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The Paid Media Manager leads the planning, execution, and optimization of digital advertising campaigns that drive awareness, generate demand, and support sales growth. This role is focused on bringing in the right leads, not just more leads. You'll be responsible for driving high-quality prospects who turn into real sales opportunities across Acuity Brands' lighting and lighting controls solutions. Success is measured by lead quality, conversion to opportunity, and pipeline impact. You'll work closely with sales and marketing teams to understand what's actually converting, adjust targeting and messaging, and continuously improve performance. This role requires someone who is both strategic and hands-on, comfortable building campaigns, creating reports, analyzing results, and making strategic recommendations and optimizations based on data.
Key Responsibilities
Campaign Strategy & Execution
Develop and execute integrated paid media strategies from concept through launch and optimization
Manage full-funnel campaigns across:
Google (Search, Demand Gen, YouTube)
Paid social (LinkedIn, Meta, Pinterest)
Align campaigns to key business priorities, including product launches, vertical markets, and growth initiatives
Partner cross-functionally to ensure alignment on messaging, targeting, and campaign objectives
Paid Media Channel Management
Own day-to-day management and optimization of paid media channels
Conduct keyword research, audience segmentation, and competitive analysis
Develop campaign structures, ad groups, and targeting strategies
Manage and allocate budgets across channels to maximize performance and efficiency
Demand Generation & Pipeline Growth
Drive high-quality leads across key audiences, such as electrical distributors, contractors and ESCOs, lighting designers and specifiers, architects and engineers (A&E firms), enterprise and facility leaders
Optimize campaigns toward MQLs, SQLs, and pipeline contribution, not just clicks or impressions
Contribute to the development of account-based marketing (ABM) capabilities, including targeted campaigns for strategic accounts
Campaign Optimization & Analytics
Analyze campaign performance and provide actionable insights to stakeholders
Monitor and optimize KPIs including, cost per click (CPC), clickthrough rate (CTR), engagement Rate, conversions and pipeline influence
Execute A/B testing across creative, messaging, landing pages, and targeting strategies
Use analytics platforms (e.g., Google Analytics) to track performance and attribution, and build reporting dashboards in Looker Studio
Creative & Messaging Collaboration
Partner with content and product marketing teams to develop compelling ad creative and messaging
Contribute to ad copy development and landing page optimization
Ensure messaging resonates with technical and specification-driven audiences
Additional Qualifications/Responsibilities
5+ years of experience in paid media, digital advertising, or performance marketing (B2B preferred)
Proven ability to manage and optimize multi-channel paid campaigns
Strong analytical skills with a data-driven approach to decision-making
Experience with platforms such as Google Ads, LinkedIn Campaign Manager, Paid social platforms (Meta, Pinterest)
Experience managing budgets and optimizing for efficiency and ROI
Familiarity with analytics and reporting tools (e.g., Google Analytics)
Strong project management and communication skills
Preferred
Experience in lighting, manufacturing, or industrial markets
Understanding of AEC (Architecture, Engineering, Construction) audiences and specification sales processes
Experience with Dun & Bradstreet Visitor Intelligence
Familiarity with ABM platforms (e.g., Demandbase, 6sense)
Key Skills & Competencies
Digital advertising strategy and execution
Data analysis and campaign optimization Budget management and forecasting
A/B testing and experimentation
Creative thinking and ad copy development
Cross-functional collaboration
Project management and organization
Understanding of SEO/SEM interplay
Travel requirements
0-25%