Senior Paid Media Specialist, Brand

Summary of the Role

Thomson Reuters is seeking a data-driven Senior Paid Media Specialist, Brand to own strategy and hands‑on execution across paid media channels and platforms (e.g., Google Ads and Facebook/Meta Ads) to grow brand reach, share of voice, and consideration among B2B audiences.

You will lead full‑funnel paid media planning and execution with an upper‑ and mid‑funnel emphasis. This includes leading audience and targeting strategies for awareness, consideration, and perception. The role will require you to measure impact via channel, website and brand‑lift studies. This role balances strategic planning with day‑to‑day campaign management, budget pacing, experimentation, and clear reporting to brand KPIs and downstream site traffic quality.

• Make budget and channel recommendations for paid media programs that deliver against brand awareness and consideration objectives for Thomson Reuters and key Segments and Products.
• Own and report on outcomes of paid media investments, including optimization plans to close gaps between target and actual performance on KPIs such as reach, frequency, engagement, viewable impressions, video completion rate, share of voice, and qualified site traffic.
• Lead paid media strategy and execution across Search, Display, Social, OOH Digital, Connected TV, Podcasts and other channels to drive brand reach, share of voice, demand creation, and high-quality traffic.
• Partner with analytics and research to implement brand‑lift studies (Google/You Tube, Meta), attention metrics, and social listening to quantify changes in awareness, understanding, and consideration.
• Run structured testing (audience, creative, placements, landing pages), manage budgets to CPM/CPV/CPC and cost‑per‑incremental‑visit targets, and deliver weekly insights and recommendations tied to brand KPIs.
• Collaborate with Brand team to align on target audience, definition of success and provide creative specs for media plans.

• Search:
  Google and Bing ad creation across formats including PMax, Search, You Tube video, native, etc.
• Social:
  Meta (Facebook/Instagram) Ads, Tik Tok Ads, Reddit Ads and AMA promotions campaign configuration and optimization.
• Display:
  Direct and programmatic buys and retargeting audience configuration using DV360.
• Emerging channels for awareness including Podcasts, Connected TV, and others.
• Attention and brand measurement: viewability, attention/time-in-view, video completion, incremental reach, frequency management, and brand‑lift methodologies.

• Structured testing: audiences, creatives, formats, landing pages; incrementality and lift where applicable.
• Budget management and pacing; spend allocation by channel/campaign to awareness and consideration targets (CPM, CPV, CTR, cost per incremental reach/visit).

• Advanced Excel/Google Sheets.
• SEM Rush and Google trends.
• Adobe Analytics experience (analyzing branded vs. non‑branded traffic, direct/organic trends, engagement depth, assisted conversions).
• Brand measurement tools (Google Brand Lift, Meta Brand Lift), social listening (e.g., Brandwatch/Sprinklr/Talkwalker), survey platforms (e.g., Qualtrics).
• Familiarity share‑of‑search analysis.

• Clear, executive‑ready reporting and recommendations translating brand KPIs to business impact.
• Cross‑functional partnering with Brand Strategy, Analytics and Demand Generation Marketing teams.

• 3–5 years hands‑on B2B paid media experience with direct platform ownership.
• Strong history of cross‑functional partnership with marketing and web teams.
• Demonstrated success driving brand outcomes (reach, SOV, brand lift, qualified site traffic, share of search) and translating them into demand capture.

• Identify and operationalize KPIs that capture brand impact on site traffic quality and volume (e.g., direct/organic sessions, branded search growth, new vs. returning mix, engaged sessions, bounce rate on brand‑entry pages).
• Define and track share of voice across paid, organic, and social (impressions, coverage,…