Media Specialist - Paid Search

About the Opportunity:

The Media Specialist - Paid Search is responsible for the setup, execution, and real-time optimization of complex campaign matrices across multiple digital channels. This role leverages an automated platform to localize, geo-target, and dynamically optimize cross-channel campaigns. The ideal candidate has a strategic mindset, strong analytical skills, technical expertise, and a passion for performance-driven marketing.

Responsibilities:

• Own in-flight campaign performance, monitoring pacing, bid efficiency, and KPI attainment daily.
• Track key campaign metrics such as CTR, conversion rates, and ROI across geo-segments.
• Analyze real-time data to identify high-performing locations, creatives, and audience segments.
• Perform in-platform optimizations including budget reallocation, bidding strategy adjustments, creative swapping, and audience refinement.
• Implement cost-per-acquisition modeling for budget forecasting and control.
• Lead hands-on campaign setup and launch across multiple channels (Meta, Google Ads, Display, Programmatic, Video, CTV).
• Configure audience mapping, creative rotations, dynamic content rules, and tracking tags.
• Utilize dynamic assets and local entity data for localized, relevant ads.
• Test and validate correct creative and messaging assignment per local entity.
• Establish test-and-learn frameworks; conduct A/B and multivariate testing on creative elements, offers, and messaging.
• Scale successful test variations across larger audiences and client accounts.
• Manage 1st and 3rd party data integrations for accurate audience targeting.
• Ensure compliance with GDPR, CCPA, and other data privacy regulations.
• Implement custom audience segmentation and modeling to refine targeting.
• Automate and localize campaign content using granular segmentation capabilities.
• Launch campaigns via the automated platform and monitor ad rendering and delivery for consistency.
• Act as a digital media buying subject matter expert, advising internal teams on advanced tactics.
• Collaborate with creative teams to ensure proper asset formatting and integration.
• Coordinate with agencies and brand stakeholders to meet marketing objectives.
• Monitor emerging trends in geo-targeting, dynamic ads, and campaign automation; apply new platform features and tactics.
• Track and analyze campaign metrics, producing clear narratives with actionable insights.
• Communicate performance, learnings, and recommendations to internal stakeholders.
• Partner with analytics teams to ensure reporting accuracy aligned with strategic goals.

Requirements:

• Bachelor’s Degree preferred in Marketing, Advertising, Digital Media, Data Analytics, Business Administration, Communications, or Computer Science.
• Hands-on experience with ad management platforms such as Meta Business Manager, Google Ads, and programmatic DSPs.
• Strong analytical skills with a data-driven approach to campaign execution and optimization.
• Experience with automation and dynamic campaign optimization.
• Knowledge of data privacy regulations including GDPR and CCPA.
• Ability to manage complex, cross-channel digital campaigns.
• Proficient in A/B and multivariate testing methodologies.
• Strong communication and collaboration skills with cross-functional teams.

Key skills/competency:

• Paid Search
• Campaign Optimization
• Data Analysis
• Meta Business Manager
• Google Ads
• Programmatic DSPs
• A/B Testing
• Data Privacy (GDPR, CCPA)
• Audience Targeting
• Cross-channel Marketing