Scaled Programs Lead, SMB Ads
Leads the strategy, launch, and global scaling of programs for SMB-focused advertising agencies and partners. The role combines partner recruitment, education, incentives, co-marketing, experimentation, and team building across marketing, sales, partnerships, product, and operations.
About the job
Responsibilities
- Set global program strategy for SMB-focused agencies and scaled partners, including priority audiences, growth goals, and investments.
- Build awareness and recruit qualified participants through campaigns and outreach.
- Segment agencies and partners by capabilities, needs, and growth potential; design program tiers, incentives, and benefits.
- Develop education, training, webinars, certification, badging, and content for participants.
- Launch repeatable co-marketing programs, joint campaigns, events, and reusable toolkits.
- Pilot programs, measure participation, activation, advertiser growth, and economics, then scale effective approaches.
- Lead cross-functional delivery across marketing, sales, partnerships, product, and operations.
- Adapt programs across markets and build the team and operating capabilities required for global scale.
Requirements
- Experience building and scaling programs for SMB-focused agencies or partners serving small businesses.
- Experience setting program strategy using audience segmentation, customer insight, and commercial analysis.
- Experience developing participant recruitment, education, enablement, or co-marketing programs.
- Ability to translate program goals into measurable pilots and repeatable approaches.
- Experience leading cross-functional initiatives with marketing, sales, partnerships, product, and operations teams.
- Experience adapting programs across markets while balancing global consistency and local needs.
- Ability to combine hands-on program building with hiring, developing, and leading a team.
Preferred Qualifications
- Experience building agency or partner programs for digital advertising platforms serving SMBs.
- Track record of driving advertiser acquisition, activation, retention, or investment.
- Experience designing partner tiers, certifications, incentives, and benefits.
- Experience developing scalable co-marketing campaigns, education programs, and partner toolkits.
- Experience using program economics and experimentation to guide investment and growth.
- Experience expanding partner programs globally and adapting them to local markets.
Compensation
- Annual salary: $287,000–$318,000.
Skills
Program Strategy, Audience Segmentation, Partner Programs, Recruitment Campaigns, Co-Marketing, Digital Advertising, Program Economics, Experimentation, Certification Programs, Cross-Functional Leadership
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