Sr. Manager of Paid Media
4 weeks ago
Overview
Reporting to the Vice President of Marketing, the Sr Manager of Paid Media will be responsible for driving traffic to urgent care centers across all states and gaining market position by creating and maintaining a strong digital and, where appropriate, traditional media presence in all relevant paid channels. This role will directly support the VP of Marketing to drive the strategy for customer acquisition and conversion, with measurable performance that grows the business.
This role, in partnership with the VP of Marketing, will manage external agencies who develop paid media programs for WellStreet’s brands in each market. And the role will closely collaborate with the Director of Brand Strategy and Regional Growth along with other members of the marketing team and external agencies.
The primary responsibilities of the Sr. Manager, Paid Media are as follows:
? Work with external agency partners to plan, develop and implement a comprehensive paid media strategy that drives patient acquisition and conversion across multiple channels, including search, social media, OTT, display, billboard, direct mail and other relevant media that align with the overall marketing strategy and audience profiles.
? Manage day-to-day execution of SEM and other paid media strategy across all markets.
? Monitor and analyze paid media KPIs to measure performance, report on it regularly, and identify areas for improvement.
? Work as the primary liaison with the paid media agency on paid media strategy, and related website strategy and performance, and all relevant online channels that impact site performance and drive traffic to our urgent care centers.
? Oversee website performance, ensuring optimization, tracking and measurement, application of best practices and managing compliance.
? Liaise with the Brand Marketing team on any website content updates.
? Lead the conversion strategy by working with agencies to optimize website landing pages that improve user experience, increase conversion rates, and drive patient engagement.
? Work with the VP of Marketing to build the optimal budget for paid media as well as the overall digital marketing strategy.
? Partner with the Marketing Analyst to gain insights from SEM performance data, and its relationship to website traffic and conversions to visits in clinics.
Oversee regular research by external agencies, as well as the Analyst where appropriate, reviewing and utilizing market trends, and competitor activity data to keep WellStreet
ahead of the curve.? Collaborate with Director of Brand Strategy and Regional Growth - and the rest of the marketing team, to execute a robust marketing calendar that will inform the campaign plan across various media.
? Provide monthly reporting and metrics on efforts to effectively track ROI of paid media efforts.
? Be the subject matter expert on paid media and represent marketing as needed in both internal as well as JV meetings.
Minimum Qualifications
Education and professional requirements include, but are not limited to, the following:
? Bachelor’s degree in marketing, or a related field.
? 5+ years of marketing experience.
? At least 4-5 years of paid media management experience.
? Proven track record of delivering marketing wins through measurable paid and owned media.
? Strong understanding of SEM & PPC, and how SEO, content marketing, email and social media all play together.
? In-depth experience and passion for digital marketing while being well versed in current trends and capabilities on each platform.
? The understanding of external digital campaigns that drive traffic to and convert on owned channels is extremely important.
? Deep knowledge of tracking and measurement in digital marketing a must.
? Successful history in managing paid media campaigns.
? Budget development and management for a paid media mix strategy.
? Prior experience working closely with paid media agency partners and web developers.
? A team player who can build strong relationships both internally and externally.
? Ability to synthesize large chunks of complex data into simple summaries and provide insights for improved performance.
? Excellent problem-solving and analytical skills.
? Excellent project management, presentation and communication skills.
Preferred Qualifications:
? Certifications in Google Ads, Google Analytics, and other relevant digital marketing areas.
? Multi-media planning and buying experience.
? Multi-unit retail or retail health experience a plus.
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