Paid Media Strategist

divh2Paid Media Strategist/h2pOur client is seeking a strategic and data-driven Paid Media Strategist to create and own their brands paid media strategy and translate those skills into real business growth. This role reports to the VP, Performance Marketing, and plays a key role in delivering qualified leads to over 300 franchise locations across North America./ppIn this role you will be expected to create synergy between the brands goals and the digital media efforts as they scale from $250M towards $1B. Youll design the framework and the roadmap that both guides the agency partners and holds them accountable, establish measurement frameworks for clear reporting and youll ensure that every dollar spend drives the client closer towards the $1B revenue goal./ppThroughout your career, youll begin the architecture of transitioning the paid media efforts from agency to in house managed as we scale beyond $500M. The ideal candidate:/pulliThrives in a fast-paced high-growth environment and adapts quickly as business priorities evolve./liliMeasures success by pipeline impact and revenue contributionnever by impressions or vanity metrics alone./liliIs relentlessly curious constantly questioning, experimenting with new platforms, channels, and strategies./liliLeverages strong analytical chops to uncover hidden insights, craft data-driven narratives, and influence stakeholder decisions./liliProactively spots performance gaps, proposes strategic solutions, and takes ownership from ideation through flawless execution./liliThinks aheadanticipates outcomes, builds scalable test-and learn frameworks, and creates repeatable roadmaps./liliCollaborates seamlessly across brand, field marketing, analytics, and creative teams to align media strategy with overarching business goals./liliBrings an entrepreneurial, builder mindsetdocumenting best practices, playbooks, and future-state plans for scaling an in house media function./liliExhibits strong leadership and coaching skillsable to mentor peers today and, as we grow, build and inspire a high performing media team of the future./li/ulh3What Your Success Looks Like/h3ulliMedia Strategy Planning: Build and evolve the paid media roadmap to support annual revenue, market share, and franchisee growth targets./liliPartner with agencies to develop full-funnel paid strategies including SEM, PMAX, social display, local service ads, and video./liliIdentify gaps in media coverage, audience segments, or channel mix based on performance and market trends./liliAgency Management and Accountability: Serve as the internal owner of media performance, holding agencies accountable to clear benchmarks (CPL, CTR, ROAS, brand lift)./liliFacilitate monthly and quarterly reviews, driving proactive optimization and budget recommendations./liliAlign agency execution with internal initiatives promotions and local franchisee needs./liliLanding Page Experience Alignment: Identify media-to-site experience gaps and work cross-functionally to improve conversion performance./liliProvide input on creative, messaging, and user flow to match audience intent and campaign objectives./liliMedia Insights Improvements: Build measurement frameworks that track performance to business outcomes./liliTranslate complex media data into clear, actionable insights for both internal teams and franchise owners./liliPartner with analytics to refine dashboards and reporting using tools like Power BI and Salesforce./liliPerformance Marketing Results: Increase digital lead generation results by 15+% YoY utilizing the latest resources, channels, and strategies./liliDesign and execute new pilot campaigns that improve ROI / ROAS./liliInternal Education Future Planning: Collaborate with marketing leadership to build confidence of our marketing programs among our top 20% of franchise owners by delivering case studies that help franchisees understand ROI and justify their continuous marketing investment./liliLay groundwork for eventual in-house media transition, including skill requirements, tech infrastructure, and playbooks./li/ulpWho You Are and What You Bring:/ppStrong Education Life Experience: You should be well-educated, which can be demonstrated by a bachelors degree in Marketing, Data Science, or another related field along with work experience. If you dont have a formal degree, you should have the equivalent of training and work experience in fields related to marketing analytics or business intelligence./ppDigital Marketing Experience: You need to be a performance marketer at heart, with a strong grasp of key digital marketing metrics across various paid platforms and channels such as Google/Yahoo/Bing PPC, CTV/OTT, Display, Remarketing, Retargeting, Social, Email, etc. Youve built and scaled paid media campaigns from scratch, owned budget and pacing, tested new channels, and improved performance across at least 3+ paid platforms. You know how to get more out of media partners and arent afraid to challenge underperformance. Youve directly managed or overseen $300K+/month in paid media spend across multiple locations or business units and youre comfortable in multi-unit, territory-driven, or franchise systems./ppNatural Technical Proficiency: Youll need to be very well-versed in platforms like Google Analytics, Google Tag Manager, Microsoft Excel and Microsoft Power BI or Tableau to segment and synthesize data in a way that is presentable to all audience types./ppAbility to Analyze and Tell a Story: The ability to perform advanced data analysis, including report building monitoring to improve campaign performance is key. Youll need to regularly forecast and provide trend analysis to assist leadership in making wise data decisions at a large scale that has direct impacts to business owners. Strong data visualization, pattern recognition, predictive modeling skills, with the ability to derive actionable insights from that data will be something youll be expected to do regularly./ppStrategic Ability: Youll need to be a creative thinker with a problem-solving approach to challenges and opportunities, and have proven success executing impactful B2C performance marketing campaigns that drive measurable results./p/div