Responsibilities

• Lead and mentor a team of digital analysts supporting the end-to-end execution and optimization of paid media programs across paid search, programmatic and paid social while providing guidance, feedback, and support to foster their professional growth and creativity
• Lead research and analysis to identify optimal media channel mix, platforms, and partners for campaign execution
• Evaluate and employ evolving trends, technologies, and procedures in the digital space to our programs aimed at improving paid media performance
• Support routine campaign account audits, ensuring programs maintain executional excellence in all facets: campaign creative, campaign structure and strategy, audience targeting, keyword strategy, tracking, and tagging infrastructure
• Build and foster strong relationships with media partners and vendors ensuring optimal campaign set-up, competitive media pricing, exclusive placements, and ongoing performance improvements
• Stay informed of industry regulations and compliance guidelines, ensuring all media buying activities adhere to legal and ethical standards
• Develop and manage the budget for paid media while providing regular budget updates and forecasts to senior management
• Oversee the creation and execution of lifecycle digital marketing campaigns, ensuring timely and relevant communications based on customer behavior and segmentation
• Channels: Partner and collaborate with internal business teams to plan and execute lifecycle marketing campaigns that are cross-channel in nature
• Messaging: Partner with digital creative team to deploy campaign messaging that is targeted and personalized based on member behavior, lifecycle stage, and preferences
• Measurement: Partner with the analytics team to identify appropriate success measurement framework based on member lifecycle stage. Then ensure said KPIs are embedded within campaign strategy
• Optimization: Collaborate with external vendors and partners to enhance lifecycle marketing capabilities and stay updated on best practices and emerging trends
• Leverage marketing automation tools to develop efficiencies and improvements within digital marketing programs
• Facilitate the deployment and adoption of lifecycle learning agendas centered around iterative testing schedules, with the intent of continuously refining go-to-market strategies
• Carry out analysis to monitor digital campaign performance results and identify opportunities for improvement
• Present key insights and findings that effectively highlight campaign results and recommendations for future campaign success
• Create strong cross functional relationships with peers in other business units to foster shared learning and leverage best practices
• Collaborate with peers and build understanding of cross-channel strategies to spot opportunities or create synergies
• Provide strong internal client service (quality, responsiveness, attention to detail)