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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.

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

Required

• 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

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