Job Description

The Paid Media Specialist is responsible for developing, managing, and optimizing paid advertising campaigns across multiple platforms to drive traffic, generate leads, increase conversions, and achieve key performance goals. This role requires expertise in paid search, social media advertising, programmatic display, and analytics. The Paid Media Specialist works collaboratively with the marketing, creative, and analytics teams to align campaigns with overarching strategies and ensure maximum return on investment (ROI).

Key Responsibilities:

Campaign Strategy and Planning

• Develop and execute paid media strategies across platforms such as Google Ads, Facebook Ads, LinkedIn Ads, Instagram, YouTube, and programmatic display.
• Collaborate with the marketing and creative teams to align paid campaigns with broader marketing objectives and brand messaging.
• Define campaign goals, target audiences, and KPIs to measure success, ensuring campaigns deliver on specific objectives such as lead generation, brand awareness, or revenue growth.

Campaign Management and Execution

• Launch and manage paid advertising campaigns, including keyword research, audience segmentation, bidding strategies, and ad placements.
• Set up, monitor, and optimize campaigns in real-time to ensure performance metrics (CTR, CPC, ROAS, etc.) meet or exceed targets.
• Write compelling ad copy and coordinate with the creative team to develop visuals and video assets tailored to the campaign objectives.

Audience Targeting and Segmentation

• Leverage audience insights and data to create detailed targeting profiles based on demographics, psychographics, behaviors, and interests.
• Develop and implement retargeting strategies to re-engage potential customers and drive conversions.
• Utilize lookalike audiences and custom audience creation to expand reach and acquire new leads.

Budget Management and Optimization

• Allocate campaign budgets effectively across platforms and campaigns to maximize ROI and achieve business objectives.
• Monitor daily and weekly spend to ensure campaigns stay within budget while delivering optimal performance.
• Provide recommendations for budget reallocation based on campaign performance and business priorities.

Analytics and Performance Reporting

• Track, analyze, and report on campaign performance using tools like Google Analytics, Facebook Ads Manager, and other platform-specific analytics.
• Generate actionable insights from data to optimize future campaigns and improve ROI.
• Create detailed performance reports for stakeholders, including recommendations for ongoing strategy adjustments.

Platform Expertise and Optimization

• Stay up to date on platform updates, new ad formats, and emerging technologies to ensure campaigns leverage the latest features and best practices.
• Test and experiment with different ad types, targeting options, bidding strategies, and creative assets to optimize performance.
• Monitor competitive trends and conduct benchmarking to identify opportunities for improvement and innovation.

Collaboration and Coordination

• Work closely with the creative team to develop ad assets that align with platform specifications and audience preferences.
• Partner with the analytics team to track attribution models, conversion paths, and audience insights.
• Collaborate with content teams to ensure landing pages, CTAs, and funnel stages align with paid campaigns for a seamless user experience.

Compliance and Quality Assurance

• Ensure all paid media campaigns adhere to platform policies, brand guidelines, and legal requirements.
• Conduct quality assurance checks on campaigns, including proper ad placement, accuracy of targeting settings, and compliance with privacy standards like GDPR or CCPA.

Skills and Qualifications:

Technical and Analytical Skills

• Advanced knowledge of paid media platforms, including Google Ads, Facebook Ads Manager, LinkedIn Ads, and programmatic tools like Google Display Network or DV360.
• Strong analytical skills with experience using Google Analytics, SEMrush, or similar tools to track and optimize campaign performance.
• Proficiency in bid management and A/B testing for ads, landing pages, and targeting.

Marketing Knowledge

• Solid understanding of digital marketing fundamentals, including attribution models, conversion funnels, and audience segmentation.
• Knowledge of SEO principles and how they complement paid strategies to drive traffic and conversions.

Communication and Collaboration

• Excellent communication skills for presenting campaign performance and insights to stakeholders.
• Strong collaboration skills to work effectively with creative, analytics, and marketing teams.

Organizational and Project Management Skills

• Ability to manage multiple campaigns simultaneously, ensuring deadlines and performance goals are met.
• Detail-oriented with strong organizational skills for managing budgets, timelines, and deliverables.

Experience:

• Bachelor’s degree in marketing, Advertising, Communications, or a related field (or equivalent experience).
• 3–5 years of experience managing paid media campaigns, preferably across multiple platforms.
• Proven track record of successfully managing ad budgets and achieving measurable results.
• Experience in e-commerce, lead generation, or other performance-driven marketing environments is a plus.

Tools and Software:

• Paid Media Platforms : Google Ads, Facebook Ads Manager, LinkedIn Campaign Manager, TikTok Ads, Pinterest Ads, etc.
• Analytics Tools : Google Analytics, Google Tag Manager, and platform-specific insights tools.
• Keyword and Competitor Research : SEMrush, Ahrefs, or similar tools.
• Project Management : Familiarity with tools like Asana, Trello, or Monday.com for tracking campaign tasks and deliverables.

Additional Traits for Success:

• Results-Driven : Focused on achieving measurable results through data-driven decision-making and performance optimization.
• Innovative Thinking : Willingness to experiment with new ad formats, platforms, and strategies to improve campaign outcomes.
• Problem-Solving Skills : Ability to identify and address performance issues, ensuring campaigns stay on track.
• Adaptability : Comfortable working in a fast-paced environment with changing priorities or emerging opportunities.

  Benefits:

• 401(k)
• 401(k) matching
• Dental/Vision insurance
• Employee assistance program
• Flexible spending account
• Health insurance
• Life insurance
• Paid time off
• Tuition reimbursement

  Schedule:

• 8-hour shift
• Days and hours may vary.

This job description in no way states or implies that these are the only duties to be performed by the employee occupying this position.  Employees will be required to follow any other job-related instructions and to perform any other job-related duties requested by their supervisor.  Such tasks shall be capable of being performed with reasonable accommodation, if necessary, that does not impair a business necessity or impose an undue business hardship and without presenting a direct threat to the safety of the applicant or others.

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