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Paid Media Specialist

Workhuman

Workhuman

Marketing & Communications
Framingham, MA, USA
Posted on Friday, December 15, 2023

Job Description:

As Paid Media Specialist, you will manage the day-to-day execution of paid social, paid search, programmatic display, sponsored email/e-newsletters, online video, 3rd party trade publications, Out of Home and more to support the business across a variety of marketing initiatives while reporting directly into the Paid Media team. The Paid Media team works in a global center of excellence model, staffed with SMEs who plan and deploy media on behalf of internal clients and in partnership with external agencies. Core program owners for this role are the Growth Marketing team: Demand Generation as well as Account Based Marketing (ABM) and Customer Marketing in North America. Candidates who will be successful in this role are described as having a passion for communication and advertising as well as data and analytics, a proactive mindset, and an eagerness to learn. Well-matched and suitable candidates will also possess an ability to work independently while also being able to collaborate across several teams simultaneously, and will have both the capacity and desire to thrive in a fast-paced, results-driven environment while displaying a knack for efficient and thorough multitasking. You have had exposure to the mechanics of paid media campaigns and have experience with the day-to-day management, optimization, and reporting inherent in said campaign types across multiple paid media channels. Moreover, you are a developing digital marketing subject matter expert, intellectually curious, detail-oriented and believe in modern B2B advertising. This role reports to the Manager, Paid Media.

What we can offer you

  • An opportunity to be a part of and to support the team managing Workhuman paid social, paid search, programmatic display, sponsored email/e-newsletters, 3rd party trade publications, online video, and Out of Home campaigns, specifically leading all day-to-day activities for campaigns related to Demand Generation (Acquisition & Customer) as well as Account Based Marketing (ABM).

  • An opportunity to impact needle-moving performance through day-to-day management of campaign status, optimization, and execution – with a large focus on communicating media briefs and trafficking ads across all channels listed above.

  • With said focus on the foundational elements of campaign creation and management, you will be given shared ownership of the deployment of core B2B strategies such as demand generation prospecting, retargeting, ABM 1:many, 1:few, and 1:1 campaigns to drive marketing responses, MQLs, influenced meetings, influenced opportunities, new close/won deals, and customer renewals.

  • The ability to participate in channel strategy creation and campaign/program execution within the Paid Media team center-of-excellence model to support internal client program owners. Common programs include B2B webinar promotion, content marketing (industry/Workhuman specific reports, white papers, case studies, e-books, etc.), customer toolkit offerings, and product marketing (product demo promotion).

  • The rapid and sustained growth of your digital marketing skillset through close partnership with our external agency, working together on essential campaign responsibilities such as budget management (ensuring accurate accounting, monthly and quarterly spend pacing, optimizing the allocation of program funds between platforms and campaigns), audience segment building, ad format selection, ad trafficking, landing page testing, bid strategy selection, etc.

  • Ownership of the reporting content for regular reporting meetings to key business stakeholders, leaning into core KPI reporting and actionable insights—as well as long term best practice curation for creative insights.

  • The chance to demonstrate your role as a subject matter expert through collaboration with external media agency and internal program owner partners, ensuring all teams are continuously informed of creative best practices across all channels/engines.

  • A great sense of teamwork and collaboration while you serve as the intermediary between the external agency and our internal stakeholders, translating highly technical and detailed campaign setup, performance, and tracking complexities from the agency to our internal partners while simultaneously delivering program aims and objectives from program owners to the agency.

The Skills you will bring

  • Fundamental to proficient know-how within the likes of paid social, paid search, programmatic display, etc. digital marketing software platforms.

  • Knowledge of and ability to clearly describe and implement campaign optimization levers focused performance improvements such as cost efficiencies, audience targeting improvements, traffic and conversion volume increases, etc.

  • Ability to successfully build, support, and present regular weekly or bi-weekly reports with actionable insights to campaign internal and/or external client stakeholders.

  • Ability to organize dozens of campaigns and support multiple projects and stakeholders at once in a fast-paced environment.

  • Highly analytical mindset with a sharp eye for digging into performance trends to seek root causes.

  • High proficiency in Excel analyzing large data sets and knowledge of all the important Excel functions such as sorting, filtering, VLOOKUP, concatenations, and pivot tables.

  • You are a detail-oriented individual with track record of strong data QA (especially reviewing campaign setup, campaign delivery metrics, creative asset delivery, etc.)

  • Experience as a developing advertising industry expert who follows the trade news, is familiar with concepts like depreciation of 3rd party cookies, role of 1st party data, privacy regulations, rise of ad blockers, identity resolution, etc.

Achievements

  • 2-3+ years’ experience managing campaigns within core media platforms across a variety of channels including LinkedIn, Meta (Facebook & Instagram), X (Twitter), Google/YouTube, Bing, DV360, MediaMath, The Trade Desk, Hulu, Roku, Spotify, Pandora, etc.

  • You successfully executed and assisted in scaling paid media campaigns with at least $5M+ in annual budget.

  • You have demonstrated core paid media tactic optimization to improve the ROI of campaigns, such as ad copy & design testing, keyword selection, ad format testing, landing page optimization, audience segment curation of 1st party vs 3rd party data, etc.

  • You have supported a paid media strategy plan derived from inputs of internal or external client stakeholders to meet their objectives, target audience, and working within budget to achieve and deliver their campaign goals

  • You have operated within an ecosystem of paid media reporting to track and derive insights for optimization: daily pacing, on-demand dashboard creation and maintenance, regular audience & creative analysis, weekly or biweekly performance summaries—all translated effectively to client stakeholders may be less familiar with the nuances of the channels.

  • You have examples of proactive independence in the workplace, working to solve specific issues or to improve certain operational processes or campaign performance without direct assignment and guidance from a senior team member.

The Company:

At Workhuman® our mission is to bring more humanity to the workplace. We recognise and embrace individuals’ differences and believe that workforce diversity and inclusion are essential to our long-term growth and success. Even if you don’t think you “check every single box” above, please still consider applying. We’re looking for a human who is collaborative, and innovative with a growth mindset. We love what we do because we’re shaping the future of work through our people and our technology. Our human cloud-based applications are helping some of the world’s leading global brands connect culture to shared purpose. The Workhuman Cloud empowers employees to thank, talk and celebrate each other, creating an environment that sparks gratitude and human connection while increasing employee engagement and productivity.

Did you know we have an award-winning culture across EMEA and North America:

  • We were named as #5 Best Workplace in the Great Place to Work Awards in Ireland in 2022 in the large sized workplace category. We were also recognised as a Best Workplace for Women and a Best Workplace in Technology in 2020, 2021 and 2022.

  • In 2021 we were named as #2 Best Workplace in Europe in the medium sized workplace category.

  • We were also recognised as #2 Best Large Places to Work in Boston by Built In for 2023 as well as a Best Place to Work in Boston, U.S. Best Large Places to Work and U.S. Best Places to Work.

  • There are currently over 7.5 million users on the Workhuman® cloud across 180 countries.

  • Our core values are Respect, Determination, Innovation and Imagination.

Workhuman is an Equal Opportunity Employer and is committed to the principle of equal employment opportunity for all employees. We proudly provide a work environment free of discrimination and harassment. Employment decisions at Workhuman are based on solely on business needs, job requirements and individual qualifications, without regard to race, color, religion or belief, national, social, or ethnic origin, sex (including pregnancy), age, sexual orientation, gender identity and/or expression, marital, civil union or domestic partnership status, past or present military service, or any other status protected by the laws or regulations in the locations where we operate. Workhuman believes that diversity and inclusion among our teammates is critical to our success as a global company, and we seek to recruit, develop and retain the most talented people from a diverse candidate pool.