Job Description

Job Description

Who We Are: ChoiceLocal is the top-performing franchise marketing agency founded in 2014 to help franchisees and franchisors reap the benefits of a full suite of digital marketing services without paying exorbitant costs typically associated with Fortune 500 level marketing strategy, results and customer service. We offer proven strategies for franchise growth and we back it all up with The ChoiceLocal Guarantee. We believe in giving back to the community with our mission to Help Others and empowering our teammates to grow personally and professionally. We live by our Core Values and are very proud of the culture we have cultivated over the past 6 years. We have been able to create a family amongst our team, living our Core Values which include, Integrity in all Things, Amazing Customer Service, Everyone A Leader, Candor with Goodwill, Family, and Giving.

Summary: As The Director of Paid Advertising, you are responsible for driving the success of our clients/partners and supporting the entire ChoiceLocal team. The Director of Paid Advertising is responsible for managing and developing strategies across various channels and products, including but not limited to Google Ads, Microsoft Ads, Facebook, Programmatic, and Local Service Ads. The Director of Paid Advertising oversees the Paid Advertising team and serves as a subject matter expert in paid advertising marketing strategies. This role is both practitioner and strategist, continuously seeking innovation, challenging best practices, and identifying untapped opportunities. The Director of Paid Advertising must embody our core values, inspire excellence, and constantly seek opportunities to enhance our clients/partners' social media strategies. The Director of Paid Advertising must have the ability to autonomously manage assigned teammates, strategy, and execution of paid advertising campaigns for all team assigned brands. As a key contributor to our organization, the Director of Paid Advertising dedication to growth, teamwork, and amazing customer service is vital to our continued success.

Mandatory Job Responsibilities:

Ensure Client/Partner Success

• Develop paid advertising strategies that align with overall marketing and business objectives for ChoiceLocal and its clients/partners.
• Manage and develop strategies for all channels and products, including but not limited to Google Ads, Microsoft Ads, Facebook, Programmatic, and Local Service Ads.
• Actively participate in brand quarterly game planning meetings and execution for assigned brands and assisting in the Specialist/Strategist/Manager meetings as needed.
• Serve in a support capacity for Paid Advertising Specialists, Strategists, Managers, Account Executives, and Account Directors on the same brand team.
• Establish and maintain relationships with key vendor and industry client/partners.
• Regularly assist with client/partner calls with meetings led by the Account Executive and/or the Account Director.
• Effectively communicate and educate complex paid advertising marketing strategies to team members and clients/partners.
• Design tests and identify new opportunities to reduce wasted cost and increase conversions for our clients/partners.
• Orchestrate the entire social media approach, everything from ads to tracking, engagement, to spot-checking copy and execution.
• Responsible for budgeting, planning, and executing larger and more complex paid advertising campaigns.
• Actively participate in the sales process and planning for new franchise brands/clients/partners.
• Set the standard of excellence and work with the VP & Head of Digital Capabilities to define Best Practices for the Partner Success teams they support.
• Troubleshoot and solve complex issues related to performance, related technology, and client/partner and teammate communication.
• Serve as the main point of escalation for the team you support and for client/partner issues for assigned brands and navigate these situations autonomously.
• Leverage various tools to carry out analysis and to maximize efficiency and effectiveness of paid advertising accounts.
• Understand the clients/partner’s industry, audience and goals and stay on top of industry changes, trends, and best practices.
• Play an active role in retaining clients/partners and aiding in client/partner satisfaction through proactive communication, collaboration, problem-solving and issue resolution.
• Responsible for the Paid Advertising team P&L.

Obligation to the ChoiceLocal Team:

• Uphold ChoiceLocal’s high leadership standards by monitoring and safeguarding team morale, actively seeking and acting on feedback, providing hands-on support, taking full accountability for both personal and team actions to ensure no one feels unsupported, training new Paid Advertising team members during onboarding.
• Always advocate for your clients/partners must persistently seek solutions that deliver results, navigating challenging situations with honesty, integrity, and optimism, and consistently recognizing the best in clients/partners and team members, particularly during their toughest moments.
• Continue to learn, test, and teach new ideas, committing to ongoing personal and professional growth, attending all best practice meetings and trainings, and bringing passion, energy, and creativity to their work, recognizing the impact on our clients/partners and their families.
• Support the performance of all teams within an account to ensure they meet their KPI goals by using your expertise to provide feedback and develop action plans for teams not achieving these targets, leveraging your in-depth knowledge of the account and network to drive effective strategies.
• Ensure Paid Advertising Specialists and Strategists adhere to conventions by monitoring proper use of project management and file-sharing software, enforcing adherence to Best Practices and deadlines, and spot-checking completed tasks to confirm they are completed thoughtfully and accurately.
• Serve as the first point of contact for any questions or concerns regarding training, onboarding, or administrative procedures. Address these issues promptly and either provide a solution or
• Actively create and participate in the mentorship of ChoiceLocal’s internship program.
• Effectively and autonomously manage Paid Advertising team members, including onboarding, factbooks, weekly L10, annual reviews, issuing performance improvements plans with leadership if necessary.
• Regularly assist with client/partner calls with Partner Success teams and communicate effectively with clients/partners independently when needed.
• Explain complex paid search marketing strategies to partners and leads training sessions for team members with proficiency.
• Conduct regular checks to assess campaign effectiveness, identify underperforming areas, and propose intervention plans.
• Help define and implement Best Practices for the Paid Advertising and Account teams.
• Stay informed about industry trends and contribute insights to optimize strategies.
• Ensure client/partner satisfaction by delivering exceptional results, adhering to deadlines, and utilizing project management tools effectively.
• Support Interns, Paid Advertising Specialists, Strategists, Managers, Account Executives, and Account Directors across multiple brands and the organization.
• Remain updated about the latest paid advertising and search industry trends, technologies, and developments.

Requirements:

• Bachelor's degree in Business, Marketing, Digital Media, Advertising, Finance, Analyrics or related field.
• Proven experience in PPC and paid advertising management, with a track record of successful campaigns and results
• Minimum of 7 years of experience in paid advertising management.
• Minimum of 3 years in managing a team.
• Expertise in Google Ads, Microsoft Ads, Facebook, Programmatic, and Local Service Ads platforms.
• Subject matter expert in franchising.
• Strong leadership skills, with the ability to manage and support team members effectively.
• Analytical proficiency and the capability to interpret data to optimize campaign performance.
• Excellent written communication, verbal communication skills, and presentation skills including the ability to communicate complex paid advertising marketing strategies to Partners.
• Ability to develop and manage multi-channel media strategies for multiple Partners in various industries and franchise networks.
• Strong analytical skills and ability to identify trends and insights in data.
• Strategic mindset and a focus on innovation and continuous improvement.
• Proficient in project management tools and adhering to deadlines.
• Proficient in paid advertising platforms and their capabilities, algorithms, and best practices.
• Demonstrates high standards of integrity, ethics, and professionalism.
• Commitment to ongoing learning and staying updated with industry trends.
• Ability to establish and maintain relationships with key industry partners.
• Innovative mindset with the ability to challenge best practices and find untapped opportunities.

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