Performance Media Strategist

My client, a fantastic creative and award winning independent agency, is adding a role to their in-house media team of about 15 people. The agency has about 110 across all departments. Great agency and culture In office 2 days/week downtown Toronto.

POSITION: PERFORMANCE MEDIA STRATEGIST REPORTING TO: MEDIA DIRECTOR

The Digital Performance Media Strategist is a highly analytical, results-driven growth media expert. This strategist plays a crucial role in translating client objectives into effective, performance-driven digital campaigns, translating advertising into profitable revenue for our clients. .

The ideal candidate will be responsible for planning and overseeing paid digital media campaigns across various platforms to drive measurable performance, increase conversions, and maximize return on ad spend (ROAS). Therefore, deep expertise in managing performance-focused campaigns, a passion for data, and a commitment to continuous testing and optimization are key to success.

Working in close partnership with a Media Director and the extended media team, this position is responsible for the full management of digital campaigns—from strategic planning and overseeing in-platform execution, to supporting real-time optimization and performance analysis. Success in this role requires a blend of analytical rigor, platform expertise, and a proactive approach to driving campaign efficiency.

Duties and Responsibilities:

Campaign Strategy & Management:

● Develop and manage paid media campaigns across platforms such as Google Ads (Search, Display, PMAX, YouTube), Meta (Facebook/Instagram), LinkedIn, TikTok, and programmatic channels.

● Conduct comprehensive keyword research, conversion analysis, audience segmentation, and competitive analysis to inform campaign strategy.

● Manage and optimize media budgets to ensure spend is effective and ROAS/CPA targets are met or exceeded.

● Support in the development of client presentations (digital).

● Actively contribute to brainstorming and idea generation sessions.

● Maintain and strengthen vendor relationships.

Campaign Execution/Set-up:

● Responsible for supporting a digital team member in the set-up and execution of your planned campaigns.

● From time-to-time projects may require your help in campaign set-up.

Optimization & Analysis:

● Monitor campaign performance, making adjustments for bid management, targeting, ad copy, and landing page effectiveness.

● Conduct rigorous A/B testing to continuously improve key performance indicators (KPIs) like CTR, CVR, and CPA.

● Utilize web analytics tools (e.g., Google Analytics, Adobe Analytics) to track full-funnel performance and attribute conversions accurately.

Reporting & Communication:

● With the support of the data analytics team, prepare detailed performance reports, providing actionable insights, clear summaries of results, and recommendations to stakeholders.

● Communicate campaign performance, testing roadmaps, and optimization strategies clearly to the marketing team and management.

Technical Proficiency:

● Extensive experience planning and managing conversion-driving campaigns with a goal of maximizing ROAS and minimizing CPA.

● With support of the data analytics team, ensure proper implementation and functionality of tracking pixels, conversion tags, and audience lists across all media platforms.

● Stay current with platform updates, algorithm changes, and industry best practices in performance marketing.

Qualifications - Required Skills & Experience

● Bachelor's degree in Marketing, Business, Analytics, or a related field.

● 4+ years of hands-on experience managing high-budget performance/growth media campaigns (PPC/SEM, Paid Social).

● Experience with financial and analytics/attribution modelling, connecting media to sales.

● Expert-level proficiency in key conversion-driving platforms, including: ○ Google Ads (Search, Display, PMAX) ○ Meta Ads Manager ○ Google Analytics (or equivalent web analytics tool)

● Strong understanding of performance marketing metrics (CPA, ROAS, LTV, etc.) and experience with conversion rate optimization (CRO).

● Strong ability to connect business objectives with media performance, translating insights from data into actionable optimizations that drive tangible business results.

● Demonstrated ability to think analytically, use data to solve problems, and make data-driven decisions.

● Excellent written and verbal communication skills.

Preferred Skills

● Experience with E-commerce, SaaS

● Familiarity with marketing automation and CRM platforms.

● Experience with programmatic advertising/DSPs

● Google Ads and/or Meta Blueprint certifications.

● Experience in the financial industry (e.g., banks, investment apps, financial institutions, etc.)