Clever Digital Marketing

• Own CRO strategy and experimentation roadmap across a portfolio of client accounts • Identify conversion bottlenecks and optimization opportunities using quantitative and qualitative research • Develop testing hypotheses informed by paid media performance, traffic intent, user behaviour, and funnel analysis • Plan, launch, manage, and analyze A/B and multivariate tests across landing pages and funnels • Collaborate with Paid Media teams to align landing page strategy with ad messaging, audience intent, and campaign goals • Work closely with the Paid Media and Development teams to execute experiments efficiently and accurately • Analyze test performance and translate findings into actionable recommendations and future testing opportunities • Manage testing prioritization across accounts based on impact, opportunity size, and business goals • Maintain organized experimentation documentation, reporting, and testing learnings • Contribute to CRO processes, frameworks, and operational improvements as the department scales • Identify opportunities to improve CRO workflows, experimentation processes, and operational efficiency through AI and automation • Use AI tools to accelerate research, hypothesis generation, analysis, documentation, and experimentation workflows

• Edit and produce high-performing short-form ad creatives for Meta, TikTok, Instagram, and Display using Adobe Premiere Pro, After Effects, and related Adobe Creative Cloud tools • Develop thumb-stopping creatives optimized for engagement, lead generation, and conversion. • Translate creative performance data (CTR, hook rate, watch time) into actionable editing improvements. • Collaborate with Media Buyers and other creative stakeholders to refine ad concepts and ensure our content remains aligned with performance goals. • Lead the post-production process from initial edit to final delivery, including cutting footage, adding music and sound effects, colour grading, and implementing motion graphics • Collaborate with marketing teams to develop and refine video concepts that align with our advertisement strategies and conversion goals • Utilize B-roll footage, sound design, captions, and other advanced editing techniques to enhance storytelling and viewer retention • Utilize emerging AI-powered tools (e.g., Runway, Luma Labs, Google Veo, ElevenLabs, Sora) to improve creative storytelling and workflow efficiency. • Ensure all video content is produced within deadlines and meets our quality standards • Export video projects in required formats and resolutions, ensuring they meet quality standards before final submission • From time to time, develop long-form content for internal and external resources

• Implement and manage robust, scalable ETL/ELT pipelines to ingest, transform, and load data from Google Ads, Meta Ads, and Microsoft/Bing Ads APIs — as well as CRM, call tracking, and lead event sources — into our BigQuery data ecosystem • Own Bronze layer ingestion with full fidelity, audit trails, and zero silent failures • Build and maintain the permanent Cloud Run connector for the Microsoft Ads Reporting API (SOAP/OAuth2), replacing interim Dataslayer bridges as the platform matures • Integrate Pub/Sub-based event streaming for real-time lead data flows and speed-to-lead use case • Translate designs and specifications from the Data Architect into functional, production-grade data infrastructure and code • Extend the Medallion Architecture (Bronze → Silver → Gold), owning Silver layer transformation logic and Gold layer Dataform models serving Command Centre, client reporting, and future AI/ML consumers • Own the CDMID join logic that unifies CRM, ad platform, and call tracking data into a coherent lead record across all client accounts • Develop and manage data models within BigQuery, ensuring data is organized efficiently for analytics and AI/ML workloads • Apply dimensional modeling and star schema design principles to build a single source of truth for all reporting and analytics across our home improvement advertiser base • Deliver the clean, trusted, cost-metric-driven datasets that allow our team to move beyond vanity metrics to cost-per-issued-lead and cost-per-demo insights that drive real client decisions • Write Python-based automation scripts and leverage GCP services — Cloud Run, Cloud Functions, Pub/Sub, and Dataflow — to orchestrate data workflows and eliminate manual processes • Graduate CRM push workflows off Zapier and onto a reliable, auditable Cloud Run pipeline • Proactively monitor and tune data pipelines and BigQuery queries for performance and cost-efficiency • Implement data quality checks, validation rules, and monitoring across the full pipeline to ensure accuracy, completeness, and timeliness of all data assets • Build the observability and alerting layer so the team knows about data issues before clients do • Maintain living architecture documentation as a reliable source of truth across workstreams

• Launch and manage multiple client campaigns on Facebook, Instagram and other paid social platforms for mid and high-tier clients, ensuring that all campaigns meet or exceed their KPIs • Continuously optimize ad performance with CDM best practices and through innovative campaign strategies, audience segmentation, and creative iteration to maximize ROI • Regularly analyze campaign performance data to identify trends, insights, and areas for improvement. Use data-driven strategies to enhance campaign effectiveness • Work closely with the Performance Marketing Manager and Senior Specialist to identify tactics to improve struggling accounts • Proactively identify and pursue opportunities to scale successful campaigns and optimize underperforming ones • Use data-driven insights to make informed decisions on budget allocation and targeting strategies • Craft high-converting copy to support ad campaigns, landing page conversion rates & video campaign performance • Manage a Meta/TikTok ad budget ranging between $150,000 and $300,000 per month of performance spend • Scripting for ad copy, creatives, and different messaging in your advertorials • Collaborate with our Creative team to improve video ad campaigns • Collaborate with the CSM team to identify and resolve high-level issues

• Serve as the primary point of contact for your portfolio, building trust through proactive communication and consistency. • Respond promptly to client questions, simplifying complex topics and ensuring alignment and clarity on next steps. • Guide clients through challenges with confidence, empathy, and a solution-oriented approach. • Demonstrate strong client management presence: calm, composed, clear, even in fast-paced, high-pressure moments. • Analyze Facebook and Google campaign performance across the funnel from lead generation through SQL (Sales Qualified Leads) and revenue indicators. • Diagnose bottlenecks, identify trends, and translate complex data into simple, actionable insights. • Present performance reviews that drive clarity, direction, and next steps. • Lead bi-weekly client calls focused on performance reviews and strategic alignment while ensuring every call delivers clarity, direction, and meaningful next steps. • Advise clients on operational improvements that impact lead quality, speed-to-lead, sales cadence, and conversion performance. • Tailor guidance to each client’s goals, growth stage, and unique challenges. • Maintain strong portfolio retention by delivering consistent value and anticipating risks early. • Identify upsell and cross-channel opportunities in collaboration with Senior CSMs and Team Lead. • Anticipate and champion scalable client growth through proactive thinking and ideation, improving the client experience, and positioning the agency as a true strategic partner. • Partner with Meta and PPC media buyers to align on insights, opportunities, and challenges. • Support cross-department communication to ensure smooth execution and timely updates. • Escalate challenges quickly and constructively, contributing clarity and structure rather than noise. • Stay current on paid media best practices, industry trends, and home improvement nuances. • Participate in ongoing CSM training sessions, process improvements, and department-wide initiatives.

• Own the full vision, roadmap, and operational direction of the Paid Search division. • Build, scale, and evolve the organizational structure, roles, processes, and standards. • Architect a high-performance, high-output culture rooted in clarity, accountability, and continuous improvement. • Provide leadership presence that inspires confidence across clients, internal teams, and the executive suite. • Oversee the strategy, execution, and optimization of high-volume, seven-figure paid search programs across Google Ads, Microsoft Ads, and emerging platforms. • Set the strategic direction for PPC tactics, testing frameworks, funnel structure, and cross-channel alignment. • Define the department’s measurement philosophy and ensure consistent adoption of performance frameworks, KPIs, and reporting standards. • Lead department-wide adoption of new technologies, tactical innovations, and platform opportunities. • Oversee complex performance landscapes including CRO, landing pages, creative, automation, analytics, and dev-supported initiatives. • Oversee the SEM strategy that drives client retention, scale, and profitability across large high-stakes accounts. • Partner with Client Services on audit development, pipeline support, and onboarding enhancements. • Identify opportunities to improve client performance, enhance efficiency, and build competitive advantages in the home improvement vertical. • Design and optimize departmental workflows, SOPs, reporting frameworks, QA processes, and operational systems. • Develop training programs, internal certification pathways, and centralized knowledge assets for all SEM functions. • Build scalable systems that allow the department to 4–10x output without sacrificing quality. • Improve forecasting, spend allocation models, profit optimization, and budgeting processes. • Lead, develop, and mentor senior managers (minimum of 5+ direct reports). • Recruit, hire, and onboard top-tier SEM talent, building new roles and specialty divisions as needed.

• Serve as the primary strategic partner for up to 3–5 enterprise clients ($500K+/month ad spend), driving performance, alignment, and strategic direction. • Act as the primary executive-level advisor for enterprise clients, driving performance, alignment, and strategic direction. • Proactively push client thinking and agency performance, challenging assumptions and guiding toward scalable profitability. • Lead data-driven performance reviews, highlighting insights from ROAS, CPL and conversion rates, to down-funnel sales metrics. • Anticipate client needs, staying several steps ahead with proactive communication and clear recommendations. • Build deep, trust-based relationships with VP and C-suite leaders. • Guide clients with confidence and empathy, challenging thinking when needed to drive results. • Own account retention, growth, and revenue forecasting. • Identify opportunities for cross-channel growth and lead upsell conversations with credibility. • Forecast risks early and course-correct quickly, aligning internal teams to deliver solutions. • Lead renewal and expansion conversations with clarity and confidence. • Diagnose funnel performance across paid search, paid social, landing pages, and CRM pathways to uncover root causes and optimization opportunities. • Partner with analytics and media teams to connect marketing data to business outcomes. • Translate complex performance data into clear, actionable insights (not just reports) that drive executive-level decisions for your clients. • Lead cross-functional teams across media, creative, CRO, and analytics to deliver high-impact, performance-driven campaigns. • Model extreme ownership, proactive initiative, and clarity under pressure — the behaviours that build client and team confidence. • Take full ownership of all client meetings, ensuring every touchpoint demonstrates strategic progress and delivers clear value through actionable insights, data analysis, and well-structured narratives. • Operate with a builder’s mindset — identify gaps, create resources, and develop frameworks or tools that enable scalable delivery without waiting for direction. • Mentor and develop the account team, helping refine processes and contributing to the continued evolution of CDM’s Enterprise Unit.

• Launch and manage multiple client campaigns on Facebook, Instagram and other paid social platforms for high-tier clients, ensuring that all campaigns meet or exceed their KPIs • Manage high-value client accounts, ensuring all campaign objectives are met or exceeded • Develop and implement tailored strategies to meet client objectives, leveraging in-depth platform knowledge • Monitor and analyze campaign performance metrics, making data-driven optimizations to improve results • Provide guidance and support to junior team members, helping them to develop their skills and improve campaign outcomes • Proactively identify and pursue opportunities to scale successful campaigns and optimize underperforming ones • Use data-driven insights to make informed decisions on budget allocation and targeting strategies • Create and implement robust A/B testing frameworks to continuously optimize campaign performance • Craft high-converting copy to support ad campaigns, landing page conversion rates & video campaign performance • Manage a Meta/TikTok ad budget ranging between $200,000 and $400,000 per month of performance spend • Scripting for ad copy, creatives, and different messaging in your advertorials • Collaborate with our Creative team to improve video ad campaigns • Collaborate with the CSM team to identify and resolve high-level issues

• Performance Reviews: Deliver performance marketing insights across Search & Social platforms through full funnel metrics from lead generation to ROAS • Client Relationship Management: Serve as the primary point of contact for a portfolio of clients with significant advertising budgets, ensuring their concerns are addressed promptly and maintaining an open, ongoing dialogue, going above & beyond to drive value to your clients’ operations. • Strategic Consultation and Performance Review: Facilitate bi-weekly Zoom consultations with clients, focusing on analyzing campaign performance, addressing any challenges, and providing strategic recommendations. Using your expertise in performance marketing and business acumen, you’ll guide clients through complex issues, offering tailored solutions through a consultative approach to enhance their overall business outcomes. • Business Goals Alignment and Growth Strategy: Use a deep understanding of each client's business objectives to proactively identify and pursue opportunities for account growth and expansion. Collaborate closely with clients to develop strategies that drive results. • Internal Coordination and Team Collaboration: Work effectively with internal teams, including Senior Meta & PPC Media Buyers, the Director of Marketing, and the Client Success Team Lead, to deliver personalized marketing services. Ensure clear communication and coordination among all parties, including media buying teams, for effective execution of client campaigns. • Industry Insights and Client Education: Stay informed about the latest marketing trends, particularly in Meta Ads and Google Ads. Share these insights with clients, aiding them in making informed decisions and maintaining competitiveness. • Client Satisfaction and Advocacy: Monitor and maintain high levels of client satisfaction, addressing issues proactively with a focus on retention and loyalty. Act as a vocal advocate for clients within Clever Digital Marketing, ensuring their needs and feedback are central to ongoing improvement efforts. • Professional Development and Knowledge Enhancement: Continuously seek opportunities to enhance your understanding of marketing platforms, industry best practices, and client management strategies. This ongoing learning enables you to offer increasingly valuable insights to clients. • Operational Excellence in Client Success Department: Play a key role in building and maintaining efficient systems, processes, and procedures within the Client Success Department, guaranteeing consistent quality in work output.

• Work with the Sr. SEM Manager to help lead day-to-day campaign management, ensuring all campaign objectives are met through analyzing performance and making data-driven optimizations • Manage budget pacing to ensure campaigns are on target for monthly budgets and performance goals • Lead the development and launch of campaigns across Google, Bing, GDN, and YouTube • Proactively identify and pursue opportunities to scale successful campaigns and optimize underperforming ones • Use advanced analytics and data-driven decision making to inform budget allocation and targeting strategies • Lead overall account audits to determine what restructures, expansions, and optimizations can be made to improve performance • Continuously monitor and apply industry developments, emerging trends, and best practices in paid search advertising • Provide guidance and support to Analyst and Coordinator, helping them develop their skills and improve campaign outcomes • Create and implement robust A/B testing frameworks to continuously optimize campaign performance • Assist with reporting insights and ensure quality of final reporting deliverables