GENERAL DESCRIPTIONThe Manager, Digital Paid Media owns the strategy, execution, and optimization of paid digital media across Tire Discounters (TD) and its family of brands. This role brings dedicated, experienced, internal oversight to paid search, paid social, and emerging paid digital channels.
The Manager is the primary point of accountability for paid media performance, working closely with platform partners (Google, Microsoft, Meta, and others) and the external media agency. The role is responsible for campaign architecture, daily QA, budget management, and the kind of rigorous QA and validation processes to ensure campaign accuracy, performance integrity, and prevent the cross-platform incidents that can impact business performance.
Reporting to the Director, Brand Marketing, this role sits at the intersection of brand, performance, and technology. The Manager combines hands-on platform expertise with the analytical and communication skills to drive results, defend trade-off decisions, and represent paid media in executive-level conversations.
ESSENTIAL FUNCTIONSPaid Media Strategy and Planning- Develop and execute the paid digital media plan across paid search, paid social, programmatic, and emerging channels.
- Set channel-level KPIs, budget allocations, and quarterly investment plans aligned to business priorities.
- Partner with the Director on cross-channel planning, mix decisions, and integration with organic, CRM, and brand work.
- Stay current on platform releases, optimization tools, and shifts in consumer search behavior, including the impact of AI Engine Optimization (AEO) and Generative Engine Optimization (GEO) on paid search performance.
Campaign Execution and Optimization- Lead day-to-day campaign management across Google Ads, Microsoft Advertising, Meta, and other platforms.
- Build and maintain structured QA processes for campaign launches, UTM tagging, landing page validation, and creative rotation.
- Drive ongoing optimization across bidding, audiences, creative, and landing experiences.
- Use automation tools to improve performance and efficiency.
Agency and Platform Management- Serve as the primary internal counterpart for the paid media agency, holding the agency accountable for strategy quality, execution, and timely delivery.
- Manage direct platform relationships with Google, Microsoft, and Meta account teams.
- Support the Director on agency reviews, RFP work, and SOW negotiation.
Performance Analysis and Reporting- Build and maintain dashboards that show real-time paid media performance across channels and brands.
- Provide clear, factual reporting to the Director and broader leadership on weekly, monthly, and quarterly cadences.
- Translate complex platform data into actionable recommendations and clear point-of-view memos.
- Lead incident response for paid media issues, including root-cause analysis and corrective action.
Cross-Channel Integration- Partner with the Manager, Content and Production on landing experience quality and content alignment with paid campaigns.
- Coordinate with CRM, brand, and store marketing on integrated campaigns, including targeted service campaigns designed to maximize competitive market position.
- Work with IT and analytics on tracking infrastructure, conversion measurement, and data quality.
- Support performance and operations teams on attribution, incrementality, and conversion measurement.
KNOWLEDGE, SKILLS, AND ABILITIES- Deep, hands-on expertise across paid search (Google Ads, Microsoft Advertising) and paid social (Meta, TikTok, others).
- Strong working knowledge of programmatic, display, and emerging paid digital channels.
- Comfort with Quartile, Skai, or other paid search platforms that scale across many locations and product categories.
- Strong analytical skills including the ability to interpret platform data, build dashboards, and defend trade-off decisions.
- Excellent QA discipline, with a track record of catching platform and tagging issues before they impact business performance.
- Solid understanding of attribution, incrementality, and conversion measurement.
- Strong written and verbal communication, with the ability to translate complex platform topics for non-technical leaders.
- Comfortable holding external agencies accountable for strategy, execution, and outcomes.
- Working knowledge of how AEO and GEO trends affect paid search behavior and economics.
- Detail-oriented, process-driven, and able to manage multiple parallel campaigns and platforms without losing quality.
EDUCATION AND WORK EXPERIENCE- Bachelor's degree in marketing, advertising, business, or a related field, or equivalent experience.
- 6+ years of progressive paid digital media experience, with hands-on time inside the major platforms.
- Agency experience is strongly preferred, ideally across multiple brands and verticals.
- Demonstrated success managing seven-figure paid media budgets.
- Experience with multi-location retail or services brands strongly preferred.
- Experience with scaled paid search tools (Quartile, Skai, Marin, or similar) preferred.
PHYSICAL DEMANDS- Operates in both an office setting and within our retail operations.
- Routinely uses standard office equipment such as computers and phones.
- Walking, standing, sitting, listening, and talking on a wide variety and continual basis.
- Required to stand, walk, use hands and fingers, handle and/or feel, lift/carry up to 25 pounds, and reach with hands and arms.
- Occasional travel may be required.
