About WebMD Ignite
WebMD Ignite, a division of WebMD and Internet Brands, is the growth partner for healthcare organizations. We guide people to better health at all stages of their journey, from discovery to recovery. Our combination of leading brands in the industry—including WebMD, Medscape, Krames, PulsePoint, Vitals, The Wellness Network, Mercury Healthcare, and Healthwise—offers comprehensive solutions that engage individuals with timely, relevant messaging that optimizes experiences and outcomes, driving loyalty and lifetime value for our clients. Learn more at WebMDIgnite.com.
Job Overview
The Programmatic Media Strategist Is an integral member of our programmatic advertising team. They focus on developing, executing, managing, and optimizing programmatic campaigns for clients in the healthcare sector. This includes strategic guidance in optimizing advertising campaigns across clients. The programmatic media strategist will work closely with programmatic traders from campaign strategy development to execution.
Responsibilities
Develop, Execute, and Negotiate Multi-Channel Programmatic Strategies
- Develop and oversee programmatic media strategy and recommendations based on the client's goal across multiple channels including display, video, OTT, Digital-Out-Of-Home, Digital Audio, and native with a focus on healthcare markets, to maximize campaign performance and client ROI.
- Manage the entire campaign lifecycle from planning to implementation, optimization, and reporting.
- Connect with to creative teams to provide creative asset recommendations and performance insights by staying up-to-date on creative best practices or new creative placements
- Negotiate and implement direct and private marketplace deals with select media partners
- Identify third-party data segments at efficient CPMs for audience targeting.
- Upload and distribute audience lists into Data Management Platforms (DMP)
Campaign Management and Optimization
- Oversee the execution, management, and optimization of programmatic media plans across various platforms and channels in line with client objectives.
- Monitor ad verification, brand safety, and viewability.
- Build and evolve relationships as the primary point of contact with media partners and internal teams
- Interpret and report on attribution models across programmatic and other paid media campaigns to illustrate the impact of upper-funnel tactics on performance.
- Guide and recommend tag setup and management alongside Data, Analytics & Insights, and Ad Ops teams
- Analyze and resolve diverse and complex issues based on in-depth knowledge of programmatic and ad-serving platforms
Client and Internal Team Engagement
- Establish and grow relationships as a key point of contact among media partners and internal teams.
- Deliver, and present client reporting and insights monthly and quarterly.
- Collaborate with internal teams and departments to share programmatic insights that can be leveraged across paid search, paid social, and SEO efforts.
- Respond to client questions and ad hoc requests in a timely manner
- Partner with DA and Data Ops for robust reporting integrations that support campaign performance and story. Examples of integrations include Dataroma and Tableau
Collaboration and Knowledge Sharing
- Share programmatic knowledge with internal and external clients and provide mentorship to Managers & Specialists to foster their growth
- Perform quality assurance reviews for junior-level campaign builds
- Conduct ongoing programmatic trends analysis while staying current on recent platform updates and how to apply them to campaigns.
Expertise and Continuous Learning
- Advance expertise in the digital display ecosystem and programmatic media landscape to improve campaign strategies and execution.
- Maintain current knowledge and expert understanding of DSP platforms, leveraging this expertise to support and educate both clients and internal teams.
- Embrace new opportunities to learn more about and test new automated buying approaches, platforms, technologies, and creatives
Business Development Support
- Assist The new business team with pitch recommendations and deliverables.
Qualifications
- Expert knowledge of digital programmatic buying and planning with hands on experience
- 3+ years of proven experience in programmatic advertising across multiple channels with a proven track record of planning and managing successful campaigns.
- Strong understanding of digital media metrics and the ability to translate them into meaningful campaign insights.
- Proficient In using programmatic platforms and tools including DSPs, DMPs, ad verification tools, attribution models, and tagging systems.
- Excellent analytical and reporting skills with proficiency in Google Analytics, Excel, or similar tools
- Ability to communicate complex data in a clear and concise manner.
- Strong organizational and project management skills
- Flexible, self-starting attitude; able to collaborate cross-functionally and communicate effectively with colleagues at all levels in the organization
- Demonstrated problem-solving abilities and proactiveness in resolving campaign issues.
- Commitment To ongoing learning and staying at the forefront of programmatic advertising trends.
- Proficiency in DSPs such as Yahoo DSP, The Trade Desk, and comfortable with other ad technologies like Liveramp.
- Passionate about training and growing the skillsets of junior team members
- Experience with executing and planning emerging programmatic channels such as DOOH and OTT.
- Proficiency in process placing tracking pixels on client websites (directly or using GTM) and building online and offline conversion and attribution models
- Advanced understanding of audience segmentation and targeting
Preferred Experience
- Experience with healthcare marketing and understanding of HIPAA compliance is highly desirable.
- Experience with working with custom audience lists
