Paid Media Specialist

Paid Media Specialist

This is a hybrid role - 2 days remote and 3 days in the Malvern, PA office.

The Paid Media Specialist owns the planning, coordination, measurement, and performance analysis of digital media initiatives across programmatic channels, with a strong focus on YouTube and Google Demand Gen campaigns. Working closely with the Manager, Paid Media, this role serves as the primary coordinator between internal stakeholders and external agency partners to ensure campaigns are executed efficiently, measured accurately, and optimized to achieve business objectives. This role will also be responsible for the day-to-day management and optimization of YouTube and Demand Gen campaigns designed to drive brand awareness, consideration, and customer acquisition.

The ideal candidate is highly organized, analytical, and collaborative, with a passion for digital marketing, marketing analytics, and continuous improvement. This role plays a key part in ensuring media campaigns are delivered successfully while providing actionable insights that improve marketing performance.

Responsibilities

• Serve as the day-to-day point of contact for paid media agency partners, ensuring campaign deliverables, timelines, and business objectives are clearly communicated.
• Coordinate campaign briefs, creative assets, audience requirements, landing pages, tracking, and campaign launch readiness across internal teams.
• Review agency deliverables, recommendations, and reporting for completeness, accuracy, and alignment with campaign goals. Hold partners accountable to KPIs.
• Maintain campaign calendars, project timelines, documentation, and status updates to ensure seamless execution.
• Monitor campaign pacing, budget delivery, and key performance indicators, proactively identifying trends, risks, and optimization opportunities.
• Prepare recurring dashboards and executive-ready performance reports.
• Analyze and optimize campaign performance across channels, identifying insights, and supporting recommendations that improve media effectiveness.
• Track competitive activity, industry trends, and emerging media opportunities.
• Support the collection, validation, and organization of campaign data used for Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), incrementality testing, and other marketing measurement initiatives.
• Partner with Analytics and agency teams to ensure campaign tracking, tagging, and reporting are accurate and complete.
• Assist in evaluating channel performance and identifying opportunities to optimize media investments based on performance and measurement insights. Translate campaign performance into insights and recommendations that influence future media investment.
• Maintain reporting documentation and help ensure consistency across dashboards and measurement methodologies.
• Partner with Brand & Content to coordinate creative asset delivery and campaign readiness.
• Collaborate with Paid Search and Paid Social teams to support integrated campaign planning, reporting, and knowledge sharing across paid channels.
• Work closely with Revenue Management, Analytics, Digital Product, and other marketing teams to ensure campaigns align with business priorities and customer acquisition goals.
• Support integrated marketing initiatives by coordinating timelines, deliverables, and communication across stakeholders.
• Identify opportunities to improve campaign workflows, agency processes, reporting automation, and operational efficiency.
• Champion experimentation and establish testing roadmaps. Support testing initiatives by documenting hypotheses, tracking results, and organizing campaign learnings.
• Identify new growth opportunities through testing, audience segmentation, and emerging platforms.
• Stay current on digital advertising trends, AI-powered marketing capabilities, privacy changes, and emerging media technologies.
• Contribute to the development and maintenance of paid media playbooks, best practices, and process documentation.

Qualifications

• 2–4 years of experience in paid media/digital advertising, preferably with hands-on experience managing campaigns in Google Ads.
• Demonstrated experience managing YouTube advertising and Google Demand Gen campaigns.
• Strong understanding of paid media fundamentals, including audience targeting, bidding strategies, budget management, creative testing, and performance optimization.
• Experience working with paid media agencies or supporting digital marketing campaigns.
• Experience with upper- and mid-funnel media channels including CTV, online video, and display.
• Strong analytical skills with experience using reporting platforms such as Google Analytics, Adobe Analytics, Looker, Tableau, or Excel.
• Understanding of marketing measurement concepts, including attribution and campaign performance analysis; familiarity with MMM and MTA is a plus.
• Excellent project management, organizational, and communication skills with strong attention to detail.
• Experience with AI-powered marketing tools, reporting automation, or workflow optimization is preferred.
• Bachelor's degree in Marketing, Business, Communications, Advertising, or a related field.