Paid Media Marketing Lead

Description

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Powtoon is the leading platform for creating engaging videos that power communication, learning, and innovation. We’re on a mission to help enterprises and individuals tell their stories in ways that inspire action.

As the leader of Powtoon's paid initiatives on the "Impact" team, you will be an expert in paid media marketing. You will develop and execute user acquisition (UA) and account-based marketing (ABM) strategies, driving growth by leveraging your solid understanding of all marketing channels. This is a hands-on role where you will both set the strategy and manage day-to-day campaign execution. We are looking for a proactive, self-starting professional who can scale our paid acquisition efforts and introduce new marketing channels to reach diverse audiences.

Your Day-to-Day

• Strategize and Optimize: Build a comprehensive acquisition strategy and continuously optimize existing traffic engines, including Google, Meta, and LinkedIn.
• Implement Cutting-Edge Practices: Use the most effective tools, technologies, and data-driven techniques to scale campaigns and reach new audiences and niches.
• Drive Performance: Monitor website analytics and key metrics (like CPL, CTR, and ROAS) to maximize lead generation.
• Collaborate: Work closely with a team of marketing specialists, sales, and creative teams to ensure campaign alignment and drive pipeline growth.

Key Responsibilities

• Develop and Execute User Acquisition (UA) and ABM Strategies: Own and manage all aspects of B2B user acquisition and account-based marketing (ABM), from strategic planning to hands-on execution.
• Drive Lead Generation: Implement and optimize innovative lead generation campaigns using both paid and organic "growth hacking" methods.
• Manage Paid Social Campaigns: Take a hands-on approach to managing LinkedIn PPC campaigns (sponsored content, InMail, lead gen forms, and thought leadership ads), focusing on optimizing key metrics like CPL, CTR, and ROAS. Experience running B2B campaigns on Meta (Facebook/Instagram) is also required, whether directly or by managing an agency.
• Implement Marketing Automation and Scraping: Utilize automation and scraping tools (e.g., LinkedIn Sales Navigator, HeyReach, Clay) to build lists, automate outreach, and streamline workflows for connections, messaging, and inbox management.
• Apply AI and Data-Driven Techniques: Use AI agents for prospecting and lead nurturing, and leverage API integrations to create seamless data pipelines between CRMs, ad platforms, enrichment tools, and reporting dashboards.
• Analyze and Optimize Performance: Employ a rigorous, data-driven approach to continuously test, analyze, and optimize campaigns across all channels with a focus on maximizing lead generation. Stay current with attribution models (GA4, UTMs, offline conversions) and tracking setups.
• Foster Cross-Functional Collaboration: Partner closely with sales, product marketing, and creative teams to ensure alignment and deliver campaigns that drive pipeline growth.

Requirements

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• B2B Marketing Expertise: Proven experience in B2B user acquisition and ABM, with a track record of driving measurable results.
• Hands-On Paid Media Skills: Deep, hands-on proficiency with LinkedIn PPC is a must. Experience with other paid social platforms like Meta is also essential.
• Automation & Prospecting: Expertise in lead generation techniques, including scraping and automation tools for list building and outreach. Experience with cold email automation and creative list-building hacks is highly valued.
• Analytical Mindset: Strong analytical skills with the ability to create, test, and optimize campaigns based on performance data.
• Technical Acumen: Familiarity with API integrations and a strong understanding of how to connect various marketing tools and platforms.
• Strategic Collaboration: Experience working effectively with sales, product marketing, and creative teams to execute and scale lead generation initiatives.
• Native English - MUST

Advantageous Skills:

• Promoting external/influencer accounts across platforms
• Paid social experience beyond LinkedIn and Meta
• YouTube ads
• Familiarity with SEO/GEO strategies