Strategy Lead (B2C)

Role Overview

The Strategy Lead leads a dedicated B2C pod at farsiight, acting as the primary strategic and commercial owner of their client portfolio. They are responsible for translating client business goals into paid media and creative strategy, overseeing two media buyers in executing that strategy, and retaining and growing the pod's revenue base.

This role sits at the intersection of senior strategist and people leader. Client-facing strategic work, internal leadership, and hands-on media buying across select accounts all form part of the day-to-day. The balance between these will shift depending on the composition of the portfolio and the maturity of the pod at any given time.

Key Responsibilities1. Client Strategy & Portfolio Ownership

• Own the strategic direction for all clients in the pod, from onboarding through to ongoing strategy iteration. On some accounts the media buyers will manage day-to-day execution end-to-end, with the Strategy Lead providing strategic oversight and holding the senior client relationship. On others, the Strategy Lead will be more directly involved in execution alongside the media buyer.
• Translate client commercial objectives (revenue targets, CAC goals, contribution margin thresholds, etc.) into actionable full-funnel paid media strategies across Meta, Google, TikTok & other media channels.
• Lead all senior client-facing communication across the portfolio, including strategy presentations, performance reviews, and escalation conversations. On accounts where a media buyer manages the relationship day-to-day, the Strategy Lead maintains strategic oversight and acts as the senior escalation point rather than the primary contact.
• Identify upsell and expansion opportunities within the existing portfolio to support NRR growth.
• Maintain clear documentation of client strategy, testing roadmaps, and performance context so the pod can operate with continuity.

2. Campaign Development & Creative Strategy

• Develop campaign briefs that integrate media strategy with creative direction, ensuring creative concepts are grounded in audience insight and performance data.
• Lead structured creative testing programmes for the pod's clients, driving velocity and learnings across paid social channels.
• Collaborate with internal creative resources or client-side teams to ensure briefs are actionable and output meets channel best practice.
• Own the creative feedback loop, reviewing creative performance, extracting learnings, and iterating briefs accordingly.

3. Media Buying Oversight & Hands-On Execution

• Provide strategic direction to two media buyers, setting campaign priorities, reviewing account structures, and ensuring execution aligns with strategy. On a select number of accounts, the Strategy Lead will fulfil the media buying role directly, maintaining platform fluency and staying close to performance. This is both a deliberate choice to remain technically sharp and a source of pod flexibility when needed.
• Maintain oversight of campaign performance without micromanaging execution, intervening when strategic course-corrections are needed.
• Review media buyer output for quality, accuracy, and strategic alignment before client delivery.
• Serve as the escalation point for complex performance challenges within the pod.

4. Pod Leadership & Team Development

• Run weekly pod WIPs to align on client priorities, workload, and upcoming deliverables.
• Hold monthly 1:1 development conversations with each media buyer, providing structured feedback and supporting career progression.
• Foster a high-performance, accountable culture within the pod by setting clear expectations and modelling the standard of work.
• Actively contribute to the development of junior talent by sharing strategic thinking and providing stretch opportunities where appropriate.

5. Commercial & Operational Performance

• Monitor pod Gross Profit Margin and actively look for ways to improve it through delivery efficiency, AI tooling, and scope discipline, not just by adding revenue. Flag pricing issues or margin risks to the Head of Performance proactively.
• Ensure client contracts and scopes reflect the actual work being delivered, and escalate misalignment before it erodes margin.
• Support pre-sales activity where required, contributing to audits, strategy proposals, and new business pitches for B2C prospects.
• Participate in agency-wide operational improvements, particularly where they relate to strategy delivery, client onboarding, or performance reporting.
• Lead regularly scheduled AMA sessions hosted by the Head of Performance, representing the B2C pod in sharing key strategies, learnings, process improvements, and client case studies with the wider agency. Prepare and present these sessions collaboratively with your media buyers, using them as both a knowledge-sharing forum and a development opportunity for the pod.
• Attend scheduled leadership WIP meetings as a standing representative of the B2C pod. Come prepared to surface performance issues, team challenges, and client risks with context and a point of view, not just a status update. Contribute actively to broader agency problem-solving beyond your own portfolio, bringing the perspective of a pod leader who understands both the commercial and operational pressures of running a client-facing team.

Skills & ExperienceExperience

• 5–8 years in performance marketing, with a strong grounding in paid social (Meta essential; TikTok and LinkedIn advantageous) and paid search (Google Ads).
• Demonstrable experience owning client strategy across B2C accounts, ideally with monthly media budgets of $50K+ per client.
• Experience leading or mentoring at least one direct report in an agency or in-house environment.
• Proven track record of retaining and growing client relationships over time.

Technical Skills

• Strong command of paid social and paid search campaign architecture, bidding strategy, and account optimisation.
• Ability to build and communicate full-funnel media strategies that connect upper-funnel awareness to bottom-funnel conversion.
• Solid understanding of B2C performance metrics, including MER, ROAS, CAC, and contribution margin, and the ability to use these to drive strategy, not just report on them.
• Competence in creative strategy: the ability to brief creative work that has a clear strategic rationale and performance hypothesis.
• Proficient in GA4, Meta Ads Manager, Google Ads, and standard attribution and analytics tooling.

Leadership & Commercial Mindset

• Commercially astute, with the ability to understand a client's business model and connect marketing activity to revenue outcomes, not just platform metrics.
• Confident communicator who can present strategy and performance data to senior client stakeholders without excessive hand-holding.
• Proactive and ownership-oriented, identifying problems before they surface and driving solutions without waiting to be directed.
• A genuine interest in developing others, being patient, direct, and invested in the growth of the people in their pod.
• Comfortable with ambiguity and able to make sound strategic judgements with incomplete information.

The Perks

• Competitive Salary
• Flexible working hours (no fixed start or finish times)
• Remote work (work from home)
• farsiight Fridays - early knock off on one Friday each month.
• A day off on your birthday
• Quarterly Team Events in Brisbane (travel expenses on us)
• Annual Company Retreat (last year we spent 2 days at Tamborine Mountain Glades)
• Monthly time to invest in personal growth (read books, listen to podcasts or do online courses)
• Working with people who are genuinely freaking awesome

If this sounds the role for you we would love to hear from you! If you have any questions at all reach out to careers@farsiight.com