Digital Paid Media Manager

2 days ago

Markham, Canada SinaLite Full time

**Role Overview**:
**Key Responsibilities**:
Paid Media Strategy
- Develop and implement paid media strategies to support business goals, including customer acquisition, retention and revenue growth
- Determine the best digital paid channels to reach our businesses’ target audiences
- Be fully accountable for media investments, ROAS, and campaign results
- Develop, implement, and be fully accountable for campaign strategies and critical decisions across platforms such as Google Ads, Meta Ads, Linkedin, programmatic display networks, etc
- Allocate and manage budgets for all paid media channels, ensuring optimal spend and ROI

Campaign Management
- Plan, execute and optimize paid advertising campaigns, including but not limited to search, display, video and social media ads
- Continuously monitor campaign performance, making data-driven adjustments to improve CPC, CTR, ROAS, Cost per Lead, etc
- Manage audience segmentation and targeting strategies to ensure the right message reaches the right audience, at the right Cost per Lead

Analytics and Reporting
- Set measurable KPIs (i.e. cost per lead, conversion rates, ROAS) for all paid media campaigns that align with business goals and track performance
- Use analytics tools such as Google Analytics, PowerBI, Mixpanel, SEMRush, and platforms’ reporting functionality to get optimization ideas, generate insights, and measure the impact of campaigns
- Prepare and present regular performance reports to leadership, focusing on successes, challenges and recommendations for improvement

Optimization and Innovation
- Conduct A/B testing for ad creatives, landing pages, and targeting strategies to maximize ad performance
- Monitor campaign performance across platforms on a daily basis, flag and fix any irregularities, implement optimizations
- Recommend impactful actions to improve performance and be fully accountable for results and impact of the changes and optimizations
- Stay updated on industry trends, platform updates, competitor activities to identify new opportunities
- Explore and implement emerging ad platforms and innovative techniques to maintain the competitive edge

Collaboration
- Partner with marketing and sales to align campaigns with broader business objectives
- Work closely with creative and content teams to develop engaging ad copy, visuals and video assets

**Qualifications**:

- 4-7 years of experience building and managing paid media campaigns across multiple platforms
- Proven track record of managing significant ad budgets and achieving high ROAS
- Strong expertise in developing lead generation campaigns via paid ads
- Strong expertise in Google Ads, Meta Ads, LinkedIn Ads and other platforms (e.g. programmatic ad platforms, Quora and Reddit ads, YouTube ads, TikTok ads)
- Solid understanding of analytic tools such as Google Analytics, Mixpanel and data visualization platforms such as PowerBI
- Advanced knowledge of audience target, retargeting and conversion rate optimization
- Familiar with SEMrush, ahrefs, and Unbounce for campaign and landing page optimization
- Experience with A/B testing, and landing page and ad copy optimization
- Excellent communication and project management skills, with the ability to manage multiple campaigns simultaneously
- Self-starter who takes initiative and owns the process and results

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