Senior Marketing Specialist - Paid Media (Hybrid)

Senior Marketing Specialist, Paid Media

As a Senior Marketing Specialist, Paid Media, you will play a critical role in planning, executing, and optimizing paid media campaigns across multiple digital platforms. Your expertise will help increase brand awareness, drive consideration, and deliver measurable campaign results that align with our business goals. This role combines hands-on campaign execution with strategic media planning and stakeholder partnership, helping translate business objectives into media strategies that drive measurable brand and business impact.

This role follows a hybrid work model, requiring onsite presence four days per week at one of M&T Bank's regional offices.

Primary Responsibilities:

• Work closely with media planner to develop and execute paid media strategies with a strong emphasis on video advertising across platforms such as Google Ads, Meta Ads, CTV, and more.
• Manage end-to-end campaign execution, including campaign set up/media buying, tracking, budget allocation/pacing, bid management, optimization and reporting.
• Provide monthly budget reconciliation and forecasting adjusting for actual media spend.
• Continuously optimize campaigns based on real-time performance data to maximize performance and meet KPIs.
• Collaborate closely with creative teams on creative strategy and rotation that aligns with campaign goals and resonates with target audiences.
• Monitor, analyze, and report on campaign performance, providing actionable insights and recommendations to stakeholders.
• Stay up to date with the latest trends, tools, and best practices in digital paid media and video advertising.
• Design and execute structured testing designs across creative, targeting, and channel strategies to continuously improve brand awareness and consideration.
• Work cross-functionally with brand advertising, creative, agency partners, and analytics teams to ensure cohesive marketing efforts.
• Run brand lift studies within ad platform or partnering with third-party
• Create and present quarterly performance reports to key stakeholders providing key insights and recommendations
• Complete other related duties as assigned.

Education and Experience Required:

• Bachelor's Degree + 3 years of proven experience in digital paid media with a focus on video advertising and campaign optimization. (Or in Lieu of a degree, a combination of 7 years of higher education and relevant experience)
• Strong expertise in media buying across platforms such as Google Ads (YouTube) and Meta Ads.
• Demonstrated ability to drive brand awareness and consumer consideration through targeted paid media campaigns.
• Proficient in using web analytics tools to optimize campaigns.
• Excellent understanding of digital marketing KPIs, attribution models, and budget management.
• Strong analytical mindset with the ability to derive actionable insights from complex data sets.
• Effective communication and collaboration skills. Able to clearly explain complex topics to a variety of stakeholders with varying paid media knowledge.
• Excellent attention to detail
• Strong problem solver who can conceive and create creative solutions to challenges.
• Willing to continuously learn the skills necessary for personal and team growth.

Nice-to-Have Experience:

• Working in fast-paced, agile marketing environments using project management tools like JIRA
• Experience collaborating on cross-channel campaigns that include traditional media (TV, OOH, radio)
• Familiarity with programmatic media and DSP platforms
• Proficiency with data visualization tools (e.g., Power BI, Tableau)

M&T Bank is committed to fair, competitive, and market-informed pay for our employees. The pay range for this position is $82,100.00 - $136,900.00 Annual (USD). The successful candidate's particular combination of knowledge, skills, and experience will inform their specific compensation.

Location: Baltimore, Maryland, United States of America