Paid Media Program Manager

Position Overview

The Paid Media Program Manager owns the activation, enablement, and scaling of paid media programs that improve media performance and business growth across the organization. This role is responsible for launching new paid media channels, developing audience and data activation strategies, supporting 6sense integrations, building third-party review programs, and establishing landing page and campaign best practices.

This position does not manage day-to-day campaign optimization. Instead, it focuses on building the foundational programs, operational processes, governance structures, and scalable frameworks that enable long-term paid media success.

Key Responsibilities

Channel & Program Activation

• Identify, evaluate, and launch emerging and strategic paid media channels, including platforms such as G2, Capterra, Reddit, and Amazon Ads.
• Define channel use cases, audience targeting strategies, and funnel alignment.
• Create launch frameworks including business requirements, success metrics, testing plans, and implementation roadmaps.
• Develop enablement materials, documentation, and playbooks to support adoption and scalability.

First-Party Data, 6sense & Audience Integration

• Partner with Marketing Operations, Data, and Analytics teams to activate first-party audiences across paid media platforms.
• Support the integration and activation of 6sense intent-based audiences, account lists, and high-intent segments.
• Establish governance standards for audience segmentation, naming conventions, refresh schedules, and quality assurance processes.
• Improve targeting accuracy through audience strategy, suppression methodologies, and lifecycle segmentation.
• Monitor audience match rates and ensure reliable audience activation processes.

Third-Party Review Campaign Programs

• Develop and manage customer review acquisition programs across platforms such as G2 and Capterra.
• Build repeatable workflows and governance processes to support customer review generation and compliance requirements.
• Collaborate with Product Marketing and Customer Success teams to align messaging, positioning, and customer proof points.
• Evaluate program effectiveness through review growth metrics and conversion impact analysis.

Landing Page & Campaign Best Practices

• Establish standards for landing page performance, conversion readiness, and campaign-to-page alignment.
• Develop readiness checklists and frameworks covering measurement, tracking, user experience, and optimization best practices.
• Partner with CRO, Web, and Analytics teams to support testing prioritization and optimization recommendations.
• Ensure alignment between campaign objectives, landing page structure, and tracking methodologies.

Program Governance & Enablement

• Create and maintain documentation, templates, and repeatable workflows that support global scalability.
• Deliver internal training and onboarding for new programs, tools, and platforms.
• Maintain a program roadmap aligned with business priorities and performance improvement opportunities.
• Drive cross-functional collaboration and stakeholder alignment across marketing, analytics, operations, and technology teams.

Required Skills & Competencies

• Strong understanding of multi-channel paid media strategies and best practices.
• Knowledge of audience targeting, tracking methodologies, attribution, and data activation processes.
• Experience with audience segmentation platforms and intent-based marketing solutions, including 6sense.
• Strong program management and cross-functional stakeholder management skills.
• Ability to build scalable processes, frameworks, documentation, and operational governance.
• Analytical mindset with the ability to define success metrics and measure program effectiveness.
• Strong communication, presentation, and enablement capabilities.
• Experience working with Marketing Operations, Analytics, Product Marketing, CRO, and Web teams.

Preferred Background

• Paid media program management experience.
• Experience launching and scaling new paid media channels.
• Hands-on knowledge of G2, Capterra, Reddit Ads, Amazon Ads, and similar platforms.
• Experience with 6sense audience activation and account-based marketing programs.
• Strong understanding of first-party data strategies and audience segmentation.
• Experience creating governance frameworks, operational processes, and enablement documentation.
• Familiarity with conversion rate optimization (CRO), landing page strategy, and campaign measurement.