Whiteboard Marketing

Performance Marketing

• Own paid media strategy across search, social, display, video, and emerging paid channels for approximately 100 clients
• Develop and oversee campaign strategies aligned to lead generation, patient acquisition, appointment growth, brand visibility, and return on ad spend
• Manage pacing, budget allocation, bid strategy, targeting, audience segmentation, creative testing, and channel mix optimization
• Identify growth opportunities across Google Ads, Meta Ads, LinkedIn Ads, Microsoft Ads, YouTube, Performance Max, Demand Gen, remarketing, and future platforms
• Translate client business goals into measurable paid media KPIs and optimization roadmaps
• Own conversion-tracking accuracy and integrity across paid media accounts
• Lead tracking implementation, auditing, troubleshooting, and maintenance through Google Tag Manager, GA4, platform pixels, offline conversion imports, call tracking, and CRM integrations
• Establish and improve attribution frameworks connecting paid media activity to qualified leads, appointments, revenue, and ROI
• Reconcile discrepancies among advertising platforms, analytics platforms, call tracking tools, and client-reported outcomes
• Lead adoption of AI-enabled paid media capabilities, automation, scripts, rules, templates, and process improvements
• Evaluate and implement AI-supported tools for forecasting, audience expansion, bidding, creative variation, search term analysis, workflow automation, and reporting
• Serve as paid media subject matter expert for internal teams and clients
• Support, coach, and elevate paid media specialists and guide approximately 7 Account Managers
• Define processes, workflows, quality standards, and expectations for the paid media department
• Collaborate with SEO, content, web, account service, and leadership teams
• Participate in client calls and internal meetings as the senior paid media voice when needed
• Create reporting frameworks tying campaign metrics to business impact
• Identify performance trends, root causes, and optimization priorities
• Present recommendations to internal stakeholders and clients when needed
• Help leadership understand department performance, client opportunities, staffing needs, and future platform shifts

Paid Media Manager