Responsibilities

• Lead the Paid Media Department Build, manage, and mentor a paid media team, establishing workflows, standards, and a culture of performance. Serve as the internal authority on paid media strategy, tools, and industry best practices. Develop and oversee departmental budgets, staffing plans, and vendor relationships. Represent the paid media function in department leadership discussions and new business pursuits.
• Traditional Media Planning & Buying Lead planning, negotiating, and buying across traditional channels—broadcast TV, cable, radio, print, outdoor, and direct mail. Build and maintain strong relationships with media vendors and station representatives across Michigan and regional markets. Oversee media schedules, trafficking, and post-buy analysis to ensure delivery and performance against client objectives. Manage co-op compliance and documentation where applicable.
• Digital & Programmatic Media Direct paid digital strategy and execution across platforms including Google Ads (Search, Display, YouTube), Meta, LinkedIn, programmatic display, OTT/CTV, and streaming audio. Oversee campaign architecture, targeting, budget allocation, and ongoing optimization to maximize ROI. Apply audience segmentation, retargeting, and data-driven approaches to refine campaign performance. Stay ahead of emerging digital channels, platform updates, and attribution methodologies.
• Strategy & Client Service Partner with TR account leads to develop media strategies that align with client goals, timelines, and budgets. Present media plans, rationale, and performance reporting to clients in clear, accessible terms. Translate complex media data into actionable insights and recommendations. Act as a strategic resource in client meetings and new business presentations, articulating paid media’s value with confidence.
• Integrated Collaboration Work closely with TR account teams and Say More content colleagues to ensure paid media is fully integrated into broader campaign strategies. Align paid placements with earned, owned, and content efforts for a cohesive client experience. Identify new paid media opportunities that support TR’s business development and existing client retention goals.

Preferred

• Proven leadership experience in a paid media role at an agency or in-house marketing environment, with a track record of building and managing teams.
• Deep expertise in both traditional and digital media channels, with hands-on experience in planning, buying, and optimization.
• Proficiency in media buying platforms and tools (e.g., Google Ads, Meta Business Manager, a DSP such as The Trade Desk, and media planning software).
• Strong analytical and reporting skills, with the ability to synthesize performance data and communicate findings to clients and internal stakeholders.
• Enthusiasm for leveraging technology, including AI tools, to enhance campaign strategy and efficiency.
• Familiarity with Michigan’s media landscape and regional market dynamics.