Paid Media Lead

PAID MEDIA LEAD

MARKETING & DIGITAL GROWTH DIVISION

PURPOSE SUMMARY

The Paid Media Lead is responsible for driving measurable growth through the strategy, execution, and optimization of Compassion Canada’s paid media and performance marketing initiatives. This role owns paid media performance across platforms such as Google, Meta, YouTube, and emerging channels, with a focus on improving campaign effectiveness, budget efficiency, sponsorship acquisition, targeted response revenue, donor growth, and overall return on investment.

Working closely with the Director of Digital Marketing & Experience, Digital Marketing leaders and broader cross-functional teams, the Paid Media Lead translates organizational priorities into high-performing, data-informed paid media programs.

MINISTRY FOCUS

Compassion Canada maintains a strong Christian foundation, ensuring a child-focused, Christ-centered, and church-driven approach in all endeavors. Every staff member at Compassion Canada will:

• Uphold and resonate with Compassion Canada’s core documents, including a Statement of Faith.
• Exhibit Christ-like behavior in professional environments and beyond.
• Engage actively in regular staff gatherings, involving worship, Scripture reading, and prayer.
• Offer prayers in professional settings where appropriate or upon request.

WHAT YOU DO MATTERS

TASKS & RESPONSIBILITIES

Paid Media Strategy and Execution

• Own the strategy, execution, and optimization of paid media campaigns across Google, Meta, YouTube, and other relevant platforms.
• Translate campaign and organizational objectives into clear paid media strategies, media plans, and execution roadmaps.
• Manage full-funnel paid media programs across prospecting, retargeting, conversion, and donor engagement efforts.
• Lead audience strategy, including first-party data usage, CRM-informed targeting, segmentation, retargeting, and lookalike audiences.
• Partner with content, design, and campaign teams to develop performance-driven creative strategies informed by data and testing.

Performance, Optimization and Growth

• Own paid media performance against key KPIs, including CPA, ROAS, conversion rate, revenue, sponsorship acquisition, and donor growth.
• Monitor, analyze, and report on campaign performance, translating insights into optimization actions and strategic recommendations.
• Manage budget planning, pacing, allocation, and forecasting to support organizational growth targets.
• Ensure strong tracking and measurement practices, including UTMs, tagging, conversion tracking, GA4, and platform-to-CRM alignment.
• Lead structured experimentation across creative, audiences, placements, bidding strategies, campaign types, and new opportunities.
• Identify and test new paid media channels, formats, tools, AI capabilities, and automation opportunities that can improve performance and efficiency.
• Partner with internal teams to improve landing pages, user journeys, and conversion pathways.
• Support the transition toward stronger in-house paid media capability and scalable internal processes.

Collaboration and Team Enablement

• Work closely with the Director of Digital Marketing & Experience, Digital Marketing leaders, and broader cross-functional teams to deliver integrated, high-performing campaigns.
• Provide paid media subject matter expertise and strategic input into broader digital, content, campaign, and channel planning.
• Collaborate with data, content, creative, and web teams to ensure paid media activity is aligned, measurable, and effective.
• Contribute to stronger workflows, briefing processes, documentation, and cross-functional collaboration related to paid media.

WHO YOU ARE MATTERS

KNOWLEDGE, SKILLS & ABILITIES

• A performance-driven marketer with five (5) years of comprehensive paid media expertise and a passion for measurable growth.
• Strategic and hands-on, with the ability to own execution while identifying longer-term growth opportunities.
• Analytical, curious, and demonstrated experience using data, reporting tools, paid media platforms, and AI-enabled solutions to improve performance.
• Collaborative, accountable, and comfortable working cross-functionally in a mission-driven environment.

WHAT YOU BRING MATTERS

EDUCATION & EXPERIENCE

• Post-secondary education in Marketing, Analytics, Business, or a related field is required.
• Five (5) years of experience in paid media, performance marketing, growth marketing, or a related area required.
• Three (3) years hands-on experience with platforms such as Google Ads and Meta Ads is required.
• Proven ability to manage and optimize paid media campaigns that deliver measurable business results.
• Strong experience with analytics and reporting tools such as Google Analytics 4, CRM platforms, dashboards, and attribution frameworks.
• Demonstrated expertise in campaign optimization, audience strategy, budget management, and structured experimentation.
• Experience working with external agencies, managing agency relationships, or helping transition paid media capabilities in-house.
• Strong understanding of tracking, privacy, compliance, and digital marketing standards, including CASL, GDPR, and evolving platform requirements.
• Experience using AI tools, automation, or emerging technologies to improve marketing performance and operational efficiency is considered an asset.

WORKING CONDITIONS

• This position is primarily remote, classified as Remote Workplace Staff or Telecommuting Workplace Staff depending on proximity to the Compassion building.
• Staff will engage in a digital-first work environment, with collaboration, meetings, and staff gatherings conducted primarily online.
• Some domestic travel, and occasional international travel may be required for conferences, leadership meetings, or strategic collaboration.
• Ability to manage multiple high-priority projects simultaneously in a fast-paced, results-driven environment.
• Flexible working hours and occasional overtime may be required to meet campaign deadlines, strategic objectives, and seasonal priorities.
• Regular collaboration with internal teams and external agencies will require timely communication, coordination, and responsiveness in a remote and distributed workforce.
• Ability to operate with autonomy while ensuring alignment with departmental and organizational goals.

NOTES

The foregoing statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities, duties, and skills.

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