Digital Marketing Paid Media Strategist

The Paid Media Strategist serves as the subject matter expert and strategic owner of paid media

performance across a portfolio of clients. This role is primarily focused on Paid Search and Paid Social

Advertising and may also involve Programmatic Display and other third-party platforms.

The Strategist is responsible for translating client business objectives into paid media strategy,

independently diagnosing performance, developing and optimizing campaigns, establishing testing

roadmaps, and identifying opportunities for growth both within and across channels.

Successful candidates will combine deep hands-on platform expertise with broader strategic

thinking. We are looking for someone who can determine what the strategy should be, not simply execute
a strategy developed by someone else.
Requirements

Client Strategy, Ownership and Communication

-Serve as the paid media subject matter expert and strategic owner for an assigned portfolio of clients.

-Develop a deep understanding of each client's business model, goals, customers, competitive
environment, and economics.

-Translate business objectives into clear paid media strategies, KPIs, channel roles, budgets, and testing
priorities.

-Independently audit new and existing accounts, diagnose performance issues, and develop prioritized
recommendations.

-Clearly articulate what is happening, why it is happening, and what we should do next.

-Identify growth opportunities beyond individual platforms, including opportunities involving creative,

landing pages, measurement, SEO, CRM, and other marketing channels.

-Effectively present strategy, performance, and recommendations to clients and internal teams.

-Create clear documentation and reporting that connects campaign performance to client business
objectives.

-Proactively identify risks and opportunities rather than waiting for client or account-management
direction.
Paid Media Strategy & Execution

-Develop, implement, and continuously optimize Paid Search and Paid Social strategies across a variety
of client types and business models.

-Demonstrate deep hands-on expertise in Google Ads and competency in at least one major Paid Social
platform, preferably Meta.

-Build appropriate campaign and account structures across Search, Shopping, Performance Max,

-Demand Gen, and other relevant campaign types.

-Understand when automated campaign types, bidding strategies, and audience expansion should or
should not be used.

-Develop cross-channel media plans that define the specific role of Google, Meta, LinkedIn, TikTok, and

other relevant platforms within the customer journey.

-Recommend and continuously manage budget allocation based on business objectives, marginal

performance, customer acquisition economics, and channel opportunity.

-Evaluate platform-reported performance critically and understand the relationship between attribution,

incrementality, and actual business outcomes.

-Stay current on changes to advertising platforms, automation, and AI, and translate those developments

into actionable recommendations for clients.

Data Analysis, Measurement & Optimization

-Extract insights from campaign and business data, identify meaningful trends, diagnose performance

changes, and develop proactive recommendations.

-Understand the fundamentals of conversion tracking, GA4, Google Tag Manager, attribution, and offline
conversion measurement.

-Evaluate performance using appropriate business metrics such as ROAS, CAC/CPA, LTV, conversion

rate, revenue, qualified leads, and pipeline.

-Distinguish between platform performance and overall business performance when evaluating
campaign success.

-Develop structured optimization plans rather than relying solely on individual platform recommendations.

-Collaborate with analytics and measurement specialists when deeper technical implementation or
analysis is required.
Testing & Creative Strategy

-Develop structured testing roadmaps based on clear hyp