Senior Paid Digital Media Manager
As a Senior Paid Digital Media Manager at 321, you will lead the strategic development and hands-on execution of paid digital media campaigns across a diverse portfolio of clients, with specialized focus on insurance and business services industries including roofing, legal services, real estate, healthcare, and home services.
This role requires deep expertise in marketing dynamics including lead generation optimization, funnel conversion, seasonal campaign management (Annual Enrollment Periods, weather-related awareness campaigns), life and geographical event targeting, and navigating the extended consideration cycles typical of purchase decisions. You understand how to drive cost-effective acquisition while managing complex attribution models across multi-touch customer journeys, all streamlined through AI innovation and automations.
You will advance full-funnel media strategy and execution-from awareness and consideration through retention-while integrating paid media with CRM automation and customer lifecycles. This role combines strategic knowledge with technical execution expertise, requiring proficiency across paid search, paid social, programmatic display, CTV, and deep understanding of how paid media fuels and integrates with marketing automation platforms.
As a senior member of the Digital team, you will pioneer innovative approaches to performance marketing in regulated industries, and serve as a strategic partner to clients seeking measurable business growth through data-driven digital advertising.
WHAT YOU'LL DO
Paid Digital Strategy
- Lead the development and execution of comprehensive paid digital media strategies for clients across Google Ads, Meta, LinkedIn, YouTube, programmatic display, and emerging platforms
- Design full-funnel media strategies that align with customer journeys
- Create media strategies for business services clients (roofing, legal, real estate, healthcare, home services) that drive lead generation, customer acquisition, and business growth
- Establish performance benchmarks, KPIs, and success metrics tailored to client-specific KPIs and business services objectives
- Assume responsibility for the paid digital philosophy and standard of campaign execution
- Stay current on platform updates, algorithm changes, privacy regulations (iOS updates, cookie deprecation), and advertising best practices, including in regulated industries
- Develop thought leadership around omni-channel, consumer-centric performance marketing
Campaign Execution & Platform Management
- Execute hands-on campaign setup, optimization, and management across all major paid digital platforms:
- Google Ads: Search, Display, Performance Max, YouTube, Local Services Ads
- Meta: Facebook, Instagram (feed, stories, reels), Messenger
- LinkedIn: Sponsored Content, Message Ads, Lead Gen Forms
- Programmatic Display: Audience targeting, retargeting, contextual advertising
- CTV/OTT: Connected TV advertising for brand awareness and consideration
- Emerging platforms: TikTok, Pinterest, Reddit as appropriate for client objectives
- Build sophisticated audience targeting strategies using:
- 1st party data from CRM systems and customer databases
- 3rd party data sources and intent signals
- Lookalike audiences and predictive modeling
- Custom audience segmentation based on shopping behaviors and life events
- Geo-targeting, demographic targeting, and behavioral targeting
- Develop and manage landing page strategies, conversion funnels, and form optimization to maximize conversion rates and lead quality
- Implement comprehensive tracking architecture including:
- Conversion tracking and event configuration
- Google Analytics 4 and Google Tag Manager setup
- UTM parameter strategies and campaign tagging
- Multi-touch attribution modeling
- CRM integration and lead tracking
- Call tracking and offline conversion measurement
- Create A/B testing frameworks for ad creative, audience segments, bidding strategies, and landing page elements
- Manage campaign budgets, pacing, and bid strategies to achieve target KPIs while maximizing efficiency
- Collaborate with Creative team on ad creative development, providing strategic direction on messaging, formats, and platform specifications
Full-Funnel Integration
- Design integrated marketing strategies that connect paid media with CRM automation, email marketing, and customer lifecycle programs
- Develop audience segmentation strategies that align paid media targeting with CRM workflows:
- Abandonment retargeting and email nurture sequences
- Renewal reminder campaigns
- Cross-sell and upsell audience targeting
- Win-back campaigns for lapsed
- Referral program amplification
- Create remarketing strategies across paid channels based on CRM data and customer lifecycle stages
- Build custom audiences from CRM data for improved targeting and suppression strategies
- Collaborate with CRM specialists to ensure seamless data flow between platforms and optimize customer journeys
- Develop attribution models that account for multi-touch interactions across paid media and CRM touchpoints
- Understand marketing automation platforms (HubSpot, High Level, Salesforce Marketing Cloud) and user journey mapping to create cohesive omni-channel experiences
Data Analysis, Reporting & Optimization
- Oversee the development of robust, dynamic, and highly visual reports and dashboards to answer key business and media questions
- Generate comprehensive performance reports with client-specific metrics:
- Leverage data visualization tools to assist with data storytelling and optimization efforts
- Continually test and optimize campaigns, platforms, channels, audiences, and creative in pursuit of delivering exceptional client results
- Turn trends and data into compelling insights, strategies, and plans that drive meaningful and measured results
- Conduct deep-dive analyses to understand campaign performance drivers and identify optimization opportunities
- Present performance insights and strategic recommendations to clients and internal teams through clear, compelling narratives
- Monitor competitive activity, industry benchmarks, and category best practices to maintain competitive positioning
Client Engagement
- Assist in the production of paid digital proposals, pitches, RFPs, and media plans
- Ensure client marketing objectives and initiatives are supported with data-driven paid digital strategies aligned to business goals
- Interface with Client Success teams, project leads, and leadership to ensure media plans are executed per approved strategies
- Ensure the development, execution, tracking, and reporting of media campaigns is on-time, on-budget, and on-goal
- Liaise with clients on paid digital matters, serving as the subject matter expert for media strategy and performance optimization
- Assist in client presentations on media strategy, campaign performance, and optimization recommendations
- Participate in strategic planning sessions and quarterly business reviews
- Identify growth opportunities within existing accounts through expanded channel mix, increased investment, or new campaign initiatives
Innovation & Continuous Learning
- Be a self-starter and quick learner with a passion for delivering exceptional work on time and within scope
- Discover and test new platforms, channels, tools, and emerging technologies to provide innovation to the agency and clients
- Pioneer AI-powered media optimization tools, automation platforms, and bidding algorithms to improve campaign performance and efficiency
- Stay current on privacy changes, platform updates, and digital advertising trends
- Share knowledge and best practices across the agency to elevate overall digital marketing capabilities
REPORTING STRUCTURE
This position reports to the Director of Digital Marketing and collaborates closely with Client Success, Creative, Social Media, and CRM/MarTech teams.
COMPENSATION
$80,000 - $95,000 per year (negotiable based on experience )
321 BENEFITS
- Health, dental, and vision insurance
- 401K after one year of employment
- 2 Weeks (80 Hrs) Paid Time Off [Additional 40Hrs at 3 Years]
- 3 Sick/Mental Health Days
- 8 Hours Volunteer Time
- Additional PTO at holiday and management discretion
- Paid parental leave
- Professional development opportunities
- Leadership training opportunities and career advancement pathways
- A collaborative, creative, and ambitious team environment
