Paid Media Strategist

Paid Media Strategist- Burn Media Co. ABOUT US We are a rapidly growing digital marketing agency specializing in franchise organizations. With over 200 clients ranging from national brand funds to unit-level franchise locations, we provide comprehensive paid media solutions and strategic guidance to help franchise brands scale their digital advertising efforts. POSITION OVERVIEW We are seeking an experienced Paid Media Strategist to join our dynamic team and elevate our capabilities across strategy, execution, and team performance. This role is designed for a strategic thinker who can identify and fill gaps in our current processes, introduce cutting-edge tools and methodologies, and help level up our entire team's expertise. Working closely with our Director of Paid Media, you'll bring external knowledge and best practices to enhance our service delivery for our growing portfolio of franchise clients. The ideal candidate will serve as a catalyst for improvement, driving innovation in our strategies, optimizing our workflows, and mentoring team members to reach their full potential. ROLES AND RESPONSIBILITIES Strategic Planning & Development (40%) Develop comprehensive paid media strategies aligned with franchise client business goals, brand guidelines, and local market dynamics Audit and enhance existing strategies, identifying gaps and opportunities for improvement across our current client portfolio Create testing roadmaps and optimization strategies for both national brand campaigns and location-specific advertising Collaborate with Director of Paid Media to build unique advertising approaches for diverse franchise verticals Analyze market trends and competitive landscapes to inform strategic recommendations Support sales team in creating compelling proposals and strategic presentations for prospective clients Campaign Management & Execution (35%) Plan, set up, and execute complex digital advertising campaigns across Google, Meta, TikTok, and other relevant platforms Manage campaign budgets effectively, ensuring optimal allocation across national and local franchise initiatives Implement advanced targeting strategies for multi-location franchise campaigns Execute A/B testing of audiences, creatives, landing pages, and offers to drive performance improvements Handle time-sensitive campaign launches and optimizations, especially during high-volume periods Performance Analysis & Optimization (20%) Monitor campaign performance across multiple client accounts and provide actionable insights for optimization Track and analyze key performance indicators (KPIs) using Google Analytics, platform analytics, and internal reporting tools Create regular performance reports with strategic recommendations for clients Identify opportunities for campaign improvements and implement data-driven optimizations Develop and maintain performance benchmarks for different franchise verticals Team Leadership & Process Enhancement (5%) Review and optimize existing workflows and processes to improve efficiency and reduce errors Introduce new tools, automation, and process improvements based on industry experience and best practices Collaborate with internal teams including account management, creative, and strategy departments Support team capacity during peak periods and high-volume campaign launches REQUIRED QUALIFICATIONS Bachelor's degree in Marketing, Business, Communications, or related field 3-5 years of experience in paid media strategy and campaign management Advanced proficiency in Google Ads, Meta Ads Manager, and Google Analytics Experience with multi-location or franchise advertising preferred Strong analytical skills with ability to interpret data and provide actionable insights Excellent written and verbal communication skills Proven track record of managing advertising budgets of $50K+ monthly Experience with A/B testing and campaign optimization methodologies PERFERED QUALIFICATIONS Google Ads and Meta certifications Experience with programmatic advertising platforms (DMP/DSP) Previous agency experience, particularly with franchise or multi-location clients Familiarity with local SEO and location-based advertising strategies Knowledge of additional ad platforms Advanced Excel/Google Sheets proficiency for data analysis and reporting Experience with data visualization tools (preferred) Understanding of conversion tracking and attribution modeling This position description is not intended to be and should not be construed as an all-inclusive list of responsibilities, skills or working conditions associated with this position. While this description is intended to accurately reflect the position's activities and requirements, management reserves the right to modify, add or remove duties as necessary.