Paid Media & ABX Campaign Manager, North America

Workday•Pleasanton, CA

3d•Hybrid

About The Position

The Paid Media & ABX team at Workday drives full-funnel demand and pipeline from our most valuable accounts through multi-channel, account-centric advertising. We collaborate closely with internal business leads, North America regional marketing (US and Canada), and external agency partners to reach the right accounts and buying groups with the right message at the right time. This role will specifically support Workday's AI portfolio across HR, IT, and Operations — focusing on solutions such as VNDLY, HiredScore, Extend, and Evisort. We are a team of doers. The work is hands-on, detail-heavy, and moves fast — from building media briefs and trafficking ads to analyzing performance data and optimizing campaigns in real time. If you are someone who finds satisfaction in the operational side of media, enjoys getting into the weeds, and takes pride in the quality of work that goes out the door, you will fit right in. As a Paid Media & ABX Campaign Manager, you will manage performance-oriented media programs tightly aligned to our paid media and ABX strategy in North America (US and Canada). You will help deliver measurable impact for our media investments by driving awareness, engagement, and pipeline from priority accounts — particularly for our AI solutions (VNDLY, HiredScore, Extend, Evisort). Your emphasis will be on operational excellence across our NA demand programs, with a focus on digital channels that support ABX, including paid social, programmatic/display, video, and other performance media.

Requirements

4+ years of experience in paid media planning/buying or digital marketing, with hands-on experience in demand generation or ABX/ABM programs in North America (US and/or Canada)
Experience at an agency or on an in-house paid media team, with working knowledge of paid social, paid search, programmatic, or content syndication channels
Experience with B2B advertising platforms such as LinkedIn, Demandbase or similar tools for planning, activation, and reporting
General knowledge of channel capabilities across the funnel — awareness, engagement, and demand/pipeline

Nice To Haves

Depth across digital media channels, especially content syndication, programmatic and paid social.
Experience with LinkedIn, Meta and/or Reddit advertising is a plus.
You are comfortable going from briefs and trafficking details to QA and reporting — no task is too small when it comes to getting great work into market
You have an eye for the details that make campaigns run smoothly — from creative specs and ad copy to UTM parameters and reporting accuracy. You can manage complex information and maintain a high level of consistency across programs
Experience working with enterprise B2B audiences, complex buying groups, or account-based programs is preferred.
Familiarity with platforms such as Demandbase (or similar ABX tools) and content syndication is a plus
Excellent verbal and written communication skills, with the ability to turn complex performance data into clear, actionable narratives. You can adapt your communication style to different audiences and collaborate effectively across teams and regions within North America
You enjoy working with a team and partnering across functions. You can build positive relationships across multiple teams, levels, and time zones, and you are effective at coordinating across internal and agency partners to launch programs on time and on brief
Interest in learning and applying AI-powered tools (e.g., audience insights, creative iterations, reporting automation) to support and evolve your work. You stay curious about paid media trends and bring forward ideas for continuous improvement
Ability to work independently, manage project-related budgets, and deliver results in a fast-paced, dynamic environment

Responsibilities

Lead day-to-day paid media and ABX program operations and reporting for North America, with a focus on our AI solutions
Oversee media agencies across paid media programs supporting the Workday Marketing and ABX teams in NA
Translate campaign objectives into clear media briefs and plans, including audience strategy (accounts, buying groups, personas, intent), channel mix, budgets, and KPIs
Identify and drive test-and-learn opportunities across creative, messaging, audiences, and landing pages to improve efficiency and effectiveness (e.g., CTR, CVR, CPL, and pipeline/revenue impact)
Prepare and evaluate multi-platform media recommendations and results (digital, programmatic, paid social, video, and more as relevant to ABX and demand in NA)
Analyze campaign performance data across platforms and downstream systems, then share insights and recommendations in an executive-ready format with program partners
Partner with marketing operations, web, and analytics teams to ensure accurate tagging, tracking, attribution, and smooth lead flow into Salesforce and marketing automation platforms
Collaborate with other Media, ABX, and Demand Generation leads to ensure best practices in targeting, creative, testing, and measurement are applied consistently
Stay current on paid media trends, tools, and process improvements in North America, and bring forward recommendations to evolve our approach