Franco
At Franco, culture is more than a workplace philosophy – it’s the heartbeat of everything we do. Rooted in Detroit and driven by more than six decades of excellence, we blend strategy, creativity and heart to build meaningful relationships that move people and brands forward. Our team lives by our core values – Forward Motion, Opportunity, Family+Team+Community, Courageous Truth, Empathy and Persistence – empowering every Franco team member to speak boldly, collaborate authentically and lead with integrity. We’re a people‑first agency that celebrates connection, community and continuous growth – whether we’re brainstorming big ideas, giving back to Detroit or simply sharing a laugh over coffee. At Franco, purpose fuels passion, and together, we make great things happen.
Position Summary The Senior Paid Media Specialist has primary responsibility for building, implementing and optimizing strategic, full-funnel digital marketing programs across platforms with an emphasis on integrated communications. This role supports various paid media efforts for clients, including search, display, social and other digital platforms. This role is responsible for ensuring paid media projects are successfully planned and executed to reach specific productivity goals. This is an exempt role which reports to the Senior Director of Digital Services.
Duties and Responsibilities
Paid Media:
plan, execute and monitor digital ads and PPC campaigns across various platforms; implement and manage trafficking and tagging best practices to maintain robust and effective data collection; drive ongoing innovation and optimization to improve performance, such as performing A/B testing based on audience, creative or channel variants; write and optimize content for websites, emails, social media, ads, etc.; work with Franco’s creative team to plan and coordinate creative elements for campaigns.
Research and Analysis:
compile and analyze data to provide meaningful insights and strategic recommendations via client reports (weekly, monthly, quarterly and/or yearly); conduct industry research and competitor analysis to provide strategic recommendations and optimize programming to drive client or agency growth; conduct SEO research and implement SEO strategies for clients to enhance search rankings and paid search performance; present data and reports to clients.
Account Service:
assist in creation and implementation of paid media strategies that will be incorporated into integrated communications plans; proactively present new ideas to clients and agency to enhance programs and results; work on multiple projects with accelerated timelines while maintaining close attention to detail; create and maintain ad and budget tracking documents, activity reports, presentations and summaries; attend meetings and communicate frequently with teams and clients.
Agency:
embrace and embody Franco culture and standards of excellence; supervise and/or mentor paid media specialists; support additional agency needs such as business development, marketing, etc., as directed.
Communications:
keep account teams updated on status of assignments; identify issues before they become problems; bring issues and opportunities, with recommendations, to the attention of account leads.
Professional Development:
attend all agency-sponsored meetings and learning events; take personal responsibility for continued growth/development outside of agency in areas showing need for improvement (e.g., writing, planning and digital certifications); engage in agency-approved professional development organization(s) as directed.
Qualifications Required
Bachelor’s degree in marketing, public relations, communications or related field. In lieu of a college degree, an equivalent combination of education, training and experience will be considered.
Minimum four years proven proficiency in digital marketing and analytics, social media, marketing or related field; previous agency experience preferred.
Experience leading or mentoring a team of paid media specialists is desired.
Experience with strategy and management of paid search and advertising.
Experience with budget management including forecasting, allocating and managing large digital advertising budgets across multiple channels.
Knowledge of integrated communications and marketing concepts.
Strong understanding of a variety of paid media channels and how to create effective ads on those channels, including recommended targeting and budgets to achieve campaign goals.
Knowledge of audience tracking, segmentation, behavioral targeting and personalization strategies.
One or more certifications including but not limited to: Meta (Facebook) Blueprint, X, Google Ads and HubSpot.
Experience with Google and Microsoft Bing ads, Google Analytics & Google Looker Studio, social media advertising (Meta Ads Manager, X ads, LinkedIn advertising, TikTok advertising, etc.), SEO and PPC.
Working knowledge of Google Tag Manager for conversion and audience tracking implementation.
Familiarity with SEMrush, Google Search Console, Shape.io or similar tools.
Experience with WordPress or other website management platforms.
Preferred
Familiarity with Demand‑Side Platforms and programmatic display/video.
Understanding of optimizing content for SEO, AI‑driven search results; general knowledge of generative AI tools and the intersection of SEO and AI strategies.
Basic knowledge of HTML/CSS for troubleshooting tracking and landing page issues.
Basic understanding of content management systems.
Knowledge, Skills and Abilities Knowledge
Commit to continuing education by receiving and renewing paid media certifications (Meta, Google, etc.).
Stay updated on trends in the paid media world and share that knowledge with the digital team.
Skills
Strong content writing and editing skills.
Excellent overall communication skills, both written and verbal.
Effectively create reports that include a mix of quantitative metrics and qualitative analysis.
Strong organizational skills and ability to multi‑task; ability to work under pressure and prioritize tasks in an environment where guidelines and deadlines often change.
Proficient in relevant technology, such as Microsoft Office Suite programs.
Abilities
Ability to guide creative team on imagery that will perform best on a variety of platforms.
Thrives in a deadline or goal‑driven environment.
Driven to succeed and produce results.
Ability to learn and understand strategic thinking related to communications and business goals.
Careful and consistent attention to detail.
Ability to work with limited information and ambiguity.
Exhibits resourcefulness and takes initiative.
Ability to receive and give feedback for continuous improvement.
Exhibits flexibility and adaptability.
Ability to work successfully as a member of a team and independently with moderate supervision.
Ability to handle difficult and stressful situations with professional composure.
Ability to recognize, analyze and solve a variety of problems.
Ability to adhere to the PRSA Code of Ethics.
Minimal Physical Requirements
Prolonged periods of sitting at a desk and working on a computer.
Physical activity that sometimes requires walking, standing, reaching and/or twisting and/or lifting, pushing, or pulling up to 20 lbs.
Specific vision abilities required include close vision, depth perception, peripheral vision and the ability to adjust and focus.
Manual dexterity sufficient to operate a keyboard, photocopier, telephone, calculator and other office equipment and to complete filing.
Must hear and speak English well enough to effectively conduct business over the telephone, computer, or face to face.
Career Advancement Opportunities There is potential for the right candidate to quickly advance to a supervisory role providing mentoring and supervision of paid media specialists. Paid media supervisors may then lead accounts and have primary responsibility for certain accounts and client relationships. Upon a 90‑day review, this role may become a member of the Emerging Leaders Group.
Work Environment Applicants for the Senior Paid Media Specialist position must have a valid Michigan driver’s license, live within commuting distance to Franco’s headquarters in Detroit and be comfortable working a hybrid schedule.
Compensation & Benefits Competitive salary commensurate with required education and experience
Medical, Dental and Vision Insurance
401(k) Plan with Company Match
Employer-Paid Life and AD&D Insurance
Voluntary Life and AD&D Options
Employer-Paid Short‑Term and Long‑Term Disability
Health Savings Account (HSA) with select medical plans
Flexible Spending Accounts (FSA) for healthcare and dependent care
Employee Assistance Program (EAP)
Seniority level:
Mid‑Senior level
Employment type:
Full‑time
Job function:
Marketing, Public Relations, and Writing/Editing
Industries:
Public Relations and Communications Services
#J-18808-Ljbffr
Position Summary The Senior Paid Media Specialist has primary responsibility for building, implementing and optimizing strategic, full-funnel digital marketing programs across platforms with an emphasis on integrated communications. This role supports various paid media efforts for clients, including search, display, social and other digital platforms. This role is responsible for ensuring paid media projects are successfully planned and executed to reach specific productivity goals. This is an exempt role which reports to the Senior Director of Digital Services.
Duties and Responsibilities
Paid Media:
plan, execute and monitor digital ads and PPC campaigns across various platforms; implement and manage trafficking and tagging best practices to maintain robust and effective data collection; drive ongoing innovation and optimization to improve performance, such as performing A/B testing based on audience, creative or channel variants; write and optimize content for websites, emails, social media, ads, etc.; work with Franco’s creative team to plan and coordinate creative elements for campaigns.
Research and Analysis:
compile and analyze data to provide meaningful insights and strategic recommendations via client reports (weekly, monthly, quarterly and/or yearly); conduct industry research and competitor analysis to provide strategic recommendations and optimize programming to drive client or agency growth; conduct SEO research and implement SEO strategies for clients to enhance search rankings and paid search performance; present data and reports to clients.
Account Service:
assist in creation and implementation of paid media strategies that will be incorporated into integrated communications plans; proactively present new ideas to clients and agency to enhance programs and results; work on multiple projects with accelerated timelines while maintaining close attention to detail; create and maintain ad and budget tracking documents, activity reports, presentations and summaries; attend meetings and communicate frequently with teams and clients.
Agency:
embrace and embody Franco culture and standards of excellence; supervise and/or mentor paid media specialists; support additional agency needs such as business development, marketing, etc., as directed.
Communications:
keep account teams updated on status of assignments; identify issues before they become problems; bring issues and opportunities, with recommendations, to the attention of account leads.
Professional Development:
attend all agency-sponsored meetings and learning events; take personal responsibility for continued growth/development outside of agency in areas showing need for improvement (e.g., writing, planning and digital certifications); engage in agency-approved professional development organization(s) as directed.
Qualifications Required
Bachelor’s degree in marketing, public relations, communications or related field. In lieu of a college degree, an equivalent combination of education, training and experience will be considered.
Minimum four years proven proficiency in digital marketing and analytics, social media, marketing or related field; previous agency experience preferred.
Experience leading or mentoring a team of paid media specialists is desired.
Experience with strategy and management of paid search and advertising.
Experience with budget management including forecasting, allocating and managing large digital advertising budgets across multiple channels.
Knowledge of integrated communications and marketing concepts.
Strong understanding of a variety of paid media channels and how to create effective ads on those channels, including recommended targeting and budgets to achieve campaign goals.
Knowledge of audience tracking, segmentation, behavioral targeting and personalization strategies.
One or more certifications including but not limited to: Meta (Facebook) Blueprint, X, Google Ads and HubSpot.
Experience with Google and Microsoft Bing ads, Google Analytics & Google Looker Studio, social media advertising (Meta Ads Manager, X ads, LinkedIn advertising, TikTok advertising, etc.), SEO and PPC.
Working knowledge of Google Tag Manager for conversion and audience tracking implementation.
Familiarity with SEMrush, Google Search Console, Shape.io or similar tools.
Experience with WordPress or other website management platforms.
Preferred
Familiarity with Demand‑Side Platforms and programmatic display/video.
Understanding of optimizing content for SEO, AI‑driven search results; general knowledge of generative AI tools and the intersection of SEO and AI strategies.
Basic knowledge of HTML/CSS for troubleshooting tracking and landing page issues.
Basic understanding of content management systems.
Knowledge, Skills and Abilities Knowledge
Commit to continuing education by receiving and renewing paid media certifications (Meta, Google, etc.).
Stay updated on trends in the paid media world and share that knowledge with the digital team.
Skills
Strong content writing and editing skills.
Excellent overall communication skills, both written and verbal.
Effectively create reports that include a mix of quantitative metrics and qualitative analysis.
Strong organizational skills and ability to multi‑task; ability to work under pressure and prioritize tasks in an environment where guidelines and deadlines often change.
Proficient in relevant technology, such as Microsoft Office Suite programs.
Abilities
Ability to guide creative team on imagery that will perform best on a variety of platforms.
Thrives in a deadline or goal‑driven environment.
Driven to succeed and produce results.
Ability to learn and understand strategic thinking related to communications and business goals.
Careful and consistent attention to detail.
Ability to work with limited information and ambiguity.
Exhibits resourcefulness and takes initiative.
Ability to receive and give feedback for continuous improvement.
Exhibits flexibility and adaptability.
Ability to work successfully as a member of a team and independently with moderate supervision.
Ability to handle difficult and stressful situations with professional composure.
Ability to recognize, analyze and solve a variety of problems.
Ability to adhere to the PRSA Code of Ethics.
Minimal Physical Requirements
Prolonged periods of sitting at a desk and working on a computer.
Physical activity that sometimes requires walking, standing, reaching and/or twisting and/or lifting, pushing, or pulling up to 20 lbs.
Specific vision abilities required include close vision, depth perception, peripheral vision and the ability to adjust and focus.
Manual dexterity sufficient to operate a keyboard, photocopier, telephone, calculator and other office equipment and to complete filing.
Must hear and speak English well enough to effectively conduct business over the telephone, computer, or face to face.
Career Advancement Opportunities There is potential for the right candidate to quickly advance to a supervisory role providing mentoring and supervision of paid media specialists. Paid media supervisors may then lead accounts and have primary responsibility for certain accounts and client relationships. Upon a 90‑day review, this role may become a member of the Emerging Leaders Group.
Work Environment Applicants for the Senior Paid Media Specialist position must have a valid Michigan driver’s license, live within commuting distance to Franco’s headquarters in Detroit and be comfortable working a hybrid schedule.
Compensation & Benefits Competitive salary commensurate with required education and experience
Medical, Dental and Vision Insurance
401(k) Plan with Company Match
Employer-Paid Life and AD&D Insurance
Voluntary Life and AD&D Options
Employer-Paid Short‑Term and Long‑Term Disability
Health Savings Account (HSA) with select medical plans
Flexible Spending Accounts (FSA) for healthcare and dependent care
Employee Assistance Program (EAP)
Seniority level:
Mid‑Senior level
Employment type:
Full‑time
Job function:
Marketing, Public Relations, and Writing/Editing
Industries:
Public Relations and Communications Services
#J-18808-Ljbffr