Paid Media Specialist

The Paid Media Specialist role is to manage and optimize campaigns across Google, Bing, Meta, and other digital marketing platforms. This role will play a key part in driving lead generation, maximizing ROI, and enhancing the full-funnel user experience. Working closely with Web Development and Marketing teams, the ideal candidate will leverage a mix of paid and organic digital marketing strategies to improve user engagement, align intent with content, and optimize landing page experiences.

• Strategize, execute, and optimize paid media campaigns across Google Ads, Microsoft Ads, Meta, TikTok, programmatic, and other platforms.
• Conduct keyword research, audience targeting and bid management to maximize paid search and digital marketing campaign performance.
• Develop and manage campaign budgets, bid strategies, and cost optimization to improve ROAS and CPA.
• Continuously analyze performance metrics (CTR, conversion rates, ROAS) and implement data-driven adjustments.
• Design, launch and evaluate A/B tests for ad copy, landing pages, and creative assets to improve conversion rates.
• Track and report on website analytics and omni-channel campaign performance to identify trends and opportunities.
• Optimize copy, landing pages, and user journeys for higher engagement and improved conversion rates.
• Collaborate with content and creative teams to ensure ad copy, landing pages, and messaging are compelling, on-brand, and optimized for audience engagement.
• Leverage AI-powered tools for campaign optimization, audience segmentation, predictive analytics, and performance forecasting to enhance decision-making and scale campaign results.
• Drive CRO efforts across the funnel by optimizing website UX, ad copy, and creative through A/B testing and user behavior analytics to increase conversions and engagement.

• Proven SEM experience and success managing paid media campaigns across Google, Meta, and other channels.
• Deep understanding of programmatic advertising, omnichannel marketing, and bid management tools.
• Strong analytical skills with experience in data-driven decision-making and performance tracking.
• Expertise in lead acquisition, conversion tracking, attribution models, and A/B testing.
• Strong knowledge of SEO best practices and their integration with SEM strategies.
• Working proficiency in HTML, CSS, and JavaScript with an understanding of their impact on digital marketing.
• Exceptional content development skills, including the ability to craft persuasive ad copy, headlines, and landing page content that aligns with brand voice and drives action.
• Hands-on experience with AI-driven marketing tools (e.g., generative AI for ad copy, AI-based bid optimization, predictive analytics, automated insights) and an “AI-first” mindset for campaign execution.
• Bachelor’s or Master’s degree in Marketing, Data Analytics, or a related test-driven field

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