Paid Media Specialist

Paid Media specialist

Position overview

The Paid Media & Programmatic Specialist is responsible for developing, managing, and optimizing paid advertising campaigns across but not limited to search, social, and programmatic platforms. This role focuses on performance marketing execution, strategic targeting, automation, and constant experimentation to support both B2B and B2C client growth.

The ideal candidate has a strong analytical mindset, is results-driven, and stays consistently updated with platform changes, AI-powered tools, and programmatic media opportunities. They will work closely with the performance, strategy, and creative teams to ensure campaigns are executed to the highest standard and aligned with each client's business objectives.

I. Responsibilities

Paid Media campaign management:

• Develop and manage full-funnel paid advertising campaigns across platforms such as Google Ads, Meta Ads, LinkedIn Ads, TikTok, and other emerging channels.
• Continuously optimize budgets, bids, audiences, and creatives based on performance data and client objectives.
• Adapt strategies for different business models (B2B and B2C), ensuring alignment with each client's funnel and conversion path.
• Stay up to date with platform updates and implement best practices for ad delivery, audience targeting, and creative optimization.

Programmatic media buying:

• Plan, build, and manage programmatic campaigns using DSPs such as , DV360, StackAdapt, or The Trade Desk.
• Utilize first-party, third-party, and contextual audience targeting to drive campaign performance.
• Ensure brand safety, ad viewability, and frequency capping are consistently implemented across all programmatic efforts.
• Work closely with external agencies providing programmatic services to align strategies, monitor performance, and ensure seamless campaign execution.

AI & Automation integration:

• Leverage AI tools for ad copy creation, creative testing, bidding optimization, and performance forecasting.
• Automate repetitive workflows where possible (e.g., rules in Google Ads, budget alerts, campaign reporting, etc.).
• Regularly test and implement new AI- or automation-based tools and share learnings with the team.

Performance tracking and reporting:

• Monitor and analyze campaign performance using tools such as Google Analytics 4, Looker Studio, Google Data Studio, Dashthis, DOMO and other reporting dashboards.
• Prepare structured, insightful campaign reports with actionable recommendations for optimizations.
• Present findings to internal team members and clients, and contribute to monthly and quarterly performance reviews.

Collaboration & strategic support:

• Work closely with account managers, content creators, designers, and other specialists to deliver coordinated campaigns that drive results.
• Participate in internal brainstorms, planning meetings, and creative brief development.
• Actively contribute to internal process documentation and ongoing improvements in media buying workflows.

II. KPIs

Campaign performance & optimization

• Regular optimizations based on data insights that lead to incremental improvements in ROAS, CPA, or CPL across active campaigns.

Target: Minimum 2 strategic optimizations per month, with visible positive impact over time.

Campaign success rate

• Delivery of campaigns that meet or exceed defined objectives (traffic, conversions, lead volume, etc.) across paid and programmatic channels.

Target: 85% of campaigns launched meet their primary performance goal.

Reporting & communication

• Deliver clear and actionable performance reports for internal use and clients. Maintain consistent reporting cadence and accuracy.

Target: 100% on-time report delivery; internal quality score of 8/10 or higher.

Innovation & learning implementation

• Explore and apply improvements using AI tools, new formats, or automations in campaigns or workflows.
• Yearly Google & Meta certifications passed, alongside a 3rd platform of choice.

Target: Minimum 1 tested innovation or process improvement per quarter.

Feedback & collaboration

• Maintain a high level of professionalism and collaboration with internal teams and external partners/agencies.

Target: Positive qualitative feedback from at least 2 stakeholders per quarter (internal or client-facing).

Required Skills

• Proven experience managing paid media campaigns across Google, Meta, LinkedIn, TikTok and other core platforms.
• Experience with DSPs such as , DV360, The Trade Desk, or StackAdapt
• Strong analytical skills and a data-driven mindset
• Proficiency in Excel and Google Sheets, with the ability to manipulate data, build reports, and support campaign tracking
• Familiarity with AI advertising tools and campaign automation platforms
• Proficiency in Google Analytics 4, Looker Studio, DOMO, Dashthis, Google Data Studio, and other reporting tools
• Clear communication skills and the ability to explain technical insights in a client-friendly way
• Eagerness to stay current with trends, platforms, and media innovations

Reporting Structure

The Paid Media & Programmatic Specialist will report to the
Marketing Operations Director

and will collaborate closely with Account Managers, Designers, Social Media Specialists, SEO Specialists and Content Writers to ensure campaign alignment and success.