Director of Paid Media

Job Title: Director of Paid Media

Department: Advertising Services

Reports to: VP of Advertising Services (Haley Weigle)

FLSA Status: Exempt

Culture Summary:

We believe that every Team Member has a Voice! At Practice Made Perfect we have a simple goal

– To provide our clients with premium quality service supported by proven, market-tested

advertising solutions. We encourage the sharing of new ideas, and believe we are stronger when

we all work together as a Team!

Position Summary:

If you are hungry to own a critical function to grow the organization and be an integral part of

shaping the future inside a Private Equity backed company….this is your seat at the table!

We are seeking an experienced and strategic Director of Paid Media with a unique blend of

expertise in digital marketing and financial reporting. In this role, you will lead the paid media

team while also overseeing financial reporting related to paid media expenditures. The ideal

candidate will have a strong background in digital advertising, financial analysis, and

collaboration with accounting teams to ensure accurate financial reporting.

A successful Director of Paid Media plays a crucial role in driving client satisfaction, retention, and

advocacy, contributing directly to the overall success of the company.

Essential Functions:

Paid Media Strategy

• Develop and execute comprehensive paid media strategies aligned with overall marketing

and business goals across platforms such as Google (PPC, LSA), Meta (Facebook,

Instagram), YouTube and other relevant platforms.

• Strong strategic understanding of Meta allowing for further down funnel campaigns to run

successfully.

• Lead a team responsible for planning, implementing, and optimizing paid media

campaigns across various channels. Leverage tools and processes to ensure efficient

output of team resources.

• Ability to implement CRO strategies to enhance landing pages and improve conversion

rates for paid campaigns.

• Incorporate an understanding of full funnel marketing strategies and, in particular, the

relationship between paid search (SEM) and organic search (SEO) strategies, ensuring

cohesive efforts for optimal results.

• Mass tort campaign management experience desirable but not required.

Team Leadership

• Lead, mentor, and develop a high-performing paid media team.

• Foster a culture of innovation, collaboration, and continuous improvement within the paid

media department.

Campaign Management

• Plan, setup, and manage paid media campaigns, including but not limited to Google (PPC,

LSA), Meta (Facebook, Instagram), YouTube and other relevant platforms.

• Monitor campaign 1st party and competitive trend data to identify opportunities or

challenges.

• Optimize campaign performance toward aligned key performance indicators (KPIs), most

notably case conversions, which requires off-platform analysis.

• Be accountable for client investment across each paid channel, ensuring accurate delivery,

void of fraud and deployed in-full.

Budget Management

• Manage budgets for paid media campaigns, ensuring optimal allocation of resources.

• Work closely with finance teams to monitor spending against budgets and provide regular

financial updates.

• Oversee reporting and insights related to Paid Media Investments, collaborating with

Finance for accuracy and the Client Success team for strategic interpretation.

Analytics and Performance Monitoring

• Utilize analytics tools to track and analyze the performance of paid media campaigns.

• Provide in-depth analysis and reporting on key performance indicators (KPIs) to measure

the success of campaigns.

• Identify opportunities and lead efforts to improve PMP’s measurability function to improve

campaign efficacy and reveal important insights for strategy-setting.

• Clearly communicate performance results vs. expectations through the paid media team

and to the Client Success team.

Research

• Conduct keyword research to identify relevant and high-performing keywords for paid

search campaigns.

• Implement keyword strategies to maximize visibility and reach target audiences.

• Gather competitive intel for overlaps or gaps in keyword, phrases or types in clients’

market.

• Review campaign destination page(s) to provide input for the purpose improving page

performance and campaign outcomes. (i.e., images, CTA, form placement)

• Stay informed about industry trends and conduct competitor analysis to identify opportunities and challenges.

• Stay up-to-date with the latest developments in paid search advertising and recommend new strategies to improve performance – including but not limited to potentially relevant platforms (e.g., Reddit) and emerging platforms (e.g., Perplexity).

Creative & Copy

• Collaborate with the creative team to develop compelling ad copies and creative assets in

the context of an informed paid media strategy.

• A/B test ad variations to improve click-through rates and conversion rates.

Functional Excellence

• Proactively educate and inform cross-functional teams of trends and strategic opportunities related to the Paid Media function.

• Act as client-facing subject matter expert, as needed.

Cross-Functional Collaboration

• Work closely with cross-functional teams, including Media Investment, Client Success, Creative, Accounting, Development, Design, SEO, and Analytics, to ensure seamless integration and alignment of media strategies with overall marketing objectives.

Compliance and Risk Management

• Identify and mitigate financial risks associated with paid media activities.

Skills, Abilities and Knowledge:

• Domain Expertise: Proficiency in analyzing campaign performance metrics, deriving insights, and using data to optimize paid media strategies.

• Creativity: Collaborating with creative teams to optimize ad creatives and copy for improved performance.

• Communication: Ability to communicate complex paid media strategies, results, and

recommendations to clients and stakeholders effectively.

• Leadership: Leading a team of paid media specialists, providing guidance, setting

goals, and fostering professional growth.

• Strategic Thinking: Understanding how different paid media channels (PPC, social media ads, display advertising) work together to create a cohesive marketing strategy.

• Technical Proficiency: Familiarity with ad tech tools, automation platforms, and bid management software to streamline campaign management.

Education and Requirements:

• Bachelor’s degree in Marketing, Advertising, Business, or related field.

• 7-10 years of relevant experience, preferably in advertising agency environment.

Please note, this job description is not designed to cover or contain a comprehensive listing of

activities, duties or responsibilities that are required of the employee for this job. Duties,

responsibilities and activities, and schedule may change at any time with or without notice.

While performing the duties of this position, the employee may be regularly required to use hands

to type on a computer and calculator, handle paperwork and sort, file or manipulate documents.

The employee may be required to stand and walk. The employee may lift and/or move up to 10

pounds occasionally.

Equal Opportunity Employer

PMP is an Equal Employment Opportunity employer. Qualified applicants will receive

consideration for employment without regard to race, color, religion, sex, sexual orientation,

gender perception or identity, national origin, age, marital status, protected veteran status, or

disability status.

PMP will make reasonable accommodations in compliance with the Americans with Disabilities

Act of 1990. Reasonable accommodations are available for qualified individuals with disabilities

throughout the subsequent application process.