Senior Paid Media Specialist

JOB DESCRIPTION Position Summary

Citrix is hiring a Senior Paid Media Specialist to own paid media strategy and execution for our existing Enterprise account base. This role isnotresponsible fornet-new lead generation. Instead, you will drive measurable outcomes across early pipeline stages and account engagement by running coordinated paid programs across

Linked

In, Google Ads, and Demandbase.

You willoperateas the paid media subject matter expert for Enterprise accounts, working with limited oversight to set standards and best practices across audience strategy, testing, measurement, and reporting. You will manage budget, build andoptimizeretargeting programs, ensure tracking is implemented correctly (GTM/events), build dashboards andperformancereporting, and create forecasting models to justify and unlockadditionalinvestment.

You'llpartner closely with Sr. Marketing Campaign Managers to align paid media with campaign motions, sales priorities, and account segments.

• Own paid media strategy for
  existing Enterprise accounts, aligned to GTM priorities (campaign motions, product initiatives, renewal/upsell support, and sales plays) to drive awareness engagement earlysalespipeline progression.
• Translate campaign goals and account segments into channel plans, including always-on programs, bursts, and retargeting sequences.
• Build andoptimizeaudiences across named accounts, ABM segments, intent signals, and engagement-based retargeting pools; implement suppression logic where appropriate.
• Establish andmaintainpaid media standards and best practices across naming conventions, UTM governance, testing frameworks, and documentation.

• Execute andoptimizecampaigns across
  
  Linked
  
  In Campaign Manager, Google Ads, and Demandbase, including setup, QA, targeting, pacing, and ongoing optimization.
• Own account list processes, audience matching, creative rotations, bid/optimization strategies, and landing-path alignment.
• Coordinate with Sr. Marketing Campaign Managers to align paid activation with campaign timelines, messaging, and account priorities.

• Own budget pacing and allocation decisions; proactively reallocate spend based on performance insights and shifting business priorities.
• Design and run structured experiments (audience, creative, offer, format, landing path) and turn learnings into repeatable playbooks.
• Identify process and system improvements that increase performance and operational efficiency.

• Own tracking integrity for paid programs, including UTM standards, platform pixels, conversion actions, and event tracking.
• Use Google Tag Managerto create andmaintaintags, triggers, and events that improve retargeting and measurement depth (e.g., key page views, CTA clicks, asset engagement, video engagement).
• Lead cross-functional measurement improvements (event taxonomy, conversion framework, tracking QA) in partnership with Marketing Ops, Web, and Analytics.
• Partner with internal teams to ensure platform integrations and reporting sources are accurate, stable, and scalable.

• Build andmaintaindashboards that connect paid activity to enterprise account outcomes (reach within account lists, engagement, intent lift, site behavior, stage progression, influenced pipeline where measurement allows).
• Deliver weekly/monthly performance readouts with clear narrative and recommendations: what changed, what worked, whatdidn't, andwhat'snext.
• Provide post-campaign analyses and executive-ready summaries that inform future investment and strategy.

• Create quarterly and annual forecasts to support budget planning and requests for increased investment.
• Build scenario models (base/growth/aggressive) with transparent assumptions, risks, and expected outcomes.
• Establish annual trajectories of success tied to enterprise account priorities and measurable performance indicators.

• Partner closely with Sr. Marketing Campaign…