Description:
We need Senior Media Buyer to lead the execution of these campaigns and be held accountable to the performance, reporting, and data analysis across all accounts. This role owns how strategy is carried out in the ad accounts, and will work alongside leadership/co-founders in terms of how our marketing strategy + creative execution works.
This position maintains rigorous reporting, oversees a small team of junior media buyers (along with the processes and quality assurance that support them), and remains directly involved in the management of our largest accounts.
This role is distinctive in two respects: Every account is running local lead generation, and performance varies meaningfully from one market to the next. Secondly, spend can be distributed across platforms - The majority of spend being on Meta, with a smaller portion on Google and TikTok.
A central responsibility of the role is guiding budget allocation across platforms and across accounts to determine where each incremental dollar will generate the strongest return for any given client. The ability to read what's working quickly in producing qualified leads (platform, creative, concept), and to concentrate resources behind is what makes this position valuable.
Responsibilities
Strategy, data, and reporting
- Own the day-to-day media buying, reporting, and data across all accounts, executing against the direction set by the co-founder.
- Maintain accurate, timely reports, and monitor account performance continuously.
- Evaluate performance against our core metrics: cost per qualified lead, cost per show, and cost to acquire a full-arch patient (CAC).
Budget allocation and scaling
- Direct budget allocation across Meta, Google, and additional channels, identifying where the next dollar is best deployed for each market.
- Scale local lead-generation campaigns profitably, including accounts where practices are prepared to invest up to $60k-$100k+ per month, while largely sustaining return on ad spend.
- Manage spend, bidding, and optimization toward our cost and acquisition targets.
Testing and creative feedback
- Recommend when and where to conduct A/B testing across landing pages, copy, headlines, offers, and audiences, and coordinate the team responsible for execution.
- Identify high-performing creative and assess why it is succeeding, sharing those findings with the co-founder and creative team so that successful concepts can be expanded and underperforming ones retired.
Team leadership and process
- Oversee a small team of junior media buyers, establishing the standards, processes, and quality assurance that produce consistent, scalable output.
- Help establish the day-to-day processes and standards that allow the media function to scale.
Account management
- Personally manage and optimize our most important accounts with a high degree of accuracy and attention to detail.
Measures of Success
- Profitable scaling of local lead-generation accounts against cost per lead, cost per show, and CAC targets.
- Effective budget allocation across platforms that improves return market by market.
- A reliable reporting and data foundation that is trusted across the organization.
- A disciplined testing process that concentrates spend behind proven creative.
- Junior media buyers producing consistent, high-quality work under established processes and quality assurance.
Qualifications
- Experience personally managing $500,000 to $1,000,000 or more in monthly advertising spend.
- A demonstrated record of scaling local lead-generation campaigns profitably, with particular strength in Meta.
- Prior experience in a comparable senior or lead capacity, including managing junior media buyers, establishing the processes that support their success, and conducting quality assurance.
- Strong analytical ability and sound command of performance from the advertisement through to the resulting patient and revenue.
- Sound judgment in testing strategy, including what to test, when, and how to interpret the results.
- Current, hands-on expertise in Meta campaign management, paired with strong attention to detail.