Paid Media Specialist

The Paid Media Specialist will be responsible for planning, executing and optimizing paid advertising campaigns that align with the mission of the Deaf and Disabled Telecommunications Program (DDTP). This role involves developing and managing advertising strategies across multiple platforms, including paid search, display networks, and other media channels. The Paid Media Specialist will work closely with the Marketing Director, Outreach Director, and other program stakeholders to ensure all paid media effectively reaches and engages target audiences. 

Essential Functions

• Develop, implement and manage paid media campaigns across various platforms, including Google Ads, LinkedIn, and other channels.
• Monitor and optimize campaign performance to maximize ROI and achieve KPIs.
• Conduct keyword research, audience targeting, and competitive analysis to inform campaign strategies.
• Analyze and report on campaign performance, providing insights and recommendations for improvement.
• Manage media budgets and track ROI across all paid channels.
• Collaborate with the marketing team to align paid media efforts with overall marketing strategies and goals.
• Stay up to date with industry trends, best practices, and platform updates to ensure campaigns are cutting-edge.
• Manage budgets and allocate resources effectively to ensure cost-efficient campaign execution.
• Conduct A/B testing to continuously improve ad performance and conversion rates.
• Support traditional media efforts (e.g. print, radio, etc.) to ensure an integrated marketing approach.
• Coordinate with external vendors and agencies for paid and earned media placements.
• Manage ad trafficking and communications with partners and vendors.
• Other projects as assigned.

Knowledge, Skills and Abilities

• To perform the essential functions of this position successfully, an individual should demonstrate the following competencies:
• Proficiency in paid media platforms (e.g. Google Ads, LinkedIn Campaign Manager, etc.).
• Experience with campaign tracking, optimization and budget management.
• Strong analytical skills and the ability to interpret data to make informed decisions.
• Excellent written and verbal communication skills.
• Experience with marketing analytics tools (e.g., Google Analytics, SEMrush).
• Familiarity with traditional media channels and advertising techniques.
• Creative thinking and problem-solving abilities.
• Detail-oriented with strong organizational and project management skills, with the ability to manage multiple projects and meet deadlines.
• Excellent interpersonal skills, with a proven ability to collaborate with cross-functional teams, including marketing, outreach and technical teams.
• Exceptional verbal and written communication skills. Ability to convey complex information in a clear and accessible manner for diverse audiences, including the deaf and disabled communities.
• Ability to think creatively and strategically to develop media plans that drive awareness, leads and conversions as well as support DDTP’s mission and goals.

Qualifications

• Bachelor’s degree in marketing, Journalism, Communications, English, Public Relations or related field; or equivalent professional experience (preferred).
• A minimum of 2-3 years of experience in managing paid media campaigns.
• Proven track record of managing successful multi-channel paid media campaigns.
• Ability to communicate effectively using American Sign Language (Preferred).