Paid Media Manager

The Paid Media Manager plays a pivotal role in executing paid media campaigns that drive awareness, engagement, and revenue for Oglebay Park Resort and Wheeling Park. This role is responsible for leading day-to-day media operations from strategic planning through campaign execution and performance reporting, ensuring media efforts are both impactful and fiscally responsible.

This individual manages paid media placements across digital and traditional platforms, oversees media analytics and optimization, and maintains full oversight of the media budget, including processing of all related invoices and billing.

 ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

 Media Strategy, Buying & Execution

• Develop and implement cross-channel paid media plans across platforms including search, social, programmatic, OTT, display, print, radio, and OOH.
• Manage campaign execution from start to finish — including audience targeting, creative trafficking, placement, and vendor coordination.
• Lead performance monitoring and in-flight optimizations to ensure media investments are driving measurable ROI.
• Coordinate with Commercial Strategy team to align media initiatives with seasonal campaigns, promotions, and brand messaging.
• Actively manage campaign calendars, flight schedules, asset delivery, and platform requirements.
• Collaborate with Oglebay's Reservations team to access and analyze guest data to identify emerging markets, high-performing ZIP codes, and other key audience insights, using this information to enhance targeting strategies for paid media campaigns.

Media Budget Ownership & Billing

• Maintain full oversight of the Commercial Strategy department's media budget, ensuring strategic allocation across channels to maximize impact.
• Track media spend against budget in real time and ensure monthly reconciliations are accurate and on schedule.
• Process all associated invoices and media bills, ensuring timely payment and clear documentation of ROI.

Analytics & Optimization

• Monitor key performance indicators (KPIs) across campaigns to inform strategic decisions and improve performance.
• Build dashboards and reports that provide clear visibility into campaign effectiveness and actionable insights.
• Leverage platform data (Google Ads, Meta, etc.) and website analytics (GA4) to assess attribution and optimize for conversion.
• Conduct weekly performance analysis of social media content to identify top-performing themes and formats, providing strategic guidance to the Social Media Manager on content strategies and techniques that most effectively engage target audiences.
• Lead A/B ad testing initiatives to determine which copy and creative elements resonate most with target audiences, using insights gathered over time to inform stronger messaging and more effective creative execution.

Search & Platform Oversight

• Manage SEO and SEM programs to improve organic visibility and paid search efficiency.
• Oversee the use and maintenance of Google Tag Manager, Google Ads Manager, and Google Analytics to ensure tracking integrity and data consistency.

Strategic Golf Marketing Partnership

• Serve as the primary marketing point of contact for Oglebay's golf operation, collaborating with Troon to:
• Align marketing strategy and brand execution.
• Promote seasonal offers, tournaments, and golf packages.
• Strengthen Oglebay's image as a leading golf destination in West Virginia and the region.

Continuous Improvement

• Actively engage in continuing education to stay current with evolving media platforms, emerging industry trends, and new marketing technologies relevant to paid and organic media strategy and execution.
• Complete appropriate trainings listed on the human resources Training Matrix.
• Adhere to Wheeling Park Commission's safety rules and policy; refer any and all safety concerns to department manager, safety committee or human resources.
• Interact with the public with a cheerful and positive attitude, solve guest problems and complaints in a proper manner, and maintain harmonious working relationships with fellow employees.

COMPETENCIES:

• 3–5 years of experience in media planning, buying, or performance marketing.
• Strong understanding of digital media platforms (search, social, display, video) and traditional media (radio, print, OOH).
• Experience managing paid search and display campaigns using Google Ads, Meta Ads Manager, or similar platforms.
• Proficient in analytics tools including GA4 and Google Tag Manager.
• Demonstrated experience managing budgets and processing vendor billing.
• Strong project management, organizational, and communication skills.
• Experience with hospitality, tourism, resort, or destination marketing.
• Familiarity with golf marketing or partnerships with third-party operators.
• Background in SEO strategy and implementation.
• Working knowledge of marketing automation or CRM platforms is a plus.
• Exceptional project management and communication skills.

SUPERVISORY RESPONSIBILITIES 

This job has no supervisory responsibilities.

EDUCATION and/or EXPERIENCE 

Fourth year college or university program certificate; in digital marketing, communications, business or five to seven years related experience and/or training; or equivalent combination of education and experience.