Paid Media Specialist

The Paid Media Specialist is responsible for end-to-end planning, coordination, execution, and optimization of integrated paid media campaigns across traditional and digital channels. This role combines media strategy and buying with hands‑on execution, analytics, tracking, testing, and performance reporting and supports both internal and client projects in a high-production environment.

Job Responsibilities

Coordinate the planning, purchase, and execution of paid media campaigns across traditional and digital channels ensuring the campaigns are delivered accurately efficiently, and on schedule

Own and manage applications involved in advertising in a regulated industry on multiple channels across multiple provinces ensuring seamless compliance

Plan and coordinate traditional media buys across channels including television, radio, out-of-home, print, and other emerging or relevant platforms

Manage the end-to-end strategy and execution of digital advertising campaigns across platforms including but not limited to Google Ads, Meta Ads, Pinterest, Reddit, programmatic/display networks and other digital channels

Conduct audience, market, media, and competitive research to identify opportunities and inform channel selection, targeting, and channel investment decisions

Contribute to the development of integrated paid media strategies and plans aligned with campaign objectives, target audiences, budgets, and performance goals.

Research and evaluate media opportunities, vendors, platforms, placements, and emerging channels to identify opportunities to improve reach, efficiency, and campaign performance

Coordinate media proposals, rate negotiations, placement details, added-value opportunities, contracts, and campaign requirements with media vendors and partners

Build, configure, and launch digital campaigns, including campaign structure, audiences, targeting, budgets, bidding, placements, tracking and other platform requirements

Set up, configure, and maintain Google Analytics and other analytics platforms to support accurate campaign and website performance reporting

Develop, maintain, and distributed ad trafficking schedules

Develop and maintain campaign tracking frameworks, including UTM parameters, naming conventions, and other tracking requirements to ensure consistent and reliable attribution

Coordinate the implementation, testing and validation of conversion tracking, pixels, tags and other measurement requirements

Analyze test results and translate findings into actional recommendations to continuously improve the media strategy

Collaborate internally with the marketing team to ensure channel specifications are provided to inform production needs

Traffic assets to vendors and platforms

Optimize digital campaigns based on performance data, audience behaviour, conversion results, and campaign objectives

Track media budgets, commitments, and spends across channels and ensure they are aligned with approved plans and budgets

Develop campaign reports and performance analyses and translate them into clear insights and recommendations

Build and maintain strong relationships with media vendors and serve as the primary point of contact

Collaborate with both internal and external teams to ensure seamless delivery of paid media strategy

Support other marketing initiatives as needed

Requirements

3+ years of experience in paid media, digital marketing, media buying, performance marketing, or a related role

2+ years of experience in Google Analytics (GA4) including setup, campaign measurement, traffic analysis and reporting

2+ years of hands‑on experience planning, building, launching, and optimizing paid digital campaigns, particularly across Google Ads and Meta Ads.

Post‑secondary education in marketing, communications,…