Role Overview
The Digital Paid Media Manager will own and execute the paid advertising strategy across multiple digital platforms, driving business growth by optimizing campaigns performance. You are the subject matter expert when it comes to paid media strategy and execution. This role requires a data-driven marketer with expertise in media investment planning, budgeting, forecasting, and ROAS optimization, as well as campaign management, analytics, and audience targeting, as well as the ability to lead cross-functional collaboration to align paid media efforts with broader marketing goals.
Key Responsibilities
Paid Media Strategy
- Develop and implement paid media strategies to support business goals, including customer acquisition, retention and revenue growth
- Determine the best digital paid channels to reach our businesses’ target audiences
- Be fully accountable for media investments, ROAS, and campaign results
- Develop, implement, and be fully accountable for campaign strategies and critical decisions across platforms such as Google Ads, Meta Ads, Linkedin, programmatic display networks, etc
- Allocate and manage budgets for all paid media channels, ensuring optimal spend and ROI
Campaign Management
- Plan, execute and optimize paid advertising campaigns, including but not limited to search, display, video and social media ads
- Continuously monitor campaign performance, making data-driven adjustments to improve CPC, CTR, ROAS, Cost per Lead, etc
- Manage audience segmentation and targeting strategies to ensure the right message reaches the right audience, at the right Cost per Lead
Analytics and Reporting
- Set measurable KPIs (i.e. cost per lead, conversion rates, ROAS) for all paid media campaigns that align with business goals and track performance
- Use analytics tools such as Google Analytics, PowerBI, Mixpanel, SEMRush, and platforms’ reporting functionality to get optimization ideas, generate insights, and measure the impact of campaigns
- Prepare and present regular performance reports to leadership, focusing on successes, challenges and recommendations for improvement
Optimization and Innovation
- Conduct A/B testing for ad creatives, landing pages, and targeting strategies to maximize ad performance
- Monitor campaign performance across platforms on a daily basis, flag and fix any irregularities, implement optimizations
- Recommend impactful actions to improve performance and be fully accountable for results and impact of the changes and optimizations
- Stay updated on industry trends, platform updates, competitor activities to identify new opportunities
- Explore and implement emerging ad platforms and innovative techniques to maintain the competitive edge
Collaboration
- Partner with marketing and sales to align campaigns with broader business objectives
- Work closely with creative and content teams to develop engaging ad copy, visuals and video assets
Qualifications
- 4-7 years of experience building and managing paid media campaigns across multiple platforms
- Proven track record of managing significant ad budgets and achieving high ROAS
- Strong expertise in developing lead generation campaigns via paid ads
- Strong expertise in Google Ads, Meta Ads, LinkedIn Ads and other platforms (e.g. programmatic ad platforms, Quora and Reddit ads, YouTube ads, TikTok ads)
- Solid understanding of analytic tools such as Google Analytics, Mixpanel and data visualization platforms such as PowerBI
- Advanced knowledge of audience target, retargeting and conversion rate optimization
- Familiar with SEMrush, ahrefs, and Unbounce for campaign and landing page optimization
- Experience with A/B testing, and landing page and ad copy optimization
- Excellent communication and project management skills, with the ability to manage multiple campaigns simultaneously
- Self-starter who takes initiative and owns the process and results
