Paid Media Strategist

Streetsense•Washington, DC

About The Position

We’re a creative and advertising agency at the intersection of real estate and storytelling. Through branding, digital strategy, and rich content development, we shape how properties and places come to life. From luxury residences to mixed-use neighborhoods, our work isn’t just about filling units—it’s about crafting cultural and visual value that resonates long-term.

Requirements

5+ years previous digital media experience, preferably with direct client experience.
Familiarity with marketing principles, analytics and concepts.
Strong practice of various channels and buying methods, specifically programmatic (display, video), social and search.
Proficient in building and managing campaigns in Meta, Google and Programmatic platforms.
Honed skills in negotiating and constructing digital media plans, understanding of planning, buying & activation.
Effective verbal and written communication skills; able to confidently present and “sell through” ideas both internally and to Clients.
Enjoys looking at data and figuring out the why.
Has some experience with managing a direct report.
Problem solver with the ability to develop creative solutions and be proactive about problems they’ve been exposed to in the past; should also be comfortable asking questions and discussing POVs with the team.
Experience creating internal processes to help manage day to day workload and execute campaigns effectively; is confident to challenge process for efficiencies and bring solutions to the team.
Organized and detail-oriented with strong attention to follow-through; exhibits strong attention to detail and understands need for standardized process.
Have the ability to synthesize large amounts of data into actionable information – for example, can this candidate be given instructions and then work independently to deliver a final product that is accurate.
Experience with lead-based campaign planning and execution.

Nice To Haves

Experience in the real estate industry - leasing apartments or selling homes - is a plus!
Familiarity with website tag management, tracking, and analytics platforms such as GA4 and GTM a plus!
Familiarity with reporting and data visualization platforms such as Looker Studio a plus!

Responsibilities

Initiate the overall campaign and ad planning, structure and in-platform builds of Paid Search, Paid Social and Programmatic campaigns, making sure all tactics and targeting ladder up to the media strategy and client business objectives.
Understand importance of and have the ability to implement appropriate organization of campaign builds and hierarchy that is critical for optimization and reporting success.
Ensure websites and paid media campaigns are set up with proper tracking using GTM & GA4.
Website triggers have been reviewed and events have been created for all applicable conversions needed for paid media success measurement (page views, form submission buttons, floorplan downloads, etc..).
UTM codes have been built using the standardized nomenclature and applied to all applicable paid media campaigns and ads.
Ensure any website to client management system configurations needed to pass through pertinent lead/action data and ad source information is complete before paid media campaigns launch.
Own and maintain, with the assistance of a specialist, the media plan and weekly budget pacing documents to ensure appropriate monthly budgets are being adhered to for every paid media channel.
Be a resource for junior team members on weekly pacing, bi-weekly performance analysis and monthly spend reconciliations.
Ensure timely communication to the Account Lead and/or Client about any major campaign updates (i.e. launch, major budget shifts, technical issues with ads, delays, etc.).
Build the reporting dashboard shell (using Looker Studio) and ensure junior members understand the steps needed to populate every week (or month if account doesn’t require as frequent data refreshes).
Responsible for accurate delivery of all dashboards and meaningful insights to the client on a weekly/bi-weekly/monthly basis per contract.
Be the primary resource for junior team members as they work through optimization strategies, proactively communicating challenges and opportunities across all digital channels.
Encourage junior team members to draw thoughtful, data-based conclusions that illustrates the ‘why’ behind performance, and maps back to digital strategy.
Develop and articulate media strategy as it pertains to digital planning and buying, as well as ensuring the strategy addresses all client business objectives.
Plan media budgets with appropriate channel allocations based on client objectives and expertise in media channel performance.
Lead team alongside Directors in creation of strategy/tactical recommendation materials for client presentations.
Take lead in creation and presentation of media-specific documents and team templates such as media plans, objectives and strategy decks, recommendation decks and other related functions.
Oversee and ensure the team is set up for success in building tactical plans in platform or with outside vendors.
Oversee junior team members’ day to day tasks, ensuring all campaign management documents and processes are reviewed - nothing should go live, be shared with the client or go to the larger team without Paid Media Strategist review.
Oversee and guide direct report across tasks and responsibilities such as Owning internal documents, Building campaigns, Key partner and client communications, Reporting dashboard refreshes, Reporting analysis, Optimization recommendations and budget pacing.
Paid Media Strategist will manage and delegate workload and client deliverables both up (to Director) and down (to Specialist). Delegation to Specialist will be supported by Director but there is an expectation that Paid Media Strategist can identify appropriate delegation in most scenarios.
Recognize and seize learning opportunities to teach junior team members; ensure junior members are getting sufficient exposure to skills and projects they will need to master their role and to grow into the next level.
Have regular touch bases with direct reports, giving them an opportunity to share their perspective of their work experience and giving yourself (Sr Strategist) the opportunity to share feedback on how they are performing/what else they can do to close any gaps.
Manage and develop junior team members, contributing to growth plans and career goals.
Manage performance reviews: clearly outline the skills required to master their role and the skills they can attain to reach the next level, sharing strengths and weaknesses, providing clear next steps for growth, and suggest training opportunities.
Act as a key resource and trusted partner for clients i.e., campaign updates, education on campaign metrics, pulling data as needed, etc.).
Manage RFP creation and review of outside vendors (i.e. DOOH/OOH, Audio/podcasts, Site Direct), and lead partner negotiations.
Provide final sign off on insertion orders within internal systems tool and accuracy of plan details.
Act as a resource for team as they work through the planning process.
Initiate and guide team collaboration with key partners during planning process, including vendors and creative teams.
Spearhead collaboration with other Agency teams i.e. account, brand, creative, content, web dev, to foster strong, mutually beneficial relationships, building trust and accountability.
Apply knowledge and experience of current/previous clients’ specific needs, sensitivities, business goals and industry nuances to enhance and further relationships.