The Senior Paid Media Manager is responsible for planning, executing, and optimizing brand-driven paid media campaigns across both digital and traditional media. High expertise in developing paid media strategies to drive brand awareness, consideration, engagement and qualified leads. The ideal candidate will have a background in both digital and traditional paid media, with a particular emphasis on leveraging integrated media channels such as Out-of-Home, TV, CTV, print, digital, programmatic, paid social, and paid search—to ensure integrated campaigns reach target audiences, deepen brand affinity, aligning with marketing goals/objectives, tailored to healthcare, driving measurable results.
This position requires a strong background in full funnel media management, aligning brand goals to drive engagement , develop audience targeting and drive brand impact, from awareness and consideration to traffic and lead volume, while ensuring performance and brand equity . The Senior Paid Media Manager will collaborate closely with internal teams and stakeholders, as well as partner with media agencies and vendors, to ensure campaigns are strategically integrated, impactful, executed seamlessly and aligned with brand campaign objectives , while maintaining alignment with broader marketing goals.
Key Responsibilities:
- Develop and execute integrated full funnel paid media strategies and tactics across a media mix (digital and traditional), including OOH, TV, CTV, print, digital, programmatic, paid social, and paid search, with a focus on brand awareness, increasing consideration and driving qualified leads to the website.
- Ensure execution is seamless and partner with media agencies, vendors and internal teams.
- Monitor in-platform and media performance and develop data-driven insights , advanced targeting strategies (including geo-targeting ) to engage key demographics, behaviors, and locations across a range of media, ensuring each touchpoint maximizes brand exposure and engagement and develop recommendations for optimizations.
- Ensure compliance with healthcare advertising regulations, keeping on top of legal restrictions related to both digital and traditional media.
- Generate reports and measure campaign effectiveness through KPIs, including brand lift , engagement , video completion rates (VCR) , CTR , CPC and lead volume , providing actionable recommendations for optimization and future strategy.
- Collaborate across teams to align creative assets, messaging, and media strategies and tactics with the broader marketing objectives and ensure consistency across all channels.
- Utilize research methods and brand lift studies to assess the impact of media on brand health and awareness. Conduct competitive analysis and market research to uncover new opportunities for differentiation and campaign innovation, with a focus on the healthcare industry.
- Create compelling ad copy, visual assets, keyword research, that resonate with the target audience, align with the brand's voice, and comply with healthcare regulations and privacy standards.
- Develop A/B testing on ad creatives, landing pages, targeting methods, and media placements to refine strategies, tactics and maximize campaign effectiveness.
- Manage the paid media budget, ensuring resources are allocated effectively across channels to maximize ROI and ensure financial or campaign targets are met.
- Collaborate with external media agencies, vendors, and partners to leverage their expertise and support paid media initiatives across efforts.
- Generate regular performance reports and actionable insights, recommending improvements and adjustments to optimize future media strategies for brand impact.
- Performs other duties as assigned.
