Paid Media Director

Incubeta - Baltimore, MD

Full-time - Senior

Hybrid - Baltimore, MD

11-50 employees

Professional, Scientific, and Technical Services

About the position

The Paid Media Director (PMD) at Incubeta is a leadership role within the US Paid Media team, responsible for managing a client delivery pod. The PMD will oversee the development and execution of cross-channel media strategies, ensuring alignment with client KPIs and driving business growth. This role requires strong analytical skills to assess campaign performance and make strategic recommendations, as well as the ability to mentor and develop team members. The PMD will also engage directly with clients, providing insights and fostering relationships to enhance service delivery.

Responsibilities

• Lead the cross-channel strategy for a set of clients to deliver on client KPIs and help grow their business.
• Increase revenue generated from existing clients through media performance and introduction of new products and services.
• Direct resources to plan, set up, monitor, and optimize all paid media channels including Paid Search, Paid Shopping, Paid Social, Display, and Video.
• Ensure campaigns are built and optimized to a best-in-market standard and accurately serve their target audience cost-effectively.
• Perform regular checks on quality, completeness, and performance of campaigns and suggest corrective measures where needed.
• Guide and direct the campaign team to ensure focus on critical areas and delivery of initiatives for expansion.
• Evaluate data and identify changes in performance, highlighting underlying problems and opportunities for growth.
• Assist the team with reporting discrepancies, tracking issues, and testing new features.
• Ensure clients receive relevant, timely, and actionable insights that are valuable to their organization.
• Attend meetings with clients online and in-person if necessary, translating business requirements into actionable steps for the agency.
• Work with Display and Social Directors to implement market-leading strategies and tactics.
• Manage the profitability of assigned clients.
• Create upsell opportunities with clients for tech and creative services.
• Represent the business in sales pitches.
• Be accountable for the leadership and mentorship of the assigned pod and the paid media team as a whole.

Requirements

• A minimum of 6+ years' experience within the digital industry, including 2+ years managing a team.
• Experience as a paid search manager for a minimum of 4 years.
• Google Ads certifications (any), Search Ads 360, Google Analytics 4.
• Well-versed in performance marketing, yielding results for clients' investments, such as sales/lead conversion and omnichannel acquisition.
• Experience in working directly with clients and commercial teams.
• Strong presentation skills for pitching business.
• A clear understanding of digital commercial models.
• Strong relationships with technology partners such as Google, Meta, and publishers.
• Experience with website analytics tools (e.g., Google Analytics) to provide expert insights into analytics.
• Experience with measurement plans and tracking.
• Proficient in Microsoft Office Suite and Google Sheets/Docs/Slides.

Nice-to-haves

• Campaign Manager 360, Display & Video 360, Google Tag Manager, Meta Blueprint certifications.
• LinkedIn Certified Marketer (Marketing Strategy).
• Proof of completion of TikTok for Business Modules, Smartly (Ad Buying Foundational), The Trade Desk Edge Academy certifications.
• Experience with Meta Marketing Partners such as Smartly, Mediaocean, ROI Hunter.

Benefits

• Hybrid work environment
• Opportunities for career development and training
• Access to a global network of digital marketing specialists
• Competitive salary with performance-based increases