Paid Media Manager

Overview

The Digital Marketing Manager will play a pivotal role in driving the success of Embark Behavioral Healthcare's digital marketing efforts by overseeing and optimizing paid media strategies across multiple platforms. This role is responsible for creating, implementing, and managing high-performing advertising campaigns that align with the organization’s mission and strategic goals. The Paid Media Manager will lead efforts in campaign development, budget allocation, and performance analysis, ensuring advertising initiatives drive qualified leads while maintaining strict compliance with healthcare advertising regulations.

Working closely with cross-functional teams, the Paid Media Manager will also explore innovative solutions, including leveraging AI tools for campaign optimization and audience targeting, to ensure Embark remains at the forefront of digital advertising excellence. This role is essential to advancing the organization’s commitment to connecting families in need with life-changing mental health care.

Responsibilities

Campaign Strategy, Development, and Execution

• Design, implement, and manage paid media campaigns across platforms like Google Ads, Facebook, Instagram, LinkedIn, YouTube, TikTok, and Reddit to achieve lead generation goals.
• Create ad copy, visuals, and formats aligned with Embark’s mission and brand voice.
• Develop audience-specific campaigns targeting clients, parents/caregivers, and referring clinicians.
• Conduct A/B testing on ads, landing pages, and audience segmentation to identify high-performing elements.
• Leverage AI tools to optimize campaign management, including budget allocation, audience targeting, and bid strategies.
• Identify opportunities to incorporate AI-driven advertising solutions to enhance performance.

Optimization and Landing Page Management

Continuously improve campaign performance by optimizing landing pages, conversion rates, and ad spend ROI.

Performance Analysis and Reporting

Monitor campaigns daily to ensure adherence to budgets and goal performance.

Track and report on key KPIs, including MQLs & SQLs, CPQL, CTR, conversion rates, and ROAS.

Collaboration and Cross-Functional Alignment

Work with cross-functional teams to align paid media strategies with broader marketing and organizational objectives.

Compliance and Ethical Advertising

Ensure all campaigns comply with healthcare advertising regulations, including HIPAA and CPRA considerations

Qualifications

Education:

• Bachelor’s degree in marketing, advertising, or a related field, (or equivalent work experience).
• 3 years of experience managing paid media campaigns, preferably in healthcare or a regulated industry.
• Proven track record of driving leads and improving ROI through paid media efforts.

Competencies:

• Ability to align advertising strategies with organizational goals by leveraging mastery of value proposition design, messaging, and positioning.
• Proactively identify opportunities to refine campaign strategies on platforms like Google Ads and social media.
• Proficiency in data analytics tools, including Google Analytics, Excel, and PowerBI, to interpret performance data and drive data-informed decisions.
• Expertise in tracking KPIs to assess the impact of campaigns and optimize for better outcomes.
• Mastery of Google Ads, social media advertising platforms, and CRO tools to design and implement high-performing campaigns.
• Mastery of landing page design to create and optimize lead capture funnels.
• Strong skills in developing compelling offers, ad messaging, and creative designs that resonate with target audiences.
• Precision in managing budgets, ensuring compliance, and maintaining ad quality across platforms.
• Exceptional communication skills to clearly present performance insights, recommendations, and updates to stakeholders.
• Ethical Judgment with commitment to adhering to healthcare advertising regulations and protecting client privacy.
• Project Management skills to manage multiple campaigns simultaneously

Preferred Experience:

• Experience with healthcare advertising.
• Experience creating compelling video ads.
• Strong understanding of HIPAA compliance and ethical advertising in behavioral health.

Benefits

Embark Behavioral Health offers a Comprehensive Benefit Program that includes a medical insurance option with a generous company contribution towards a high deductible plan, dental insurance, vision insurance, voluntary life and AD&D insurance, employer paid long-term disability, 401K with company matching, an Employee Assistance Plan, paid Parental Leave after one year, and other ancillary insurance options.  We have Company Paid Holidays (7) plus paid time off.

Embark is an Equal Employment Opportunity Employer. Embark is committed to enriching the therapeutic and healing experience it offers through the diversity of its employees and community. Embark seeks to recruit and support a broadly diverse staff who will contribute to the organization's excellence, diversity of viewpoints and experiences, and relevance in a global society. LGBTQ and BIPOC are encouraged to apply.