Senior Marketing Manager, Digital Advertising Job Description

Title: Senior Marketing Manager, Digital Advertising

Department: Marketing

Reports To: VP of Integrated Brand Marketing

FLSA Status: Exempt

Position Summary

The Senior Marketing Manager – Digital Advertising (SMMDA) sits within the Marketing Brand Operations team and is responsible for developing and managing paid digital candidate and demand strategies in partnership with the Director of Marketing Brand Operations and VP of Integrated Brand Marketing. The Senior Marketing Manager – Digital Advertising, leads the planning, strategies, and tactics for advertising across search engines, paid social, programmatic display, job platforms, affiliates, and sponsored publisher channels for candidate and client-facing audiences. The ideal candidate is a proven marketing technologist and digital channel strategist with a genuine curiosity for testing new and innovative approaches to maximize efficiency of spend, while focusing on quality leads. The SMMDA takes a data-driven approach to planning and optimizing digital demand across outbound channels and aligns and organizes with cross-functional Marketing team members toward one mission.

Functional Accountability

• An integrated approach to advertising and marketing strategies.
• Market and industry competitive research.
• Budgeting, forecasting, analytics, and reporting on paid strategies.
• Work in partnership with social media and content peers to determine social ad value.

Essential Job Functions

• SMMDA works with Marketing leadership to implement paid and overall channel strategies that impact both customer conversion and retention.
• The Senior Marketing Manager – Digital Advertising will leverage internal data, behavioral insights, and marketplace opportunities, to define ideal channels of reach for targeted supply and demand programs, and deliver campaign results.
• Assists in building and improving paid demand generation campaigns across paid search, paid social, programmatic display, and/or sponsored publisher channels.
• Partners with Marketing team to establish measurement framework for paid digital media campaigns that map to the program goals and effectively communicate campaign activities and performance weekly, monthly, and quarterly.
• Monitors market trends and competitors to determine marketing opportunities, recommends and takes action to improve visibility and conversion of TRS Healthcare opportunities.
• The SMMDA will have a firm understanding of historical campaign performance by segment, audience, product, channel, and region to drive data-driven strategic campaign recommendations, optimization, and new strategies. Understand the TRS Healthcare customer lifecycle, and ways in which customer needs are evolving/ how our product meets those needs.
• SMMDA will develop monthly forecasts and closed loop reporting to ensure leads and pipeline deliver on goals across all channels and align to candidate and sales/demand targets.
• SMMDA will define and optimize spend through CPL, CPA, and CPP analysis, with a focus on customer lifetime value. Analyzes and reports data across multiple paid channels in alignment with other marketing channels.
• Drives innovation and experimentation across paid marketing channels to maximize and improve lead generation, help build sales pipeline & drive high quality conversions.
• Works in tandem with SEO/ Content peers to balance supply and demand generation activities across paid, direct, and organic channels.
• SMMDA constantly innovates through test-and-learn and agile marketing methodologies.
• Cultivates key advertising platform and industry partnerships in alignment with TRS Healthcare mission, vision, and values.

Required Skills & Abilities

• Teamwork: Share due credit with co-workers, display enthusiasm and promote a friendly group working environment, work closely with other departments as necessary, support group decisions and solicit opinions from coworkers, and display team spirit.
• Communication: Clearly present information through spoken or written words, read and interpret complex information, talk with customers or clients, and listen well.
• Work Independently: Ability to be resourceful and problem solve.
• Self-Motivation: Create a schedule and routine to stay focused and on task. Limit distractions.
• Comfortable Using Digital Tools: Be comfortable effectively collaborating in a remote environment while utilizing video meeting software and all company-specific digital platforms.
• Emotional Intelligence: Be self-aware, empathetic, and adaptable in the face of any remote work challenges.
• Attention to Detail: Be alert, follow detailed procedures and ensure accuracy in documentation and data, carefully monitor processes, concentrate on routine work details, and organize and maintain a system of records.
• Initiative: Bring about great results from ordinary circumstances, prepare for problems or opportunities in advance, transform leads into productive business outcomes, undertake additional responsibilities and respond to situations as they arise without supervision.
• Integrity: Be tactful, maintain confidence, and foster an ethical work environment. Prevent inappropriate behavior by co-workers, give proper credit to others, and handle all situations honestly.
• Decision Making and Problem Solving: Act on solving problems while exhibiting judgment and a realistic understanding of issues. Use reason, even when dealing with emotional topics, review facts and weigh options.
• Policies, Process and Procedures: Act in accordance with established guidelines, follow standard procedures in crisis situations, communicate and enforce organizational policies and procedures recognize and constructively conform to unwritten rules or practices.
• Conflict Management: Use a win-win approach to resolve controversy, stay objective and fair when dealing with sensitive situations, maintain constructive working relationships despite disagreement.
• Flexibility: Remain open-minded and change opinions based on new information, perform a wide variety of tasks, and change focus quickly as demands change, manage transitions effectively from task to task, adapt to varying customer needs.
• Quality: Maintain high standards despite pressing deadlines, establish high standards and measures, do work right the first time, and inspect processes for flaws, test new methods thoroughly, reinforce excellence as a fundamental priority.

Education and Experience

• Bachelor’s degree in the business fields of advertising, marketing, communications, finance, or similar.
• 6+ years in Digital Marketing or a Lead/ Demand Generation role.
• 6+ years technical/industry experience focused on SEM, paid social, programmatic display, and/or web conversion rate optimization to improve lead generation, sales pipeline, and revenue.
• 6+ years’ experience and expertise in Google Analytics 4, Google Ads, Microsoft Ads, Programmatic Advertising, Job Platforms, Social Media Ad Platforms/ Lead Generators, Affiliate Marketing Platforms, Job Distribution Platforms, Marin, Excel, BI tools, SQL, or similar.
• Operational budgeting and project planning to ensure spend alignment, campaigns launch on time, and overall objectives are met.
• Experience in using Sensehq, Salesforce, Marketo (or other marketing automation software/ platforms) a plus.
• Staffing experience is ideal but not required.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Remote Employee must have:

• Stable, nonpublic internet connection with sufficient bandwidth to participate in video meetings and other regular activities, with an alternative location considered as a backup.
• Working environment conducive to conducting business without distraction or interference
• Noise level in the work environment that is quiet to moderate.
• A designated workspace which allows the Team Member to focus, preferably with a desk or worktable, comfortable chair, and good lighting.

Physical Requirements

These physical demands are representative of those that must be met by an employee to successfully perform the essential functions of this job.

• Prolonged periods sitting at a desk and working on a computer.
• Spending continuous time on the phone and video calls.
• Specific vision abilities include close vision, distance vision and depth perception.
• Occasionally reach with hands and arms, lift and/or move up to 25 pounds.