Paid Media Lead

We're seeking a strategic Paid Media Lead to own our paid advertising function from strategy through execution. You'll have deep hands-on expertise across all platforms, but should have a firm grasp on strategic leadership, client consultation, and driving business growth through paid channels. You'll set the vision for our paid media practice, mentor specialists, and work directly with leadership and clients to align paid strategies with overarching business objectives.

Tasks:

The day to day tasks of the role

Strategic Leadership

• Develop comprehensive paid media strategies aligned with client business objectives, growth targets, and market positioning

• Lead quarterly strategic planning sessions with clients and internal stakeholders to define goals, budgets, and channel mix

• Conduct market research, competitive analysis, and audience research to inform strategic recommendations

• Present strategic proposals and campaign performance to clients and executive leadership

• Audit existing paid accounts and develop strategic improvement roadmaps

• Define campaign frameworks, budget allocation strategies, and performance benchmarks across all channels

• Identify new platform opportunities and test emerging channels (TikTok, Pinterest, LinkedIn, etc.)

• Build and refine attribution models to understand true customer journey and channel contribution

• Develop testing strategies and innovation roadmaps to stay ahead of platform changes

• Establish and document best practices, playbooks, and strategic frameworks for the paid media team

Hands-On Campaign Management

• Monitor campaign performance across Google Ads and Meta Ads platforms, making real-time optimisation decisions

• Build, launch, and optimise campaigns including audience setup, ad creative implementation, and bid strategy configuration

• Conduct daily/weekly budget pacing reviews and adjust allocations to maximise ROI

• Write and test ad copy variations for search, display, and social campaigns

• Analyse performance data to identify trends, opportunities, and areas for improvement

• Implement and troubleshoot conversion tracking, pixels, and tag management

• Conduct A/B tests on audiences, creative, landing pages, and campaign structures

• Oversee campaign architecture and ensure accounts are structured for scalability and optimal performance

• Troubleshoot underperforming campaigns and develop strategic pivot plans

• Document campaign structures, optimisation decisions, and best practices

Cross-Functional Collaboration

• Coordinate with design team on creative assets and provide strategic direction on ad formats and effective briefs

• Collaborate with content and development teams on landing page optimisation

• Manage relationships with platform support teams (Google, Meta reps)

• Review and approve campaign builds, creative briefs, and landing page strategies developed by specialists

• Mentor and provide strategic guidance to Paid Ads Specialists on complex optimisation challenges

• Collaborate with Campaign Managers to ensure paid strategy integrates with broader marketing initiatives

Reporting & Communication

• Prepare performance reports and present insights to stakeholders

• Create client-facing reports with strategic insights, not just performance data

• Research competitor activities and platform updates to stay ahead of industry trends

• Stay ahead of industry trends, platform updates, and privacy/tracking changes (iOS updates, cookie deprecation, etc.)

Tech Stack

• Google Ads - Strategic oversight and hands-on management of Search, Display, Shopping, YouTube, and Performance Max campaigns

• Meta Ads Manager - Strategic campaign development and optimisation across Facebook, Instagram, and Messenger

• TikTok Ads Manager - Platform evaluation and strategic campaign management for appropriate clients

• Pinterest Ads - Platform evaluation and strategic campaign management for appropriate clients

• LinkedIn Campaign Manager - B2B campaign strategy and management (if applicable)

• Google Analytics (GA4) - Advanced analytics, attribution modelling, audience insights, and strategic reporting

• Google Tag Manager - Strategic oversight of tracking implementation and conversion configuration

• Meta Pixel & Conversions API - Advanced tracking setup and server-side implementation oversight

• Google Sheets / Excel - Advanced data analysis, financial modelling, budget forecasting, and strategic planning

• Productive.io - Project management, task coordination, and cross-team collaboration

• SEMrush - Competitive intelligence, keyword research, and market analysi

• Slack - Team communication and real-time collaboration

• Loom - Async strategic presentations and client communication

• Figma - Creative collaboration and strategic input on advert design

• Hotjar / Microsoft Clarity (Optional) - Landing page analysis and conversion optimisation insights

• Facebook Ad Library / Meta Library - Competitive creative research

• Platform Beta Programmes - Early access to Google and Meta beta features for strategic advantage

Required Certifications:

• Google Ads Search Certification

• Google Ads Display Certification

Preferred Certifications:

• Google Shopping Certification

• Google Analytics 4 Certification

• Meta Media Buying Certification

• Additional platform certifications (LinkedIn, TikTok, Pinterest)