Senior Paid Media Analyst

Job Title: Senior Paid Media Analyst

Department: Digital Marketing

Reports To: Senior Director, Digital Marketing & Platforms

Location: Downtown Toronto, Ontario (4 Days Onsite)

Employment Type: Permanent Full-Time

About 123Dentist

At 123Dentist, we are one of Canada’s largest and fastest-growing dental support organizations, supporting more than 500 clinics and 10,000 team members across the country. Our Digital Marketing team plays a key role in attracting new patients to our clinics across the network.

About the Role

The Senior Paid Media Analyst is a cornerstone member of our Digital team, responsible for the paid media performance of our dental clinics, groups, and brands across Canada. Reporting to the Senior Director, Digital Marketing & Platforms, you will work with the Regional Marketing, Creative, and Analytics teams to plan and execute paid media across search, social, programmatic, and local channels for both 123 Corporate and Legacy clinics.

You will manage and optimize our core paid search program at scale while diversifying our media investment: evaluating, piloting, and scaling new channels such as paid social, programmatic display and video, and local paid programs, with every dollar measured against patient acquisition outcomes.

This role is AI-native by design. Beyond using AI for basic tasks like drafting ad copy, you will design, build, and share AI-assisted workflows, from account audits and anomaly detection to reporting and campaign build-outs, so the team can manage more accounts and channels with greater speed, accuracy, and consistency.

What You’ll Do

• Create, maintain, and monitor the health of paid media accounts across Google, Meta, and new channels, and set standards for account structure, naming conventions, and tracking across the network
• Conduct keyword, audience, and website research, and optimize targeting, bidding, and campaigns using bid management tools, automated bidding strategies, and data modeling
• Make strategic campaign and budget allocation recommendations to maximize the effectiveness of existing campaigns
• Lead the evaluation, business case, and onboarding of new paid media programs and vendors, including paid social, programmatic display, video, and connected TV
• Design and run structured tests of local and hyper-local paid programs, with clear hypotheses and success criteria
• Recommend media mix and budget allocation across channels, using incrementality testing and performance data to shift investment toward the highest-return programs
• Design, build, and maintain AI-assisted workflows (e.g. LLM tools, agents, Google Ads scripts) that automate account audits, search term mining, budget pacing, reporting, and campaign build-outs across hundreds of accounts
• Document and share workflows with the team, measure the time saved and quality gained, and keep human review and our data privacy, patient information, and responsible AI guidelines in place
• Monitor campaign results and tie cross-channel performance to patient acquisition outcomes such as calls, bookings, and new patients
• Collaborate with Regional Marketing, Creative, Analytics, and external agencies and media partners, and provide paid media input on clinic reports, budget planning, and forecasting

What You Bring

• Degree in Business, Marketing, or relevant industry experience
• 4 years of experience managing Google Ads, including multi-account or multi-location portfolios
• 3 years of experience managing paid campaigns across Meta Ads and at least one additional channel, such as programmatic (DSP), YouTube/CTV, or TikTok
• Demonstrated experience building AI-assisted workflows or automations (e.g. LLM tools, AI agents, Google Ads scripts, Zapier/Make, Apps Script, or Python) with measurable efficiency gains; candidates will be asked to present an example
• Fluency with AI tools (e.g. Claude, ChatGPT, Gemini) well beyond content generation, including prompt design, building custom assistants or agents, and connecting AI to data sources
• Google Ads and Meta Ads certifications
• Strong analytics skills, including Google Analytics and data modeling, and the ability to explain complex data to non-technical audiences
• A test-and-learn mindset, with experience designing experiments (A/B, geo-holdout, incrementality)
• Experience with Google GA4, Google Ads, Google Tag Manager, Meta Business Manager, HubSpot (CRM), CallRail, and Asana (or equivalents), and with Google Workspace
• Solid understanding of performance marketing and online customer acquisition for multi-location brick-and-mortar businesses
• Strong communication, judgment, and organizational skills, with curiosity about marketing and emerging technology
• An asset: programmatic platform certification (e.g. Display & Video 360, The Trade Desk), experience with Looker Studio, BigQuery, or Google Ads Editor, healthcare or dental industry experience, and working proficiency in French

What Sets You Apart

You are a self-starting, enthusiastic, and driven professional with a data-driven mindset and a test-and-learn approach to new channels. You are detail-oriented, adaptable, and comfortable in a fast-paced environment, and you communicate effectively with stakeholders and agencies. You are curious about emerging technology and eager to build AI-assisted ways of working that help the whole team do more.

Why Join 123Dentist?

• Be part of one of Canada’s largest dentist-led dental support organizations
• Manage paid media across hundreds of accounts for clinics, groups, and brands nationwide
• Build AI-assisted workflows that shape how the Digital team operates
• Grow your career as we expand into new channels such as paid social, programmatic, and local