Digital Media Lead

Principles; Toronto; Hybrid; CAD 70,000 - 90,000; Full time

Benefits offered by this job

3 weeks of paid time off

Quarterly in-person staff sessions

Monthly mobile phone stipend

Flexible workload during holiday seasons

Job summary

Principles is looking for a Digital Media Lead to manage and optimize paid media campaigns for nonprofit clients. This remote role also allows access to the Toronto office. The ideal candidate has significant experience in digital marketing, particularly in managing campaigns on platforms like Meta Ads Manager and Google Ads.

You will work collaboratively in a small team, focusing on detailed campaign analysis and strategic execution to drive impactful results. Benefits include remote work, three weeks of paid time off, and a monthly stipend for mobile expenses.

Qualifications

• Experience managing digital campaigns across various platforms.
• Strong understanding of analytics and tracking tools.
• Ability to derive actionable insights from campaign data.

Responsibilities

• Develop paid media strategies for client campaigns.
• Launch and optimize digital advertising campaigns.
• Analyze performance metrics and generate reports.

Skills

Paid digital campaign management

Meta Ads Manager

Google Ads

GA4 and GTM

Data analysis and reporting

Attention to detail

Strong communication skills

Client relationship management

Project management

Collaborative teamwork

Tools

Looker Studio

Meta

Google Grants

Microsoft Ads

Job description

Job Title: Digital Media Lead

Location: Remote, with optional access to our Toronto office at Queen and Spadina

Salary Range: $70,000 - $90,000 plus health benefits

Reports to: Strategy Director

Position Type: Full‑time, permanent

Posted: June 18

Deadline: June 28, 2026 at 5:00PM EST

Position Summary

We’re looking for a technically confident, thoughtful, and collaborative digital marketer to help us build out a growing part of Principles. This role sits at the centre of paid media deployment, campaign setup, analytics, tracking, reporting, and the behind‑the‑scenes infrastructure that helps nonprofit campaigns actually work. You will be comfortable in platforms such as Meta, Google Ads, Google Grants, GA4, GTM, and understand how strong digital systems help progressive organizations reach the right people, raise more money, and move more people to act. Ideal candidates have digital marketing or agency experience, enjoy both strategy and execution, and want more ownership than they might get inside a larger organization.

About Principles

Principles is a progressive nonprofit agency that helps charities, advocacy organizations, and social impact teams build strategies, campaigns, creative, and digital programs that move people to act. We work with organizations across issue areas including health, disability, education, poverty, climate, human rights, community care, and more. Our team of ~15 is collaborative, thoughtful, and dedicated to excellent work.

Things You Should Know & Benefits

We value diversity and encourage applications from folks from/with all backgrounds, genders, ethnicities, abilities, identities, and lived experiences.

Benefits:

• 3 weeks of paid time off per year
• Lighter workload between Christmas Eve and New Year’s Day
• Extra long weekends every summer
• Remote work
• Optional access to our office at Queen and Spadina in Toronto
• Quarterly 2‑day in‑person all‑staff working sessions
• A laptop and other work‑from‑home supplies as needed
• A monthly $50 stipend to help offset mobile phone expenses
• Annual bonuses shared with all employees when business targets are met

Core Responsibilities

Paid Media Strategy & Planning

You will develop practical, thoughtful paid media recommendations for client campaigns and projects and collaborate with strategy, creative, accounts, and project management teams to align media plans. Key tasks:

• Translate client objectives, campaign strategies, and creative concepts into paid media recommendations
• Develop media plans across Meta, Google Ads, Google Grants, Microsoft Ads, and other relevant channels
• Recommend audiences, budgets, timelines, KPIs, and optimization priorities
• Support media planning conversations with clients clearly
• Coordinate with third‑party planners, buyers, or agencies for expanded channels

Campaign Configuration & Deployment

Configure, launch, and manage paid media campaigns; ensure quality control and tracking infrastructure.

• Build and launch campaigns on Meta, Google Ads, Google Grants, Microsoft Ads, etc.
• Set up campaigns accurately based on approved plans and assets
• Maintain quality control across audiences, budgets, naming, trafficking, placements, and UTMs
• Support tracking setup and troubleshooting of pixels, tags, conversion events, GA4, GTM, and UTM structures
• Monitor campaigns in market and identify issues or opportunities

Optimization, Reporting & Analysis

Help clients and internal teams understand performance and recommend next steps.

• Review campaign performance continually
• Make thoughtful optimization recommendations
• Prepare and maintain reporting dashboards using Looker Studio or other tools
• Analyze performance across channels and conversion points
• Develop post‑campaign reports summarizing results, learnings, trends, and future opportunities
• Present analysis and recommendations clearly to clients and teams

Paid Media Systems & Growth

Help strengthen and grow paid media as a service area by building better systems and workflows.

• Stay current on paid media trends, platform updates, emerging channels, and best practices
• Identify opportunities to improve systems, processes, tools, templates, training, and delivery models
• Contribute ideas for scaling or evolving the paid media function
• Document repeatable workflows and quality‑control processes
• Participate in training and professional development related to paid media, analytics, reporting, and emerging platforms

Strategy Team Support

Contribute to broader strategy work when capacity allows.

• Support campaign strategy, audience planning, and measurement thinking
• Collaborate with strategists and client leads to align paid media with project direction
• Bring media‑informed perspective to internal planning conversations
• Help the team make realistic, measurable decisions

General Expectations

• Manage time effectively
• Stay organized and detail‑oriented
• Communicate clearly with internal teams, clients, vendors, and partners
• Meet agreed timelines, deadlines, and internal process requirements
• Participate in staff meetings and other team activities
• Contribute to the evolving delivery of high‑impact work

What You’ll Need to Bring

Must‑haves:

• Hands‑on experience setting up, managing, or optimizing paid digital campaigns
• Comfort with Meta Ads Manager and Google Ads
• Familiarity with GA4, GTM, pixels, tags, conversion events, UTMs, and digital campaign tracking
• Experience reading campaign data and turning it into clear recommendations
• Strong attention to detail
• Strong written and verbal communication skills
• Comfort working directly with clients or external partners
• The ability to manage multiple projects, deadlines, and priorities at once
• A collaborative approach with strategists, creatives, account leads, and project managers
• Interest in nonprofit, advocacy, fundraising, or social impact work

Nice‑to‑haves:

• Experience with Google Grants
• Experience with Microsoft Ads
• Experience with PMAX campaigns
• Experience building dashboards in Looker Studio
• Experience with nonprofit fundraising campaigns, lead generation, advocacy, or email acquisition campaigns
• Familiarity with Engaging Networks, Luminate Online, Mailchimp, New/Mode, Typeform, or similar tools
• Experience troubleshooting messy client tracking setups
• Experience working in an agency environment
• Experience helping improve internal systems, templates, workflows, or delivery processes

Who Might Be Perfect for This Role

If you have agency or digital marketing experience and want more ownership, enjoy clean setup, smart tracking, useful reports, and building better systems, this role could be your next challenge. We’re looking for someone who notices messy structures, faulty events, or technically accurate but not useful reports, and who wants to help build something meaningful.