Digital Marketing Lead

Develop and execute PPC strategies across Google Ads, Microsoft Advertising Manage campaign portfolios including Brand, Non-Brand, Competitor, Remarketing, Performance Max, Demand Gen, and Display campaigns Develop region-specific acquisition strategies and budget allocations across North America, EMEA, APAC, and LATAM markets Define campaign objectives, targeting strategies, bidding approaches, and budget allocations Conduct keyword research, audience analysis, and competitive assessments Campaign Production & Execution Build and launch new campaigns, ad groups, keywords, audiences, and ad creatives Create compelling ad copy aligned with marketing messaging and business objectives Configure campaign tracking, conversion goals, and attribution settings Implement and maintain UTM frameworks and tracking templates Performance Monitoring & Optimization Monitor campaign performance daily to identify opportunities and risk Monitor auction dynamics, CPC prices, impression share, and competitive bidding trends Evaluate incremental return on advertising spend and identify points of diminishing returns Optimize bids, budgets, audiences, keywords, placements, and ad creatives to improve efficiency Monitor competitor advertising strategies, messaging, keyword coverage, landing pages, impression share, and market positioning. Identify competitive opportunities and recommend strategic responses Conduct A/B testing on ad copy, landing pages, and campaign structures Manage negative keywords and maintain traffic quality Analyze conversion paths and recommend improvements to increase lead quality and conversion rates Provide proactive recommendations on budget allocation, growth opportunities, risks, and expected business outcomes Analytics & Reporting Analyze performance across the full funnel from click to revenue, including MQL, SQL, Opportunity, and Pipeline contribution Analyze platforms performance, buyer-intent signals, and contribution to pipeline generation Produce weekly, monthly, and quarterly performance reports Translate campaign data into actionable business recommendations Present performance insights and optimization plans to stakeholders Identify attribution gaps and recommend improvements to measurement frameworks Cross-Functional Collaboration Partner with web, content, product marketing, and sales teams to improve campaign effectiveness Own landing page performance and conversion optimization strategy, coordinate landing page development with web and content teams Collaborate with analytics and operations teams to ensure tracking accuracy and attribution alignment Manage relationships with external agencies and advertising vendors when applicable Continuous Improvement Stay current on changes across Google Ads, Microsoft Advertising, GA4, and digital marketing best practices Familiarity with AI search optimization, generative search ecosystems, and emerging AI-driven discovery channels Evaluate emerging advertising channels, technologies, and automation opportunities. Recommend process improvements that increase campaign efficiency and scalability QUALIFICATIONS Bachelor's degree in Marketing, Analytics, Business, or related field 5-7 years of recent hands-on experience operating and scaling paid search campaigns in B2B technology environment, with a proven track record generating qualified pipeline for sales-led software solutions. At Fortra, work is only part of the story. Explore what Life at Fortra is all about, from perks that support holistic wellbeing to a culture that keeps you connected and empowered to make an impact beyond the job.