Digital Media Specialist

Job Title: Digital Media Specialist - Paid Advertising

MassMedia Marketing, Advertising, PR is seeking a highly skilled Digital Media Specialist to join our team. As a Digital Media Specialist, you will be responsible for managing and optimizing paid digital campaigns across various platforms, including Google Ads, Facebook Ads, and programmatic channels.

Key Responsibilities:

• Campaign Strategy and Planning:
  • Develop comprehensive paid media strategies that align with business objectives, target audience, and budget.
  • Determine the best digital platforms for paid placements to maximize reach and performance.
  • Outline clear goals for each campaign and select appropriate KPIs.
• Ad Placement and Optimization:
  • Manage and execute paid digital campaigns across platforms like Google Display Network, Google Search Ads, social media, and programmatic advertising.
  • Adjust ad placements based on real-time data, A/B testing, and platform algorithms to optimize performance.
• Audience Targeting and Segmentation:
  • Set up precise audience targeting using demographics, geolocation, behavioral data, and interests across platforms.
  • Create and manage lookalike audiences, retargeting campaigns, and segmented lists to increase relevance and conversion rates.
• Budget Management:
  • Allocate budget across campaigns and platforms to maximize ROI.
  • Monitor ad spend on a daily or weekly basis to ensure campaigns stay within budget while maintaining performance metrics.
• Data Analysis and Reporting:
  • Analyze key performance indicators like impressions, clicks, conversions, cost-per-click (CPC), cost-per-acquisition (CPA), and return on ad spend (ROAS).
  • Utilize platforms like Google Analytics, Google Ads, Facebook Ads Manager, or custom dashboards to track campaign performance.
  • Interpret data insights to identify areas of improvement, new opportunities, and to optimize ongoing campaigns.
• Conversion Tracking and Attribution:
  • Implement conversion tracking through tools like Google Tag Manager, Facebook Pixel, or UTM parameters to measure outcomes effectively.
  • Analyze attribution models to understand the customer journey and identify the channels contributing to conversions.
• A/B Testing and Experimentation:
  • Run A/B tests on different ad formats, copy, visuals, CTAs, audience segments, and landing pages to improve performance.
  • Document test results and continuously apply insights to refine future campaigns.
• Keyword Research and Optimization:
  • Conduct thorough keyword research to ensure ads target the right search queries.
  • Regularly update and optimize keyword lists and negative keywords to improve relevance and reduce wasted spend in search campaigns.
• Performance Optimization:
  • Regularly review campaign performance and make real-time adjustments to ad bidding, placements, audience segments, and creatives to maximize ROI.
  • Use tools like Google Ads' Smart Bidding or machine learning algorithms to enhance performance automatically when applicable.
• Trend Monitoring and Industry Updates:
  • Stay current with trends, best practices, platform changes, and algorithm updates across digital ad platforms.
  • Identify emerging opportunities and incorporate them into strategies.
• Collaboration and Stakeholder Communication:
  • Work closely with internal teams or external agencies to align campaign objectives and ensure cohesive messaging across all digital placements.
  • Communicate campaign performance insights, trends, and optimization strategies to clients or internal stakeholders through reports and presentations.
• Competitor Analysis and Benchmarking:
  • Monitor competitor activity in the paid digital space and benchmark campaign performance against industry standards.
  • Use competitor insights to improve campaign strategy and capitalize on gaps in the market.
• Landing Page Optimization:
  • Collaborate with web and UX teams to ensure landing pages are optimized for conversions, fast loading times, and seamless user experience.
  • Use data from analytics platforms and heatmaps to make informed decisions about landing page design and copy improvements.

Requirements

• Education:
  • Bachelor's Degree in marketing, digital media, communications, advertising, or a related field.
  • In some cases, a degree in data analytics, business, or information technology may also be valuable.
  • Certifications: Relevant digital marketing certifications are often required or highly valued, such as:

1. Google Ads Certification (Search, Display, Video, or Shopping Ads)
2. Google Analytics Certification
3. Facebook Blueprint Certification (for Facebook/Instagram Ads)
4. Programmatic Certifications like Display & Video 360 (DV360)

Experience:

• 2-5 years of experience in digital marketing, with a strong focus on paid digital media (social, search, display, programmatic, etc.).
• Proven track record of managing paid digital campaigns across platforms like Google Ads, Facebook Ads, and programmatic channels.
• Experience with campaign optimization, data analysis, and working with large advertising budgets.

Technical Skills:

• Digital Advertising Platforms: Proficiency in managing and optimizing campaigns on platforms such as:

1. Google Ads
2. Facebook Ads Manager
3. LinkedIn Campaign Manager
4. Programmatic platforms (DV360, The Trade Desk, etc.)

Analytics Tools: Strong understanding of data analytics and proficiency in tools like:

1. Google Analytics
2. Google Tag Manager (for conversion tracking setup)
3. Excel or Google Sheets (for data analysis and reporting)

Bid Management Tools: Familiarity with tools like Kenshoo, Marin Software, or similar for automated bid optimization and campaign scaling.A/B Testing Tools: Experience with tools for experimentation (Google Optimize, Optimizely, or VWO) to drive continuous improvements in campaign performance.HTML/CSS basics (helpful for tracking and optimization or landing page tweaks).Personal Attributes:

• Analytical Mindset: Strong ability to interpret data, analyze trends, and apply insights to optimize campaign performance.
• Attention to Detail: Precision in managing budgets, setting up tracking, and ensuring accurate reporting and campaign execution.
• Problem-Solving Skills: Ability to quickly troubleshoot issues related to campaigns, such as poor performance or tracking errors, and develop solutions.
• Creativity: Ability to collaborate with creative teams to develop compelling ad copy and visuals that drive engagement and conversions.
• Communication Skills: Strong verbal and written communication for presenting reports, insights, and recommendations to clients or internal teams.
• Time Management: Ability to juggle multiple campaigns, meet deadlines, and adjust priorities based on campaign performance and business needs.

Knowledge of Marketing Principles:

• Marketing Fundamentals: Understanding of core marketing principles, including customer journey, branding, segmentation, targeting, and positioning.
• Conversion Rate Optimization (CRO): Knowledge of CRO tactics to improve the user experience and optimize landing pages for better performance.

Familiarity with Key Metrics:

• Proficiency in calculating and analyzing campaign performance metrics, such as:

1. Cost-per-click (CPC)
2. Click-through rate (CTR)
3. Conversion rate
4. Return on ad spend (ROAS)
5. Customer lifetime value (CLV)

Adaptability and Continuous Learning:

• Digital media and advertising are fast-evolving fields, so a strong willingness to stay updated on the latest trends, tools, algorithm changes, and best practices is essential.

Benefits

At MassMedia, we pride ourselves on hiring top talent and we work hard to provide benefits that make our team members lives better.

Our comprehensive compensation and benefits program includes:

• Competitive salaries and opportunity for advancement; we always strive to promote from within
• Medical, dental and vision plans for you and your family and financial protection options through disability, life, accidental death, cancer assist, critical illness, and medical bridge insurance
• 401(k) plan with company matching program
• Generous paid time off policy that increases each year you are with the company
• Eleven (11) paid holidays and we pay you to take your birthday off
• Frequent company happy hours, events and team building activities
• Professional development opportunities

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