About the role
About Gelato Gelato has created the world's largest global network for on-demand production of custom products, from t-shirts and mugs to books and wall art. We don't own production facilities; we build the software that connects them. With over 150 production partners in 32 countries, our network can deliver custom products to five billion people in just 72 hours. It's smarter, faster, and greener. Gelato operates across three distinct business lines: Optimalprint , our B2C ecommerce brand serving millions of customers across 20+ markets; GelatoCreate , which enables creators and small businesses to connect their own stores directly to our print network via API; and GelatoConnect , our SaaS suite built to modernize the print industry through smarter software for producers everywhere. This role sits within Optimalprint. You'll be part of the wider Gelato organization, with access to its infrastructure, data, and talent, but your day-to-day focus is on growing one of the most ambitious ecommerce brands in the personalization space. About Optimalprint Optimalprint is where Gelato began. What started as a single ecommerce platform has grown into a global brand operating in 20+ markets across Europe, North America, and Australia, helping millions of customers create personalized photo products, cards, prints, and more. We run large, multi-million-euro advertising budgets across a wide portfolio of markets and channels. We move fast, measure everything, and we are rebuilding our customer acquisition engine for the age of AI. That is where you come in. The Opportunity This is not a traditional performance marketing role. We are looking for an AI Marketing Specialist , someone who treats AI not as an occasional tool but as the default operating layer for everything they do, from media buying and analysis to creative production and competitor intelligence. You will own real budgets and real channels from day one, with the mandate and the freedom to automate, experiment, and rethink how acquisition works at a global scale. If you are quantitatively minded, relentlessly curious, and excited by the idea that one sharp operator armed with AI can outperform an entire team using legacy workflows, this role is built for you. You will learn the full mechanics of growing a large, global ecommerce company, work directly with engineering, creative, and data teams, and have a direct line to leadership. The ceiling here is high and largely set by your own ambition. What You Will Be Doing Paid media across every major channel Plan, launch, optimize, and scale campaigns across Meta Ads, Google Ads, YouTube Ads, TikTok Ads, Pinterest Ads, and emerging platforms (including AI-native ad placements as they mature). Manage budget allocation and forecasting across 20+ markets, balancing growth and efficiency targets (ROAS / CAC / contribution margin). Own bidding strategy, audience design, product feed quality, and full-funnel campaign structure. AI-first automation and tooling Build, test, and maintain AI agents and automation workflows that handle repetitive media-management tasks - negative keyword management, search-term mining, budget pacing, anomaly detection, and reporting. Use LLMs and agentic tooling (e.g. Claude, MCP-based integrations, the platform ad APIs) to compress work that traditionally took days into minutes. Continuously scout, evaluate, and roll out new AI tools across the marketing stack, with a bias toward shipping working prototypes over slide decks. Creative pipeline Drive the production of ad creatives and ad copy at scale using generative AI, building repeatable pipelines that turn product and market inputs into high-volume, on-brand static and video assets. Run structured creative testing and feed winning insights back into the generation process. Marketing technology and tracking Own and maintain tracking infrastructure, including Google Tag Manager, conversion tracking, server-side tagging, and the integrity of the data feeding our bidding algorithms. Safeguard measurement quality and consent compliance (Consent Mode, OneTrust / TCF) across markets, and troubleshoot tracking incidents end-to-end. Analysis and measurement Turn data from Looker, Google Analytics (GA4), and the ad platforms into clear, decision-ready insight, and increasingly, let AI do the first pass of that analysis for you. Build dashboards and lightweight models for performance, incrementality, and budget allocation. SEO / GEO support Support our organic search and Generative Engine Optimization (GEO) efforts, helping ensure Optimalprint shows up where customers (and AI assistants) are searching. Competitor and market intelligence Build automated monitoring of competitor activity across paid, organic, and AI-surfaced channels, and translate it into action. …and more you'll define Experimentation framework and A/B testing discipline across channels. Cross-functional collaboration with engineering, creative, and analytics teams. Helping shape and document the AI-first marketing playbook that the wider team will adopt.