Paid Media Specialist Performance Marketing

**Paid Media Specialist - Performance Marketing & Campaign Operations**

Do you thrive on making paid media campaigns not just perform—but operate seamlessly behind the scenes? At **vLex**, we’re looking for a **Paid Media Specialist** with a strong technical mindset and strategic eye for optimization. This role goes beyond managing ads—it's about owning the infrastructure, integrations, and attribution strategies that make campaigns scalable and trackable across Google, Meta, LinkedIn, and more. If you’re passionate about digital performance, automation, and real ROI impact, we want to hear from you.

**Role Summary**:
We’re looking for a Paid Media Specialist with strong executional and technical capabilities to lead the setup, optimization, and tracking of digital advertising campaigns across Google, Meta, and LinkedIn. This is not just a campaign management role—it’s an operations-focused position responsible for enabling the tools and infrastructure that ensure campaigns run effectively. The role ensures that attribution, audience segmentation, and data flows are properly configured to drive ROI, support lifecycle-based funnels, and maintain accurate, reliable reporting across platforms.

**Key ResponsibilitiesCampaign Execution & Optimization**
- Coordinate with marketing the proper implementation and execution of paid media campaigns across Google Ads, Meta Ads, and LinkedIn Ads, Reddit, aligned with strategic performance goals and budget allocation.
- Continuously optimize campaigns by adjusting bidding strategies, creatives, and audience segmentation based on performance data.
- Collaborate with the marketing team to align campaigns with funnel strategy, messaging, and lifecycle stages in hubspot and integrated tools.

**Lead Form Management & Integration**
- Help with the proper set up native lead forms within paid media platforms (LinkedIn, Meta, etc.) to improve conversion by reducing friction.
- Coordinate with agencies where necessary to ensure correct technical implementation.

**Audience Strategy & Targeting**
- Define and build custom audiences by combining internal (HubSpot data, product usage, lifecycle events) and external sources (scraping, third-party datasets).
- Use advanced retargeting techniques through platform pixels, Google Analytics, API-synced audiences, clarity, and custom data layers.
- Implement lookalike, exclusion, and retargeting strategies to reach the right users at the right time.

**HubSpot Sync & Funnel Integration**
- Use HubSpot’s native ad contact sync to automate audience segmentation across the funnel, supporting lifecycle-based paid campaigns.
- Collaborate with the Marketing Operations team to ensure consistency in naming conventions, UTMs, and campaign logic.

**Campaign QA & Attribution**
- Conduct technical reviews of all paid campaigns post-handoff to validate:

- Proper tracking setup
- UTM structure
- Correct integration with HubSpot
- Use HubSpot Ads Hub and platform reporting tools to ensure attribution and performance tracking are accurate.
- Does not manage creative assets, but ensures the operational integrity of campaigns.

**Audience Sync & Sales Data Integration**
- Oversee the synchronization of target lists and Sales Navigator data from LinkedIn into HubSpot or directly into paid platforms.
- Supervise campaign targeting based on this data to support account-based marketing strategies.

**Performance Reporting**
- Generate regular reports on paid campaign performance. Responsible for generating periodic reports on key performance metrics such as CPC, CPA, ROAS, CTR, and conversions directly from the native advertising platforms (e.g., Google Ads, Meta Ads, LinkedIn) when these data points are not available in HubSpot or else. Ensures data consistency, visibility for stakeholders, and supports performance analysis and optimization efforts.
- Provide actionable insights to optimize media planning and reallocate budget where needed.

**Required Skills**:

- **Google Ads** (Search, Display, YouTube) - including campaign setup, optimization, and performance tracking.
- **Meta Ads** (Facebook & Instagram) - retargeting, audience segmentation, and creative performance analysis.
- **LinkedIn Ads** - audience targeting, lead generation forms, and campaign management.
- **Retargeting & Audience Strategy** - experience with platform pixels, cookie-based audiences, custom audience creation, and lookalike/exclusion strategies.
- **Google Tag Manager (GTM)** - strong understanding of event tracking, custom conversions, and data layer management.
- **Google Analytics & Search Console** - for traffic analysis and performance monitoring.
- **UTM Tracking & Attribution** - ability to structure and maintain consistent UTMs to ensure proper attribution across platforms.
- **HubSpot Ads Hub** - including ad contact sync, campaign association, and integration with lifecycle funnels.
- **Audience Segmentation** - creating and managing custom segments for targeting,