Digital Paid Marketing Manager

Job Description

Job Description

Position Summary

The Digital Paid Marketing Manager is the primary owner and operator of IMA's paid digital marketing programs. This hands-on role is responsible for planning, building, launching, managing, optimizing, and reporting on digital campaigns that drive awareness, lead generation, membership growth, credential enrollments, and revenue.

This individual will serve as the organization's in-house paid media expert and will be responsible for executing campaigns across Google, LinkedIn, Meta, and other digital advertising platforms. The role requires a highly analytical marketer who thrives in campaign execution, performance optimization, conversion analysis, and continuous testing.

Working closely with Marketing Strategy, Content, and the Digital Marketing Team, the Digital Performance Marketing Manager will transform campaign objectives into measurable business outcomes through data-driven execution and optimization.

Key Responsibilities

Paid Media Ownership & Execution

• Serve as the day-to-day owner of all paid digital advertising efforts across the organization.
• Build, launch, manage, and optimize campaigns across:

• Google Ads
• LinkedIn Ads
• Meta (Facebook and Instagram)
• Display and retargeting platforms
• Emerging digital advertising channels as appropriate

• Manage campaign budgets, bidding strategies, audience targeting, and conversion tracking.
• Ensure campaigns are optimized to achieve lead generation, enrollment, membership, and revenue goals.
• Monitor campaign performance daily and proactively adjust strategy to maximize return on investment.

Campaign Performance & Optimization

• Analyze campaign performance and identify opportunities to improve conversion rates, engagement, and cost efficiency.
• Conduct ongoing A/B testing of:

• Ad creative
• Messaging
• Audience segments
• Landing pages
• Calls-to-action
• Campaign workflows

• Continuously optimize campaigns to improve key performance metrics including CPL, CPA, ROAS, and conversion rates.
• Develop recommendations for budget allocation and channel investment based on performance data.

HubSpot Campaign Management

• Create and optimize landing pages, forms, workflows, and campaign tracking structures.
• Support audience segmentation and lead nurturing efforts.
• Ensure proper campaign attribution and reporting throughout the marketing funnel.

Analytics & Reporting

• With the support of the Senior Digital and Growth Marketing Manager own digital marketing performance reporting and insights.
• Develop dashboards and monthly reporting packages for marketing leadership.
• Analyze campaign, channel, audience, and conversion data to uncover actionable insights.
• Track and report on:

• Leads
• Conversions
• Cost per lead
• Cost per acquisition
• Return on ad spend
• Landing page performance
• Campaign ROI
• Funnel conversion metrics

• Present recommendations for optimization and future investment opportunities.

Marketing Technology & Measurement

• Manage campaign tracking, attribution, and UTM governance.
• Ensure accurate measurement across advertising platforms, HubSpot, CRM systems, and analytics tools.
• Identify opportunities to improve reporting capabilities and marketing technology utilization.
• Maintain data integrity and campaign measurement standards.

Cross-Functional Collaboration

• Partner with Marketing Strategy Directors to execute integrated campaign plans.
• Collaborate with Content, Creative, and Communications teams to develop and optimize campaign assets.
• Provide performance insights that inform future marketing strategy and investment decisions.
• Serve as the subject matter expert for paid media performance and digital campaign optimization.

Qualifications

Required Experience

• 5+ years of hands-on performance marketing or digital advertising experience.
• Proven success managing and optimizing paid media campaigns across Google, LinkedIn, and Meta.
• Strong experience with HubSpot campaigns, landing pages, workflows, and reporting.
• Experience managing advertising budgets and driving measurable ROI.
• Advanced analytical skills with the ability to translate data into actionable recommendations.
• Experience creating executive-level performance reports and dashboards.

Preferred Experience

• Experience in professional associations, education, certification, membership, SaaS, or B2B organizations.
• Experience with Google Analytics, Looker Studio, and CRM integrations.
• Familiarity with SEO and website optimization best practices.
• Experience managing webinar, demand generation, and lead nurturing campaigns.

Success Measures

Success in this role will be measured by:

• Growth in qualified leads, enrollments, and membership conversions
• Improvements in ROAS, CPL, CPA, and conversion rates
• Effective management of paid media budgets
• Accuracy and timeliness of performance reporting
• Continuous optimization and testing outcomes
• Increased contribution of digital channels to organizational growth goals

This is a highly tactical, execution-focused role ideal for a marketer who enjoys being in the platforms every day, making optimization decisions, analyzing performance data, and directly driving business results through digital advertising.