Company Description Over the Top Marketing (OTT) helps health and wellness franchise brands scale through smarter marketing, integrated technology, and measurable performance. Built for multi-unit growth, OTT combines deep franchise expertise with a modern, performance-driven approach that delivers transparency, clear attribution, and ongoing optimization at every stage of expansion. The team supports emerging and established franchise systems with national, regional, and hyperlocal programs that drive stronger local performance and prove ROI. By uniting creative strategy, performance media, lead capture, and integrated measurement, OTT aligns franchise networks around a shared growth plan. Powered by Carbon, an AI-driven lead capture platform with POS and CRM integration, OTT connects strategy, execution, and data into one revenue system so brands can convert more demand and scale with confidence.
Role Description The Sr. Paid Social Strategist is a full-time, remote role responsible for leading paid social strategy and execution across multiple health and wellness franchise brands. The Senior Performance Strategist leads complex campaign strategy, testing, and innovation across Paid Search and Paid Social. This role serves as a senior subject-matter expert and cross-channel strategist, helping drive stronger performance across client accounts while mentoring team members and advancing best practices across the Performance department. Success in this role requires deep expertise across both Search and Social, strong analytical and strategic thinking, and the ability to turn performance data into clear, actionable recommendations.
What You'll Do
- Lead cross-channel campaign strategy and innovation for complex or high-profile accounts.
- Design, implement, and document advanced testing roadmaps across creative, audience, and bidding strategies.
- Coach and guide Performance Strategists, Client Success Leads/Managers, and offshore specialists through mentorship, strategic context, QA strategy guidance, and skills development.
- Develop cohesive media strategies that bridge Search and Social, connecting upper- and lower-funnel objectives.
- Act as a senior escalation point for performance challenges or campaign underperformance.
- Present data-driven insights to leadership, identifying optimization and efficiency opportunities.
- Contribute to department-wide frameworks, templates, QA strategy standards, and best practices.
- Pilot new platforms, technologies, or targeting methods to measure and improve performance outcomes.
- Support process improvement without replacing manager accountability, Ad Ops campaign-level QA ownership, or formal offshore people management.
What We're Looking For
- Strong expertise in paid social media strategy and execution, including campaign planning, audience targeting, and funnel design on platforms such as Meta, TikTok, LinkedIn, and other major social networks.
- Proficiency in performance analysis and optimization, including interpreting platform analytics, managing budgets, running A/B tests, and using data to improve lead quality, conversion rates, and ROAS.
- Experience collaborating on creative development for paid social, including ad copy, visual concepts, and messaging tailored to franchise and local market needs.
- Ability to work with marketing technology, such as tracking pixels, CRM and POS integrations, and attribution tools to connect campaigns to leads and revenue.
- Background in multi-location, franchise, or local performance marketing, with the ability to balance brand consistency and local customization.
- Strong communication and stakeholder management skills, including presenting strategy and results to internal teams and client partners in a clear, actionable way.
- Comfort working in a remote, fast-paced environment, managing multiple accounts and priorities while meeting deadlines and performance targets.
