Digital Marketing Specialist

Digital Marketing (Paid Media)

We are seeking a full-time, data-driven Paid Media Specialist to lead the execution, optimization, and performance management of full-funnel paid media campaigns, with a strong focus on SEM strategy and operations.

The Role

This position owns the end-to-end campaign setup, trafficking, and in-flight optimization across paid search initiatives to drive continuous improvement and business growth. You will contribute directly to tactical planning, measurement frameworks, and cross-functional execution by partnering closely with analytics, creative, SEO, and marketing operations teams.

Success in this role requires a detail-oriented professional who ensures campaigns are launched accurately, optimized continuously, and measured effectively.

Qualifications for the Role

• A Bachelor's degree in Marketing, Business, Communications, Analytics, or a related field; must have 2 to 5+ years of hands-on experience managing and optimizing SEM/PPC campaigns; active SEM certifications and a working knowledge of SEO principles are highly preferred
• Technical proficiency in Google Ads, Microsoft Advertising, Google Analytics 4 (GA4), and Google Tag Manager (GTM)
• Strong expertise in keyword research, bidding strategies, audience targeting, and conversion tracking infrastructure
• Proven experience with end-to-end campaign setup, tactical optimization, budget management, and performance reporting
• Advanced proficiency in data management and reporting tools, specifically Excel and Google Sheets
• Excellent analytical, organizational, communication, and cross-functional collaboration skills

Responsibilities of the Role

1. SEM Strategy & Tactical Planning - Collaborate with teams to build goal-aligned SEM plans, defining KPIs and benchmarks for success. This role supports channel planning, keyword strategies, and audience targeting.
2. Campaign Setup, Trafficking & Launch (Primary Accountability) - Own the accurate, end-to-end setup and launch of SEM campaigns by gathering creative and tracking assets across teams. Responsibilities include maintaining precise trafficking documentation and delivering post-launch validation.
3. Campaign Optimization & Performance Management - Monitor performance against KPIs to execute real-time optimizations like bid, budget, and keyword adjustments. The focus is to proactively drive campaign efficiency across key metrics like CPA, CTR, and ROAS.
4. Budget Management & Pacing - Manage and monitor channel budget pacing documents to ensure alignment with campaign goals and forecasts. Proactively recommend budget shifts based on real-time performance and optimization insights.
5. Creative & Tagging Collaboration - Partner cross-functionally to ensure creative assets, ad copy, and landing pages follow channel best practices. Oversee proper campaign tagging and structural setup to guarantee accurate measurement and tracking.\
6. Analytics, Reporting & Insights - Contribute to SEM performance reporting, deep-dive analyses, and the development of strategic channel points-of-view. Deliver actionable insights and data for executive dashboards and performance reviews.
7. Data Quality & QA - Perform rigorous QA across platforms and dashboards to ensure absolute data accuracy and consistent reporting outputs. Validate tracking and campaign setups to eliminate discrepancy between analytics tools.
8. Cross-Functional Collaboration - Partner with analytics, creative, SEO, and operations teams to align campaign execution with broader marketing strategies. Support integrated search initiatives by bridging paid and organic channels under a unified measurement framework.