, NPR, TED, and The Washington Post. We are one of Time100’s Most Influential Companies of 2026. We're now preparing to deliver billions of dollars a year to people in extreme poverty, if funding allows. Read our CEO's essay on what that will take.

Our culture is candid, analytical, and non-hierarchical. We support high ownership and real professional growth. Curious about what it's really like to work here? Read our values and hear from the people who do. If they resonate, this could be a great fit!

Location: This role is fully remote but must overlap with an East Africa timezone by at least 3 hours. We are unable to sponsor or take over sponsorship of employment visas in the U.S. or U.K. at this time.

About this role

Individual Giving has set an objective to double new donor acquisition in 2027 and expand our awareness through brand ads for key segments. Paid media is the biggest lever we have to get there, and as Growth Manager, Paid Media, you'll own delivery of this important priority. To help get us there, GiveDirectly is planning to expand its spend on paid media.

We are looking for someone who will be a strong cultural fit—curious, keen not to follow industry standards but to look for disproportionately high-leverage opportunities, keen to constantly learn and adjust, and comfortable launching a paid program without agency support. This role would suit someone comfortable in a fast-paced environment, able to pivot and change tactics based on data and changing circumstances.

Reporting to our Director of Individual Giving, you’ll manage all paid acquisition for Individual Giving across Meta, Google, YouTube, and TikTok, and also work closely with the VP of Marketing to manage all upper-funnel media buys (e.g., newsletters, podcasts, etc.) for both the Individual Giving and Marketing teams. This role is responsible for executing our paid media program end to end, including negotiating and managing contracts, creating ads, capturing screenshots for documentation, publishing campaigns, and monitoring performance. You will also build our tracking and attribution systems and use that data to grow both one-time and monthly giving. To do so, we are looking for a strong individual contributor who is comfortable executing within the platforms without a big team or agency.

The Individual Giving team is responsible for generating revenue across donors with an annual gift below $50k. To do so, the Individual Giving team executes compelling public fundraising campaigns, drives creative donor-facing content, and tests new marketing initiatives aimed at expanding our donor base and raising awareness of direct cash transfers. You’ll join a small but high-performing team that runs several campaigns at once and works with a lot of independence. You’ll partner with Brand and Marketing colleagues each campaign cycle to ensure integrated marketing across all public-facing materials.

Level: Manager (we are willing to hire at Senior Manager for more experienced candidates)

Reports To: Director of Individual Giving
Travel Requirement: Must be able to travel ~1–2 times per year to one of our countries of operation for team retreats or field visits

What you’ll bring:

• 3–5+ years in growth or performance marketing with a proven track record running paid media to a conversion or revenue target, in-house or agency, across Meta, Google, YouTube, and emerging platforms. Non-profit experience is a plus, but not required.

• Experience managing a paid media budget of at least US$5M a year with a track record of strong performance measurement, with the discipline to trust your own data over platform recommendations and the judgment to know when to scale a channel, cut it, or admit it isn't working—pause and reset.

• A genuine test-and-learn habit: you design multivariable testing across creative, audience, messaging, and landing pages, using these insights to scale the program.

• Strong written communication, the ability to own creative direction of ads (from conception and drafting through launch), and experience with or a strong eye for graphic design (Figma, Canva). You’ll work with content creation teams for bigger projects, but initial ideation and direction should come from you.

• Strong, succinct communication, and the ability to work productively with a Brand and Marketing team focused on brand awareness.

• Alignment with GiveDirectly’s values and active demonstration of our core competencies: emotional intelligence, problem solving, project management, follow-through, and fostering inclusivity.

• Experience with tracking and attribution to ensure detailed reports are shared with senior management.

Bonus skills:

• Experience with our tech stack (WordPress, Salesforce, PostHog, Google Analytics, Tableau, Zendesk, Ahrefs) or similar tools.

• Experience with paid ads with a non-profit of a similar size or an agency supporting non-profits.

What you’ll do

Own paid media strategy and performance to execute growth and brand goals

• Develop and execute the paid digital fundraising strategy that acquires new donors, grows revenue, and strengthens long-term supporter value across Meta, Google, YouTube, TikTok, programmatic, and emerging platforms (approx. 50% of time).

• Run top-of-funnel brand ads, from placement and contracting to creative direction and development, including podcasts, OOH, and connected TV (approx. 30% of time).

• Manage and optimize paid investment daily, monitoring spend, pacing, cost per acquisition, and conversion, and reallocating budget as performance dictates.

• Run a continuous test-and-learn program across audiences, creative messaging, channels, landing pages,…