Digital Paid Media Analyst

Travel + Leisure Co.•Orlando, FL

3d•Hybrid

About The Position

The Digital Paid Media Analyst is responsible for supporting strategic implementation and optimization of our paid digital efforts and campaigns across various marketing channels including paid search, paid social, programmatic display, online video and more across a suite of Travel & Leisure Co. brands. This role will help leverage digital media to achieve and exceed T&L business objectives, and partners with business groups across the organization to deliver against key drivers for the organization such as membership acquisition, booking generation, member retention and overall brand awareness. Reporting to the Manager, Digital Paid Media, there will be close partnership with our digital marketing agency and social channels as well as teams such as campaign management, brand / creative and analytics.

Requirements

Bachelor’s degree for a 4-year college required
Excellent and proven critical thinking skills to quickly evaluate issues, troubleshoot, and prioritize accordingly
Ability to work proficiently and in a fast-paced environment with a variety of challenges.
Excellent verbal, written and presentation skills
Passionate about engaging potential customers and building out best practices
Strong attention to detail and highly analytical
A desire to test and learn as well as innovate
Solid in-platform working knowledge and campaign management experience required across key digital platforms: Google Ads, Microsoft Bing Ads, SA360, Google Ads Editor
Experience with Demand Side Platforms (e.g., Xandr/AppNexus, The Trade Desk, Facebook, Pinterest, Amazon DSP, DV360, Verizon, Amobee, MediaMath, etc.) and digital ad server technology (e.g., DoubleClick, Sizmek, etc.)
Knowledge of digital media technologies including ad servers, DSPs, and tag management
Experience with website analytics tools (e.g. – Google Analytics, Omniture)
2-5+ years of experience of paid search planning/strategy, social, digital media planning or buying, digital ad ops or trafficking, analytics, or digital campaign management.
1+ years of analytics experience with reporting methodologies and deploying measurement strategies.
Experience in multiple media channels, such as paid search, programmatic, display, mobile, social media, video, and emerging platforms.
Understanding of rich media, dynamic creative, CTV/OTT, mobile and video ads units
Experience in creating paid media campaigns from scratch (researching, budgeting, strategy, optimization, maintenance, and reporting)
Experience creating reports and deriving as well as communicating results and insights
Experience equivalent to the education requirement may be accepted in lieu of the education requirement.

Nice To Haves

Bing/Google Ads Search and Google Analytics certified, heavily preferred
Meta Certified Professional, preferred
Google certified, heavily preferred (Display, Video)
Experience developing CRM/1st Party Data digital strategies, a plus
1+ years working with or for a digital marketing agency, a plus

Responsibilities

Support strategy implementation, optimization, and day-to-day execution of digital paid media programs across key enterprise brands for paid search, programmatic and paid social in order to meet business KPIs
Build, launch, and implement campaign delivery across all applicable channels including, paid search, programmatic mobile & display, paid social media, native and online video
Facilitate research and analysis to aid in identifying optimal media channel mix, platforms, and partners for campaign execution
Partner and collaborate with internal business teams (marketing, analytics, creative) to deploy and evolve program based on changing business needs/objectives
Execute campaigns in Demand Side Platforms (DSPs) and paid social platforms through daily campaign monitoring, bidding methodologies, optimization strategies, campaign insights, adjusting pacing, controlling quality of inventory using ad fraud and brand safety levers etc. to ensure all KPIs are met (delivery, performance, revenue goals, etc.)
Build and foster strong relationships with media partners and vendors ensuring optimal campaign set-up, competitive media pricing, exclusive placements, ongoing performance improvements and adherence to insertion order T&Cs
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
Work with internal teams to ensure creative assets meet placement best practices and site specs/requirements
Leverage marketing automation tools to develop efficiencies and improvements within digital marketing programs
Evaluate and employ evolving trends, technologies, and procedures in the digital space to our programs aimed at improving paid media performance
Stay informed of industry regulations and compliance guidelines, ensuring all media buying activities adhere to legal and ethical standards
Continuously monitor digital campaign performance results to determine what is working and what can be improved
Work closely with the analytics team and Manager to identify key drivers of engagement and conversion. Then ensure said KPIs are embedded within campaign strategy
Successfully leverage and analyze reports/dashboards to uncover performance trends and develop actionable insights to enhance digital marketing programs
Work collaboratively with the analytics team on media performance and optimization, establishing the most effective targeting and personalization strategies
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 work learning and leverage leading practices
Collaborate with peers (paid search, SEO) and build deep understanding of cross-channel strategies to spot opportunities or create synergies where possible
Provide strong internal client service (e.g. – quality, responsiveness, and attention to detail)