Senior Paid Media Specialist

We are looking for a highly driven and commercially minded Senior Paid Media Specialist to take full ownership of our global paid media activity. This role sits at the intersection of digital marketing and eCommerce, owning strategy, budget, forecasting, and performance across all paid media channels from awareness down to conversion.

You will lead paid media activity across Paid Search, Shopping, Paid Social, Display and Affiliates, working closely with internal stakeholders and external agency partners. While this role has no direct reports, you will manage and guide agency partners and act as the senior paid media expert internally.

Role Overview

Key Responsibilities

Paid Media Strategy, Budget Ownership & Forecasting

• Own the global paid media strategy across Paid Search, Shopping, Paid Social, Display, YouTube, and Affiliate channels.
• Full accountability for budget ownership, including annual planning, forecasting, pacing, and optimization.
• Build and manage performance forecasts aligned with commercial, trading, and brand objectives.
• Ensure investment decisions are data-led and focused on scalable growth and ROI.

Channel & Platform Leadership

• Maintain performance across key platforms including Google (Search, Shopping, Display & YouTube), Meta, TikTok, and wider display networks.
• Define testing frameworks across audiences, creatives, formats, and bidding strategies.
• Set channel best practices and ensure high execution standards across all markets.

Agency & Partner Management

• Act as the primary global point of contact for external paid media agency.
• Lead agency briefing, planning, execution reviews, and performance optimization.
• Challenge agency recommendations and ensure alignment with business priorities.
• Collaborate closely with platform partners such as Google, Meta, TikTok and other media partners to stay ahead of product updates and opportunities.
• Agency background is a strong plus.

Performance, Reporting & Insights

• Own end-to-end paid media reporting, including weekly, monthly, and trade reporting.
• Deliver clear insights and performance narratives to the Senior Digital Marketing Manager and senior stakeholders.
• Monitor KPIs including ROAS, CPA, revenue, traffic, and incrementality.
• Oversee competitor benchmarking and market analysis to inform strategy and planning.
• Support monthly sales validations and ensure data accuracy across channels.

Cross-Functional Collaboration (Marketing & eCommerce)

• Operate as a cross-functional partner across Marketing and eCommerce.
• Work closely with: Brand Marketing, Retail Marketing, CRM, Creative, eCommerce and Merchandising & Trading.
• Ensure paid media activity aligns with campaign calendars, product launches, trading priorities, and retail initiatives.
• Maintain alignment between performance objectives and brand storytelling.

Creative & Campaign Oversight

• Oversee paid media creative strategy and content calendars across channels.
• Work closely with the Creative team to brief, review, and optimize assets and copy.
• Ensure all paid media content aligns with brand guidelines, visual identity, and campaign objectives.
• Oversee localization and translation workflows to ensure relevance across international markets.
• Ensure all paid media assets are properly coordinated and stored.

Governance & Best Practices

• Establish global paid media standards while enabling local market flexibility.
• Drive continuous improvement in attribution, tracking, and measurement.
• Stay ahead of industry trends, platform innovations, and emerging media opportunities.

Experience

• Proven experience owning and managing large-scale paid media budgets.
• Hands-on experience with Google, Meta, TikTok, YouTube, and other display channels.
• Strong experience across Paid Search, Shopping, Paid Social, Display, and Affiliates.
• Highly analytical with the ability to turn data into actionable insight.
• Demonstrated experience managing and leading external agencies.
• Strong forecasting, budgeting, and performance management capability.
• Experience running global or multi-market paid media programs.

Why #TEAMKARL? (HQ)

• Learning and development courses/training
• Opportunity to make an impact
• Remote working arrangements
• Relocation allowance
• Bonus holidays
• Working in the heart of Amsterdam
• Brand discounts
• And exclusive sample sales only for #TEAMKARL