Paid Media Specialist

Paid Media Specialist / Performance Marketing Specialist

About the Role

We are looking for a Paid Media / Performance Marketing Specialist who can independently plan, execute, optimize, and report on multi-channel paid media campaigns for domestic and international clients.

The ideal candidate should have strong hands-on experience across Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, DV360, and preferably Teads Ad Manager, with a strong understanding of campaign strategy, audience targeting, tracking, analytics, optimization, and client communication.

Key Responsibilities

1. Paid Media Strategy & Planning

• Develop comprehensive paid media strategies based on client objectives, target audiences, budgets, and KPIs.
• Create and present media plans covering budget allocation, channel mix, audience targeting, campaign objectives, bidding strategies, and creative requirements.
• Recommend the right combination of Google, Meta, LinkedIn, TikTok, DV360, Teads, and other relevant paid media channels.
• Identify opportunities to integrate paid media with SEO, content, email, social media, and other digital/ATL channels. Conduct competitor, audience, keyword, and market research to identify growth opportunities.

2. Paid Media Campaign Execution & Management

• Set up, manage, monitor, and optimize campaigns

o Google Ads – Search, Performance Max, Display, YouTube, Demand Gen, Shopping

o Meta Ads – Facebook & Instagram

o LinkedIn Ads

o TikTok Ads

o DV360

o Teads Ad Manager

• Conduct keyword research, audience research, placement analysis, negative keyword management, and targeting optimization.
• Manage campaign budgets, bids, pacing, frequency, reach, and performance against KPIs.
• Implement A/B and multivariate testing across creatives, audiences, landing pages, bidding strategies, ad copies, and campaign structures.
• Continuously optimize campaigns to improve ROAS, CPA, CPL, CTR, CPC, CPM, conversions, and overall campaign efficiency.
• Ensure campaigns follow appropriate taxonomy, naming conventions, tracking, brand safety, and platform best practices.
• Identify and resolve campaign delivery, tracking, attribution, and performance issues.
• Assist with account restructuring and creation of new campaign elements wherever required

3. Tracking, Analytics & Measurement

• Work with relevant teams to ensure accurate implementation of Google Tag Manager, GA4, conversion tracking, pixels, UTMs, Floodlight, and other tracking solutions.
• Monitor campaign attribution and data quality.
• Analyze campaign performance using Google Analytics 4, Google Ads, Meta Ads Manager, DV360, LinkedIn Campaign Manager, and other reporting platforms.
• Identify gaps in tracking and recommend corrective actions. Ensure campaign data is reliable and aligned with client reporting requirements.

4. Reporting & Insights

• Prepare weekly, monthly, and ad-hoc performance reports for clients and internal stakeholders.
• Analyze campaign data and translate it into clear, actionable insights.
• Highlight key performance trends, challenges, opportunities, and recommendations.
• Present campaign performance and optimization recommendations to internal teams and clients. Maintain accurate campaign trackers, budgets, pacing reports, and performance dashboards.

5. Campaign Optimization & Growth

• Proactively identify opportunities to improve campaign performance, scalability, and efficiency.
• Develop and implement new testing methodologies across audiences, creatives, bidding, placements, keywords, and campaign structures.
• Identify opportunities for budget reallocation based on channel and campaign performance.
• Stay updated with changes in Google Ads, Meta, LinkedIn, TikTok, DV360, Teads, GA4, and the broader paid media ecosystem.
• Explore new advertising products, beta features, automation solutions, and emerging platforms.

6. Client Management & Communication

• Act as a secondary point of contact for assigned clients and maintain strong professional relationships.
• Participate in regular client calls to discuss campaign performance, upcoming campaigns, strategy, and optimization opportunities.
• Understand client briefs and translate business objectives into effective paid media strategies.
• Communicate campaign results, insights, and recommendations clearly to both technical and non-technical stakeholders. Coordinate with internal teams including SEO, Content, Creative, Development, Analytics, and Business Development to deliver integrated digital marketing solutions.

7. Media Partner Management

• Build and maintain effective relationships with media and technology partners.
• Coordinate with platform representatives and partners for campaign support, troubleshooting, optimization opportunities, and industry updates.
• Explore relevant alpha/beta programs, new platform features, and testing opportunities. Share campaign briefs with partners and incorporate relevant recommendations into media strategies.

Required Skills & Experience

• 3+ years of hands-on experience in Paid Media / Performance Marketing.
• Strong hands-on expertise in Google Ads and Meta Ads
• Experience with one or more of DV360, LinkedIn Ads, TikTok Ads, and Teads Ad Manager.
• Strong understanding of:

o Google Search Ads

o Performance Max

o YouTube Ads

o Display Advertising

o Remarketing/Retargeting

o Audience Targeting

o Lead Generation

o Conversion Campaigns

o Shopping Ads

• Good understanding of GA4, Google Tag Manager, pixels, conversion tracking, UTM parameters, and attribution.
• Strong analytical and data interpretation skills.
• Experience with campaign reporting and performance dashboards.
• Good understanding of KPIs such as ROAS, CPA, CPL, CTR, CPC, CPM, CVR, Reach, Frequency and Conversion Rate.
• Strong communication and client-management skills. Ability to manage multiple campaigns and priorities simultaneously.

Preferred Qualifications

• Google Ads certification.
• Meta Blueprint certification.
• Experience handling international clients, particularly US, UK, Canada, or Australia.
• Experience working in a digital marketing agency environment.
• Experience managing significant monthly advertising budgets.
• Experience with Looker Studio or other visualization/reporting tools.
• Knowledge of marketing attribution, incrementality, and advanced measurement methodologies.