Paid Media Specialist

This is a fully remote position, open to applicants in Philippines.

📋 Description

• **Role Overview**

• The Paid Media Specialist enhances performance across both primary and secondary advertising channels, devises comprehensive strategies, and mentors junior team members. This position integrates practical campaign management with strategic insights, AI-enhanced workflows, and multi-channel analytics. The ideal candidate is proficient in launching Performance Max campaigns, troubleshooting server-side tracking configurations, leading client QBRs, and utilizing an LLM to streamline reporting tasks.

• **Channel Focus**

• Primary channels include:

• Google Ads (Search, Performance Max, Demand Gen, Shopping, YouTube, Display)

• Meta Ads (Advantage+ Shopping, Advantage+ App, Lead Ads, Sales, Awareness)

• Microsoft Ads / Bing Ads (Search, Shopping, Performance Max, Audience Network)

• Secondary channels encompass:

• TikTok Ads (Spark Ads, Shop Ads, Smart+ campaigns)

• LinkedIn Ads (Sponsored Content, Lead Gen Forms, Conversation Ads, Accelerate campaigns)

• Amazon Ads (Sponsored Products, Sponsored Brands, Sponsored Display, DSP basics)

• Additionally, emerging channels such as Reddit Ads, Pinterest, Apple Search Ads, and connected TV will be explored as client needs arise.

• **Expectations**

• Actively contribute to the team's knowledge base by sharing industry insights, platform updates, and learnings from experiments.

• Assign and complete tickets via ASSIST with thorough documentation and timely follow-up.

• Address questions and requests in designated team channels within reasonable timeframes.

• Monitor and support newly launched accounts (operating for less than 3 months).

• Oversee and assist accounts managed by Campaign Managers who are in their first 0 to 6 months.

• Provide extra attention to any accounts flagged as needing it, including:

• Reviewing overall account performance and highlighting risks early.

• Presenting clear recommendations and a proposed action plan to the CM.

• Adding value to discussions and client interactions related to these accounts.

• Conducting structured account audits covering strategy, tracking, creative, and landing pages.

• Lead Continued Learning sessions for the team.

• Develop strategy for, launch, and optimize campaigns across T1, T2, and T3 accounts.

• Act as the primary paid media contact for the Account Strategist on your own accounts.

• Assist the Account Strategist on client calls when necessary.

• Identify growth opportunities within existing channels and suggest new channels to test.

• Propose innovative solutions beyond the ad account, including improvements to user journeys, form optimizations, campaign concepts, custom call flows, creative angles, and operational fixes for the client.

• Be a collaborative team member who enhances collective knowledge and stays ahead of industry trends.

• Renew Google Ads certifications annually across Search, Shopping, Display, Video, and Performance Max.

• Complete and maintain Meta Blueprint certification.

• Obtain platform certifications for TikTok, LinkedIn, Microsoft Ads, and Amazon Ads as required.

• Keep informed about AI tools that streamline paid media tasks, including LLM-based audit scripts, automated reporting, and creative production workflows.

• **Responsibilities**

• **Campaign strategy and execution**

• Plan, launch, and analyze paid media campaigns across all account types: ecommerce, lead generation, subscription, and SaaS.

• Manage T1, T2, and T3 account work across Google Ads, Meta Ads, Microsoft Ads, TikTok Ads, LinkedIn Ads, and Amazon Ads.

• Develop comprehensive strategies that merge prospecting, retargeting, and retention efforts.

• Create and execute structured creative testing, including script-based UGC briefs, AI-assisted variations, and platform-native formats.

• **Client communication and escalation**

• Monitor dedicated client Slack channels and add value through opportunities, issues, brainstorming sessions, questions, strategies, and high-risk ideas.

• Escalate issues to leadership regarding your own accounts and those of team members you support.

• Address emails and Slack discussions on technical inquiries in team channels or when tagged in client communications.

• Incorporate hypotheses and action plans in every performance update instead of waiting for the next reporting cycle.

• **Technical problem solving**

• Provide solutions and guidance on:

• CallRail tracking and implementation.

• Zapier, n8n, and Make workflows for lead forms, offline conversions, and CRM synchronization.

• Google Tag Manager and server-side GTM.

• Cross-channel tracking and attribution setup.

• Google Merchant Center and Meta Commerce Catalog.

• Product feed structure and optimization.

• Report Garden and any reporting platforms adopted by the team.

• **Audits and quality assurance**

• Conduct ad hoc audits covering strategy, opportunities, tracking, and optimizations for:

• New accounts.

• Accounts managed by new Campaign Managers.

• Underperforming accounts.

• Accounts requiring scaling support.

• Assist new business efforts by researching opportunities and conducting audits for potential clients.

• Review T2 and T3 campaign builds prior to launch.

• Audit tracking setups across CTM, Meta Pixel and CAPI, Google tags, Enhanced Conversions, GA4, and consent mode.

• Contribute to dashboards and automated alerts that quickly identify underperformance.

• **Team development**

• Support teammates with inquiries and strategic ideas (strategy recommendations for T2 and TI accounts must be approved by a lead).

• Mentor new hires on platform fundamentals, internal procedures, and client communication.

• **How success is measured**

• Performance outcomes on your accounts (achieving or exceeding KPIs agreed upon with the Account Strategist and client).

• Quality of audits and recommendations provided to supported accounts.

• Speed and clarity of technical problem solving in team and client discussions.

• Growth of junior team members you mentor.

• Contribution to internal knowledge, templates, and automation that raises the overall standard for the team.

⛳️ Requirements

• **Leadership and soft skills**

• Strong leadership abilities including empathy, patience, and respect.

• Clear motivation to uplift teammates and lead by example.

• Positive demeanor and genuine enthusiasm for learning.

• Strong attention to detail with the capacity to prioritize competing demands.

• Comfortable and confident in client-facing situations, including leading performance reviews.

• Data-driven thinker with robust analytical and problem-solving capabilities.

• Excellent written reporting skills with a proactive, hypothesis-driven mindset.

• **Platform proficiency**

• Advanced expertise in Google Ads encompassing Search, Performance Max, Demand Gen, Shopping, YouTube, and Display.

• Advanced expertise in Meta Ads, including Advantage+ campaigns, CAPI, and creative testing frameworks.

• Advanced expertise in Microsoft Ads/Bing Ads.

• Working knowledge of TikTok Ads, LinkedIn Ads, and Amazon Ads, with the ability to independently build and optimize campaigns.

• **Tracking, measurement, and technical setup**

• Proficiency in Google Tag Manager: tags, triggers, variables, and data layer fundamentals.

• Server-side tracking via GTM.

• Conversions API setup for Meta, TikTok, LinkedIn, and Google (Enhanced Conversions).

• Offline conversion imports and offline event sets across platforms.

• CallRail tracking and integration with advertising platforms.

• Consent mode v2 and consent management platforms for privacy-compliant tracking.

• GA4 setup, event configuration, and basic audience development.

• Familiarity with first-party data strategies and customer match/custom audiences.

• **Feed and catalog management**

• Creation, optimization, and troubleshooting of product feeds.

• Management of Google Merchant Center and Meta Commerce Catalog.

• Experience with feed management tools such as GoDataFeed, DataFeedWatch, or Feedonomics is advantageous.

• **Lead generation workflows**

• Lead form advertisements on Meta and Google, integrated with CRMs via Zapier, n8n, Make, or native integrations.

• Basic webhook logic and understanding of lead flow from ad platforms to CRMs and offline conversion imports.

• **AI and automation**

• Proficient in using LLMs like Claude and ChatGPT for research, ad copy generation, script writing, and initial analysis.

• Capable of interpreting and adjusting automation workflows in tools such as n8n, Zapier, or Make.

• Utilizes generative AI for creative production (static images, short video) while adhering to brand guidelines.

• Recognizes the limitations of AI-generated content and applies human review before anything is published.

🏝️ Benefits

• What we Offer:

• ● Opportunities for growth and career advancement.

• ● Competitive compensation package.