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
-Independently audit new and existing accounts, diagnose performance issues, and develop prioritized
-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
-Proactively identify risks and opportunities rather than waiting for client or account-management
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
-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
-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
-Develop structured optimization plans rather than relying solely on individual platform recommendations.
-Collaborate with analytics and measurement specialists when deeper technical implementation or
Testing & Creative Strategy
-Develop structured testing roadmaps based on clear hypotheses and business objectives.
-Partner with creative teams to translate campaign performance into actionable creative
-Establish appropriate KPIs, budgets, and evaluation criteria for campaign, audience, messaging, and
-Use test results to generate actionable learnings and determine subsequent iterations.
-Understand the role creative plays across different platforms and stages of the customer journey.
Cross-Functional Leadership
-Collaborate with specialists across SEO, Creative, Analytics/Measurement, CRM, and other disciplines
to improve overall client outcomes.
-Recognize when a paid media performance issue originates outside the advertising platform and
proactively engage the appropriate specialists.
-Share platform knowledge, emerging best practices, and successful testing approaches with other
members of the Paid Media team.
-Contribute to agency-wide paid media methodologies, standards, and SOPs.
-Help establish repeatable frameworks for turning account audits and campaign data into comprehensive
-Bachelor's degree or equivalent professional experience.
-3+ years of hands-on paid media experience at a digital marketing agency or similarly complex multi-
-Demonstrated experience independently owning paid media strategy, not solely executing campaigns or
recommendations developed by others.
-Deep working knowledge of Google Ads, including Search, Shopping, and Performance Max.
-Hands-on experience with at least one major Paid Social platform, preferably Meta.
-Experience managing meaningful paid media budgets and making independent budget-allocation
-Demonstrated ability to diagnose account performance and explain the underlying causes of
-Strong understanding of conversion tracking, attribution, and digital measurement.
-Experience developing structured campaign, creative, or audience testing programs.
-Ability to translate platform data into clear business recommendations.
-Strong written and verbal communication skills and comfort presenting strategic recommendations to
-Ability to independently manage multiple clients, priorities, and deadlines.