PAID MEDIA STRATIGIST

Groupe SEB

16d•Hybrid

About The Position

The mission of the Paid Media Strategist is to drive the growth of All-Clad, Lagostina, T-fal, and Rowenta through strategic and data-driven paid media execution. This canadidate will lead the full-funnel performance media spend to build brand awareness, generate qualified traffic, and accelerate direct-to-consumer revenue, connecting upper-funnel storytelling to measurable conversion, retention, and lifetime value. Both strategic and hands-on, the Paid Media Specialist will partner closely with media agency and internal teams to optimize performance, identify growth areas, and translate analytics into actionable insights that maximize every media dollar and deliver meaningful business impact. This is an 18‑month hybrid contract position based in Scarborough.

Requirements

3-5 years of experience in performance paid media marketing, with proven success in DTC and consumer brand environments.
Deep expertise in Meta, TikTok, Google Ads (Search, Display, YouTube), and integrated full-funnel media strategy.
Strong track record of managing media budgets and delivering both revenue growth and efficiency.
Experienced leader of agencies and/or hybrid in-house execution models.
Advanced analytical capabilities with proficiency in attribution tools, Google Analytics, and data visualization.
Strong communicator with the ability to influence cross-functional partners and present to executives.
Entrepreneurial, curious, and commercially minded with a passion for testing and scaling new ideas

Responsibilities

Own media strategy and execution across Meta, TikTok, Google (Search, YouTube, Display), & programmatic.
Drive media planning tailored to each brand’s full-funnel needs, ensuring strong alignment with DTC revenue and growth objectives.
Create seamless paid media consumer journeys from awareness to consideration to conversion on all media platforms, while using first-party data, and remarketing strategies on our owned websites.
Work closely with DTC team to understand revenue goals, and develop and monitor all paid media support plans to help achieve those goals. This includes weekly monitoring and pivoting based on changes/needs for of the DTC business.
Partner with the media agency to monitor weekly performance and ensure efficient, effective budget allocation and optimization.
Manage paid media budgets, pacing, and KPIs and share within internal teams weekly and monthly
Anticipate and pilot new platform testing opportunities (i.e YouTube Shorts, TikTok Ads & Shop, Meta Story Builder, Advantage+, and trending ad formats)
Communicate content requirements for a successful paid media strategy execution to marketing team, and share using platform-specific creative briefs for internal teams and agencies (best practices, content style, image & video lengths/formats, etc)
Oversee creative trafficking and asset delivery, ensuring best-in-class execution across all channels.
Lead a structured ad testing roadmap (formats, hooks, storytelling), using performance insights to inform content and campaign design.
Lead paid media reporting and dashboards across search, social/influencer, and programmatic: reach, engagement, brand lift, conversion, and contribution to DTC sales.
Own and optimize key commercial metrics (Revenue, ROAS, Cost%25 vs. forecast).
Manage attribution models and analytics tools (MMM, MTA, Google Analytics, platform integrations) to connect spend to downstream sales and LTV.
Build dashboards that link awareness through to conversion and retention, ensuring best practices in tagging, tracking, and compliance.
Ensure accurate implementation of pixels, tags, and tracking across platforms.
Serve as day-to-day lead with paid media agencies: set strategy, define KPIs, oversee creative testing, and manage performance reviews.
Evaluate agency performance against growth objectives while ensuring on-brand execution.
Lead testing of in-house execution models (Google Ads, trafficking, reporting) to assess potential for greater agility and efficiency.
Partner with comms team managing social, CRM, influnecer, and PR to integrate paid media into broader brand activations.
Collaborate closely with DTC teams on promotional periods, SKU assortment, and site changes
Regularly present strategy, results, and opportunities to senior leadership.