Paid Media Specialist, B2B

CTS Custom Travel Solutions Pvt Ltd; Pune District; In loco; INR 600.000 - 1.200.000; Tempo pieno

Descrizione del lavoro

CTS Custom Travel Solutions Pvt Ltd is seeking a Paid Media Specialist for B2B, overseeing paid acquisition, tracking integrity, and lifecycle nurture across RouteStack and CTS portfolio. You will audit dataLayer, fix discrepancies with engineering, and drive revenue-focused campaigns for two core audiences: Evelyn enterprise buyers and Indie/Tech Builders.

This is an in-house, full-time role based in Baner, Pune, with overlap to US Central Time.

Competenze

• 5+ years in paid media, 3+ in B2B SaaS or API businesses
• Proven ability to scale Google Ads with documented results
• Hands-on LinkedIn and Meta for B2B audiences
• Deep GTM knowledge: dataLayer, tags, debugging
• Strong GA4 configuration and discrepancy diagnosis
• Experience with marketing automation platforms including offline conversions
• Comfort reading HTML/JS to diagnose tracking issues
• Advanced spreadsheet skills; autonomous with overlap with US Central Time

Mansioni

• Own paid acquisition performance across Google Ads, LinkedIn, Meta, and Microsoft Ads
• Manage budget allocation and pipeline contribution across channels
• Build full-funnel programs including demand capture and retargeting
• Run structured testing roadmap for ads, landing pages, audiences, and offers
• Own lifecycle and nurture in Klaviyo, HubSpot, and Customer.io
• Audit and maintain conversion tracking across GA4, GTM, pixels, and CRM
• QA dataLayer events, server-side tagging, and conversions APIs
• Set up offline conversions to optimize toward SQLs and revenue
• Enforce consistent UTMs and consent compliance
• Build dashboards linking ad spend to pipeline and revenue
• Reconcile platform numbers with CRM analytics and explain differences
• Present insights to leadership in clear language
• Collaborate with engineering, sales, RevOps, content, and design

Conoscenze

Paid media

B2B SaaS

Google Ads

GA4

GTM

dataLayer

Marketing automation

Klaviyo

HubSpot

Customer.io

HTML/JS

SQL

BigQuery

Looker Studio

Analytics

Strumenti

Google Ads

LinkedIn Ads

Meta Ads

GTM

HubSpot

Klaviyo

Customer.io

BigQuery

Looker Studio

Descrizione del lavoro

Paid Media Specialist, B2B at CTS Custom Travel Solutions

About the Role

Custom Travel Solutions (CTS) is hiring a Paid Media Manager to own paid acquisition and revenue accountability for our B2B offerings primarily RouteStack, our white-label travel platform, plus supporting products across the CTS portfolio (Travel Club, HotelRewards, API, Reconfirm.ai). You'll be accountable for pipeline and revenue, not just clicks and form fills.

This is not a set it and optimize bids role. We need someone who can audit a tracking setup, spot where data is leaking or being double-counted, explain exactly why, and work directly with engineering to fix it as comfortable inside Google Tag Manager as inside Google Ads. If you've ever traced a conversion discrepancy back to a broken dataLayer push or a misfiring tag, you'll feel at home here. You'll also own the lifecycle and nurture execution in our marketing automation stack, so the leads this role generates convert.

You’ll be marketing to two core B2B audiences:

• Evelyn our enterprise buyer persona, spanning Evelyn Travel Club (subscription travel club leads evaluating RouteStack, standalone travel APIs, or Reconfirm.ai) and Evelyn Other (neobanks, promotions execs, non-dues revenue leaders at membership orgs like AARP)
• Indie and Tech Builders — independent developers and small technical teams evaluating RouteStack's API/platform capabilities

Employment type: Full-time, in-house (on CTS payroll or via an India Employer of Record)

Location: Baner, Pune, India (in-house, full-time)

Reports to: Marketing Head

Timing: Full-time; Afternoon Shift OR must maintain meaningful daily overlap with US Central Time for syncs and fast turnaround with the US marketing team

What You'll Do

Own paid acquisition performance

• Plan, build, launch, and scale campaigns across Google Ads (Search, Performance Max, Demand Gen, YouTube), LinkedIn Ads, Meta, and Microsoft Ads, with room to test developer/community channels (Reddit, dev sponsorships) and review-site/intent channels (G2, Capterra) relevant to Evelyn and Indie/Tech Builder audiences
• Manage budget allocation across channels based on pipeline contribution, CAC, and payback period
• Build full-funnel programs covering demand capture, retargeting, competitor, and account-based campaigns
• Run a structured testing roadmap for ad copy, landing pages, audiences, bidding strategies, and offers

Own lifecycle and nurture execution

• Design and manage lifecycle and nurture flows in Klaviyo, HubSpot, and Customer.io — from lead capture through pipeline handoff, so paid-generated leads are actually worked, not just delivered

Own tracking and measurement integrity

• Audit and maintain conversion tracking across GA4, Google Tag Manager, ad platform pixels, and our CRM
• Identify gaps and failures in tracking (missing events, duplicate conversions, broken attribution, lost UTMs, consent-related data loss) and document them clearly for engineering
• Partner with developers to implement and QA dataLayer events, server-side tagging, Enhanced Conversions, Meta Conversions API, and LinkedIn CAPI
• Set up and maintain offline conversion imports so ad platforms optimize toward SQLs, opportunities, and closed-won revenue instead of raw leads
• Enforce UTM and naming conventions so every dollar can be traced from click to closed deal
• Ensure tracking remains compliant with consent requirements (Consent Mode v2, cookie banners, regional privacy rules)

Report on what actually matters

• Build dashboards that connect ad spend to pipeline and revenue (Looker Studio, BigQuery, or similar)
• Report on CAC, ROAS, pipeline sourced, cost per SQL, trial-to-paid conversion, and payback period
• Reconcile platform-reported numbers against CRM and analytics data, and explain the differences
• Present insights and recommendations to leadership in plain language

Collaborate cross-functionally

• Work with engineering on tracking implementation and QA
• Work with sales and RevOps to align lead definitions, lifecycle stages, and feedback loops
• Work with content and design on landing pages and ad creative

What You'll Bring

Required

• 5+ years managing paid media, with at least 3 years in B2B SaaS or platform/API businesses
• A proven track record of profitably scaling Google Ads accounts, with specific results you can walk us through (spend managed, CAC or pipeline improvements, what you changed and why)
• Hands-on experience with LinkedIn Ads and Meta for B2B audiences
• Deep, practical knowledge of Google Tag Manager: triggers, variables, dataLayer, custom events, and debugging with Preview mode and browser dev tools
• Strong GA4 skills, including event configuration, conversion setup, and diagnosing reporting discrepancies
• Experience implementing Enhanced Conversions, server-side tracking, or Conversions API integrations
• Strong working knowledge of Klaviyo, HubSpot, and Customer.io (or directly comparable marketing automation/CRM platforms), including offline conversion imports back to ad platforms
• Comfort reading basic HTML and JavaScript well enough to diagnose tracking issues and write clear tickets for developers
• Strong analytical skills and the ability to work in spreadsheets at an advanced level
• Comfortable working autonomously with meaningful daily overlap with US Central Time hours

Nice to have

• SQL and BigQuery experience (especially with the GA4 BigQuery export)
• Experience with server-side GTM hosted on Google Cloud or Stape
• Familiarity with attribution and incrementality testing (geo tests, holdouts, conversion lift studies)
• Experience with ABM platforms or intent data tools
• Experience in travel tech, travel infrastructure, or adjacent B2B platform/API businesses
• Familiarity with PostHog or similar product analytics tools
• Google Ads certification (nice, but results matter more)

How We'll Measure Success

In your first 90 days, you'll complete a full tracking and account audit, deliver a prioritized fix list with engineering, and have offline conversion data flowing back into our core ad platforms. Beyond that, success looks like a lower cost per SQL, a clear and trusted view of paid media's contribution to pipeline, and a testing program that consistently produces learnings.