Paid Media Manager 6 Month FTC

Full Job Specification.

Paid Media Manager (6 month FTC) on secondment from a major global fashion retailer.

 

Job purpose

 

The Paid Media Manager is responsible for planning, optimizing, and executing the voice of the brand through paid media across UK & EU online, via relevant channels, with focus on paid social & digital. The role lives and breathes paid media and looks to build brand awareness while optimizing media tactics, utilizing the global strategic seasonal guidelines, while also applying a filter to these for a local customer. They work closely with the performance media team in SF & NY and ensure a full-funnel approach across tactics. They fully understand the consumer and how they shop and are able to build a paid media strategy that maximizes this behaviour. The Paid Media Manager also works closely with the PR & Social Associate Manager to ensure paid & organic content and initiatives are aligned. They have a strong brand lens and are both analytical and creative, constantly reviewing and analysing performance of output to recommend and optimize future paid media plans in a quick reactive business.

 

What type of person you are

 

You live and breathe paid media, especially social and digital, and are constantly discovering new, interesting, and engaging content. You have your ear to the ground for the next best thing in terms of consumer, digital, and advertising trends, and you know what resonates with the client customer.

 

You’re also great at influencing, planning, and driving out new ways of doing things. Working with internal teams and managing external agencies to deliver industry-leading, full funnel, paid media campaigns. You know what needs to be communicated when, where and how. You get excited by data and look for patterns and trends within it that will build on the media strategy.  You are interested in seeing what performs well and why and can implement learnings quickly to drive business efficiencies. You thrive off knowing how the brand can leverage its media channels and content to connect with its audience further, and ultimately build on brand metrics and revenue.

 

Role & responsibility

 

Overall:

 

Responsible for building out and delivering the seasonal cross-tactic paid media plans for a major fashion retailer online across the EU, working closely with the Head of Brand Marketing, North American client performance teams and media agencies to determine the best channels for each campaign, maximizing both reach, engagement, and the appropriate creative. Includes but not limited to paid social, display, YouTube, VoD, OOH and partnerships.

 

Manage the end-to-end planning and delivery of all paid activity across EU including budget splits for initiatives, creative briefing, planning and analysis. This also includes all planning for DR performance social.

 

Paid Media:

 

Ensure a cross-tactics focus for all paid media planned with an awareness of online priorities. Align with North America digital performance teams on advertising calendars and drive out cost efficiencies for the business

 

  • Manage all partnership activity end to end recommended through agency including prizes and legal.
  • Constantly optimizing ads and driving budget efficiencies with a test & learn mentality
  • Brief all creative for paid media & review with studio through workfront
  • Work with copywriter to create on any paid media social copy
  • Work with US brand teams seasonally to ensure we have requested correct campaign assets e.g., VoD assets.

 

Reporting:

 

Builds and creates monthly paid media and social reports and post campaign analysis, reviewing acquisition, engagement and conversion ensuring we can report the impact of social to the wider business and recommend next steps.

 

  • Top level weekly reporting for trade.
  • Sets KPIs for all campaign activity with agency and track performance in tools Omniture & Power BI & Ads Manager
  • Regular reporting across both brand and promo initiatives, gathering results from Greenlight and Code3 and presenting back to marketing

 

Relationships:

 

  • Owns the day-to-day relationship with the paid media agency, instructing changes where necessary and allocating budget
  • Works closely with US performance team , arranging weekly meetings to review performance and request activity for our market, while managing the delivery of creative assets to the US to support performance campaigns
  • Lead agency contact for brand and performance social and part-contact with search & display agency.
  • Partner with traditional media agency for management of any adhoc OOH media.
  • Conduct Weekly/seasonal meetings, seasonal briefing (and creation of all documents), own O&S and media recommendation with agency partners.

 

Competitor Analysis:

 

  • Keeps the team up to date with paid media best practice, demonstrating competitor/industry trends
  • Finger on the pulse regarding how to target our audiences; has an opinion about millennial targeting and relevance
  • Competitor intelligence expert across our channels ensuring creative and innovative responses to our customers

 

Administration Duties:

 

  • Management of paid media budget and keeping budget file up to date
  • PO raising & processing

 

Wider Organisation Relationships:

 

Role works closely with the head of brand marketing and builds strong relationships with PR & Social (organic) Associate Manager, copy, the performance media teams in SF & NY, online trade Marketing, Studio, Product teams, as well as external agencies

 

Qualification & skills requirements

 

Knowledge, Skills & Attributes:

 

  • Analytical and able to action next steps from data to constantly optimise media plans
  • Written communication skills: ability to convey messages in a clear and concise manner in the appropriate brand voice
  • Motivated, self-starter who has the ability to multitask and prioritize with excellent time management/organization skills
  • Strong relationship building skills to effectively manage all partnerships and interaction within marketing function
  • Highly flexible in working style to adapt well to a rapidly changing and fast paced environment
  • Excellent ability to clearly communicate ideas to leadership and then integrate feedback/direction
  • Must be comfortable presenting to senior leadership team

 

Minimum Educational Level:

 

Educated up to degree level

 

Minimum Experience:

 

  • Experience of working either within a client-side marketing team, or a digital media agency
  • Lives and breathes paid media – must have a huge passion for both social & digital
  • Proven understanding/current knowledge of paid social and digital media (full funnel), as well as client’s place in our competitor market
  • Experience working on photoshop, InDesign and Illustrator, but not essential
  • 5+ years’ experience minimum in paid social & digital media marketing

 

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