Job Summary:
As the Paid Media Manager, you will take ownership of developing, executing, and optimizing our digital marketing campaigns across various channels, including social media (LinkedIn), search engine marketing (SEM), and display advertising.
Your primary responsibility will be to drive direct response initiatives such as demo requests and free trials while supporting product launches and multi-channel Account-Based Marketing (ABM) campaigns tailored to our target audience.
Key Responsibilities:
Campaign Strategy and Execution:
- Develop and implement comprehensive paid media strategies that align with Payscale's overall marketing goals, focusing on lead generation and customer acquisition among HR professionals and decision-makers in mid-sized to enterprise-level organizations.
- Lead the execution of high-impact ABM campaigns targeted at key accounts, ensuring messaging and creative resonate with HR leaders, compensation analysts, and C-suite executives.
- Create targeted campaigns that move prospects through the marketing funnel, from building brand awareness to nurturing leads with warm offers and driving conversions.
- Manage and optimize paid media budgets across daily, weekly, and quarterly timelines, ensuring efficient allocation of spend to maximize ROI while staying within budget constraints.
Performance Optimization:
- Monitor, analyze, and report on campaign performance metrics, utilizing data-driven insights to optimize campaigns for improved click-through rates, cost-per-lead (CPL) cost-per-acquisition (CPA) and return on ad spend (ROAS).
- Employ A/B testing methodologies to enhance ad copy, targeting, and landing pages to maximize conversion rates and drive demo requests and free trial sign-ups.
- Utilize data-driven insights to optimize audience segmentation, messaging, and bidding strategies for maximum campaign effectiveness.
- Continuously monitor competitive landscape and industry trends to identify new opportunities for campaign innovation and optimization.
Data Analysis and Reporting:
- Utilize analytics tools to track and report on key performance indicators (KPIs), providing insights to drive continuous improvement in campaign performance.
- Prepare and present regular performance reports to stakeholders, highlighting successes, challenges, and actionable recommendations.
Collaboration and Market Research:
- Work closely with cross-functional teams, including sales, business intelligence, product marketing, and content marketing, to ensure cohesive messaging and campaign execution that resonate with the target audience at each stage of the buyers journey.
- Conduct market research to understand the evolving needs of our buyers and stay up-to-date with industry trends, competitor strategies, and emerging technologies to inform and enhance paid media strategies.
Qualifications:
- Bachelor’s degree in Marketing, Business, or a related field.
- 3-5 years of experience in digital marketing, with a strong emphasis on paid media management.
- Proven track record in SEM, social media advertising (especially LinkedIn), and display advertising campaigns targeting HR professionals and organizational leaders.
- Proficient in marketing automation and CRM tools (e.g., HubSpot, Marketo, Salesforce).
- Strong analytical skills with experience using Google Analytics, Google Ads, LinkedIn Campaign Manager, and other relevant analytics platforms.
- Excellent written and verbal communication skills, with the ability to create compelling marketing narratives and reports.
- Experience in direct response marketing, demand generation, and lead nurturing strategies.
Compensation:
In the spirit of pay transparency, we are excited to share the base salary range for this position is $93,000-139,400, exclusive of fringe benefits or potential bonuses...
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