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

• 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

• 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

• 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.

• 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

• 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

• Oversee campaign strategy and work with Manager on advanced search tactics while establishing ongoing strategic frameworks for streamlined • Daily account management to maximize mid and high tier accounts • Lead media planning for new accounts • Coordinate with team leadership to manage and optimize large-scale budgets, ensuring efficient allocation to maximize investment and hit agency benchmarks • Manage the performance of Analyst, Coordinator, and Manager roles, including overseeing their training, development, and quality of work • Work with the CSM lead to set North Star Metrics for every client • Oversee campaign audits to ensure a comprehensive analysis, accurate findings, and relevant recommendations are implemented • Create and implement robust A/B testing frameworks to continuously optimize campaign performance • Create, manage, and refine processes and best practices to engage in operational excellence for internal efficiency and ultimate client success. • Develop comprehensive strategies and frameworks for struggling accounts. Ensure these strategies are aligned and implemented with CDM best practices • Clearly communicate with internal stakeholders to ensure client status and performance alignment • Lead the cross-team communication with the conversion rate optimization and Integration teams • Maintain regular communication with team members through 1:1 meetings and team discussions to address challenges, provide feedback, and align on goals • Lead annual performance reviews for all junior team members to provide clear feedback on performance and growth

**What You’ll Do** **Executive Leadership** - Serve as the executive leader responsible for the end-to-end performance marketing function, including Paid Media and Client Services. - Partner with the COO and executive team to define and execute the long-term strategic vision for Clever Digital Marketing. - Contribute to company-wide planning, growth initiatives, and operational leadership as part of the executive leadership team. **Paid Media Strategy & Innovation** - Own the company-wide performance marketing strategy, ensuring best-in-class execution across Paid Search, Paid Social, and emerging channels. - Identify and champion new growth levers, technologies, platforms, and optimization frameworks that improve lead quality and drive client revenue. - Ensure our performance marketing programs remain data-driven, scalable, and aligned with evolving platform and industry changes. - Maintain deep familiarity with major advertising platforms including Google Ads, Meta Ads, and Microsoft Advertising. **Client Services Leadership** - Oversee the Client Services function, ensuring exceptional client delivery, retention, and account growth. - Establish systems that tightly integrate Client Services and Paid Media, aligning teams around shared performance and business outcomes. - Support senior client relationships with strategic oversight and executive presence. - Drive initiatives that increase client retention, satisfaction, and expansion opportunities. **Organizational Design & Team Leadership** - Architect and scale the organizational structure across Paid Media and Client Services, ensuring clarity in leadership layers and responsibilities. - Lead and mentor a large, multi-disciplinary team of directors, managers, and specialists. - Build strong leadership pipelines through coaching, mentorship, and succession planning. - Create ascension systems that enable employees to grow into leadership roles. **Operational Excellence** - Lead quarterly and annual planning cycles for media strategy, departmental priorities, and performance forecasting. - Develop and refine scalable SOPs, quality assurance systems, marketing playbooks, and operational frameworks. - Work closely with Operations and Analytics teams to implement systems that improve performance visibility and decision-making. - Ensure teams operate with clear processes, strong accountability, and consistent performance standards. **Data & Performance Oversight** - Oversee performance reporting and forecasting across all paid channels and client portfolios. - Ensure teams leverage data and analytics to continuously improve campaign performance and client outcomes. - Establish clear KPIs and performance benchmarks across departments. **Cross-Functional Collaboration** - Partner closely with Operations, Analytics, and Executive Leadership to scale internal systems and infrastructure. - Support new business initiatives and agency growth opportunities through strategic leadership and expertise.

• 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