About the Job

Our Client is seeking a strategic and data- driven Paid Media Strategist to create and own thier brands paid media strategy and translate those skills into real business growth.

This role reports to the VP, Performance Marketing, and plays a key role in delivering qualified leads to over 300 franchise locations across North America.

In this role you will be expected to create synergy between the brands goals and the digital media efforts as they scale from $250M towards $1B.  You'll design the framework and the roadmap that both guides the agency partners and holds them accountable, establish measurement frameworks for clear reporting and you'll ensure that every dollar spend drive the client closer towards the $1B revenue goal.

Throughout your career, you'll begin the architecture of transitioning the paid media efforts from agency to in house managed as we scale beyond $500M.

The Ideal Candidate:

• Thrives in a fast-paced high-growth environment and adapts quickly as business priorities evolve.
• Measures success by pipeline impact and revenue contribution—never by impressions or vanity metrics alone.
• Is relentlessly curious constantly questioning, experimenting with new platforms, channels, and strategies.
• Leverages strong analytical chops to uncover hidden insights, craft data-driven narratives, and influence stakeholder decisions.
• Proactively spots performance gaps, proposes strategic solutions, and takes ownership from ideation through flawless execution.
• Thinks ahead—anticipates outcomes, builds scalable test-and learn frameworks, and creates repeatable roadmaps.
• Collaborates seamlessly across brand, field marketing, analytics, and creative teams to align media strategy with overarching business goals.
• Brings an entrepreneurial, “builder” mindset—documenting best practices, playbooks, and future- state plans for scaling an in house media function.
• Exhibits strong leadership and coaching skills-able to mentor peers today and, as we grow, build and inspire a high performing media team of the future,

What Your Success Looks Like
Media Strategy & Planning

• Build and evolve the paid media  roadmap to support annual revenue, market share, and franchisee growth targets.
• Partner with agencies to develop full-funnel paid strategies including SEM, PMAX, social display, local service ads, and video.
• Identify gaps in media coverage, audience segments, or channel mix based on performance and market trends,

Agency Management and Accountability.

• Serve as the internal owner of media performance, holding agencies accountable to clear benchmarks (CPL, CTR, ROAS, brand, lift).
• Facilitate monthly and quarterly reviews, driving proactive optimization and budget recommendations.
• Align agency execution with internal initiatives promotions and local franchisee needs.

Landing Page & Experience Alignment

• Identify media-to-site experience gaps and work cross-functionally to improve conversion performance.
  
• Provide input on creative, messaging, and user flow to match audience intent and campaign objectives.
  

Media Insights & Improvements

• Build measurement frameworks that track performance to business outcomes.
• Translate complex media data into clear, actionalble insight for both internal teams and franchise owners.
• Partner with analytics to refine dashboards and reporting using tools like Power BI and Salesforce.

Performance Marketing Results

• Increase digital lead generation results by 15+% YoY utilizing the latest resources, channels, and strategies.
  
• Design and execute new pilot campaigns that improve ROI / ROAS
  

Internal Education & Future Planning

• Collaborate with marketing leadership to build confidence of our marketing programs among our top 20% of franchise owners by delivering case studies that help franchisees understand ROI and justify their continuous marketing investment.
  
• Lay groundwork for eventual in-house media transition, including skill requirements, tech infrastructure, and playbooks.

Who You Are and What You Bring

Strong Education & Life Experience
You should be well-educated, which can be demonstrated by a bachelor's degree in Marketing, Data Science, or another related field along with work experience. If you don't have a  formal degree, you should have the equivalent of training and work experience in fields related to marketing analytics or business intelligence. 

Digital Marketing Experience
You need to be a performance marketer at heart, with a strong grasp of key digital marketing metrics across various paid platforms and channels such as Google/Yahoo/Bing PPC, CTV/OTT, Display, Remarketing, Retargeting, Social, Email, Etc. You’ve built and scaled paid media campaigns from scratch, owned budget and pacing, tested new channels, and improved performance across at least 3+ paid platforms.  You know how to get more out of media partners and aren't afraid to challenge underperformance. You've directly managed or overseen $300K+/month in paid media spend.across multiple locations or business units and you're comfortable in multi-unit, territory-driven, or franchise systems.

Natural Technical Proficiency
You’ll need to be very well-versed in platforms like Google Analytics, Google Tag Manager, Microsoft Excel and Microsoft Power BI or Tableau to segment and synthesize data in a way that is presentable to all audience types.

Ability to Analyze and Tell a Story

The ability to perform advanced data analysis, including report building & monitoring to improve campaign performance is key. You’ll need to regularly forecast and  provide trend analysis to assist leadership in making wise data decisions at a large scale that has direct impacts to business owners. Strong data visualization,  pattern recognition, predictive modeling skills, with the ability to derive actionable insights from that data will be something you’ll be expected to do regularly.

Strategic Ability
You’ll need to be a creative thinker with a problemsolving approach to challenges and opportunities, and have proven success executing impactful B2C performance marketing campaigns that drive measurable results.