Digital Marketing/Communications Manager: Paid Media Buying — Publisher Direct, Endemic Trade & Programmatic

Cox Enterprises•Atlanta, MI

23h•$92,300 - $153,900•Hybrid

About The Position

This position is remote/work from home. You need to reside within the Eastern or Central Time Zones (Atlanta is preferred). If you live near any of the office locations listed, the role will be hybrid. The Digital Marketing / Communications Manager owns paid media buying across endemic trade publications, industry sponsorships, and programmatic platforms in support of the entire enterprise marketing portfolio. This role plans, negotiates, executes, and optimizes publisher-direct placements — display, newsletter, native, custom content, event and print — and manages a secondary book of programmatic and paid social buying. As the enterprise moves media buying in-house, this role develops the buying model itself: establishing scalable processes for publisher negotiation, insertion order management, trafficking, verification, and reconciliation where those processes do not exist today. This is a deep subject matter expert role without direct reports. The Manager partners with Product and Brand Marketing on campaign objectives and audience priorities, with Marketing Analytics on measurement design and attribution, with MarTech on audience activation and tag governance, and with Supply Chain and Finance on publisher contracts, purchase orders, and spend reconciliation. Success looks like a defensible annual publisher plan, negotiated rates that measurably improve cost efficiency against prior agency-managed spend, and reporting that connects media investment to pipeline outcomes.

Requirements

Bachelor’s degree in related discipline and 6 years’ experience in a related field. The right candidate could also have a different combination, such as a master’s degree and 4 years’ experience; a Ph.D. and 1 year of experience; or 10 years’ experience in a related field.
Demonstrated experience buying media directly from publishers, including rate and contract negotiation, insertion order management, and post-buy reconciliation.
Hands-on experience managing programmatic and paid social campaigns across demand-side platforms and self-serve buying platforms.
Experience supporting multiple brands or business lines within a large, matrixed enterprise organization.
Analytical thinking at a skilled level; interprets performance data, identifies root causes, and makes well-reasoned, data-based recommendations on media investment.
Negotiation and vendor management; secures favorable terms and holds publishers and agencies accountable to committed deliverables.
Business process management; builds repeatable processes and documentation where none exist and improves them as the function matures.
Communication; explains media strategy, trade-offs, and results clearly to technical and non-technical audiences, including senior stakeholders.
Collaboration and influence; works effectively across Marketing, Analytics, MarTech, Finance, and Supply Chain without direct authority.
Business acumen; understands the automotive industry landscape and connects media decisions to revenue and pipeline outcomes.
Proficiency with demand-side and self-serve buying platforms such as DV360, Microsoft Monetize, Meta, LinkedIn, YouTube, and Google Ads or Search Ads 360.
Working knowledge of ad serving and verification, including Campaign Manager 360 or comparable third-party ad servers, and viewability and brand safety vendors.
Ability to implement and troubleshoot ad tags, pixels, and conversion tracking in coordination with web and MarTech teams.
Fluency in media math and planning concepts, including CPM, CPC, CPA, CPL, ROAS, viewability, frequency, reach, and share of voice.
Familiarity with audience activation from a customer data platform such as Salesforce Data Cloud, and with reporting environments such as Snowflake, Tableau, or DOMO.
Experience with project management platforms such as Monday.com, and advanced proficiency in Microsoft Excel and PowerPoint.
Must currently be authorized to work in the United States for any employer without current or future sponsorship. No OPT, CPT, STEM/OPT or visa sponsorship now or in future.

Nice To Haves

Experience establishing a new capability or transitioning media buying from agency-managed to in-house is strongly preferred.
B2B media experience preferred; endemic or trade publication buying experience is a significant advantage.

Responsibilities

Develops and evolves the annual endemic media plan, defining publisher mix, placement types, flighting, and budget allocation against campaign and business objectives.
Negotiate rates, added value, and contract terms directly with trade publishers, evaluating rate cards against audience quality, historical performance, and comparable market benchmarks.
Manages the full buy cycle from RFP and proposal evaluation through insertion order execution, trafficking, in-flight monitoring, make-good resolution, and post-campaign reconciliation.
Assesses publisher audience composition, circulation and traffic claims, and third-party verification data to determine whether a placement reaches the intended buyer audience.
Establishes scalable frameworks for publisher evaluation and renewal decisions, including performance thresholds that determine which partners scale, hold, or sunset.
Maintains the publisher relationship portfolio, conducting regular performance reviews and surfacing new inventory, formats, and first-look opportunities.
Plans and executes sponsorship packages including newsletter takeovers, webinars, research reports, awards programs, and industry event presence.
Develops creative briefs for custom content and sponsored editorial, partnering with Content and Brand Marketing teams to produce assets that meet publisher specifications and brand standards.
Manages print placements including space reservations, material deadlines, mechanical specifications, and proofing coordination.
Recommends and drives the balance between awareness-oriented sponsorship investment and direct-response placements based on program objectives and measured contribution.
Manages campaign execution across DSPs and paid social platforms, including setup, audience targeting, bid strategy selection, pacing, and daily optimization.
Manages audience targeting across retargeting, lookalike, intent-based, and first-party segments activated from the enterprise customer data platform.
Coordinates creative testing across ad copy, visuals, calls to action, and landing pages, and applies results to subsequent flights.
Establishes platform-specific best practices that account for differing algorithms, inventory quality, formats, and audience behaviors across buying platforms.
Manages the paid media budget across publishers and platforms, monitoring spend pacing against plan and reallocating funds toward higher-performing placements.
Establishes scalable processes for insertion order tracking, purchase order creation, invoice validation, accrual tracking, and month-end close in partnership with Finance.
Manages ad trafficking, tag and pixel implementation, and third-party ad server configuration, coordinating with MarTech on tag governance and site implementation.
Develops quality assurance checklists covering creative specifications, tracking validation, landing page readiness, and legal and brand compliance prior to launch.
Manages agency and vendor relationships for the portion of media that remains outsourced, defining deliverables, service levels, and performance expectations.
Establishes naming conventions and campaign taxonomy for paid media so spend and performance roll up consistently across publishers, platforms, and brands.
Proactively reports on performance by publisher, placement, and campaign, and provides improvement recommendations to marketing leadership and boundary partners.
Defines and tracks paid media KPIs including impressions, click-through rate, cost per click, cost per lead, cost per acquisition, return on ad spend, viewability, and video completion rate.
Partners with Marketing Analytics on conversion tracking and attribution methodology, connecting paid media investment to pipeline and closed revenue.
Conducts pre- and post-campaign analysis and builds a performance repository of past buys to inform future publisher selection and budget allocation.
Monitors competitive share of voice within endemic trade media and recommends adjustments to placement strategy in response.
Documents standard operating procedures and buying playbooks for the in-house media function, covering negotiation, execution, measurement, and reconciliation.
Serves as subject matter expert on endemic trade media and media buying practices, advising Product and Brand Marketing partners on feasibility, timelines, and expected outcomes.
Contributes to the innovation roadmap for paid media, evaluating emerging inventory, formats, and buying technologies for relevance to the portfolio.
Shares buying knowledge and mentors specialist-level teammates as the paid media function expands, without direct reporting responsibility.

Benefits

A competitive salary and top-notch bonus plans.
Exceptional work-life balance, flexible time-off policies and accommodating work schedules.
Comprehensive healthcare, with multiple options for individuals and families.
Generous 401(k) retirement plans with company match.
Professional development and continuing education opportunities.
Inclusive parental leave policies, plus comprehensive fertility coverage and adoption assistance.
Extra perks like pet insurance, employee discounts and much more.
Flexible vacation with pay.
Seven paid holidays throughout the calendar year.
Up to 160 hours of paid wellness annually.
Bereavement leave.
Time off to vote.
Jury duty leave.
Volunteer time off.
Military leave.
Parental leave.
Health care insurance (medical, dental, vision).
Retirement planning (401(k)).
Paid days off (sick leave, parental leave, flexible vacation/wellness days, and/or PTO).