Senior Paid Digital Strategist
Washington DC-Baltimore Area
Full-time
Remote
1 month ago
About the role
The Senior Paid Digital Strategist is responsible for the hands-on development, execution, and optimization of paid digital campaigns that drive measurable results for Red Thinking's clients. This role owns paid media from strategy through performance, managing campaign structure, targeting, bidding, budget, and platform execution across channels.
The Senior Paid Digital Strategist works closely with the Digital Strategists, the Account Services team, and the Design team to ensure paid campaigns are strategically aligned and perform at the highest level. This role is a true collaborative partner across internal teams, bringing platform depth, strategic perspective, and proactive communication to every engagement.
This is a highly skilled individual contributor role requiring deep platform expertise, sharp analytical thinking, and the ability to translate data into clear, confident recommendations, including direct recommendations to clients. The Senior Paid Digital Strategist is trusted to work independently, with strong ownership of outcomes, and is expected to present as a knowledgeable, confident presence both internally and in client-facing settings.
Core Responsibilities:
Campaign Strategy & Platform Execution
Budget, Bidding & Campaign Optimization
Performance Analysis & Reporting
What Success Looks Like In the Role
Qualifications & Attributes
Working at Red Thinking:
Red Thinking is a collaborative environment where people take ownership of their work and support one another. Job descriptions outline primary responsibilities but are not rigid boundaries. Everyone is expected to step in when needed, share ideas, and help move work forward for clients and teammates.
We value people who deliver on their promises, take initiative, and look for opportunities to contribute beyond the basics while maintaining balance, open communication, and a sustainable way of working together.
The Senior Paid Digital Strategist works closely with the Digital Strategists, the Account Services team, and the Design team to ensure paid campaigns are strategically aligned and perform at the highest level. This role is a true collaborative partner across internal teams, bringing platform depth, strategic perspective, and proactive communication to every engagement.
This is a highly skilled individual contributor role requiring deep platform expertise, sharp analytical thinking, and the ability to translate data into clear, confident recommendations, including direct recommendations to clients. The Senior Paid Digital Strategist is trusted to work independently, with strong ownership of outcomes, and is expected to present as a knowledgeable, confident presence both internally and in client-facing settings.
Core Responsibilities:
Campaign Strategy & Platform Execution
- Develop paid digital campaign strategies and structures aligned with client goals, audience segmentation, and marketing objectives
- Build, launch, and manage campaigns across platforms, including Meta Ads Manager, Google Ads, LinkedIn Ads, Pinterest Ads, TikTok Ads, Microsoft Ads, and others as applicable
- Develop channel-specific approaches tailored to platform capabilities, audience behavior, and campaign objectives
- Implement robust keyword strategies, audience targeting, lookalike audiences, behavioral targeting, and remarketing to reach high-intent audiences
- Craft compelling ad copy and messaging tailored to target audiences across platforms
- Ensure all campaigns are launched accurately, on schedule, and aligned with the approved strategy
- Contribute digital expertise during internal planning discussions and help shape broader marketing strategies
- Proactively identify and pursue opportunities to advance campaign performance — from testing emerging formats and tools to bringing new initiatives and platform innovations to the team before they become standard practice
Budget, Bidding & Campaign Optimization
- Allocate and manage digital advertising budgets effectively, monitoring spend, adjusting bids, and reallocating based on performance data and campaign goals
- Manage bidding strategies (including manual and automated approaches) to maximize visibility and return on ad spend
- Implement A/B testing and other optimization techniques to continuously improve campaign effectiveness
- Monitor campaign performance daily and make proactive adjustments to improve results against KPIs
- Conduct monthly campaign audits and identify opportunities for refinement across targeting, creative, messaging, and structure
- Guide internal team members on asset requirements, creative specifications, and platform best practices to ensure campaigns are set up for success
- Actively leverage AI tools and emerging technologies to improve campaign efficiency, targeting, and performance, staying ahead of the curve in a rapidly evolving paid media landscape
Performance Analysis & Reporting
- Track, analyze, and report on key performance indicators across all paid platforms
- Translate performance data into clear, actionable insights and strategic recommendations
- Prepare comprehensive performance reports with key insights and recommended strategic initiatives, presented in a client-friendly, easily digestible format
- Actively and confidently engage in client meetings to present campaign insights, recommendations, and optimization strategies
- Recommend website and landing page improvements to support conversion and create a seamless customer journey from ad to on-site action
- Continuously test and refine campaign elements to strengthen results
- Stay current on platform updates, industry trends, and best practices across all relevant paid channels
What Success Looks Like In the Role
- Takes full ownership of paid media success, ensuring strategic alignment, accurate execution, and delivery against client objectives across every campaign
- Campaign performance insights lead to thoughtful optimization strategies and stronger, measurable outcomes
- Paid digital initiatives demonstrate clear strategic direction and meaningful impact on client goals
- Internal teams receive consistent guidance, collaboration, and paid media expertise throughout campaign planning and execution
- Clients gain confidence in paid digital strategy, campaign performance, and the quality of insights provided
- Work reflects exceptional attention to detail, platform fluency, and a proactive, solutions-oriented approach
Qualifications & Attributes
- 5+ years of hands-on experience executing, managing, and optimizing paid digital campaigns across multiple platforms within an agency or in-house marketing environment. (This role is well-suited for a wide range of experience levels, from seasoned mid-level to highly experienced professionals.)
- Deep platform expertise across Meta Ads Manager, Google Ads, LinkedIn Ads, and similar tools — including advanced knowledge of campaign structure, bidding strategy, and optimization techniques
- Proven experience managing advertising budgets and improving cost efficiency and performance across paid campaigns
- Strong analytical skills with the ability to translate campaign data into clear insights and actionable recommendations
- Proficiency in performance reporting tools such as Meta Business Suite, Google Analytics, Supermetrics, and similar platforms
- Knowledge of conversion tracking, UTM creation, pixel installation, and Google Tag Manager
- Experience with ad copywriting and the ability to tailor messaging for different audiences and platforms
- Excellent written and verbal communication skills, including the ability to present campaign insights clearly to clients and internal teams
- Ability to manage multiple campaigns and competing priorities while maintaining strong attention to detail
- Proactive, self-directed working style with strong ownership of outcomes and follow-through
- Comfort collaborating across cross-functional teams — account management, design, strategy — in a fully virtual environment
- Ability to travel occasionally for client meetings and periodic team gatherings as needed
- Professionalism, empathy, and respect for different perspectives and communication styles
Working at Red Thinking:
Red Thinking is a collaborative environment where people take ownership of their work and support one another. Job descriptions outline primary responsibilities but are not rigid boundaries. Everyone is expected to step in when needed, share ideas, and help move work forward for clients and teammates.
We value people who deliver on their promises, take initiative, and look for opportunities to contribute beyond the basics while maintaining balance, open communication, and a sustainable way of working together.