Senior Paid Media Specialist - Brand
PowerToFly, Ann Arbor, MI, United States
Summary of the Role
Thomson Reuters is seeking a data-driven Senior Paid Media Specialist, Brand to own strategy and hands‑on execution across paid media channels and platforms (e.g., Google Ads and Facebook/Meta Ads) to grow brand reach, share of voice, and consideration among B2B audiences.
You will lead full‑funnel paid media planning and execution with an upper and mid‑funnel emphasis. This includes leading audience and targeting strategies for awareness, consideration, and perception. The role will require you to measure impact via channel, website and brand‑lift studies. This role balances strategic planning with day‑to‑day campaign management, budget pacing, experimentation, and clear reporting to brand KPIs and downstream site traffic quality.
About the Role
Make budget and channel recommendations for paid media programs that deliver against brand awareness and considerationobjectivesforThomson Reuters and key Segments and Products.
Own and report on outcomes of paid media investments, including optimization plans to close gaps between target and actual performance on KPIs such as reach, frequency,engagement,viewable impressions, video completion rate, share of voice, and qualified site traffic.
Lead paid media strategy and execution acrossSearch, Display, Social, OOH Digital, Connected TV,PodCastsand other channelsto drive brand reach, share of voice, demand creation, and high‑quality traffic.
Partner with analytics and research to implement brand‑lift studies (Google/YouTube, Meta), attention metrics, and social listening to quantify changes in awareness, understanding, and consideration.
Run structured testing (audience, creative, placements, landing pages), manage budgets to CPM/CPV/CPC and cost‑per‑incremental‑visit targets, and deliver weekly insights and recommendations tied to brand KPIs.
Collaborate withBrand team to align on target audience, definition of success and provide creative specs for media plans.
About You
Core channelexpertise
Search: Google and Bing ad creation across formats includingPMax, Search, YouTube video, native, etc.
Social:Meta (Facebook/Instagram) Ads, TikTok Ads, Reddit Ads and AMA promotions campaign configuration and optimization.
Display: Direct and programmatic buys andretargetingaudience configuration using DV360.
Emerging channels for awareness includingPodCasts, Connected TV,and others.
Attention and brand measurement: viewability, attention/time‑in‑view, video completion, incremental reach, frequency management, and brand‑lift methodologies.
Optimization and experimentation
Structured testing: audiences, creatives, formats, landing pages; incrementality and lift where applicable.
Budget management and pacing;spendallocation by channel/campaign to awareness and consideration targets (CPM, CPV, CTR, cost per incremental reach/visit).
Technical & Analytics Skills
Advanced Excel/Google Sheets.
SEM Rush and Google trends
Adobe Analytics experience (analyzing branded vs. nonbranded traffic, direct/organic trends, engagement depth,assistedconversions).
Brand measurement tools (Google Brand Lift, Meta Brand Lift), social listening (e.g.,Brandwatch/Sprinklr/Talkwalker), survey platforms (e.g., Qualtrics).
Familiarityshare‑of‑search analysis.
Collaboration and communication
Clear, executive‑ready reporting and recommendations translating brand KPIs to business impact.
Cross‑functional partnering withBrand Strategy, Analytics and Demand Generation Marketing teams
Experience
3‑5 years hands‑on B2B paid media experience with direct platform ownership.
Strong history of cross‑functional partnership with marketing and web teams.
Demonstrated success driving brand outcomes (reach, SOV, brand lift, qualified site traffic, share of search) and translating them into demand capture.
Additions focused on KPI identification and measurement
Identifyand operationalize KPIs that capture brand impact on site traffic quality and volume (e.g., direct/organic sessions, branded search growth, new vs. returning mix, engaged sessions, bounce rate on brand‑entry pages).
Define and track share of voice across paid, organic, and social (impressions, coverage, sentiment), and connect SOV to share‑of‑search and downstream demand indicators.
Establish frameworks to measure improvements in brand awareness, understanding, and consideration among B2B targets via brand‑lift studies, aided/unaided awareness surveys, attention metrics, and incremental reach.
Qualifications
3‑5years of digital marketing experience focused on a B2B brand
Bachelor's degree in Marketing, Business, or related field.
Google Ads certification.
Ability to communicate complex results simply, align stakeholders, and drive continuous improvement against brand awareness and consideration goals.
Benefits and Compensation
Base pay is within the range $74,200 USD – $137,800 USD for eligible US locations. The role may also be eligible for an annual bonus based on performance. Additional benefits include flexible hybrid work, paid parental leave, tuition reimbursement, health and wellness programs, and more.
Equal Employment Opportunity
Thomson Reuters is an Equal Employment Opportunity Employer. We provide accommodations for applicants with disabilities and sincerely held religious beliefs. Please contact our Human Resources Department at HR.Leave-Expert@thomsonreuters.com for accommodations. We are proud to be a drug‑free workplace.
#J-18808-Ljbffr
Thomson Reuters is seeking a data-driven Senior Paid Media Specialist, Brand to own strategy and hands‑on execution across paid media channels and platforms (e.g., Google Ads and Facebook/Meta Ads) to grow brand reach, share of voice, and consideration among B2B audiences.
You will lead full‑funnel paid media planning and execution with an upper and mid‑funnel emphasis. This includes leading audience and targeting strategies for awareness, consideration, and perception. The role will require you to measure impact via channel, website and brand‑lift studies. This role balances strategic planning with day‑to‑day campaign management, budget pacing, experimentation, and clear reporting to brand KPIs and downstream site traffic quality.
About the Role
Make budget and channel recommendations for paid media programs that deliver against brand awareness and considerationobjectivesforThomson Reuters and key Segments and Products.
Own and report on outcomes of paid media investments, including optimization plans to close gaps between target and actual performance on KPIs such as reach, frequency,engagement,viewable impressions, video completion rate, share of voice, and qualified site traffic.
Lead paid media strategy and execution acrossSearch, Display, Social, OOH Digital, Connected TV,PodCastsand other channelsto drive brand reach, share of voice, demand creation, and high‑quality traffic.
Partner with analytics and research to implement brand‑lift studies (Google/YouTube, Meta), attention metrics, and social listening to quantify changes in awareness, understanding, and consideration.
Run structured testing (audience, creative, placements, landing pages), manage budgets to CPM/CPV/CPC and cost‑per‑incremental‑visit targets, and deliver weekly insights and recommendations tied to brand KPIs.
Collaborate withBrand team to align on target audience, definition of success and provide creative specs for media plans.
About You
Core channelexpertise
Search: Google and Bing ad creation across formats includingPMax, Search, YouTube video, native, etc.
Social:Meta (Facebook/Instagram) Ads, TikTok Ads, Reddit Ads and AMA promotions campaign configuration and optimization.
Display: Direct and programmatic buys andretargetingaudience configuration using DV360.
Emerging channels for awareness includingPodCasts, Connected TV,and others.
Attention and brand measurement: viewability, attention/time‑in‑view, video completion, incremental reach, frequency management, and brand‑lift methodologies.
Optimization and experimentation
Structured testing: audiences, creatives, formats, landing pages; incrementality and lift where applicable.
Budget management and pacing;spendallocation by channel/campaign to awareness and consideration targets (CPM, CPV, CTR, cost per incremental reach/visit).
Technical & Analytics Skills
Advanced Excel/Google Sheets.
SEM Rush and Google trends
Adobe Analytics experience (analyzing branded vs. nonbranded traffic, direct/organic trends, engagement depth,assistedconversions).
Brand measurement tools (Google Brand Lift, Meta Brand Lift), social listening (e.g.,Brandwatch/Sprinklr/Talkwalker), survey platforms (e.g., Qualtrics).
Familiarityshare‑of‑search analysis.
Collaboration and communication
Clear, executive‑ready reporting and recommendations translating brand KPIs to business impact.
Cross‑functional partnering withBrand Strategy, Analytics and Demand Generation Marketing teams
Experience
3‑5 years hands‑on B2B paid media experience with direct platform ownership.
Strong history of cross‑functional partnership with marketing and web teams.
Demonstrated success driving brand outcomes (reach, SOV, brand lift, qualified site traffic, share of search) and translating them into demand capture.
Additions focused on KPI identification and measurement
Identifyand operationalize KPIs that capture brand impact on site traffic quality and volume (e.g., direct/organic sessions, branded search growth, new vs. returning mix, engaged sessions, bounce rate on brand‑entry pages).
Define and track share of voice across paid, organic, and social (impressions, coverage, sentiment), and connect SOV to share‑of‑search and downstream demand indicators.
Establish frameworks to measure improvements in brand awareness, understanding, and consideration among B2B targets via brand‑lift studies, aided/unaided awareness surveys, attention metrics, and incremental reach.
Qualifications
3‑5years of digital marketing experience focused on a B2B brand
Bachelor's degree in Marketing, Business, or related field.
Google Ads certification.
Ability to communicate complex results simply, align stakeholders, and drive continuous improvement against brand awareness and consideration goals.
Benefits and Compensation
Base pay is within the range $74,200 USD – $137,800 USD for eligible US locations. The role may also be eligible for an annual bonus based on performance. Additional benefits include flexible hybrid work, paid parental leave, tuition reimbursement, health and wellness programs, and more.
Equal Employment Opportunity
Thomson Reuters is an Equal Employment Opportunity Employer. We provide accommodations for applicants with disabilities and sincerely held religious beliefs. Please contact our Human Resources Department at HR.Leave-Expert@thomsonreuters.com for accommodations. We are proud to be a drug‑free workplace.
#J-18808-Ljbffr