Paid Media Specialist

Context & Impact

As part of Lansweeper’s global marketing engine, the Paid Media Specialist plays a pivotal role in shaping how we reach, influence, and convert our target audiences across digital channels. You will translate Lansweeper’s strategic goals into integrated, data‑driven paid media initiatives that strengthen brand visibility, accelerate demand, and enable predictable, scalable pipeline creation.

Your Goal

Own and lead Lansweeper’s paid media strategy across global market. You will design full-funnel paid media programs, define a long‑term vision for digital advertising, driving measurable performance improvements that support both brand and revenue objectives.

Challenge

The main challenges you will face are:

• Building a cohesive global paid media strategy that spans multiple business motions while ensuring alignment with broader marketing goals.

• Managing complex budgets and channel mix across SEA, display, programmatic, paid social, paid video, ABM, Referrals (Software Review Platforms), etc.

• Ensuring strong performance measurement, attribution clarity, and data‑driven decision‑making in a rapidly evolving digital landscape.

• Leading cross‑functional collaboration to embed paid media best practices into integrated campaigns and product launches.

• Working closely with the product-led growth (PLG) engine to align on strategy and ensure clear ownership. PLG will lead the strategy for Free / Trial conversions, while Paid Media focuses on generating a strong lead funnel and pipeline from non‑trialist CTAs, requiring continuous alignment, shared insights, and synchronized activation across the marketing ecosystem.

Key Responsibilities

• Develop and own Lansweeper’s global paid media strategy across search, display, programmatic, paid social, paid video, ABM, Referrals (Software Review Platforms), and other channels.

• Translate business goals into pipeline‑generating paid programs, ensuring alignment with the overarching marketing strategy.

• Define a comprehensive experimentation roadmap, including budgeting for testing, channel prioritization, and A/B hypotheses.

• Oversee global budget forecasting, allocation, and pacing across all paid media channels.

• Guide conception‑to‑launch planning of digital campaigns, ensuring optimal channel mix, targeting, and messaging.

• Establish and refine performance measurement frameworks, including KPI governance, dashboards, attribution models, and reporting cadence.

• Provide strategic insights and recommendations to marketing leadership on performance trends, investment strategy, and pipeline impact.

• Partner closely with content, product marketing, campaign owners and PLG to create high‑performing messaging and creative assets.

• Stay ahead of industry trends, platform evolutions, and new technologies to maintain Lansweeper’s competitive edge in digital advertising.

• Manage relationships with agencies, platform partners, and external vendors.

Key Requirements

Hard Skills

• 4+ years in paid media, performance marketing, or digital strategy with proven success in scaling campaigns across B2B environments; SaaS or agency experience preferred.

• Bachelor’s degree in Marketing, Digital Marketing, Communications, Business, or a related field.

• Expert knowledge of SEA paid social, programmatic buying, retargeting, and multi‑channel campaign orchestration.

• Strong analytical capability with experience in KPI definition, performance modelling, reporting, and attribution frameworks.

• Proficiency with analytics suite (Google Analytics, Google Tag Manager, Looker Studio) and advertising platforms such as Google Ads, LinkedIn Ads, Meta, and programmatic DSPs.

• Experience overseeing budgets and optimizing ROI, CPL, and pipeline contribution.

• Familiarity with CRM and marketing automation (Salesforce, Pardot)

• Relevant certifications that strengthen candidacy, such as: Google Ads Certification, Google Ads Professional Certification, Google Analytics Certification, Microsoft Advertising Certification, Meta Blueprint Certification, LinkedIn Marketing Solutions Certification, Pardot / HubSpot Digital Marketing or Inbound Certification, any recognized programmatic training (e.g., DV360)

Going for gold: (plus point but not mandatory)

• Experience with ABM platforms (6Sense, N.Rich)

• Experience with DV360, Search360

• Experience with G2 marketing capabilities

• Experience with Google Cookie Consent Mode

Soft Skills

• Strategic thinker with the ability to translate insights into high‑impact actions. AI paid trends

• Excellent communication and stakeholder‑management skills, able to influence cross‑functional teams and senior leadership

• Strong organizational skills with the ability to manage multiple complex projects in a dynamic environment.

• Data‑driven, curious, and proactive, continually seeking opportunities for improvement

• High accountability, problem‑solving mindset, and willingness to challenge the status quo.

Our Offer

• Competitive salary aligned with market benchmarks

• Benefits package adapted to local regulations

• Career growth and continuous learning opportunities

• Hybrid work model for employees near a Lansweeper office (minimum 2 days per week onsite).

• Collaborative, global team environment across Europe and North America

Company Info

Lansweeper is the leader in Technology Asset Intelligence, providing a single source of truth for complete visibility across IT, OT, and IoT assets — including software — across the entire technology estate. Since 2004, Lansweeper has empowered organizations to stay competitive with accurate, actionable data that strengthens security, drives strategic decisions, and boosts operational efficiency.

Trusted by over 20,000 customers — including CMA CGM, Rentokil, Fiskars, Nestlé, and Nvidia — Lansweeper serves enterprises, governments, financial institutions, NGOs, and universities worldwide.

Team Info

You will be part of our Center of Excellence Marketing Team reporting into our Global Growth Marketing Director.

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