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.
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