Digital Strategist

Summary of Position

The Digital Paid Ads Strategist is a key member of Cornerstone’s marketing team, responsible for managing large budgets and leading data-driven, multi-channel paid media campaigns in the local home services sector. This role owns the channel mix and budget allocation across PPC, LSA, Paid Social, YouTube, OTT, Programmatic, etc. The strategist plans, executes, and optimizes PPC campaigns across platforms, conducts in-depth keyword research, and applies seasonality/capacity-aware strategies to maximize ROI. Beyond execution, this role develops forecasts and testing roadmaps, sets CAC/CPL and marginal ROAS targets, and defines the measurement and attribution framework (GA4/GTM governance, conversion taxonomy, and incrementality). The strategist role integrates Field Management Systems (Service Titan, Field Edge, etc.), to optimize lead generation, booking rates, revenue, and top-funnel conversions.

Core Responsibilities

• Strategy & Planning: Translate revenue goals into media plans, budgets, and channel allocations as well as apply seasonality/capacity pacing.
• Execution & Optimization: Launch/iterate campaigns across Google/Microsoft, Meta, YouTube, OTT, Programmatic, LSA as well as run ongoing A/B tests (ads, LPs, bidding).
• Measurement: Maintain GA4/GTM governance, own conversion taxonomy, monitor CAC/CPL, marginal ROAS and book rate along with building dashboards.
• Attribution & Incrementality: Design tests (geo/cell, PSA, holdout) to isolate lift and continuously refine bid/creative/audience.
• Integrations: Sync with ServiceTitan/FieldEdge and call tracking to close the loop from spend to job revenue.
• Stakeholder Comms: Lead QBRs and strategy reviews as well as convert insights into creative briefs for content/design/reputation teams.

Qualifications

• 5+ years hands-on PPC/paid media; 3+ years multi-channel buying (search, social, video, programmatic/OTT).
• Proven ownership of $1M+ annual budgets with ROI/ROAS accountability.
• Certifications: Google Ads, Meta (YouTube/programmatic a plus).
• Advanced GA4/GTM, conversion tracking, SearchLight/Looker Studio familiarity preferred.
• Experience integrating field management systems such as ServiceTitan/FieldEdge into reporting/optimization.

Nice to Have: LSA depth, offline conversion imports, feed-based creative, MMM/geo-testing, AI copilots for analysis/creative.

Our Core Values

At Cornerstone Advertising, our Core Values are more than just words; they are the foundation of our company culture and daily operations:

• Do what’s right for the customer, the Cornerstone team, and our partners
• Stay in the solution
• Sense of Urgency and Accomplishment
• CHOP: Collaborative, Helpful, Open, and Positive
• Don’t take yourself too seriously

Working Conditions and Physical Requirements

The job is usually performed indoors in a remote setting. The standard hours of work and days are 8:00 a.m. – 5:00 p.m., Monday through Thursday, with Friday being a hybrid work-from-home day. Occasional local travel may be required.

Activities include

• Extended periods of sitting and extensive work at a computer monitor.
• The ability to communicate orally with clients, candidates, management, and coworkers, individually and in front of a group, is crucial.
• Regular use of the telephone and email for communication is essential.
• Hearing and vision within normal ranges are essential for everyday conversations, receiving ordinary information, and preparing or inspecting documents.
• It requires good manual dexterity when using standard office equipment (e.g., computers, mobile devices, copiers/scanners).
• No heavy lifting is expected; exertion of up to 30 lbs. of force (e.g., tablets, laptops, computers, office supplies) may occasionally be required.
• The employee is required to bend and stoop.