Senior Paid Media Strategist, Meta and Google (Client-Facing)

This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a Senior Paid Media Strategist, Meta and Google (Client-Facing) based in Canada.

As a Senior Paid Media Strategist, you will lead paid acquisition strategy and execution across Meta and Google for a portfolio of premium and luxury direct-to-consumer (DTC) and e-commerce brands. You will manage substantial advertising budgets, make data-driven investment decisions, and drive measurable improvements in profitability and campaign performance. This hands-on role combines daily campaign management, cross-channel budget allocation, creative testing, and advanced performance analysis. You will work directly with clients, translating complex advertising data into clear recommendations and confidently defending strategic decisions. In a fully remote, results-oriented environment, you will have significant autonomy over your accounts and be accountable for delivering results without relying on constant leadership oversight. Your work will directly influence client growth, marketing efficiency, and long-term business success.

Accountabilities

• Paid Media Strategy and Execution: Own the strategy, setup, optimization, and daily management of Meta and Google advertising campaigns across a portfolio of three to four client accounts, ensuring alignment with business objectives and performance targets.
• Budget Management and Optimization: Manage combined monthly advertising budgets of $100,000 or more per account, overseeing budget pacing, scaling decisions, and investment allocation to optimize Marketing Efficiency Ratio (MER), Return on Ad Spend (ROAS), and Cost Per Acquisition (CPA).
• Meta Advertising Management: Build and optimize campaigns using Advantage+ and Campaign Budget Optimization (CBO), maintain high-quality conversion signals, and independently configure and quality-check pixels, Conversions API (CAPI), and event tracking.
• Google Ads Management: Develop and optimize Search, Shopping, Performance Max, and YouTube campaigns, including asset groups, exclusions, audience signals, and new customer acquisition settings.
• Merchant Center and Product Feed Management: Own Google Merchant Center health and product feed performance, independently diagnosing disapprovals, missing data, integration issues, and Shopify synchronization problems.
• Cross-Channel Investment Decisions: Determine how budgets should be allocated between Meta and Google using MER, incrementality analysis, and reliable performance evidence rather than relying exclusively on platform-reported ROAS.
• Creative Strategy and Testing: Design structured creative experiments, develop creative briefs, evaluate delivered assets, and translate creative performance insights into campaign optimization and scaling decisions. Document the results and conclusions of every test.
• Attribution and Performance Reporting: Use analytics and reporting tools to monitor campaign effectiveness, assess attribution, identify growth opportunities, and communicate clear, actionable performance insights.
• Client Relationship Management: Lead the paid media portion of client meetings, explain results in accessible language, present recommendations, and confidently challenge requests that may not align with clients' commercial interests.
• Additional Channel Support: Support TikTok and other relevant advertising channels when they affect account performance or contribute to the broader acquisition strategy.
• Quality Assurance and Accountability: Maintain rigorous launch and tracking quality standards, eliminate client-visible campaign errors, document changes, and proactively resolve performance issues with minimal need for leadership intervention.

Requirements

• Professional Experience: At least five years of hands-on paid media experience within a marketing agency or high-growth brand, with a demonstrated track record of managing and optimizing campaigns.
• Platform Expertise: Deep practical expertise in at least one of Meta Ads or Google Ads, combined with proven hands-on ownership of the other platform. Candidates must have personally managed campaigns on both platforms rather than simply supervised execution.
• Budget Ownership: Experience independently managing monthly advertising budgets of $100,000 or more, with documented improvements in campaign efficiency and meaningful investment across both Meta and Google.
• Meta Ads Skills: Strong knowledge of Advantage+, CBO, pixel implementation, Conversions API, event tracking, and conversion signal quality.
• Google Ads Skills: Proficiency in Search, Shopping, Performance Max, YouTube advertising, Google Merchant Center, product feed optimization, and troubleshooting.
• E-commerce and DTC Experience: Demonstrated experience managing paid acquisition for direct-to-consumer or e-commerce businesses. Experience with premium or luxury brands and higher average order values is a strong advantage.
• Analytics and Attribution: Familiarity with GA4, Looker Studio, Shopify, marketing attribution, incrementality measurement, and performance metrics such as MER, ROAS, and CPA.
• Client Communication: Excellent written and