• Develop, implement, and optimize advanced paid media strategies across platforms like Google Ads, Meta, LinkedIn, and Microsoft Ads. • Customize strategies for clients with long sales cycles, niche targeting, multi-location structures, or multiple funnel stages. • Translate business objectives into campaign strategy, creative briefs, budget plans, and KPIs. • Analyze and interpret performance data to identify trends, generate insights, and drive continuous improvement. • Build and manage reporting dashboards (NinjaCat, Databox, HubSpot) to communicate ROI clearly. • Serve as the primary point of contact for all client communication on assigned accounts. • Lead strategic client calls, providing both technical and high-level business recommendations. • Maintain proactive client communication, anticipating needs and positioning the agency as a strategic growth partner. • Deliver performance updates, QBRs, and optimization plans to ensure retention and growth. • Present upsell opportunities and work with Group Leads or Directors on contract expansions. • Partner with Account Specialists or junior team members to delegate tactical tasks and mentor execution quality. • Collaborate with creative, dev, and strategy teams to ensure campaign assets meet performance goals. • Train less experienced team members on advanced strategies, campaign troubleshooting, or reporting approaches. • Contribute to internal education by sharing case studies, best practices, or new platform updates.

• Own Paid Media Performance • Manage and optimize campaigns across Google Ads (Search, PMax) and Meta Ads (Prospecting + Retargeting) • Drive measurable growth in ROAS, CPA, and revenue • Identify and execute on scaling opportunities • Audit, build, and optimize campaigns (structure, targeting, bidding, creatives) • Continuously test and iterate (audiences, messaging, landing pages) • Ensure proper tracking, attribution, and data integrity (GA4, pixels, CAPI, etc.) • Act as the primary point of accountability for external partners • Set clear expectations, review performance, and ensure deliverables meet standards • Bring proactive ideas to improve performance across accounts • Stay ahead of the latest PPC trends, platform updates, and AI advancements • Apply data-driven insights to influence broader marketing and CRO strategy • Come to meetings prepared with clear insights, performance narratives, and action plans • Confidently present wins, losses, and optimization strategies • Share real examples of past performance and lessons learned

• Act as a hands-on manager responsible for designing the overarching approach for campaigns tied to strategic objectives. • Execute campaigns across multiple channels including email, paid media, content syndication, webinars, field and regional events, and digital programs. • Define long-form and short-form content needs to support campaign narratives. • Utilize a "break-away mindset" to develop concepts that differentiate the brand from competitors. • Use analytics to drive strategy, utilizing CRM and marketing automation and intent data to identify audience segments and optimize campaign flows for maximum conversion.

• Lead persuasion clients, owning their digital paid media and television strategy in partnership with Middle Seat’s TV department. • Serve as the senior strategic lead for your accounts, guiding budget allocation, targeting, creative direction, and media mix. • Coordinate closely with Middle Seat’s TV team to ensure: - Digital and television buys are aligned - Messaging is consistent across platforms - Flighting and targeting reinforce persuasion goals • Embed yourself in the work of your clients (Slack, calls, listservs, etc.) to proactively guide persuasion strategy rather than simply respond to requests. • Be available to advise clients as a general campaign consultant beyond paid media, including communications strategy, budgeting, and broader campaign decision making in your role as a media consultant. • Track revenue and expenses, working with accounting and sales to balance staff costs, retainers, ad fees, and TV commissions. • Identify when accounts should scale, expand into TV, or add new persuasion products such as CTV, testing, or creative. • Lead or co-lead pitches for new persuasion clients, including candidates, IEs, and advocacy organizations. • Ability to independently lead sales pitches and business development conversations, either solo or in partnership with other team members including the TV department and firm partners; an existing network to source new opportunities is a plus but not required. • Develop a clear creative vision for persuasion campaigns, including writing and shaping scripts informed by polling, messaging research, and direct conversations with campaign teams, and translating that into both bold, creative-forward concepts. • Manage the production process end to end by working closely with external production teams to coordinate shoots, oversee editing, and manage client feedback and revisions, ensuring a polished final video that meets strategic and campaign goals. • Lead the planning and execution of digital persuasion campaigns platforms such as but not limited to Meta, YouTube, CTV, DSPs, and various direct to publisher contracts. • Set high-level strategy, including: - Budgets and channel mix - Messaging frameworks - Targeting and testing plans • Analyze and report campaign results to clients, translating performance into strategic recommendations. • Own project management and timeline planning for persuasion programs, including scheduling client calls, setting scripting and production timelines, managing budgets against primary and election dates, and ensuring campaigns are launched on time and on plan. • Train junior staff to plan and execute paid media buys • Make recommendations for ads team management as a whole and assist with hiring for the entire ads team. Take part in weekly ads management meetings and discuss the growth of the ads team. • Take part in the broader management of Middle Seat, including the sales process, team-wide issues, and communication of those efforts to staff. • Encourage strong cross-team collaboration. Serve as a leader in developing strategy and new messaging ideas, collaborating with the email, creative, social, and web development teams to bolster our client’s advertising programs. • Help develop and implement ads team processes and training. • Other responsibilities as requested.