Strategist, Paid Media & Shopping (Remote Canada)

Job Description

Directive Consulting is the leading B2B marketing agency for companies that are optimized for metrics that don't move the business. With over a decade of expertise and 420+ B2B brands behind us, we know what real results look like. We operate through 3 divisions: Performance, Communications, and Commerce, each built to share intelligence and align on revenue. Our methodology, DiscoverabilityOS™, aligns brand and demand to guide your ICP to choose you across every decision point. Across Technology, Industrial, and Services verticals, that system spans everything from Paid Media and Content Marketing, to PR and Paid Social, to Marketplace and Lifecycle Marketing.

At Directive, we're always looking to connect with talented people who care about work that actually counts. As we grow across all 3 divisions, we're seeking forward-thinking people who thrive in fast-paced environments, are obsessed with analytics and storytelling, and are ready to make their mark doing B2B marketing that actually means something.

Overview

The Strategist, Shopping & Marketplace owns the strategy and performance of Directive Commerce's two highest-impact practice areas: Shopping Ads (feed-driven Google, Bing, TikTok, Meta) and general paid search and paid social activations focusing on both DTC and B2B customer generation.

This role is built for someone who understands that B2B commerce is structurally different from DTC but still plays a key role in customer generation.

The Strategist owns multiple client engagements in the $15K–$30K+ retainer range, directs Specialist execution, and contributes to the methodology that scales across the practice.

Role and Responsibilities

Strategic Ownership of Client Accounts

The Strategist is the strategic lead on assigned accounts. They own diagnosis, roadmap, and revenue outcomes.

• Lead Shopping and Paid Search & Social strategy and execution for mid-market and enterprise B2B manufacturers and distributors

• Lead Strategy Calls, Proposal Calls, and Quarterly Business Reviews

• Translate channel performance into P&L impact for client executives (CFO, VP Ecommerce, VP Sales)

Shopping Practice Leadership

Own how feeds and Shopping campaigns work for B2B catalogs.

• Direct feed strategy in Feedonomics or GoDataFeed (or equivalent): taxonomy, GTIN/MPN enrichment, attribute mapping, parent/child architecture, custom label usage

• Build Shopping and Performance Max campaigns scoped to B2B buyer behavior, not consumer search patterns

• Enforce cross-channel exclusion logic to protect distributor relationships and prevent cannibalization

Paid Social & Paid Search Practice Leadership

Own client outcomes on Google, Microsoft, Meta, TikTok, and beyond!

• Build full-funnel paid search and paid social strategies across Google, Microsoft, Meta, LinkedIn, and TikTok that drive both DTC revenue and B2B account acquisition, with budget allocation tied to margin and customer lifetime value rather than platform ROAS alone

• Design audience and targeting architecture for B2B buyers, including CRM and first-party list activation, customer match, account-based audiences, and lookalike strategy that separates new customer acquisition from existing account reorders

• Direct creative strategy and testing roadmaps with Specialists and the design team, using product catalog ads, dynamic creative, and video to move buyers from discovery to purchase or quote request

• Own measurement and attribution across channels, connecting platform data to ecommerce and CRM outcomes (orders, quote requests, pipeline, new accounts) so clients can see true incremental impact beyond last-click reporting

Client Communication

You are the senior point of contact on assigned accounts.

• Run bi-weekly client meetings, QBRs, and ad hoc strategy sessions

• Build reporting that connects channel performance to revenue outcomes (matched cohort, cost-to-serve, revenue lift)

• Proactively flag risks: channel conflict, feed degradation, reseller activity, Buy Box loss

• Diagnose, don't sell. Discovery is consultative.

Methodology Contribution

You help build the Directive Commerce playbook.

• Document repeatable frameworks from client engagements

• Contribute to audit deliverables, sales enablement, and internal training

• Partner with the Managing Director on the evolution of Commerce Architecture / ChannelOS

Goals

• NSM Attainment: 100% across owned accounts

• CSAT scores > 4.5 for owned accounts

• Account retention rate > 90%

• At least one documented methodology contribution per quarter

What You Offer

• 4+ years managing paid media, with 2+ years of direct Shopping/feeds and/or Amazon experience

• Hands-on fluency in Feedonomics (or GoDataFeed, Productsup, Channable) and Amazon Seller Central / Vendor Central

• Working knowledge of Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP

• Experience with B2B clients or high-SKU catalog environments

• Experience working directly with clients and holding a role to both set strategy & execute with the support of Directors

• Strong written and verbal communication, including comfort presenting to C-suite buyers

• Comfort working inside a consultative sales motion and contributing to audit and proposal work

What We Offer:

• Compensation for this role includes a competitive base salary

• 🙏 Medical, dental, vision plans, disability, and life insurance coverage for you and your family that fit your lifestyle

  • Including a 100% employer-paid plan for you and a 50% employer contribution for your dependents (US, CAD, MX)

• Benefits to Support the Whole Person:

  • 🧠 Mental - Access to certified therapists through Spring Health, membership to Headspace

  • 💪 Physical - Physical therapy through Omada, thousands of Aaptiv virtual workouts, complimentary One Medical membership for primary and virtual care

  • 🛫 Time Off - Unlimited PTO (2-week minimum), Paid Company Holidays, Your Birthday Off, End of Year Recharge (Closed December 24 - January 1), Paid Parental Leave

  • 💰 Financial - Traditional and Roth 401(k) with a 3% company match

  • 🌟 Bonus - Annual bonus based on tenure, which scales in total amount over time

  • 🌴 Annual Company-wide Retreat

Work Environment Requirements

As a remote-first company, you’ll have the ability to work from your home office. For some positions, as posted, we will accommodate global opportunities where we have established businesses, including Canada, Mexico, and the UK. For global locations, you must have established and current work authorization and permanently reside in that country.

This role has the opportunity to operate 100% virtually from your home office. We primarily collaborate with our colleagues through virtual meetings (Zoom), and Slack. In this role, you will be required to operate a laptop computer (PC or Mac available), computer software platforms, and other office productivity tools as necessary. Due to the nature of this role, you must be able to remain stationary for extended periods, must be able to observe and interpret written and/or verbal communication, must have reliable internet access, and a professional background.

To perform this job successfully, an individual must be able to perform each essential job duty satisfactorily. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform essential job functions.

If you require reasonable accommodations in completing this application, interviewing, completing any pre-employment testing, or otherwise participating in the employee selection process, direct your inquiries to [email protected].

Additional Information

At Directive, one of our core values is People First. We’re committed to fostering a more diverse and inclusive culture in the digital landscape. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.