Paid Media Specialist

Role Overview

The Paid Media Specialist drives performance across primary and secondary ad channels, develops full-funnel strategies, and guides the growth of junior team members. This role blends hands-on campaign execution with strategic thinking, Al-powered workflows, and cross-channel measurement. The successful candidate is equally comfortable launching a Performance Max campaign, debugging a server-side tracking setup, running a client QBR, and prompting an LLM to automate a reporting task.

Channel Focus

Primary channels

• Google Ads (Search, Performance Max, Demand Gen, Shopping, YouTube, Display)

• Meta Ads (Advantage+ Shopping, Advantage+ App, Lead Ads, Sales, Awareness)

• Microsoft Ads / Bing Ads (Search, Shopping, Performance Max, Audience Network)

Secondary channels

• TikTok Ads (Spark Ads, Shop Ads, Smart+ campaigns)

• Linkedin Ads (Sponsored Content, Lead Gen Forms, Conversation Ads, Accelerate campaigns)

• Amazon Ads (Sponsored Products, Sponsored Brands, Sponsored Display, DSP basics)

• Emerging channels such as Reddit Ads, Pinterest, Apple Search Ads, and connected TV as client needs arise

Expectations

• Contribute actively to the team's collective knowledge by sharing industry insights, platform updates, and learnings from tests
• Assign and complete tickets through ASSIST with clear documentation and timely follow-through
• Respond to questions and requests in dedicated team channels within reasonable turnaround times
• Monitor and support newly launched accounts (live for less than 3 months)
• Monitor and support accounts handled by Campaign Managers who are 0 to 6 months into their tenure
• Monitor and support any account flagged as needing extra attention, including:

-Reviewing overall account performance and flagging risks early

-Sharing clear recommendations and a proposed action plan with the CM

-Adding value to conversations and client discussions tied to these accounts

-Running structured account audits covering strategy, tracking, creative, and landing pages

• Lead Continued Learning sessions for the team
• Build strategy for, launch, and optimize campaigns across T1, T2, and T3 accounts

• Serve as the primary paid media point of contact for the Account Strategist on your own accounts
• Support the Account Strategist on client calls when needed
• Identify client growth opportunities in existing channels and surface new channels worth testing
• Propose out-of-the-box solutions beyond the ad account itself, including user journey improvements, form optimization, campaign concepts, custom call flows, creative angles, and operational fixes for the client
• Act as a team player who strengthens collective knowledge and stays ahead of industry shifts
• Renew Google Ads certifications yearly across Search, Shopping, Display, Video, and Performance Max
• Complete and maintain Meta Blueprint certification
• Complete platform certifications for TikTok, LinkedIn, Microsoft Ads, and Amazon Ads as assigned
• Maintain a working knowledge of Al tools that accelerate paid media work, including LLM-based audit scripts, automated reporting, and creative production workflows

Responsibilities

Campaign strategy and execution

• Plan, launch, and analyze paid media campaigns across all account types: ecommerce, lead generation, subscription, and SaaS
• Own T1, T2, and T3 account work across Google Ads, Meta Ads, Microsoft Ads, TikTok Ads, LinkedIn Ads, and Amazon Ads
• Build full-funnel strategies that combine prospecting, retargeting, and retention
• Design and run structured creative testing, including script-based UGC briefs, Al-assisted variants, and platform-native formats

Client communication and escalation

• Monitor dedicated client Slack channels and add value on opportunities, issues, brainstorming, questions, strategies, and risky ideas
• Escalate issues to leadership for your own accounts and for accounts of team members you support
• Respond to emails and Slack threads on technical questions in team channels or when tagged in client channels
• Include hypotheses and action plans in every performance update rather than waiting for the next reporting cycle

Technical problem solving

Provide solutions and guidance on:

• CallRail tracking and implementation
• Zapier, n8n, and Make workflows for lead forms, offline conversions, and CRM sync
• Google Tag Manager and server-side GTM
• Cross-channel tracking and attribution setup
• Google Merchant Center and Meta Commerce Catalog
• Product feed structure and optimization
• Report Garden and any reporting platforms the team adopts

Audits and quality assurance

• Run ad hoc audits covering strategy, opportunities, tracking, and optimizations for:

-New accounts

-Accounts operated by new Campaign Managers

-Struggling accounts

-Accounts that need to scale

• Support new business by researching opportunities and running audits for potential clients
• Review T2 and T3 campaign builds before launch
• Audit tracking setups across CTM, Meta Pixel and CAPI, Google tags and
• Enhanced Conversions, GA4, and consent mode
• Contribute to dashboards and automated alerts that flag underperformance early

Team development

• Support teammates with questions and strategy ideas (a lead must approve strategy recommendations on T2 and TI accounts)
• Mentor new hires on platform fundamentals, internal processes, and client communication

How success is measured

• Performance outcomes on your own accounts (hitting or beating KPIs agreed with the Account Strategist and client)
• Quality of audits and recommendations provided to supported accounts Speed and clarity of technical problem solving in team and client channels Growth of the junior team members you mentor
• Contribution to internal knowledge, templates, and automation that raises the floor for the whole team

Requirements:
Leadership and soft skills

• Strong leadership qualities including empathy, patience, and respect
• Clear drive to elevate teammates and lead by example
• Positive attitude and genuine enthusiasm for learning
• Strong attention to detail and the ability to prioritize competing demands Comfortable and confident in front of clients, including leading performance reviews

• Data-oriented thinker with strong analytical and problem-solving skills
• Excellent written reporting skills with a proactive, hypothesis-driven approach

Platform proficiency

• Advanced proficiency in Google Ads across Search, Performance Max, Demand Gen, Shopping, YouTube, and Display
• Advanced proficiency in Meta Ads, including Advantage+ campaigns, CAPI, and creative testing frameworks
• Advanced proficiency in Microsoft Ads/Bing Ads
• Working knowledge of TikTok Ads, LinkedIn Ads, and Amazon Ads, with the ability to build and optimize campaigns independently

Tracking, measurement, and technical setup

• Google Tag Manager: tags, triggers, variables, data layer basics
• Server-side tracking via GTM
• Conversions API setup for Meta, TikTok, LinkedIn, and Google (Enhanced Conversions)
• Offline conversion imports and offline event sets across platforms
• CallRail tracking and integration with ad platforms
• Consent mode v2 and consent management platforms for privacy-compliant tracking
• GA4 setup, event configuration, and basic audience building
• Familiarity with first-party data strategies and customer match /custom audiences

Feed and catalog management

• Product feed creation, optimization, and troubleshooting
• Google Merchant Center and Meta Commerce Catalog management
• Experience with feed management tools such as GoDataFeed, DataFeedWatch, or Feedonomics is a plus

Lead generation workflows

• Lead form ads on Meta and Google, integrated with CRMs through Zapier, n8n, Make, or native integrations
• Basic webhook logic and understanding of how leads flow from ad platforms into CRMs and offline conversion imports

Al and automation

• Comfortable using LLMs such as Claude and ChatGPT for research, ad copy ideation, script writing, and first-pass analysis
• Able to read and adjust automation workflows in tools like n8n, Zapier, or Make
• Uses generative Al for creative production (static images, short video) within brand guidelines
• Understands the limits of Al-generated work and applies human review before anything goes live

Benefits:
What we Offer:

● Opportunities for growth and advancement

● Competitive compensation package