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 is not responsible for net-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 will operate as 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 and optimize targeting programs, ensure tracking is implemented correctly (GTM/events), build dashboards and performance reporting, and create forecasting models to justify and unlock additional investment. You will partner 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, early sales pipeline progression.
• Translate campaign goals and account segments into channel plans, including always-on programs, bursts, and retargeting sequences.
• Build and optimize audiences across named accounts, ABM segments, intent signals, and engagement-based retargeting pools; implement suppression logic where appropriate.
• Establish and maintain paid media standards and best practices across naming conventions, UTM governance, testing frameworks, and documentation.

• Execute and optimize campaigns 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 Manager to create and maintain tags, 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 and maintain dashboards 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, what didn’t, and what’s next.
• 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 Managers to align paid strategy and execution to campaign objectives, sales plays, and account segmentation.
• Collaborate with Marketing Ops, Analytics, Web, Content, and Creative to ensure strong inputs, clean execution, and reliable measurement.
• Provide guidance and training to cross-functional partners on paid media best practices, measurement, and performance interpretation.

• Improved reach and engagement within named Enterprise account lists across priority segments.
• Stronger retargeting performance driven by improved event strategy, audience quality, and conversion signals.
• Clear, trusted dashboards and reporting that stakeholders use to make decisions.
• Demonstrated contribution to early pipeline progression and account engagement, with…