Principal, Paid Media

Title: Principal, Paid Media

Location: Remote

Reports to: Sr Director of Growth Marketing, LTK

The Role:

The Principal, Paid Media for LIKEtoKNOW.it (LTK) is responsible for delivering growth and scale specifically through our paid media channels. Accountable for the development, execution and optimization of the annual media plan, inclusive of both performance media and brand media to reach customers throughout the funnel, this role will collaboratively own all paid media efforts for LTK. This role is accountable for consumer acquisition and retention goals as well as consumer performance metrics.

The ideal candidate will have a passion for building consumer-facing direct response campaigns and the technology to support them from the ground up, while being a strong self-starter. The candidate should be analytical and possess the ability to build infrastructure to support the development, launch and measurement of paid media campaigns on both an evergreen basis and in conjunction with the annual sales and campaign calendars.

The primary goals of this position are:

• Media efficiency and effectiveness
• Customer acquisition
• GMV contribution
• Channel health

Key Responsibilities and Accountabilities:

• Own the strategy and day-to-day execution of all consumer-facing paid media efforts within LTK, serve as the enterprise paid media expert and owner
• Build and foster relationships across digital and social platforms, as well as proffered development partners, securing organizational resources, negotiating upfront agreements, developing best practices and collaborating on alpha/beta testing opportunities
• Manage the overall paid media budget and correlating forecast to measure against, and deliver upon, key results
• Accountable for performance across all paid media, inclusive of offline brand awareness channels; ability to plan buy across both offline and online media channels
• Own paid media investment planning and buying; driving zero-based budget planning, building media partnerships, negotiating upfront agreements, implementing programmatic buying, and securing terms and conditions in collaboration with legal in collaboration with the Sr Director of Growth Marketing
• Proven track record with multi-channel campaign execution with a focus on digital and performance marketing
• Leverage data and performance analytics to accelerate improvements in overall digital media performance and customer acquisition; provide clear and regular reporting on performance and channel operations
• Directly influence paid media technologies; enabling capabilities that drive and improve performance
• Consult on media opportunities for brand partnerships, evaluating and providing brand integration opportunities and sales offerings that augment paid media efforts for the LTK brand
• Drive ROI on consumer marketing for CAC, MAU/MAPU, LTV, churn, etc. specific to paid media; raising paid media insights to the Sr Director of Growth Marketing to guide the optimization of the larger media plan
• Maintaining paid media flowcharts, budget trackers, creative grids and content calendars specific to media partnership; with daily/weekly/monthly campaign reporting
• Simplify and succinctly convey complex information across the organization, collaborating within cross-functional teams to successfully launch campaigns
• Mindful of global rollout and addressing localization needs for advancing adoption

Professional Characteristics:

• Technical expert with predominate subject matter expertise in paid media, with a focus in performance media and digital marketing channels; experienced in managing media investment strategies and being accountable to strict ROI metrics
• Well-versed in programmatic and direct paid media buying, search engine strategies, customer segmentation, acquisition and retention strategies, in addition to ad-server implementation and operations, paid media tagging and trafficking, in addition to leveraging analytics tools to develop campaign insights and optimization strategies
• Able to perform granular performance analytics, with understanding of multi-touch attribution modeling and experience sharing insights across interdisciplinary teams
• Strong entrepreneurial skills with the ability to work independently, translate macro multi-channel marketing strategies into action, and collaborate to produce results

Requirements:

• Bachelor's Degree in Business, Marketing or Communications; MBA preferred but not required
• 8+ years of experience directly managing paid media and digital marketing campaigns
• Experience working within MarTech solutions, including segmentation tools, buying software, and analytic tools/dashboards
• Deep understanding of paid media strategy and buying methodologies; able to plan, place and optimize media buys, while building partnerships with key platforms
• Versed in consumer behavior and using 1st/3rd party data to drive performance; expertise in implementing and optimizing tracking solutions to define customer segments and real-time intent signals
• Rich understanding of data, experienced at running a/b and multivariate testing strategies at scale
• Strong analytical background with the ability to measure and mitigate risk while still providing opportunities to innovate
• Ability to multitask, prioritize and meet deadlines in a dynamic fast-paced environment
• Strong collaboration skills with the ability to explain complex concepts to other discipline teams with ease
• Respond effectively to complex and ambiguous problems; thriving on the opportunity to own, innovate, create and re-evaluate
• Natural bar-raiser; a "can-do" attitude, proactive, curious are absolute musts