Responsibilities

• Paid Media Strategy and Planning
• Develop and execute the paid digital media plan across paid search, paid social, programmatic, and emerging channels.
• Set channel-level KPIs, budget allocations, and quarterly investment plans aligned to business priorities.
• Partner with the Director on cross-channel planning, mix decisions, and integration with organic, CRM, and brand work.
• Stay current on platform releases, optimization tools, and shifts in consumer search behavior, including the impact of AI Engine Optimization (AEO) and Generative Engine Optimization (GEO) on paid search performance.
• Campaign Execution and Optimization
• Lead day-to-day campaign management across Google Ads, Microsoft Advertising, Meta, and other platforms.
• Build and maintain structured QA processes for campaign launches, UTM tagging, landing page validation, and creative rotation.
• Drive ongoing optimization across bidding, audiences, creative, and landing experiences.
• Use automation tools to improve performance and efficiency.

Requirements

• Deep, hands-on expertise across paid search (Google Ads, Microsoft Advertising) and paid social (Meta, TikTok, others).
• Strong working knowledge of programmatic, display, and emerging paid digital channels.
• Comfort with Quartile, Skai, or other paid search platforms that scale across many locations and product categories.
• Strong analytical skills including the ability to interpret platform data, build dashboards, and defend trade-off decisions.
• Excellent QA discipline, with a track record of catching platform and tagging issues before they impact business performance.
• Solid understanding of attribution, incrementality, and conversion measurement.
• Strong written and verbal communication, with the ability to translate complex platform topics for non-technical leaders.
• Comfortable holding external agencies accountable for strategy, execution, and outcomes.
• Working knowledge of how AEO and GEO trends affect paid search behavior and economics.
• Detail-oriented, process-driven, and able to manage multiple parallel campaigns and platforms without losing quality.