WS - Paid Media Specialist

ABOUT THE JOB:

The Paid Media Specialist supports the execution, optimization, and scaling of WillScot's paid media programs, with a focus on driving qualified lead generation and revenue growth through paid search and social advertising channels, including Google Ads, Microsoft (Bing) Ads, LinkedIn, Meta, and other emerging digital platforms. 
This role partners closely with Marketing, Sales, Analytics, Product, Creative, and external partners to develop data-driven campaigns, improve audience engagement, and maximize performance against key business objectives. This position supports the day-to-day management of paid media campaigns, including campaign setup, monitoring, testing, performance reporting, and optimization. Under the guidance of a senior team member, the role will contribute to driving efficient growth by improving lead quality, controlling cost per lead (CPL), and supporting overall revenue and pipeline goals.

WHAT YOU'LL BE DOING:

•    Build, launch, and manage paid media campaigns across search, social, and other digital advertising platforms.
•    Develop audience targeting, campaign structures, and lead generation strategies aligned with business objectives.
•    Manage campaign budgets, bidding strategies, and daily pacing to maximize performance and efficiency.
•    Conduct keyword research, audience analysis, competitor research, and campaign audits to identify optimization opportunities.
•    Monitor and optimize campaign performance using key metrics such as leads, CPL, CPA, ROAS, and conversion rates.
•    Create, test, and refine ad copy, creative assets, audience segments, and targeting strategies to improve results.
•    Manage paid search initiatives, including keyword expansion, search term analysis, bid optimization, and Quality Score improvements.
•    Manage paid social campaigns by optimizing audiences, creative performance, placements, spend allocation, and scaling opportunities.
•    Partner with Marketing, Analytics, Product, and CRO teams to improve tracking, landing page performance, and conversion outcomes.
•    Design and deliver performance reports, dashboards, and actionable insights to support decision-making.
•    Execute and analyze A/B and multivariate tests, documenting results, best practices, and optimization recommendations.
•    Stay current on industry trends, emerging platforms, and advertising best practices while performing additional duties as assigned
Additional Duties and Functions as assigned

EDUCATION AND QUALIFICATIONS:

Required Education and Experience: 
•    High school diploma/GED required; bachelor's degree in marketing, Communications, Business, Information Technology, or a related field preferred.
•    3+ years of related experience in digital marketing, marketing automation, demand generation, campaign operations, or account-based marketing.
•    Experience supporting B2B marketing and demand generation programs, including audience segmentation, campaign execution, performance reporting, and cross-functional campaign coordination. Strong understanding of paid media platforms and digital advertising best practices, backed by several years of hands-on experience launching, managing, optimizing, and analyzing campaign performance across multiple channels.
•    Familiarity with digital advertising platforms and marketing technology tools, including Google Ads, Microsoft Advertising (Bing), LinkedIn, Meta, programmatic advertising platforms, CRM systems, and audience targeting solutions such as Demandbase preferred.

Required Skills and Abilities: 
•    Experience managing and optimizing paid media campaigns across SEM/paid search, paid social, programmatic display, retargeting, ABM, and B2B demand generation channels.
•    Ability to develop audience strategies, campaign setups, platform deployments, and performance reporting to support marketing objectives.
•    Strong analytical, organizational, and project management skills with the ability to manage multiple campaigns and stakeholder priorities.
•    Proficiency interpreting campaign performance data and identifying opportunities to improve lead generation, conversion rates, and return on investment.
•    Experience collaborating cross-functionally with Marketing, Sales, Product, Analytics, external partners, and business stakeholders.
•    Hands-on experience with Google Ads, Microsoft Ads, Meta, LinkedIn, YouTube, GA4, Demand Gen, Performance Max, ABM, and programmatic advertising platforms.
•    Knowledge of keyword research, competitive analysis, audience segmentation, bidding strategies, and performance metrics including CPL, CPA, and ROAS.
•    Strong documentation and testing discipline, including capturing results, learnings, optimization recommendations, and best practices.
•    Preferred: Google Ads, Microsoft Advertising, and/or Meta Blueprint certifications.

Physical Requirements:
Requires prolonged sitting, regular keyboard and mouse use, extended screen time, and occasional light lifting, typically up to 10 pounds. The employee must be able to communicate verbally with employees, co-workers, and customers in person and by phone, and travel to various work environments as needed.

Work Environment: 
This is an in-office role; not hybrid.