Media Strategy Specialist

Company Profile

80 years and countless innovations later, JCB is the world's largest privately-owned manufacturer of construction and agricultural equipment. At 23 plants spanning four continents-and countries including the United States, the United Kingdom, India and Brazil-JCB manufactures a range of more than 300 products including telescopic handlers, backhoeloaders, excavators, wheel loaders, compact excavators, skid steer loaders, compact track loaders, Accessaerial work platforms, rough terrain forklifts, and tractors.


JCB people are at the heart of our business and as a family-owned business we answer to our customers, not a group of shareholders. That freedom allows us to concentrate on developing the latest technologies and incorporating them into our equipment. We focus on what our customer needs on the jobsite - a machine that holds up in the toughest environment and increases their productivity.


At JCB, we stand behind our products - and our name.


Position Purpose

We are seeking a detail-oriented and data-driven Media Strategy Specialist to support the execution and optimization of digital paid media programs for JCB North America. This role is responsible for hands-on management of Paid Search, Paid Social, and PMAX campaigns-primarily executed through the Smartly.io platform, Google Ads, and Meta Ads Manager. The Media Strategy Specialist plays a critical role in driving awareness, engagement, and lead generation for JCB's heavy equipment product lines by ensuring accurate setup, ongoing optimization, and performance reporting of all paid digital channels.

Working closely with the Media Strategy Manager, this position helps translate strategic direction into flawlessly executed campaigns. The ideal candidate combines platform expertise, analytical thinking, and a passion for continuous improvement to deliver efficient, high-performing media programs that support business growth.


Position Type

Full Time, Exempt


Major Tasks, Responsibilities & Key Accountabilities

Paid Media Execution & Optimization

• Build, launch, and manage Paid Search, Paid Social, and PMAX campaigns across Smartly.io, Google Ads, Meta Ads Manager, and other applicable platforms.
• Execute daily campaign optimizations-including bid adjustments, budget pacing, creative rotation, and audience refinement-to meet performance goals.
• Set up and QA all tracking parameters, UTM structures, conversion goals, and pixel configurations to ensure accurate measurement.
• Support creative testing frameworks in Smartly.io, including dynamic creative optimization, video variations, and A/B experiments.
• Monitor performance trends and proactively flag issues such as cost escalations, conversion anomalies, or pacing inconsistencies.

Performance Measurement, Reporting & Insights

• Produce weekly and monthly channel-level reports outlining key results, trends, and actionable insights.
• Maintain dashboards (via Smartly.io, platform analytics, and Salesforce) that provide visibility into spend, efficiency, and lead quality.
• Analyze user behavior, media consumption, and funnel performance to recommend optimization opportunities.
• Assist in evaluating channel attribution, campaign ROI, and conversion paths to inform future investment decisions.

Cross-Functional Collaboration

• Partner with the Media Strategy Manager, creative teams, product marketing, and external agencies to align campaign execution with messaging and business priorities.
• Coordinate asset delivery, audience requirements, landing page needs, and technical specifications to ensure accurate campaign setup.
• Support integrated campaign planning by providing channel performance data, competitive insights, and audience recommendations.
• Work with the Salesforce and Marketing Automation teams to ensure lead flow, data syncing, and attribution fields accurately reflect paid media activity.

Process, Technology, and Innovation

• Maintain media process documentation, campaign setup templates, and QA checklists to support accuracy and agility.
• Leverage Smartly.io features such as automation rules, bulk editing, audience sync, and creative scaling to improve efficiency.
• Identify opportunities to incorporate AI-driven optimizations, predictive insights, and automated creative strategies.
• Stay informed about platform updates, industry trends, and best practices within paid media and B2B marketing.

Key Performance Indicators

Campaign Performance & Efficiency

• Cost Efficiency Metrics: Achievement of CPA, CPC, CPM, ROAS, and cost-per-lead targets across search, social, and PMAX.
• Conversion Quality: Improvement in lead-to-Retail conversion performance as validated through Salesforce metrics.
• Click-Through & Engagement: Strength of CTR, engagement rate, and ad relevance/ad quality scores.

Operational Accuracy & Execution

• Campaign Launch Precision: Accuracy of campaign setup, proper tracking implementation, and adherence to timelines.
• Budget Pacing: Consistent and accurate utilization of allocated budgets across channels.
• Error Rate Reduction: Fewer setup errors, tracking issues, or optimization oversights.

Reporting, Insights & Stakeholder Support

• Insight Quality: Ability to deliver clear, actionable insights, not just raw data.
• Reporting Timeliness: On-time delivery of weekly, monthly, and ad-hoc performance summaries.
• Data Integration Accuracy: Clean syncing between Smartly.io, media platforms, and Salesforce for downstream reporting.

Innovation & Continuous Improvement

• Testing Velocity: Frequency and effectiveness of A/B tests across creative, audiences, and bidding strategies.
• AI & Automation Adoption: Utilization of Smartly.io automation features and AI-powered optimization tools.
• Process Enhancements: Contributions to more efficient workflows, templates, or automation rules that reduce manual lift.

Minimum Qualifications

• Bachelor's degree in Marketing, Advertising, Communications, Business, or a related field.
• 2-4 years of hands-on experience executing Paid Search, Paid Social, or PMAX campaigns (agency or in-house).
• Practical experience in Smartly.io or similar ad automation platforms.
• Proficiency with Google Ads and Meta Ads Manager.
• Strong analytical skills with experience interpreting performance metrics, trends, and optimization insights.
• Experience working with tracking parameters (UTMs), pixels, and conversion measurement across channels.

Preferred Qualifications

• Experience in B2B marketing environments, especially industries with multi-step or dealer-driven sales cycles.
• Working knowledge of Salesforce for lead tracking and attribution.
• Experience using automation rules, feed-based creative workflows, or AI-enabled optimization tools.
• Understanding of agile workflows for rapid testing and iteration.

Knowledge, Skills, Abilities & Competencies

• Proficient in Microsoft Office software
• Comfortable in an in-person office environment
• Technical competence is a plus
• Must be customer service oriented, flexible, and have a high energy level
• Must have excellent follow-through skills
• Must have a professional, polished, and sophisticated demeanor and be comfortable in most social settings
• Must be open to domestic and international travel
• Desire and proven ability to learn and grow

Job Conditions

• Both office environment and occasionally manufacturing/factory environment
• Subject to noise and temperature changes

Physical Requirements

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is regularly required to:

• Sit; use hands to finger, handle, or feel; reach with hands and arms; and talk or hear.
• The employee is occasionally required to stand and walk.
• The employee must frequently lift and/or move up to 10 pounds.
• Specific vision abilities required by this job include close vision, distance vision, depth perception, and ability to adjust focus.

JCB is an equal employment opportunities (EEO) employer in accordance with applicable federal, state and local laws. JCB complies with applicable state and local laws governing non-discrimination in employment in every location in which the company has facilities. EEO EMPLOYER/VET/DISABLED.

JCB Inc. is not currently hiring individuals for this position who now or in the future require sponsorship for employment visa status; however, as a global company, JCB offers many job opportunities outside of the U.S. which can be found through our website at

Disclaimer: This job description is general in nature and is not designed to contain or to be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to the job.