About This Role
This role involves designing, executing, and optimizing multi-platform paid media strategies to align with marketing goals and drive measurable outcomes. The specialist will conduct keyword and audience research, create compelling ad copy, manage bids and budgets, and monitor campaign performance across various platforms. The position suits a performance marketing professional with deep platform expertise and a focus on ROI and lead generation.
Responsibilities
- Partner with Marketing Business Partners to design multi-platform paid media strategies that align with marketing goals, audience insights, and campaign objectives
- Define KPIs and success metrics for each platform and campaign, ensuring alignment with business targets and measurable outcomes
- Conduct keyword and audience research together with the Marketing Business Partner to build effective, targeted campaigns on search engines and social media channels
- Regularly review and refine targeting to remain competitive, ensuring campaigns reach the right audience with the most relevant messaging
- Develop compelling ad copy and creative assets working closely with the Creative Publishing and Social Media teams for various platforms, including Google Ads, Facebook, LinkedIn, Instagram, and display networks
- Conduct A/B testing for ad variations, such as copy, visuals, and CTAs, to optimise engagement and conversions for each platform
- Set up and manage campaigns across search, social, and display platforms, ensuring optimal targeting, ad placements, and bidding strategies for each
- Maintain campaign structure, tags, and tracking across all channels, focusing on data integrity and performance insights
- Continuously optimise campaigns to improve relevance, engagement, and conversion across different ad formats and platforms
- Experiment with new ad features and formats (such as video ads, carousel ads, or lead ads) to keep campaigns innovative and competitive
- Work closely with the Marketing Business Partners and the SEO & Content team to design and draft ideal landing pages supporting the defined business target
- Optimise bids and budget allocation across platforms to maximise ROI, focusing on target metrics like CPA, ROAS, or CPL
- Monitor budget pacing across all channels, reallocating as necessary to support high-performing campaigns and meet monthly or quarterly goals
- Track and analyse campaign performance monitoring KPIs such as CTR, CPC, conversion rates, and engagement
- Prepare regular reports that consolidate performance data from multiple channels, delivering actionable insights and recommendations for future campaigns
- Communicate campaign outcomes effectively to Marketing Business Partners, using data visualisation and insights to guide strategic decisions
- Serve as the team's deepest subject matter expert on assigned paid media platforms (Google, Meta, Bing, LinkedIn, etc.), staying ahead of algorithm changes, policy updates, bidding mechanics, and new ad formats
