Sr. Associate, Digital Activation

Agency:

Initiative

Job Function:

Media

Job Subfunction:

Performance Media

Job Description:

The Senior Associate, Digital Activation possesses advanced tactical knowledge and programmatic expertise to develop innovative strategies and bring them to life in media buying tool (DSPs) to deliver impactful business results across various channels.

You are detail-oriented, strategic with strong logical thought process, and an unparalleled focus on client solution & campaign outcome. Coupled with the ability to work collaboratively with audience strategy, communications design, and data & analytic teams, to translate programmatic campaign requirement into actionable engagements with the suitable inventory partners, data vendors, and technology providers.

You demonstrate an in-depth understanding of the programmatic ecosystem & its key parties and stay up to date with the current trends & challenges facing the industry, to assist the team finding solution to ensure competitive edge to the client’s business.

Reporting to Associate Director, Digital Activation (Team Lead), this interdisciplinary role requires the combination of strategy planning, hands-on-keyboard execution & ongoing optimization of programmatic campaign, as well as support for the Associate Director in training/coaching junior members and aid in uplifting the overall efficiency of the team’s operation.

Key Responsibilities

PRIMARY DUTIES EXPECTATION

The Senior Associate, Digital Activation is responsible for providing strategic recommendations and setup programmatic campaigns in various DSPs in accordance with the client’s needs and expectations.

You are accountable to execute & always maintain oversight on all aspects of programmatic campaign management processes – from campaign strategy, audience list set-up, tagging recommendations & implementation, to campaign setup in DSP consoles, delivery management (pacing/budget/spend), and insights analysis, as well as billing reconciliation.

Knowledgeable, keep track of, and actively share experience on programmatic media buying (both proven & emerging channels), optimization strategies, troubleshooting guides, brand safety practices

Be accountable for your own campaigns within the assigned Line of Businesses, while also assisting junior team members on the following tasks, including but not limited to:

Manage and communicate frequently with internal & external stakeholders to ensure they are kept up to date on the progress of tasks and campaigns results

Develop audience targeting, data approach, inventory strategy, tactical recommendation, budget allocation as parts of delivering data-informed & logically-sound proposals

Ensure that programmatic proposal and any improvements/changes to campaigns align to and deliver a consistent brand & positive user ad experience where possible

Fully understand & can articulate rationales behind your recommendations to all parties involved throughout the campaign lifecycle

Proactively ensure that governance practices are followed when executing digital media buys when required provide full transparency into buy decisions

Setup, monitor, and regularly optimize campaign as per best practices, while managing pacing, performance, and quality to achieve campaign objectives

Generate & analyze reports not only from DSPs but also technology platforms to ensure visibility into where ads are appearing as well as implement automated reports that tracks campaign performance and support the development of new metrics

Perform campaign analysis, by turning large amounts of segmentation data into actionable insights, to assist with KPI setting and campaign benchmarks, optimizing and providing budget re-allocation guidance

Offer insights on how to improve campaign effectiveness through deep use of data and platforms functionality

Ensure that data sources (e.g. remarketing lists, 1st party data) and technologies (custom bidding) connect properly as well as perform maintenance on these integrations when needed

Ensure that data management and sharing conform to privacy and security requirements

Troubleshoot & involve relevant stakeholders to resolve campaign issues in a timely manner

Ensure full delivery of campaigns with performance that meets or exceeds client’s goals

Manage & maintain a direct relationship with key digital partners, DSP/SSP/DMP/technology providers – stay up to date on current offerings & work closely with partners to ensure pacing & performance are as expected, any algorithm changes that could impact campaign outputs, as well as to understand new opportunities/features & limitations of implementation

SECONDARY RESPONSIBILIIES

• Actively assist Associate Director, Digital Activation in the following areas, including but not limited to: