Job Profile Summary
The role of the Paid Media team is to plan, execute, and optimize paid advertising strategies across multiple phases of the customer acquisition journey. This team plays a vital role in integrating paid media efforts with broader marketing strategies, ensuring a cohesive and unified approach to reaching audiences, enhancing visibility, driving engagement, and converting leads. By leveraging intention-based strategies, data-driven insights, and performance metrics, the team supports business growth and competitive market positioning by ensuring that marketing budgets are invested efficiently and effectively.
Job Description
- Performance Optimization: Directly influences the effectiveness of HNB's total paid media efforts by improving return on investment of customer acquisition activity including but not limited to paid search, paid social, affiliate, direct mail.
- Campaign Support and Enhancement: Elevates the performance of broader campaigns by ensuring that strategies for customer-acquisition activity are well-aligned with overall business objectives and optimized for maximum impact across the entire customer journey, including organic channel activity.
- Intention-Phase Expertise: Deep knowledge of customer-acquisition activity with a strong understanding of the unique audience behaviors and needs at this stage.
- Media Planning & Optimization: Expertise in online and offline media tactics, optimization approaches, and industry best practices to ensure HNB's overall media investment is impactful and efficient.
- Performance Analytics: Proficiency in analyzing data and performance metrics specific to customer acquisition, enabling real-time optimizations and maximizing investment returns.
- Audience Targeting & Segmentation: Knowledge of how to identify and engage high-value B2C and B2B prospects using intent-based targeting.
- Customer Acquisition Leadership: Provides clear guidance and support to internal stakeholders on strategies that align with customer acquisition activity, ensuring all actions drive towards overarching campaign goals and objectives.
- Innovation & Testing: Leads efforts to test new media formats and channels, fostering a culture of continuous improvement and adaptation to new opportunities.
- Champions a mindset of growth and strategic media deployment that prioritizes long-term business outcomes.
- Analytical Assessment: Ability to evaluate performance of customer acquisition activity to identify areas for improvement, develop actionable insights, and implement strategies to enhance performance.
- Creative Solutions: Employs creative problem-solving to discover new opportunities and overcome challenges in execution and optimization.
- Data-Driven Decision Making: Continuously refines approach by interpreting campaign data to inform strategic adjustments, ensuring media plans deliver strong customer acquisition results.
- Strategy Integration: Works closely with the campaign strategist and other team members to ensure strategies are effectively integrated into broader campaign goals and deliver a cohesive experience throughout the customer journey.
- Effective Communication: Clearly communicates performance insights, optimizations, and strategic recommendations to senior leadership and key stakeholders.
Duties And Responsibilities
- Execute conversion-focused paid media strategies to optimize media spend and drive customer acquisition in both digital and physical channels including but not limited to paid search, paid social, affiliate, direct mail, etc.
- Explore new paid channel opportunities and continuously test and refine current tactics to optimize performance of customer acquisition activity.
- Use data to inform adjustments to budget allocation, creative approach, and channel strategy to drive success of customer acquisition activity.
- Ensure vendors and partners are aligned with customer acquisition strategies to deliver optimal results.
- Stay current on channel best practices, trends, and technological advancements to ensure optimal performance and integration into broader media strategies.
Basic Qualifications
- Bachelor's Degree
- A minimum of 7 years of Online Marketing experience
Preferred Qualifications
- Strong analytical skills and experience with media performance tools and platforms.
- Ability to manage multiple projects simultaneously and prioritize effectively to achieve strategic objectives.
- Experience managing both online and offline customer acquisition channels.
- Experience working collaboratively with both internal and external partners.
- Experience targeting B2B audiences a plus.
- Experience in financial services or other highly regulated category a plus.
Additional Information
Exempt Status: (Yes = not eligible for overtime pay) (No = eligible for overtime pay): Yes
Workplace Type: Hybrid
Huntington is an equal opportunity and affirmative action employer and is committed to providing equal employment opportunities for all regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, veteran status, gender identity and expression, genetic information, or any other basis protected by local, state, or federal law.
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