Paid Media (Social) Planner/Buyer

Project Description

Working remotely from home, you will manage numerous paid media projects (planning, buying, ad ops, reporting) with a heavy focus on performance marketing/conversion objective campaigns. You will draw keen insights on all objectives and performance metrics and propose recommendations on how to improve upon and evolve our strategies for success. This person has a deep understanding of Paid Media and Social metrics (especially pixel events, ATC, Purchase, ROAS, MER), the ability to relate them to business goals and a knack for using that information to further engage and encourage action from our audiences while maintaining a passion for storytelling and an appreciation for effective design.

Responsibilities

The following is a summary of general job responsibilities, this summary is not all-inclusive and may be broadened or changed to meet changing business needs.

Paid Media Management

• Own paid campaign processes from start to finish, including researching, planning, trafficking, troubleshooting, and optimizing
• Identify what is working and what is not and present strategies to optimize performance for data, audiences/targeting, budgeting, creative 
• Define program and revenue growth opportunities that meet client business goals across multiple accounts
• Review current systems and protocols and develop insights to improve internal processes and workflow
• Track and manage media budgets for social media ad placements, output budget and invoicing documents for the Finance department and determine media/ad spend mix
• Measure cross-channel advertising impact through attribution analysis
• Expert level knowledge of Meta ads for conversions

Data, Measurements & Reporting

• Understand data mining and the marketing funnel to craft appropriate first party segments
• Advise on processes for operational efficiencies, inclusive of leveraging technology for automation in program management and reporting
• Manage analytics initiatives and workflow of ongoing deliverables in conjunction with account management team
• Utilize analytics data to provide actionable insight into what is happening with campaigns and why it is happening – and to recommend courses of action to improve metrics
• Develop ongoing Paid KPIs and benchmarks and remain accountable to them
• Research and track competitive intelligence on Paid social
• Create, manage, and distribute analytics dashboards on a daily, weekly and monthly/campaign basis

Education & Research

• Provide thought leadership by expanding and evolving analytical methodologies, techniques, and services
• Educate agency and clients on current Paid platforms, tools, new technology and trends
• Streamline reporting workflows within Analytics & Paid Media Department

Requirements

• This role will specifically be managing Meta ads with a large monthly spend for a brand with ad restrictions. This person must be an expert in all things Facebook and Instagram ads, including creative performance insights, for conversion goals
• Google Search and TikTok ads management will also be part of this role over time
• Ability to onboard quickly and efficiently, and start managing campaigns immediately
• Confident and highly effective oral and written communicator who is able to distill technical and marketing lingo into understandable, actionable takeaways for clients
• 5 years of Digital Paid Media and data analysis background
• Agency-side media analytics experience working with large media budgets
• Knowledgeable data-driven analytical marketer with a firm grasp of business and media KPIs — and the ability to make recommendations to improve performance
• Advanced Excel techniques such as lookups, pivot tables and custom scripting
• Experience in creating, defining and maintaining Paid Media documentation and dashboards using Reporting Tools, Google Docs, public APIs, Excel macros or other methods and presenting to clients/senior management
• Advanced knowledge of Meta Ads Manager, Social Ads Platforms (YouTube, LinkedIn, X, TikTok, Snapchat, etc.)
• Advanced knowledge of website event tagging and tracking, including the Meta Pixel and Google Tag Manager
• Knowledge of Asana, or similar project management tools
• Intermediate knowledge of Google Ads Platform (Search, Display), Programmatic Display and OLV

Additional Information

• Reports to: Media Director
• Experience: Mid Level
• Functions: Paid Media, Social and Analytics
• Industries: Marketing and Advertising – Tech, Fashion, Beauty, and Lifestyle