General information

Agency: Initiative

Job Function: Addressable Strategy

Location: Toronto, Canada

Job Ref#: 6597

Description & Requirements

Position Summary

The role of an Associate, Digital Activation is to be responsible and accountable for managing the plan development & set up of programmatic, biddable media campaigns and be the main hands-on-keyboard, in console. You are solution-oriented and able to work collaboratively with audience strategy, communications design and data & technology teams. The successful candidate will have demonstrated knowledge of and strong interest in digital marketing & analytics, including an understanding of ad networks, ad exchanges, DSP/ SSPs or auction marketplaces, ad servers and data management platforms & ad verification solutions.

Key Responsibilities


  • Reporting to Associate Director, Digital Activation (Team Lead), be accountable for the executional strategy of digital campaigns, such as determining bid strategy, implementing audience list and leveraging historical insights to inform implementation
  • Execute & maintain oversight on all aspects of digital campaign management processes – campaign strategy; audience list set-up, tagging recommendations; console setup; delivery management (pacing, budget, spend); analysis, reporting and billing reconciliation
  • Be the subject matter expert on emerging and proven digital media buying & optimization strategies and brand safety practices
  • Manage and adapt communication with internal & external stakeholders to ensure they are kept up to date on the progress of tasks and digital campaigns results
  • Maintain a direct relationship with Digital Vendors, DSP and DMP providers to understand the opportunities and limitations of implementing digital media buying programs
  • Be accountable for shaping and driving assigned tasks to completion
  • Ensure relevant tracking is implemented


  • Generate & analyze reports to ensure visibility into where ads are appearing as well as
  • implement automated reports that tracks campaign performance and support the development of new metrics
  • Perform campaign analysis to assist with KPI setting and campaign benchmarks, optimizing and providing budget allocation guidance
  • Turn large amounts of segmentation data into actionable insights using tools like data onboarding platforms and DMPs
  • Maintain relationships with digital media vendors & technology providers to understand emerging opportunities and algorithm changes that could impact campaign outputs
  • Become an expert in the use and best practices for multiple programmatic platforms, offering insights on how to improve campaign effectiveness through deep use of data and platforms functionality
  • Ensure that data sources (e.g. remarketing lists, 1st party data) and technologies (custom bidding) connect properly as well as perform maintenance on these integrations when needed
  • Ensure that data management and sharing conform to privacy and security requirements


  • Ensure that improvements or changes to campaigns align to and deliver a consistent brand & positive user ad experience where possible
  • Proactively ensure that governance practices are followed when executing digital media buys
  • When required provide full transparency into buy decisions
  • Exhibit an in-depth knowledge of the digital media industry and real-time media market dynamics


  • Implement best practices/follow policies and procedures to safeguard proprietary & 3rd party data
  • Maintain up to date knowledge and implement brand safety and suitability guidelines, mitigating unfavourable adjacencies for the brand
  • Use a multi-layered approach to monitoring and safeguarding data to reduce the risk of unauthorized access, use or disclosure of data
  • Follow incident protocols in the event of a data breach
  • Ability to meet regulatory requirements when using/storing client data sources

Desired Skills & Experience

  • Knowledge of digital buying best practices including programmatic marketing and strong familiarity with self-serve buying platforms (ie. DV360, Amazon DSP, Verizon DSP) is preferred
  • Exceptionally organized self-starter who can work independently, execute quickly and move to the next task
  • Ability to work collaboratively, move quickly and proactively for campaign success in a deadline-driven environment
  • Office suite fluency, including MS Excel pivot tables & Google Sheets
  • Strong communication skills (verbal & written); ability to provide concise, clear reporting and actionable analysis
  • Excellent quantitative and analytical skills with the ability to draw conclusions based on data
  • Proven ability to self-check work to ensure results are error-free
  • Ability to plan, organize and work on multiple tasks simultaneously
  • Curious and passionate for continuous development with keenness to learn new platforms and technology

About Us

Initiative is different to other media agencies.

We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we are liberated by a new world structure designed to deliver highly differentiated and highly effective communications strategies for our clients.

We’re not the biggest agency in town. So rather than outsize our competitors we must outsmart them. That’s why we’ve built the strongest strategic capability of any agency in the market. Core to this strategic capability is an obsession with culture and how brands can pivot from brand advertising (which is forgettable) to cultural branding (which is memorable).

Our new world model is comprised of four central “craft centers” – Client Advice and Management, Strategy, Communications Design and Partnerships.


Initiative respects that everyone has something unique to contribute to the agency.

We are a bunch of eclectic and brilliant misfits with diverse backgrounds that represent the unique fabric of consumers and culture.

We want you to be yourself. We want to hear your opinions. We want to see your passion and energy.

If you disagree with something you see or hear then speak up. We will never punish or penalize you for bringing something important to our attention.

If you believe you can improve something in the agency then speak up. We will always listen to your ideas and suggestions.

We will not tolerate harassment, bullying or corporate politics. We will not tolerate discrimination of any kind. We expect you to be responsible on social media and remember that you represent the agency and should not bring us into disrepute.

We are committed to your learning and development. The agency will organize regular training to enhance and accelerate your career – we expect you to prioritize training and actively participate.

We strive for world-class work on every client, every time.

We believe that good enough is not good enough.