Senior Manager, Paid Media and ABM Strategy

Job DescriptionWe are seeking a highly skilled marketer to join our Digital Center of Excellence within the Marketing Operations and Digital team. In this role, you will act as the operational lead and subject matter expert for our paid media and ABM infrastructure. You will be responsible for managing the sophisticated execution of our 6Sense ecosystem, ensuring the campaigns are technically sound, and driving continuous improvement in our digital advertising strategy.As a member of the COE, you will be the "go-to" expert for paid media best practices. You will evaluate emerging tools, enforce governance standards to keep our data clean, and partner with the Data/BI team to ensure our reporting reflects reality. You will bridge the gap between strategy and technical execution, ensuring that our agencies and internal teams deliver work that drives measurable pipeline.Key Responsibilities1. Innovation & Optimization Strategy:Evaluate & Implement Trends: Actively research new paid media features and ad-tech capabilities (e.g., new LinkedIn ad formats, AI bidding tools). Recommend and pilot tests to determine their value for our business.Continuous Improvement: Proactively analyze campaign performance data to identify gaps. Design A/B tests for audiences and creatives, adapting our approach based on the results to maximize ROI.Best Practice Sharing: Document learnings from pilots and standardize successful tactics into playbooks for the broader marketing team.2. ABM Ecosystem Management (6Sense):System Administration & Enablement: Serve as the primary System Administrator for 6Sense. Configure user permissions and enable the broader marketing team to build and update their own ICP segments, providing the training and documentation needed for them to work independently.Campaign Governance (The Gatekeeper): Act as the final reviewer for all 6Sense activations. You must review and approve all segments and campaign setups created by other marketers or agencies before they are pushed live to ensure technical accuracy and strategic alignment.Advanced Orchestration: Maximize the platform's capabilities by building automated Workflows. Ensure intent signals trigger downstream actions—such as adding contacts to Hubspot, triggering web personalization, or sending alerts to sales reps.Keyword & Intent Strategy: Own the maintenance of our intent keyword library. Regularly review and update keyword clusters to ensure we are capturing the right signals as market trends evolve.Reporting & Insights: Teach the team how to utilize segments for reporting. Ensure that every audience built has a clear feedback loop into analytics, and proactively deliver "Key Insights" (e.g., "Segment A is showing high intent but low conversion") to guide optimization.3. Governance & Agency Oversight:Maintain Standards: Develop and refine Standard Operating Procedures (SOPs) for campaign naming, UTM tracking, and pixel placement. Ensure these standards are documented and accessible.Technical Auditing: Review campaign setups against our governance checklists. Identify errors (e.g., broken tracking, incorrect naming) and enforce corrections before campaigns go live.Process Efficiency: Troubleshoot operational bottlenecks in the campaign launch process and suggest variations in approach to speed up time-to-market without sacrificing quality.4. Analytics & Reporting Enablement:Dashboard Management: Partner with the Data/BI pod to define requirements for "always-on" dashboards. Validate that the data in the dashboards matches the data in the ad platforms.Insight Generation: Move beyond reporting "what happened" to explaining "why it happened." Provide platform-specific insights (e.g., "LinkedIn costs rose because of Q4 competition") to guide budget decisions.Taxonomy Maintenance: Manage the daily application of our data taxonomy to ensure all digital touchpoints are tracking correctly.Job QualificationsRequired Skills & Qualifications:Experience: 3-5 years of hands-on experience in 6Sense (or comparable ABM platforms) and paid media.Tech Stack Proficiency: Experience with Google Analytics (GA4) and Google Tag Manager (GTM) and familiarity with Hubspot and SalesforceProblem Solver: Ability to assess unusual data discrepancies and use sophisticated problem-solving techniques to identify the root cause (e.g., tracing a UTM error back to the source).Collaborative Communicator: Experience advising internal stakeholders on complex technical matters. You can effectively explain technical constraints to non-technical partners.Detail-Oriented: Strong discipline in maintaining naming conventions and data cleanliness.Desired Attributes:Technically Curious: You enjoy learning new platform features and figuring out how to make them work for your specific needs.Process-Driven: You naturally look for ways to organize workflows and document steps to prevent errors.Data-Savvy: You are comfortable working with large datasets and cross-referencing numbers between different tools.