As Director of Paid Media, you’ll build the systems and standards that let our paid media practice run well at scale. Reporting to our Head of Paid Media, you’ll lead our team of Paid Media Managers (PMMs) and Specialists. You’ll develop systems to ensure optimizations happen on every account, every week, that the team is well balanced to the work, and that problems surface early and reach leadership on a clear cadence.

A big part of this role is bringing AI into how we work. You will work closely with the Head of Paid Media and find where AI can take on manual tasks, build the prompts and workflows that give the team time back, and teach everyone to use those tools to optimize smarter and faster. The goal is simple: less time on busywork, more time on what matters most, which is performance for our clients.

You’ll work alongside our Senior Paid Media Managers, who own campaign strategy and performance success on our largest accounts. Your focus is how the work gets done: the processes, tools, and quality standards behind every account. On our smaller accounts, PMMs are the key owners of paid media. You will help guide them on performance, find opportunities for expansion and ensure they come to you when issues come up, so you’ll stay close enough to the platforms to dig in and help.

You’ve built and run campaigns yourself, so you know what great optimization looks like. If you love coaching people, get excited about using new technology to work better, and want to do work that helps people get the care they need, we’d love to connect with you.

Key Responsibilities

AI & Workflow Innovation

• Find the manual, repetitive tasks across our accounts and build AI prompts, templates and workflows that help the team move faster. Examples include reporting summaries, search term reviews, ad copy analysis for testing, audits and QA checks.
• Evaluate AI features inside our ad platforms and AI tools outside them, and decide what the team adopts and how to use them well.
• Build and maintain a shared library of prompts and AI-assisted processes the whole team can use and improve.
• Stay ahead of new platforms, automation and AI capabilities, and bring forward ideas worth testing.

Team Leadership

• Manage and mentor a team of PMMs and Specialists through regular one-on-ones, performance reviews and development plans, with input from the Senior Managers who direct their work on premier accounts.
• Coach PMMs to think strategically and own client relationships on the accounts they lead.
• Hold regular check-ins to review work, unblock problems and share ideas.
• Serve as the escalation point for operational, staffing, performance and tracking issues before they reach leadership.

Performance & Budget Oversight

• Maintain the systems that make sure weekly optimizations are completed, documented and reviewed across every account.
• Track spend, pacing and forecasts across key accounts, and flag under- or over-delivery before it becomes a client issue.
• Serve as the escalation point for accounts owned by PMMs, acting as a sounding board and helping solve performance, tracking or client concerns.
• Investigate problems when results change, digging into targeting, creative, tracking or landing pages to find the cause and the fix. Join client calls when a PMM needs support.

Standards, Testing & Measurement

• Refine clear standards for campaign builds, QA, optimization, reporting and benchmarking so work stays consistent across accounts.
• Implement the team’s testing framework: how tests are proposed, prioritized and evaluated.
• Partner with Analytics to apply a shared measurement approach that ties media results to real outcomes like patient appointments and leads, not just clicks and CPL.
• Make sure our use of AI tools, tracking and audience data follows healthcare privacy and advertising rules.

• 7+ years of paid media experience, including at least 3 years on healthcare accounts and working within healthcare privacy and advertising rules.
• Solid hands-on experience running campaigns in Google Ads, Meta, Microsoft Ads and programmatic platforms. You won’t build campaigns day to day, but you know the platforms well enough to troubleshoot and guide the team.
• 2+ years managing or mentoring paid media team members.
• Hands-on experience using AI tools such as ChatGPT, Claude or Gemini to speed up paid media work, plus a strong understanding of the AI and automation features built into ad platforms.
• Comfortable writing and refining AI prompts, building templates and turning manual processes into repeatable workflows.
• Good understanding of conversion tracking, attribution and A/B testing.
• Comfortable pulling insights from ad platforms, GA4 and Looker Studio and turning them into clear recommendations.
• Confident in communicating with clients and internal leadership.
• Agency experience is strongly preferred.
• Experience with incrementality or lift testing, project or workflow management tools, or audience tools is a plus.
• Excellent communication and people skills.
• Able to work independently and as part of a team in a fast-paced, remote agency environment.

Why True North

• Impactful Work: Build the systems and team that drive client success and help people get the care they need.
• Leadership Opportunity: Lead and grow a talented team of media professionals.
• Innovative Environment: Shape how our practice uses new platforms, tools and automation.
• Collaborative Culture: Join a team of passionate professionals dedicated to delivering exceptional results.
• Growth Opportunities: Build your career with opportunities to learn, grow and lead.
• Competitive health & welfare benefits: 100% remote work environment, medical, dental & vision, unlimited PTO and sick time, 401(k), and paid parental leave.

True North Custom (TNC) is an Equal Opportunity Employer and prohibits discrimination and harassment of any kind. TNC is committed to the principle of equal employment opportunity for all employees and to providing employees with a work environment free of discrimination and harassment. All employment decisions at TNC are based on business needs, job requirements and individual qualifications, without regard to race, color, religion or belief, national, social or ethnic origin, sex (including pregnancy), age, physical, mental or sensory disability, HIV status, sexual orientation, gender identity and/or expression, marital, civil union or domestic partnership status, past or present military service, family medical history or genetic information, family or parental status, or any other status protected by the laws or regulations of the locations where we operate. TNC will not tolerate discrimination or harassment based on any of these characteristics.

If you’re ready to build the systems and team behind great paid media work, we’d love to hear from you!

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