Senior Paid Digital Media Manager

Senior Paid Digital Media Manager

As a Senior Paid Digital Media Manager at 321, you will lead the strategic development and hands-on execution of paid digital media campaigns across a diverse portfolio of clients, with specialized focus on insurance and business services industries including roofing, legal services, real estate, healthcare, and home services.

This role requires deep expertise in marketing dynamics including lead generation optimization, funnel conversion, seasonal campaign management (Annual Enrollment Periods, weather-related awareness campaigns), life and geographical event targeting, and navigating the extended consideration cycles typical of purchase decisions. You understand how to drive cost-effective acquisition while managing complex attribution models across multi-touch customer journeys, all streamlined through AI innovation and automations.
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You will advance full-funnel media strategy and execution—from awareness and consideration through retention—while integrating paid media with CRM automation and customer lifecycles. This role combines strategic knowledge with technical execution expertise, requiring proficiency across paid search, paid social, programmatic display, CTV, and deep understanding of how paid media fuels and integrates with marketing automation platforms.

As a senior member of the Digital team, you will pioneer innovative approaches to performance marketing in regulated industries, and serve as a strategic partner to clients seeking measurable business growth through data-driven digital advertising.
WHAT YOU'LL DO
Paid Digital Strategy

- Lead the development and execution of comprehensive paid digital media strategies for clients across Google Ads, Meta, LinkedIn, YouTube, programmatic display, and emerging platforms

- Design full-funnel media strategies that align with customer journeys

- Create media strategies for business services clients (roofing, legal, real estate, healthcare, home services) that drive lead generation, customer acquisition, and business growth

- Establish performance benchmarks, KPIs, and success metrics tailored to client-specific KPIs and business services objectives

- Assume responsibility for the paid digital philosophy and standard of campaign execution

- Stay current on platform updates, algorithm changes, privacy regulations (iOS updates, cookie deprecation), and advertising best practices, including in regulated industries

- Develop thought leadership around omni-channel, consumer-centric performance marketing

Campaign Execution & Platform Management

- Execute hands-on campaign setup, optimization, and management across all major paid digital platforms:
- Google Ads: Search, Display, Performance Max, YouTube, Local Services Ads

- Meta: Facebook, Instagram (feed, stories, reels), Messenger

- LinkedIn: Sponsored Content, Message Ads, Lead Gen Forms

- Programmatic Display: Audience targeting, retargeting, contextual advertising

- CTV/OTT: Connected TV advertising for brand awareness and consideration

- Emerging platforms: TikTok, Pinterest, Reddit as appropriate for client objectives

- Build sophisticated audience targeting strategies using:
- 1st party data from CRM systems and customer databases

- 3rd party data sources and intent signals

- Lookalike audiences and predictive modeling

- Custom audience segmentation based on shopping behaviors and life events

- Geo-targeting, demographic targeting, and behavioral targeting

- Develop and manage landing page strategies, conversion funnels, and form optimization to maximize conversion rates and lead quality

- Implement comprehensive tracking architecture including:
- Conversion tracking and event configuration

- Google Analytics 4 and Google Tag Manager setup

- UTM parameter strategies and campaign tagging

- Multi-touch attribution modeling

- CRM integration and lead tracking

- Call tracking and offline conversion measurement

- Create A/B testing frameworks for ad c