Senior Paid Media Specialist, Brand

Thomson Reuters•Frisco, TX

16d•Hybrid

About The Position

Thomson Reuters is seeking a data-driven Senior Paid Media Specialist, Brand to own strategy and hands-on execution across paid media channels and platforms (e.g., Google Ads and Facebook/Meta Ads) to grow brand reach, share of voice, and consideration among B2B audiences. You will lead full-funnel paid media planning and execution with an upper‑ and mid‑funnel emphasis. This includes leading audience and targeting strategies for awareness, consideration, and perception. The role will require you to measure impact via channel, website and brand-lift studies. This role balances strategic planning with day-to-day campaign management, budget pacing, experimentation, and clear reporting to brand KPIs and downstream site traffic quality. About the role: Make budget and channel recommendations for paid media programs that deliver against brand awareness and consideration objectives for Thomson Reuters and key Segments and Products. Own and report on outcomes of paid media investments, including optimization plans to close gaps between target and actual performance on KPIs such as reach, frequency, engagement, viewable impressions, video completion rate, share of voice, and qualified site traffic. Lead paid media strategy and execution across Search, Display, Social, OOH Digital, Connected TV, PodCasts and other channels to drive brand reach, share of voice, demand creation, and high-quality traffic. Partner with analytics and research to implement brand-lift studies (Google/YouTube, Meta), attention metrics, and social listening to quantify changes in awareness, understanding, and consideration. Run structured testing (audience, creative, placements, landing pages), manage budgets to CPM/CPV/CPC and cost-per-incremental-visit targets, and deliver weekly insights and recommendations tied to brand KPIs. Collaborate with Brand team to align on target audience, definition of success and provide creative specs for media plans. About You Key Skills: Core channel expertise Search: Google and Bing ad creation across formats including PMax, Search, YouTube video, native, etc. Social: Meta (Facebook/Instagram) Ads, TikTok Ads, Reddit Ads and AMA promotions campaign configuration and optimization. Display: Direct and programmatic buys and retargeting audience configuration using DV360. Emerging channels for awareness including PodCasts, Connected TV, and others. Attention and brand measurement: viewability, attention/time-in-view, video completion, incremental reach, frequency management, and brand-lift methodologies. Optimization and experimentation Structured testing: audiences, creatives, formats, landing pages; incrementality and lift where applicable. Budget management and pacing; spend allocation by channel/campaign to awareness and consideration targets (CPM, CPV, CTR, cost per incremental reach/visit). Technical & Analytics Skills Advanced Excel/Google Sheets. SEM Rush and Google trends Adobe Analytics experience (analyzing branded vs. non‑branded traffic, direct/organic trends, engagement depth, assisted conversions). Brand measurement tools (Google Brand Lift, Meta Brand Lift), social listening (e.g., Brandwatch/Sprinklr/Talkwalker), survey platforms (e.g., Qualtrics). Familiarity share-of-search analysis. Collaboration and communication Clear, executive-ready reporting and recommendations translating brand KPIs to business impact. Cross-functional partnering with Brand Strategy, Analytics and Demand Generation Marketing teams

Requirements

3–5 years hands-on B2B paid media experience with direct platform ownership.
Strong history of cross-functional partnership with marketing and web teams.
Demonstrated success driving brand outcomes (reach, SOV, brand lift, qualified site traffic, share of search) and translating them into demand capture.
Core channel expertise Search: Google and Bing ad creation across formats including PMax, Search, YouTube video, native, etc.
Social: Meta (Facebook/Instagram) Ads, TikTok Ads, Reddit Ads and AMA promotions campaign configuration and optimization.
Display: Direct and programmatic buys and retargeting audience configuration using DV360.
Emerging channels for awareness including PodCasts, Connected TV, and others.
Attention and brand measurement: viewability, attention/time-in-view, video completion, incremental reach, frequency management, and brand-lift methodologies.
Optimization and experimentation Structured testing: audiences, creatives, formats, landing pages; incrementality and lift where applicable.
Budget management and pacing; spend allocation by channel/campaign to awareness and consideration targets (CPM, CPV, CTR, cost per incremental reach/visit).
Technical & Analytics Skills Advanced Excel/Google Sheets.
SEM Rush and Google trends Adobe Analytics experience (analyzing branded vs. non‑branded traffic, direct/organic trends, engagement depth, assisted conversions).
Brand measurement tools (Google Brand Lift, Meta Brand Lift), social listening (e.g., Brandwatch/Sprinklr/Talkwalker), survey platforms (e.g., Qualtrics).
Familiarity share-of-search analysis.
Collaboration and communication Clear, executive-ready reporting and recommendations translating brand KPIs to business impact.
Cross-functional partnering with Brand Strategy, Analytics and Demand Generation Marketing teams
3-5 years of digital marketing experience focused on a B2B brand
Bachelor's degree in Marketing, Business, or related field.
Google Ads certification.
Ability to communicate complex results simply, align stakeholders, and drive continuous improvement against brand awareness and consideration goals.

Responsibilities

Make budget and channel recommendations for paid media programs that deliver against brand awareness and consideration objectives for Thomson Reuters and key Segments and Products.
Own and report on outcomes of paid media investments, including optimization plans to close gaps between target and actual performance on KPIs such as reach, frequency, engagement, viewable impressions, video completion rate, share of voice, and qualified site traffic.
Lead paid media strategy and execution across Search, Display, Social, OOH Digital, Connected TV, PodCasts and other channels to drive brand reach, share of voice, demand creation, and high-quality traffic.
Partner with analytics and research to implement brand-lift studies (Google/YouTube, Meta), attention metrics, and social listening to quantify changes in awareness, understanding, and consideration.
Run structured testing (audience, creative, placements, landing pages), manage budgets to CPM/CPV/CPC and cost-per-incremental-visit targets, and deliver weekly insights and recommendations tied to brand KPIs.
Collaborate with Brand team to align on target audience, definition of success and provide creative specs for media plans.
Identify and operationalize KPIs that capture brand impact on site traffic quality and volume (e.g., direct/organic sessions, branded search growth, new vs. returning mix, engaged sessions, bounce rate on brand-entry pages).
Define and track share of voice across paid, organic, and social (impressions, coverage, sentiment), and connect SOV to share-of-search and downstream demand indicators.
Establish frameworks to measure improvements in brand awareness, understanding, and consideration among B2B targets via brand-lift studies, aided/unaided awareness surveys, attention metrics, and incremental reach.

Benefits

Hybrid Work Model: We’ve adopted a flexible hybrid working environment (2-3 days a week in the office depending on the role) for our office-based roles while delivering a seamless experience that is digitally and physically connected.
Flexibility & Work-Life Balance: Flex My Way is a set of supportive workplace policies designed to help manage personal and professional responsibilities, whether caring for family, giving back to the community, or finding time to refresh and reset. This builds upon our flexible work arrangements, including work from anywhere for up to 8 weeks per year, empowering employees to achieve a better work-life balance.
Career Development and Growth: By fostering a culture of continuous learning and skill development, we prepare our talent to tackle tomorrow’s challenges and deliver real-world solutions. Our Grow My Way programming and skills-first approach ensures you have the tools and knowledge to grow, lead, and thrive in an AI-enabled future.
Industry Competitive Benefits: We offer comprehensive benefit plans to include flexible vacation, two company-wide Mental Health Days off, access to the Headspace app, retirement savings, tuition reimbursement, employee incentive programs, and resources for mental, physical, and financial wellbeing.
Culture: Globally recognized, award-winning reputation for inclusion and belonging, flexibility, work-life balance, and more. We live by our values: Obsess over our Customers, Compete to Win, Challenge (Y)our Thinking, Act Fast / Learn Fast, and Stronger Together.
Social Impact: Make an impact in your community with our Social Impact Institute. We offer employees two paid volunteer days off annually and opportunities to get involved with pro-bono consulting projects and Environmental, Social, and Governance (ESG) initiatives.
Making a Real-World Impact: We are one of the few companies globally that helps its customers pursue justice, truth, and transparency. Together, with the professionals and institutions we serve, we help uphold the rule of law, turn the wheels of commerce, catch bad actors, report the facts, and provide trusted, unbiased information to people all over the world.
market competitive health, dental, vision, disability, and life insurance programs, as well as a competitive 401k plan with company match
market leading work life benefits with competitive vacation, sick and safe paid time off, paid holidays (including two company mental health days off), parental leave, sabbatical leave
optional hospital, accident and sickness insurance paid 100% by the employee; optional life and AD&D insurance paid 100% by the employee; Flexible Spending and Health Savings Accounts; fitness reimbursement; access to Employee Assistance Program; Group Legal Identity Theft Protection benefit paid 100% by employee; access to 529 Plan; commuter benefits; Adoption & Surrogacy Assistance; Tuition Reimbursement; and access to Employee Stock Purchase Plan