Responsibilities

• Hands-On Campaign Management (60%) The Sr. Paid Media Specialist directly manages a high-volume portfolio of paid media accounts, focusing on strategic, high-complexity, or critical franchise clients. They build, launch, and optimize campaigns across Google Ads, Meta Ads, and other relevant platforms to meet or exceed client performance goals, such as ROAS, CPA, and lead volume. This involves implementing advanced optimization techniques, including bid strategies, automation rules, and audience segmentation. Furthermore, they conduct regular account audits to identify optimization opportunities, ensure best practices, and prevent performance degradation. Crucially, they ensure all ad copy and creative materials are strictly sourced from and compliant with the client's official website.
• Account Strategy & Analysis (20%) This role requires developing and executing comprehensive account strategies for new client onboarding and significant account expansions. The specialist analyzes performance data to identify trends, extract actionable insights, and formulate data-driven optimization strategies. They monitor budget pacing and allocation across the assigned portfolio to ensure optimal spend distribution and prevent over/under-spending. Additionally, they conduct competitive analysis and market research to inform campaign strategies and identify growth opportunities.
• Mentorship & Team Support (10%) Serving as a technical resource and mentor for Paid Media Specialists, the senior specialist provides guidance on campaign builds, optimization strategies, and troubleshooting. They assist the Manager of Paid Media with onboarding and training new team members and share learnings, platform updates, and successful strategies during weekly team meetings.
• Process Development & Operational Excellence (10%) The Sr. Paid Media Specialist contributes to the development and refinement of standardized workflows, optimization checklists, and campaign build guides. They test new platform features, beta programs, and emerging channels, documenting results to inform team-wide adoption. Finally, they ensure proper implementation of tracking, conversion pixels, and attribution models across all assigned accounts.