Paid Media Lead

Ciena • Baltimore, MD

3d

About The Position

As the global leader in high-speed connectivity, Ciena is committed to a people-first approach. Our teams enjoy a culture focused on prioritizing a flexible work environment that empowers individual growth, well-being, and belonging. We’re a technology company that leads with our humanity—driving our business priorities alongside meaningful social, community, and societal impact. As a key member of Ciena’s Digital Marketing team, this role shapes how Ciena shows up across programmatic and premium trade media channels. It brings discipline, accountability, and data-driven decision-making to high-impact media investments that support global awareness, consideration, and demand generation.

Requirements

• 5–8+ years of paid media experience with direct ownership of paid media budgets
• Bachelor’s degree in marketing, business, or a related field
• Strong expertise with DSPs, audience strategies, and measurement frameworks
• Advanced knowledge of advertising platforms such as Google Adwords and ZoomInfo Marketing
• Demonstrated experience activating and measuring YouTube and video campaigns
• Strong financial and analytical skills with the ability to translate data into insights
• Proven ability to operate effectively at both strategic and executional levels

Nice To Haves

• Experience in business-to-business (B2B), enterprise, or long buying-cycle environments
• Familiarity with publisher-direct and trade publication media buys
• Experience applying contextual and keyword targeting techniques
• Ability to simplify technical concepts for non-technical audiences
• Strong problem-solving skills with an innovative, forward-thinking mindset
• Experience supporting global programs with regional variation
• Knowledge of digital privacy and identity trends, including cookie deprecation and AI-driven optimization

Responsibilities

• Lead the end-to-end programmatic display strategy across awareness, consideration, and demand programs
• Plan, activate, and optimize campaigns across DSPs and platforms including Display & Video 360 (DV360), Google Adwords, YouTube, and Connected TV
• Define and manage media-buying strategies for priority trade publications, including site selection, sponsorships, and high-impact placements
• Own paid media budget planning, allocation, forecasting, pacing, and performance optimization
• Develop and refine targeting strategies using first-party data, third-party data, contextual, intent-based, account-based, and retargeting approaches
• Partner closely with analytics, web, and content teams to ensure effective measurement, attribution, landing-page performance, and conversion
• Manage publisher, platform, agency, and vendor relationships to ensure transparency, value delivery, and results

Benefits

• medical, dental, and vision plans
• participation in 401(K) (USA) & DCPP (Canada) with company matching
• Employee Stock Purchase Program (ESPP)
• Employee Assistance Program (EAP)
• company-paid holidays
• paid sick leave
• vacation time

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level