Senior Performance Marketing Specialist

### Company Overview

WSI - Leap Digital is part of the WSI Network, the largest digital marketing network worldwide. Our office specializes in providing innovative marketing solutions for B2B companies in Canada, committed to driving growth and success through cutting-edge digital strategies.

(Technical, Multi-Channel | Audits-First | Reddit Required)

Location: Hybrid Remote (Toronto, Ontario, Canada preferred)

Type: Full-Time or Contract-to-Hire

Reports to: Director of Performance / Managing Partner

### Mandatory Requirements (Non-Negotiable)

Applicants must meet ALL of the following criteria. Applications that do not clearly demonstrate these requirements will not be reviewed.

• 10+ years of hands-on paid media experience
• Experience must include direct ownership of accounts (not advisory-only or junior support roles).
• Active management of multiple advertising platforms, including:
• Google Ads
• Meta Ads (Facebook / Instagram)
• LinkedIn Ads
• Microsoft Ads (Bing)
• Reddit Ads (required)
• Demonstrated management of ad spend totaling $100,000+ per month
• Across one or multiple clients
• Including responsibility for budget allocation and pacing
• Advanced advertising analytics and optimization experience, including:
• Deep performance diagnostics
• Multi-channel attribution awareness
• Conversion tracking validation
• Identification and elimination of wasted spend
• Proven ability to audit, rebuild, and scale underperforming accounts
• Evidence-based decision making
• Candidates must be able to clearly explain and prove performance improvements using data

Applicants must submit verifiable proof of success (see Proof of Success section below).

### Role Summary

We are hiring a Senior Performance Marketing Specialist to own the technical auditing, setup, optimization, and scaling of paid media programs across multiple platforms, with Reddit Ads as a required channel.

This is a non-creative, performance-driven role.

You will not be responsible for:

• Ad copywriting
• Creative ideation
• Brand storytelling

You will be responsible for:

• Diagnosing paid media performance issues
• Conducting audits for presales and existing clients
• Rebuilding technically flawed account structures
• Allocating and reallocating budget across platforms based on data
• Proving results with measurable business outcomes

If you cannot clearly explain why performance changed and how you influenced it, this role is not a fit.

Channels You Will Manage (Must-Have Experience)

You must have hands-on, production-level experience with:

• Google Ads (Search, Performance Max, YouTube – direct response)
• Microsoft Ads (Bing)
• Meta Ads (Facebook / Instagram)
• LinkedIn Ads
• Reddit Ads (required)

You must understand:

• Intent-driven vs demand-generation traffic
• Platform-specific attribution behavior
• When Reddit is appropriate vs when it is not
• How to control waste and volatility in high-variance channels

## Core Responsibilities

1. Audits & Diagnostics (Presales + Existing Clients) — Primary Responsibility

This role begins with auditing.

You will conduct technical, performance-focused audits for:

• Presales opportunities
• New client onboarding
• Existing clients with performance challenges

Audits must assess:

• Account architecture and segmentation
• Channel mix and budget allocation
• Tracking integrity and conversion setup
• Search term, audience, and placement waste
• Funnel alignment and intent mapping

You must be able to:

• Clearly articulate why an account is underperforming
• Quantify inefficiencies and risks
• Identify high-confidence opportunities
• Support sales and strategy conversations with data-backed findings

Audit outputs must be clear, actionable, and defensible.

2. Account Setup & Architecture (Technical Foundation)

You will design and rebuild accounts with best-in-class technical structure.

Search Platforms (Google & Microsoft)

• Campaign segmentation by intent, funnel stage, and business objective
• Keyword architecture and match-type strategy
• Search Term Optimization (search term mining, waste elimination, and intent alignment)
• Impression share analysis (lost to rank vs budget)

Paid Social & Demand Generation (Meta, LinkedIn, Reddit)

• Prospecting vs retargeting separation
• Audience layering and exclusion logic
• Frequency and saturation control
• Reddit-specific:
• Subreddit and interest targeting logic
• Community vs interest testing
• Engagement and comment signal awareness

You must be capable of correcting accounts impacted by:

• Automation misuse
• Over-segmentation
• Weak intent control
• Budget dilution

3. Tracking, Measurement & Attribution

You are accountable for measurement integrity.

Responsibilities include:

• GA4 event validation
• Platform conversion tracking
• Offline conversion imports (where applicable)
• CRM integration awareness (HubSpot, Salesforce)
• Attribution model evaluation and limitations

You must clearly explain:

• What the data represents
• Where attribution breaks down
• How blind spots are mitigated

4. Ongoing Analysis & Optimization

You will continuously analyze and improve performance across all channels.

This includes:

• Search term waste identification
• Audience fatigue and decay analysis
• Funnel drop-off diagnostics
• Budget pacing and forecast variance

You must be fluent in:

• CPA, CPL, ROAS
• Conversion rate by intent layer
• Quality Score components
• Assisted vs last-click conversions
• Frequency and saturation metrics

You are expected to form hypotheses, test changes, and validate outcomes.

5. Scaling, Budget Allocation & Risk Management

You will:

• Reallocate budget across platforms based on performance
• Scale responsibly without degrading efficiency
• Identify when not to scale
• Protect profitability and lead quality

This includes:

• Bid strategy selection and tuning
• Controlled scaling plans
• Early detection of diminishing returns

6. Reporting, Proof & Accountability

You will:

• Tie optimizations directly to outcomes
• Provide before/after comparisons
• Avoid vanity metrics
• Defend decisions with data
• Develop clear performance insights for client meetings, including what worked, what didn't, and data-backed recommendations

Clarity and accuracy matter more than optics.

### Proof of Success (Mandatory)

All applications MUST include:

• 2–3 real case studies, including at least one involving Reddit Ads
• For each case study:
• Starting state
• Audit findings
• Actions taken
• Results achieved
• Timeframe
• Clear written explanations addressing:
• Why the account underperformed
• What was changed
• How success was measured

Case studies must be anonymized and focus on methodology, decision-making, and outcomes, not client-identifiable data.

Applications without verifiable proof will not be reviewed.

Job Types: Full-time, Permanent

Pay: $54,590.74-$80,000.00 per year

Benefits:

• Casual dress
• Company events
• Dental care
• Disability insurance
• Extended health care
• Life insurance
• Paid time off
• Vision care

Work Location: Remote