Paid Digital Media Specialist, Monterey Bay Aquarium

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Paid Digital Media Specialist

Job Summary:  Under general supervision, develop, execute, and report on advertising campaigns using a variety of digital platforms and technologies to achieve the Aquarium’s objectives and goals; balance three key components of advertising and promotions: strategy, tactics, and business analysis; working closely with the Senior Media Strategist, this role is hands-on in developing strategy, implementing and optimizing paid social (e.g., Facebook, Instagram, Linkedin, TikTok, etc.), programmatic display, and search (Google Ads & Youtube) advertising campaigns; perform other duties as required.

Core Activities:                                                                                                                                 

  1. Create digital and social media advertising and promotion campaigns in support of product, promotional or brand, ensuring that campaign ideas, strategies and objectives have tangible tasks and measurable outcomes
  2. Execute on multiple partner program’s digital and social media advertising and promotions campaigns (daily performance analysis, budget review, etc.)
  3. Recommend adjustments to campaign targeting to optimize against campaign goals
  4. Create and present campaign reports
  5. Identify areas of opportunity and create action plans
  6. Develop audience targeting strategies and campaign setups based on Marketing goals and objectives
  7. Provide feedback on creative performance, brainstorm new creative ideas, and advise on next creative adaptations for use in ongoing advertising campaigns in collaboration with the Design and Brand Management and the Content teams
  8. Develop and implement a creative multi-variant testing and optimization program to identify the best-performing marketing elements in collaboration with the Design and Brand Management and the Content teams
  9. Provide recommendations on emerging trends and best practices
  10.  Stay current on digital marketing strategies, new features/betas, and competitive landscape


Preferred Knowledge, Skills & Abilities (KSAs):

  1. Bachelor’s degree in marketing, communications, or similar subject; or equivalent combination of education, training and experience
  2. Minimum 3 years’ experience as a Digital Advertising Buyer, Specialist or similar; working across channels developing strategy, implementing, and optimizing Paid Social (Facebook, Instagram, Linkedin, TikTok, etc.), programmatic display, and search (Google Ads & Youtube) advertising campaigns
  3. Proven experience with direct response paid social campaigns with experience in attribution and conversion tracking
  4. Demonstrated end-to-end expertise in media strategy and execution within digital buying platforms (Facebook Business Manager & Google Ads), showing the ability to manage multiple campaigns at once
  5. Advanced analytics, budgeting, and reporting skills with direct experience with standard data analysis tools such as Google Analytics & Data Studio
  6. Self-starter, highly motivated, positive demeanor, and excellent communicator who can work independently and juggle multiple assignments simultaneously
  7. Excellent communication skills, both written and oral, with an ability to distill complex ideas into easily understandable stories
  8. Highly organized and detail-oriented, with ability to juggle competing priorities within tight timeframes
  9. Exhibits intense curiosity, proactively digging beneath the superficial to identify relevant, information-based facts
  10. Ability to work independently as well as part of a team – possessing a willingness and flexibility to “pitch in” with various ad-hoc projects to help support the larger Marketing team
  11. Availability to respond to requests and attend the real-time needs of campaigns outside normal business hours
  12. Ability to adapt to change and continually evolve skills to meet the ever-changing needs of the digital industry
  13. Experience with marketing automation tools (Salesforce Marketing Cloud, Hubspot, etc.) preferred
  14. Strong analytical skills and understands traditional marketing programs and how they can be leveraged in conjunction with digital channels
  15. Strong knowledge of SEO/SEM trends and best practices preferred
  16. Bilingual in Spanish would be an added bonus
  17. Ability to work within, and maintain Monterey Bay Aquarium’s Core Values


Education Preferences                     

B.S. or B.A.

Work Experience

Minimum 2 – 3 Years

Physical Requirements to Perform Essential Job Functions:

Typical office equipment

Constant sitting, standing, walking, bending

Occasional unassisted lifting up to 50 lbs

Typical office environment, main aquarium and exhibits, occasional offsite events