Activation Strategist — True Media

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Job Title: Activation Strategist
Location: Toronto, ON
Company: True Media Canada
Job Type: Full-Time, Permanent

Company Overview:

True Media Canada is a premier strategic media agency that specializes in delivering innovative, data-driven solutions to drive measurable results. With an in-depth understanding of consumer behavior, market trends, and cutting-edge media technologies, we craft impactful campaigns that effectively connect brands with their target audiences. Our collaborative, insights-driven approach ensures that every media investment is optimized to achieve maximum impact. At True Media Canada, we value curiosity, adaptability, and a commitment to excellence, positioning ourselves as a trusted partner for leading brands across industries.

Job Overview:

The Activation Strategist, Search is responsible for the tactical planning, execution, optimization, and performance analysis of paid search campaigns across Google Ads, Microsoft Ads, and related platforms. This role supports True Media and/or Coegi clients by delivering best-in-class search activation strategies, ensuring campaigns align with client goals, timelines, and budgets. The Activation Strategist applies industry best practices, leverages advanced analytics, and collaborates closely with internal teams, vendors, and platform partners to drive measurable results.

Key Responsibilities

• Plan, execute, and optimize paid search, Shopping, YouTube, Display, and Gmail Sponsored Promotion campaigns across assigned accounts.
• Monitor campaign performance using Google Ads, Microsoft Ads, Google Analytics, and Search Ads 360, ensuring KPI achievement.
• Provide proactive recommendations for both in-scope and out-of-scope optimizations to enhance client outcomes.
• Assist in developing campaign proposals, estimates, and tactical media channel strategies.
• Ensure campaign tracking and measurement accuracy by implementing and validating tags through Google Tag Manager in collaboration with Campaign Operations.
• Maintain accurate pacing, reporting, and billing documentation, including DataStride status updates and invoice reconciliation.
• Build and maintain strong relationships with internal teams, clients, and search platform representatives to align on campaign objectives.
• Stay current with industry trends, tools, and certifications, sharing knowledge and training team members on new tools and best practices.
• Support the development of search strategy playbooks and contribute to continuous process improvement for campaign execution.

Measurable Goals

• Achieve and maintain all relevant industry certifications (e.g., Google Ads, Microsoft Ads, Google Analytics, Search Ads 360) within six (6) months of hire.
• Maintain appropriate direct time allocation based on a 12-month rolling average (≥1,775 hours annually at performance level 3 or above).
• Deliver campaigns within agreed timelines and budgets with a minimum of 95% on-time launch rate.
• Ensure 100% compliance with internal reporting, pacing, and billing documentation requirements.
• Demonstrate year-over-year improvement in campaign performance KPIs across assigned accounts.

Qualifications

• Post-secondary education in advertising, marketing, communications, or related field preferred.
• 2–3 years of experience in paid search or digital marketing campaign management.
• Proficiency in Google Ads, Microsoft Ads, Google Analytics, Google Tag Manager, and related tools.
• Strong analytical skills with the ability to interpret data and deliver actionable recommendations.
• Detail-oriented with excellent organizational and time management skills.

Core Competencies

• Strong understanding of paid search best practices and optimization strategies.
• Excellent communication skills—both written and verbal.
• Ability to work collaboratively in a team environment.
• Adaptable to changing priorities and emerging digital trends.
• Commitment to maintaining current industry certifications (Google Ads, Microsoft Ads, Google Analytics, etc.).

Why True Media Canada?

At True Media Canada, we foster a collaborative, forward-thinking environment where creativity, innovation, and client success are paramount. Join our dynamic team and contribute to shaping the future of media strategy.