Paid Media Director (Freelance)

Director, Paid Media (Contract) At Highwire, the Director, Paid Media (Contract) will provide strategic leadership and expertise across integrated paid media programs for B2B clients. Experience working with B2B technology and/or healthcare clients is required for this role. The ideal candidate brings deep industry knowledge and a proven ability to develop and lead data-driven media strategies that advance client business objectives, strengthen market positioning, and deliver measurable impact.
Working at the intersection of paid media, integrated communications, and demand generation, the Director will serve as a senior strategic advisor to clients and internal teams, translating business priorities into comprehensive media strategies that connect brand awareness, audience engagement, pipeline development, and lead generation.
The Director will bring deep expertise in paid media strategy, performance measurement, and digital advertising innovation, while providing strategic oversight across client programs, strengthening cross-functional collaboration, and mentoring team members. As a contract engagement, this role will focus on delivering immediate strategic value, driving campaign performance, and advancing key client priorities throughout the engagement.
Key Responsibilities Paid Media Strategy & Leadership Develop and lead integrated paid media strategies aligned with client business objectives, marketing priorities, and broader communications programs.
Oversee multi-channel paid media programs across paid search, paid social, programmatic display and video, native advertising, sponsored publisher content, retargeting, and account-based marketing (ABM) platforms.
Guide media planning, audience segmentation, budget allocation, forecasting, and investment recommendations to maximize campaign effectiveness and return on investment.
Identify emerging platforms, technologies, targeting capabilities, and media opportunities that strengthen client programs and improve performance.
Establish best practices for campaign planning, execution, measurement, optimization, and reporting.
Provide strategic oversight to ensure campaigns are delivered efficiently, consistently, and to a high standard.
Integrated Marketing & Demand Generation Integrate paid media into broader marketing and communications strategies to support brand awareness, audience engagement, demand generation, and pipeline growth.
Advise clients and internal teams on full-funnel media strategies that connect audience insights, content, messaging, and conversion objectives.
Partner with account leadership and cross-functional teams across communications, content, digital, and marketing to deliver cohesive integrated programs.
Develop strategies to amplify content, reach priority audiences, support ABM initiatives, and accelerate lead generation.
Identify opportunities to improve the connection between media performance and downstream business outcomes, including lead quality, conversion rates, and pipeline contribution.
Performance, Analytics & Optimization Establish campaign measurement frameworks, performance benchmarks, and KPIs aligned with client business objectives.
Oversee performance analysis across paid media platforms and analytics tools, including Google Analytics and platform-specific reporting systems.
Translate campaign data into actionable insights, strategic recommendations, and clear client-facing performance narratives.
Identify opportunities to improve audience targeting, creative effectiveness, conversion pathways, and budget allocation.
Guide testing and experimentation strategies to improve performance and inform future media investment decisions.
Lead performance reviews and communicate campaign effectiveness, key learnings, and optimization recommendations to client stakeholders.
Client Leadership & Collaboration Serve as a senior strategic partner to clients, providing guidance on media strategy, investment decisions, campaign performance, and emerging opportunities.
Lead strategic planning discussions, client presentations, and performance reviews that demonstrate the value and impact of paid media.
Partner with account leadership to ensure media programs align with broader client objectives, account strategies, and business priorities.
Build strong working relationships across client and internal teams, fostering collaboration and alignment on program goals.
Proactively identify challenges, recommend solutions, and ensure timely delivery of strategic priorities throughout the contract engagement.
Team Leadership & Knowledge Transfer Provide strategic direction, mentorship, and day-to-day guidance to paid media team members as needed.
Support team development in media planning, analytics, client communication, and performance optimization.
Establish clear processes and practical recommendations that strengthen campaign execution and operational efficiency.
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