Prepared for Nick Lewis · Head of GTM Recruiting, Anthropic

Why Anthropic should hire Alex.

You asked whether I would consider the Paid Media Manager role. I would rather show you than tell you — so I built this page and instrumented it the way I would instrument one of your campaigns. The telemetry panel is scoring your intent as you read.

The job I do today Why Anthropic Contact

Scope today

Eight figures, six brands, four countries.

I am not applying toward this title. I hold it.

$13M+

Annual paid media managed

Search, shopping, social, retail media

Brands, 4 countries

US · Canada · Mexico · Brazil

Direct reports

Performance marketing specialists

12+

Years in paid search

Agency side, then in-house

About the panel

This page is instrumented the way I instrument a campaign. It classifies you, scores your intent, fires conversions at thresholds, builds a remarketing audience, and once you are warm enough it serves you an ad. A working demonstration of measurement design, not a mockup.

It all runs in your browser. No analytics SDK, no cookies, no fingerprinting, no network requests, nothing stored and nothing sent. The packet counter reads zero because it is genuinely zero. Refresh and it is gone.

Current role

Paid Media Manager

Brady Corporation

Performance Marketing · reports to Sr. Digital Marketing Manager

I own Americas paid media for a NYSE-listed industrial manufacturer: $13M+ a year across two MCCs and a portfolio of brands selling everything from handheld label printers to healthcare wristbands. I manage the three specialists who run the accounts, and I am still in the accounts myself.

Own the line, not just the campaigns

Every paid media line item in the Americas marketing budget carries my name as owner. I build the fiscal-year number bottoms-up in BigQuery, defend it to finance, then hit it. Forecast accuracy matters as much as performance here, because this year's forecast becomes next year's baseline.

Manage and grow a team of three

Weekly 1:1s on analyst-led agendas, account coverage assignments, and a first-90-days onboarding system I built so a new analyst ramps on documented process instead of tribal knowledge. I write the hiring business cases too.

Set strategy across two MCCs

Budget allocation, campaign structure, experiment roadmap, and the migration from manual bidding to tROAS across accounts with very different economics: high-consideration industrial B2B on one side, transactional ecommerce on the other.

Stay hands-on where it counts

When we were short-staffed on a brand migration I built it myself: new Google Ads account, landing pages, Zapier lead routing into Salesforce, conversion tracking end to end. A manager who cannot ship is not much of a manager.

Verify the measurement before trusting it

I audited our tag manager implementation and found conversion tracking defects quietly skewing platform numbers, plus a lead table going stale without warning. Half of paid media is refusing to optimize against a number you have not personally verified.

Automate the repeatable parts

Search-term and negative-keyword loops, month-to-date spend pulls, a weekly reporting digest, and a documented context system so AI agents work against real institutional knowledge instead of guessing. Automation adoption is an explicit part of how I am reviewed.

Selected work

Things I built because they annoyed me.

Two are public. Two are internal, so they are described rather than linked.

Independent advisory · live

PPC Red Flags

“You don’t need to be a mechanic to know when you’re being upsold.”

A practitioner-led resource that teaches advertisers to spot agency mismanagement: inflated metrics, black-box Performance Max, the three flavors of wasted spend. I built a free Chrome extension that self-audits a Google Ads account in about 30 minutes, and a Google Ads script that emails a weekly waste audit. No referral fees, no agency ambitions. I built it because I got tired of watching people pay for reporting instead of results.

Chrome extensionGoogle Ads ScriptAccount forensics

Open ppcredflags.com

Tool · B2B Google Shopping

The Priority Funnel

Search-term triage sorted by intent instead of by spend.

Pull 90 days of search terms, sort by intent, route the budget. It is the unglamorous work — negative keywords, brand cannibalization, junk queries — turned into something that takes an afternoon instead of a week. I built it for my own audits, then wrote the B2B Google Shopping guide around it.

Search-term auditsShopping structureWasted-spend math

See the funnel

Internal · built with Claude Code

Agent context system

Institutional knowledge, structured so an agent can actually use it.

A maintained knowledge base — role, accounts, budgets, brand standards, data-estate map, query cookbook, verified joins, known landmines — that I pair into Claude Code sessions so an agent starts with real context instead of inventing one. It has a routing table, generated manifests, a pre-commit hook that keeps the index fresh, and an explicit protocol for when an agent should write back to it. In daily use by me and my team.

Claude CodeKnowledge architectureAgent workflows

Internal · org-wide

BigQuery analytics assistant

So a marketer can ask the data estate a question in plain English.

A build-pack assistant over our ad and revenue data: estate map, naming taxonomies, identity spine and verified joins, a query cookbook, and a landmines file documenting every table that will silently lie to you. The landmines file is the valuable half.

BigQueryData modelingEnablement

Career

Twelve years, one discipline.

Agency side first, in-house now. Every rung of the ladder was in paid search.

Brady Corporation

Present

Americas paid media · $13M+/yr · 3 direct reports

Paid Media Manager

Rocket Clicks

2017 — 2022

B2B and B2C · lead gen and ecommerce · aggressive ROAS and COA targets

ManagerJan 2021
Team StrategistJan 2020
Sr. Paid Search AnalystApr 2019
Paid Search AnalystSep 2017

Guarantee Digital

2014 — 2017

30+ AdWords accounts · all SEM RFPs

PPC SpecialistDec 2016
Account CoordinatorMay 2016
Production Team Member2014

University of Wisconsin — Whitewater

2016

B.B.A., Marketing

Why Anthropic

Four reasons, no filler.

I already do this job, at this scale.

Paid Media Manager is my actual title today, running eight figures a year across a multi-brand, multi-country portfolio with a team under me. This is not a stretch role or a career pivot. It is a lateral move into a company whose product I already use every day.

I already build with Claude.

Not as a novelty. I run Claude Code against a purpose-built context repo, ship internal tools with it, and restructured how my team documents knowledge so agents can consume it. I understand the product from inside a real workflow, which is the exact empathy a paid media lead needs in order to market it.

I do the unglamorous part.

Negative keywords. Search-term audits. Verifying the conversion action before trusting the conversion number. Forecast accuracy finance will sign off on. The compounding wins in paid media are boring, and I like them.

I have audited the other side.

Through PPC Red Flags I audit agency-run accounts for advertisers who suspect they are being managed badly. It has made me fast at spotting where money leaks and allergic to reporting that flatters rather than informs. If you hire an agency, you want me reading their deck.

Next step

Your move, Nick.

Let’s talk about the role.

You reached out about Paid Media Manager. I am interested, I am qualified, and I just built you a working attribution demo to prove both. Any of these reaches me.

Emaillangtonac300@gmail.com Phone(262) 271-7903 LinkedInin/alex-langton Side practiceppcredflags.com