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Responsibilities
Role OverviewThe 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 FocusPrimary channelsGoogle 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 channelsTikTok 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 ariseExpectationsContribute actively to the team's collective knowledge by sharing industry insights, platform updates, and learnings from testsAssign and complete tickets through ASSIST with clear documentation and timely follow-throughRespond to questions and requests in dedicated team channels within reasonable turnaround timesMonitor 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 tenureMonitor and support any account flagged as needing extra attention, including: Reviewing overall account performance and flagging risks earlySharing clear recommendations and a proposed action plan with the CMAdding value to conversations and client discussions tied to these accountsRunning structured account audits covering strategy, tracking, creative, and landing pagesLead Continued Learning sessions for the teamBuild strategy for, launch, and optimize campaigns across T1, T2, and T3 accountsServe as the primary paid media point of contact for the Account Strategist on your own accountsSupport the Account Strategist on client calls when neededIdentify client growth opportunities in existing channels and surface new channels worth testingPropose 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 clientAct as a team player who strengthens collective knowledge and stays ahead of industry shiftsRenew Google Ads certifications yearly across Search, Shopping, Display, Video, and Performance MaxComplete and maintain Meta Blueprint certificationComplete platform certifications for TikTok, LinkedIn, Microsoft Ads, and Amazon Ads as assignedMaintain a working knowledge of Al tools that accelerate paid media work, including LLM-based audit scripts, automated reporting, and creative production workflowsResponsibilitiesCampaign strategy and executionPlan, launch, and analyze paid media campaigns across all account types: ecommerce, lead generation, subscription, and SaaSOwn T1, T2, and T3 account work across Google Ads, Meta Ads, Microsoft Ads, TikTok Ads, LinkedIn Ads, and Amazon AdsBuild full-funnel strategies that combine prospecting, retargeting, and retentionDesign and run structured creative testing, including script-based UGC briefs, Al-assisted variants, and platform-native formatsClient communication and escalationMonitor dedicated client Slack channels and add value on opportunities, issues, brainstorming, questions, strategies, and risky ideasEscalate issues to leadership for your own accounts and for accounts of team members you supportRespond to emails and Slack threads on technical questions in team channels or when tagged in client channelsInclude hypotheses and action plans in every performance update rather than waiting for the next reporting cycleTechnical problem solvingProvide solutions and guidance on:CallRail tracking and implementationZapier, n8n, and Make workflows for lead forms, offline conversions, and CRM syncGoogle Tag Manager and server-side GTMCross-channel tracking and attribution setupGoogle Merchant Center and Meta Commerce CatalogProduct feed structure and optimizationReport Garden and any reporting platforms the team adoptsAudits and quality assuranceRun ad hoc audits covering strategy, opportunities, tracking, and optimizations for: New accountsAccounts operated by new Campaign ManagersStruggling accountsAccounts that need to scaleSupport new business by researching opportunities and running audits for potential clientsReview T2 and T3 campaign builds before launchAudit tracking setups across CTM, Meta Pixel and CAPI, Google tags and Enhanced Conversions, GA4, and consent modeContribute to dashboards and automated alerts that flag underperformance earlyTeam developmentSupport 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 communicationHow success is measuredPerformance 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 mentorContribution to internal knowledge, templates, and automation that raises the floor for the whole teamRequirementsLeadership and soft skillsStrong leadership qualities including empathy, patience, and respectClear drive to elevate teammates and lead by examplePositive attitude and genuine enthusiasm for learningStrong attention to detail and the ability to prioritize competing demands Comfortable and confident in front of clients, including leading performance reviewsData-oriented thinker with strong analytical and problem-solving skillsExcellent written reporting skills with a proactive, hypothesis-driven approachPlatform proficiencyAdvanced proficiency in Google Ads across Search, Performance Max, Demand Gen, Shopping, YouTube, and DisplayAdvanced proficiency in Meta Ads, including Advantage+ campaigns, CAPI, and creative testing frameworksAdvanced proficiency in Microsoft Ads/Bing AdsWorking knowledge of TikTok Ads, LinkedIn Ads, and Amazon Ads, with the ability to build and optimize campaigns independentlyTracking, measurement, and technical setupGoogle Tag Manager: tags, triggers, variables, data layer basicsServer-side tracking via GTMConversions API setup for Meta, TikTok, LinkedIn, and Google (Enhanced Conversions)Offline conversion imports and offline event sets across platformsCallRail tracking and integration with ad platformsConsent mode v2 and consent management platforms for privacy-compliant trackingGA4 setup, event configuration, and basic audience buildingFamiliarity with first-party data strategies and customer match /custom audiencesFeed and catalog managementProduct feed creation, optimization, and troubleshootingGoogle Merchant Center and Meta Commerce Catalog managementExperience with feed management tools such as GoDataFeed, DataFeedWatch, or Feedonomics is a plusLead generation workflowsLead form ads on Meta and Google, integrated with CRMs through Zapier, n8n, Make, or native integrationsBasic webhook logic and understanding of how leads flow from ad platforms into CRMs and offline conversion importsAl and automationComfortable using LLMs such as Claude and ChatGPT for research, ad copy ideation, script writing, and first-pass analysisAble to read and adjust automation workflows in tools like n8n, Zapier, or MakeUses generative Al for creative production (static images, short video) within brand guidelinesUnderstands the limits of Al-generated work and applies human review before anything goes liveBenefitsWhat we Offer:Opportunities for growth and advancementCompetitive compensation package
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