Paid Media Specialist

About the Role

Key Responsibilities

• Develop and implement paid media strategies across platforms including Google Ads, Microsoft Advertising, Meta (Facebook and Instagram), LinkedIn Ads, YouTube, Reddit, native, and programmatic channels.
• Manage day-to-day campaign operations including building, launching, monitoring, and optimizing campaigns to meet or exceed KPIs such as ROAS, CPA, and conversion rates.
• Maintain and manage Google shopping feeds in the Google Merchant Center.
• Work with the SVP of Marketing Strategy to ensure paid media strategies and campaigns align with business goals and objectives.
• Write compelling copy and collaborate with creative teams to produce engaging visuals aligned with brand guidelines to maximize paid media performance.
• Monitor and analyze campaign performance using analytics dashboards, including GA4, and make data-driven recommendations to refine strategies.
• Conduct A/B testing on ad assets, copy, and landing pages to maximize campaign effectiveness.
• Manage budgets and bids strategically to optimize return on investment (ROI).
• Formulate regular weekly/monthly reporting and communication on the status of campaigns, competition, new initiatives, budget pacing, and performance results to key stakeholders throughout the company.
• Stay current on industry trends, competitor activity, platform updates, and best practices to continuously improve paid media initiatives.
• Demonstrate strong time management skills by prioritizing tasks, meeting deadlines, and efficiently managing workload in a fast-paced environment.
• Other duties as assigned.

Requirements

• Bachelor's degree in marketing, Advertising, Communications, or a related field, or equivalent experience.
• Minimum 3 years of proven experience managing paid media campaigns in search, social, display, and video platforms.
• Strong analytical skills with experience in data-driven decision-making, including familiarity with Google Analytics (GA4) and other analytics tools.
• Knowledge of digital marketing platforms such as Meta Ads, Google Ads, Microsoft Advertising, Google Merchant Center, Google Tag Manager, Google Analytics (GA4), Google Search Console and SEMRush.
• Google Ads and Google Analytics certified.
• Demonstrated ability to achieve and exceed KPIs such as ROAS, CPA, and conversion rates.
• Proficient in configuring UTM parameters and implementing tracking tags/pixels in Google Tag Manager to ensure precise campaign performance measurement.
• Excellent copywriting skills and experience crafting engaging ad content across platforms.
• Knowledge of implementing UTM parameters and tracking tags/pixels for accurate campaign measurement.
• Experience with Amazon Ads is a plus.
• Proficiency in Microsoft Excel.
• Proven track record of working autonomously, managing multiple campaigns, and collaborating effectively in a small team environment.
• Excellent verbal and written communication skills.

Nice to Have

• Experience with Amazon Ads.

Benefits & Perks

• 401(k)
• Dental insurance
• Health insurance
• Life insurance
• Paid time off
• Retirement plan
• Vision insurance
• Medical and Dependent Savings Accounts (HSA, FSA)
• Employee Assistance Program
• Hybrid Work Environment- up to 6 days per month work from home