Paid Media Manager, B2B Demand Gen

Guardian Life Insurance•New York, NY

8d•Hybrid

About The Position

As the Paid Media Manager, B2B Demand Gen you will lead and execute complex B2B paid media campaigns to ensure marketing strategies deliver results based on business objectives. Your responsibilities will include leading end-to-end ABM digital campaign execution, advertising operations and reporting. You will be manage all aspects of multi-channel media campaigns, including strategy, ideation, planning, targeting, setup & implementation, measurement, and optimization. The ideal candidate has hands-on depth and breadth of experience using various digital marketing and advertising platforms, including Google Campaign Manager, Meta Ad Manager and LinkedIn Campaign Manager. You will be recognized within the organization as a paid media thought leader and present insights and recommendations to campaign stakeholders and marketing leaders in monthly presentations.

Requirements

Experience within insurance or other financial service-marketing industries that use multiple sales channels to deliver B2B demand generation.
Previous experience in the execution of complex, multi-audience Account Based Marketing advertising campaigns highly desired.
Minimum 5 years of hands-on specialized media buying experience with Facebook Ad Manager, LinkedIn Campaign Manager, Google Campaign Manager, Google Ads, Google Analytics, and data analytics tools.
Proven experience in leading and creating media plans and strategies that deliver upon specific business goals.
Knowledge of digital marketing tools including Accutics, Tableau, Funnel.io, Demandbase, Google Tag Manager.
In-depth knowledge of working with large data sets, understanding of paid media KPI’s and tying marketing metrics to business goals.
Experience with A/B testing to inform advertising creative and website optimizations.
Strong understanding of marketing strategy and how to create and implement a full-funnel advertising campaign.
Experience in managing complex paid digital advertising campaigns and budgets.
Strong attention to detail in managing and optimizing campaigns with numerous audience segments.
Proven track record working with and managing multiple projects and clients and internal teams working on marketing campaigns and creative development.
Experience with aligning paid, owned and earned channel connectivity and reporting on cross-channel metrics and successes.
Strong collaborative partner able to successfully work in a matrix organization.
Strong analytic skills and ability to make sound decisions and communicate impact.
Highly organized, detail-oriented and focused on consistently exceeding expectations.
Bachelor's degree (with a concentration in Marketing, Business Administration or Communications preferred) or equivalent experience required.

Responsibilities

Lead the strategy, execution and implementation of Account-Based Marketing paid media campaigns utilizing social media ad platforms (Facebook & LinkedIn), programmatic tools (Addaptive B2B, Demandbase) and ad serving and web analytics tools (Google Campaign Manager, Google Analytics).
Perform hands-on setup of complex, multi-audience campaigns within digital advertising platforms, including creative uploads, company targeting list management and oversight, campaign tracking and tagging, creative testing and optimizations.
Oversee all data aggregation within campaign dashboards.
Partner with team on creative development, ensuring proper communication of specs and delivery of final assets.
Collaborate with Integrated Marketing team to develop full-funnel media strategies and campaigns.
Partner with Marketing Insights US and Offshore teams to ensure data consistency and accuracy and prepare and deliver monthly campaign reports.
Guide and mentor digital marketing colleagues from Guardian India team.
Measure campaign success with performance metrics and present insights and recommendations to stakeholders in monthly meetings .
Connect campaign to business goals, and create digital marketing analytics reports that tell a compelling story of the campaign and impact and develop optimization strategies.
Optimize marketing investments based on data and best practices to maximize ROI.
Leverage modern media strategies and ensure optimal allocation of media investment across channels and campaigns.
Develop annual strategies for ABM campaigns that deliver upon business growth needs and present to senior leaders of Marketing teams.
Ensure strategies align with budgets and align with business and marketing KPIs.
Conduct research on market trends, brands, audiences and competitors, techniques to drive engagements and conversions.
Be recognized as a paid media expert and thought leader and communicate industry best practices.