Senior Paid Media Specialist, Perforamnce Marketing
PowerToFly, Eagan, MN, United States
Summary of the Role
We are seeking a data‑driven Senior Paid Media Specialist, Performance Marketing to own strategy and hands‑on execution across paid media channels including Google, Bing, ChatGPT ads and other performance marketing platforms to drive qualified leads and pipeline for our B2B solutions. You will lead full‑funnel demand generation, strategic recommendations, build and optimise audience segments to power search, display, and social campaigns, and measure impact via platforms, Adobe Analytics and Tableau reporting suites. This role balances strategic planning with day‑to‑day campaign management, budget pacing, experimentation, and clear reporting tied to pipeline and revenue goals. Responsibilities
Make budget and channel recommendations for paid media investment to deliver against lead generation, QL, and pipeline targets across our B2B product portfolio. Own and report on paid media outcomes including optimisation plans to close gaps between target and actual performance on CPL, MQL volume, and pipeline contribution. Lead paid media strategy and execution across Google Ads and Bing ad platforms (Search, PMax, Native, etc). Test new platforms including ChatGPT ads to capture mid‑lower funnel demand. Run structured testing across audiences, creatives, and landing pages; manage budgets to CPL/CPA targets and deliver weekly insights and recommendations. Collaborate with Demand Generation teams to ensure appropriate activation of upcoming product feature releases, support for new target markets, and more. Key Skills
Core Channel Expertise Google Ads and Bing Ads: query mining, negative keyword management, bid strategies, ad copy and landing page testing and optimisation. Bidding strategy familiarity and testing including target CPL, CPA, and maximise conversion‑based bidding. Optimization and Experimentation
Structured testing: audiences, creatives, offers, and landing pages; incrementality and lift measurement where applicable. Budget management and pacing; spend allocation by channel, campaign, and funnel stage to pipeline targets. Technical & Analytics Skills
Advanced Excel/Google Sheets. Experience with web analytics platforms (Google Analytics, Adobe Analytics, or equivalent). Collaboration and Communication
Clear, executive‑ready reporting and pipeline attribution storytelling. Cross‑functional partnering with Digital Experience, Website Testing, Demand Generation and Product Marketing teams. Qualifications
3–5 years of hands‑on B2B paid media experience with direct platform ownership and a focus on lead generation. Demonstrated success driving pipeline outcomes (MQL volume, CPL efficiency, opportunity creation, ROAS on pipeline). Strong history of cross‑functional partnership with marketing, sales, and web/ops teams. Experience working within or alongside ABM programs preferred. Bachelor's degree in Marketing, Business, or related field. Google Ads certification required; LinkedIn Marketing Solutions certification a plus. Benefits
Hybrid Work Model: We’ve adopted a flexible hybrid working environment (2‑3 days a week in the office depending on the role) for our office‑based roles while delivering a seamless experience that is digitally and physically connected. Flexibility & Work‑Life Balance: Flex My Way is a set of supportive workplace policies designed to help manage personal and professional responsibilities. Career Development and Growth: By fostering a culture of continuous learning and skill development, we prepare our talent to tackle tomorrow’s challenges and deliver real‑world solutions. Industry Competitive Benefits: We offer comprehensive benefit plans to include flexible vacation, two company‑wide Mental Health Days off, access to the Headspace app, retirement savings, tuition reimbursement, employee incentive programs, and resources for mental, physical, and financial wellbeing. Culture: Globally recognized, award‑winning reputation for inclusion and belonging, flexibility, work‑life balance, and more. We live by our values: Obsess over our Customers, Compete to Win, Challenge (Y)our Thinking, Act Fast / Learn Fast, and Stronger Together. Social Impact: Make an impact in your community with our Social Impact Institute. We offer employees two paid volunteer days off annually and opportunities to get involved with pro‑bono consulting projects and Environmental, Social, and Governance (ESG) initiatives. Making a Real‑World Impact: We are one of the few companies globally that helps its customers pursue justice, truth, and transparency. Thomson Reuters is proud to be an Equal Employment Opportunity Employer providing a drug‑free workplace. Thomson Reuters makes reasonable accommodations for applicants with disabilities, including veterans with disabilities, and for sincerely held religious beliefs in accordance with applicable law.
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We are seeking a data‑driven Senior Paid Media Specialist, Performance Marketing to own strategy and hands‑on execution across paid media channels including Google, Bing, ChatGPT ads and other performance marketing platforms to drive qualified leads and pipeline for our B2B solutions. You will lead full‑funnel demand generation, strategic recommendations, build and optimise audience segments to power search, display, and social campaigns, and measure impact via platforms, Adobe Analytics and Tableau reporting suites. This role balances strategic planning with day‑to‑day campaign management, budget pacing, experimentation, and clear reporting tied to pipeline and revenue goals. Responsibilities
Make budget and channel recommendations for paid media investment to deliver against lead generation, QL, and pipeline targets across our B2B product portfolio. Own and report on paid media outcomes including optimisation plans to close gaps between target and actual performance on CPL, MQL volume, and pipeline contribution. Lead paid media strategy and execution across Google Ads and Bing ad platforms (Search, PMax, Native, etc). Test new platforms including ChatGPT ads to capture mid‑lower funnel demand. Run structured testing across audiences, creatives, and landing pages; manage budgets to CPL/CPA targets and deliver weekly insights and recommendations. Collaborate with Demand Generation teams to ensure appropriate activation of upcoming product feature releases, support for new target markets, and more. Key Skills
Core Channel Expertise Google Ads and Bing Ads: query mining, negative keyword management, bid strategies, ad copy and landing page testing and optimisation. Bidding strategy familiarity and testing including target CPL, CPA, and maximise conversion‑based bidding. Optimization and Experimentation
Structured testing: audiences, creatives, offers, and landing pages; incrementality and lift measurement where applicable. Budget management and pacing; spend allocation by channel, campaign, and funnel stage to pipeline targets. Technical & Analytics Skills
Advanced Excel/Google Sheets. Experience with web analytics platforms (Google Analytics, Adobe Analytics, or equivalent). Collaboration and Communication
Clear, executive‑ready reporting and pipeline attribution storytelling. Cross‑functional partnering with Digital Experience, Website Testing, Demand Generation and Product Marketing teams. Qualifications
3–5 years of hands‑on B2B paid media experience with direct platform ownership and a focus on lead generation. Demonstrated success driving pipeline outcomes (MQL volume, CPL efficiency, opportunity creation, ROAS on pipeline). Strong history of cross‑functional partnership with marketing, sales, and web/ops teams. Experience working within or alongside ABM programs preferred. Bachelor's degree in Marketing, Business, or related field. Google Ads certification required; LinkedIn Marketing Solutions certification a plus. Benefits
Hybrid Work Model: We’ve adopted a flexible hybrid working environment (2‑3 days a week in the office depending on the role) for our office‑based roles while delivering a seamless experience that is digitally and physically connected. Flexibility & Work‑Life Balance: Flex My Way is a set of supportive workplace policies designed to help manage personal and professional responsibilities. Career Development and Growth: By fostering a culture of continuous learning and skill development, we prepare our talent to tackle tomorrow’s challenges and deliver real‑world solutions. Industry Competitive Benefits: We offer comprehensive benefit plans to include flexible vacation, two company‑wide Mental Health Days off, access to the Headspace app, retirement savings, tuition reimbursement, employee incentive programs, and resources for mental, physical, and financial wellbeing. Culture: Globally recognized, award‑winning reputation for inclusion and belonging, flexibility, work‑life balance, and more. We live by our values: Obsess over our Customers, Compete to Win, Challenge (Y)our Thinking, Act Fast / Learn Fast, and Stronger Together. Social Impact: Make an impact in your community with our Social Impact Institute. We offer employees two paid volunteer days off annually and opportunities to get involved with pro‑bono consulting projects and Environmental, Social, and Governance (ESG) initiatives. Making a Real‑World Impact: We are one of the few companies globally that helps its customers pursue justice, truth, and transparency. Thomson Reuters is proud to be an Equal Employment Opportunity Employer providing a drug‑free workplace. Thomson Reuters makes reasonable accommodations for applicants with disabilities, including veterans with disabilities, and for sincerely held religious beliefs in accordance with applicable law.
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