Paid Media Specialist

Fairway Lawns • Full-time • Plano, Texas, United States • 2d ago

Description

Role Overview

We are seeking a strategic Paid Digital Manager to lead and optimize paid media initiatives across Fairway’s multi-brand, multi-service portfolio. This role goes beyond campaign execution—it’s about shaping performance marketing strategies that drive measurable growth and elevate our digital presence. Reporting directly to the SVP of Performance Marketing, you will influence how we scale paid media, manage agency partnerships, and develop best-in-class processes for growth

Key Responsibilities

Manage the day-to-day relationship with the paid media agency
Optimize the channel mix (Branded search vs. generic search, competitor search, Pmax, social, display etc.) for optimal CAC
Focus on volume as well as quality of leads
Works with cross-functional leaders in Sales, call center management in addition to the broader marketing team

Key Attributes

Execution-Focused – Gets things done quickly, accurately, and proactively.
Detail-Oriented – Checks every asset, setup, and report with care.
Collaborative – Works well across internal and external teams with clarity and consistency.
Curious & Adaptable – Embraces learning and contributes to continuous improvement.
Performance-Minded – Understands paid media success metrics and seeks optimization opportunities.

What You’ll Do

Strategic Leadership & Agency Management

Act as the primary liaison between Fairway and our paid media agency, ensuring alignment on strategy, creative, and performance goals.
Evaluate media plans and campaign structures for strategic fit, accuracy, and ROI potential.
Drive accountability for pacing, creative quality, and performance optimization.

Hands-On Campaign Execution

Own paid media for select brands, managing campaigns in Google Ads and Meta Ads Manager.
Implement advanced testing strategies (audience segmentation, creative variations, landing page optimization) to maximize conversion efficiency.
Translate insights into actionable improvements across bids, budgets, and creative.

Creative & Messaging Strategy

Collaborate with Creative and Content teams to ensure messaging resonates across platforms and aligns with brand objectives.
Champion data-driven creative testing to identify high-performing assets and inform future campaigns.

Analytics & Performance Optimization

Partner with Marketing Analytics to interpret performance data and uncover growth opportunities.
Deliver executive-ready reporting with actionable insights that influence budget allocation and strategic decisions.

Process Innovation & Future-State Readiness

Stay ahead of platform trends and emerging paid media strategies.
Contribute to building scalable playbooks and operational frameworks for in-house media expansion.
Drive continuous improvement in campaign QA, reporting workflows, and agency collaboration.

What Success Looks Like

Paid media programs consistently meet or exceed CPL and conversion targets.
Strategic insights lead to measurable improvements in lead quality and campaign ROI.
Strong cross-functional alignment accelerates speed-to-market and creative impact.
Scalable processes position Fairway for future growth in paid media capabilities.

What We’re Looking For

Experience: 5–7 years in paid digital marketing (SEM, paid social, display), with a proven track record of driving performance in multi-channel environments.
Expertise: Advanced knowledge of Google Ads and Meta Ads Manager; familiarity with agency workflows and tracking infrastructure (UTMs, GA4, CRM).
Skills: Strategic thinker with strong analytical capabilities, exceptional organizational skills, and a collaborative mindset.
Attributes: Performance-driven, detail-oriented, and adaptable to evolving digital trends.