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Paid Acquisition Manager
Meredith
Des Moines, IA, United States
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Job Title Paid Acquisition Manager
I. Job Summary
| Major goals and objectives.
Meredith Digital relies on email as a critical channel for communicating with its consumers and must continually ensure a steady flow of high-quality user signups via its industry-leading sites.
Paid Media Manager is an integral part of the team driving these signups in support of the Meredith Digital email strategy. The Manager is responsible for helping the company achieve its user acquisition goals in paid channels such as paid search, display ads, and paid social media. The Manager’s primary responsibility is to deliver user registrations from these channels at an acceptable cost per acquisition while optimizing the quality and quantity of registrations based on the requirements of email strategy and other parts of the business.
Key results:
• Delivering total budgeted volume of user registrations via paid media
• Meeting or beating cost per acquisition targets
• Optimizing the quality of registrations from paid media based on input from email team leadership and other stakeholders/teams
Responsibilities include:
• Developing and implementing bid, keyword, and targeting strategies for paid media, including but not necessarily limited to: paid search, display, and paid social
• Identifying new opportunities to drive desired volume and developing proposals and budget requests
• Monitoring of performance and ongoing maintenance of campaigns
• Tracking spend and managing up or down to budgeted amounts
• Developing creative briefs for landing pages, ad copy and other creative elements needed for campaign execution
• Ensuring delivery of creative assets needed under campaigns
• Monitoring the performance of creative assets and optimizing any and all under-performing elements
• Accurate forecasting of expected volume
• Presentations of campaign forecasts, including tradeoffs of cost/volume/quantity to email leadership
II. Essential Job Functions
Weight%
Accountabilities, Actions and Expected Measurable Results
50%
Media strategy, planning, and campaign execution driving volume of registrations at or below target CPA
20%
Reporting and forecasting leading to optimal registration types in accordance with email strategy
20%
Submitting creative requests and trafficking to campaigns
10%
Presentations and collaboration across team to update campaigns and ensure alignment with strategy
100%
III. Minimum Qualifications and Job Requirements| All must be met to be considered.
Education: Bachelors degree
Experience: 5+ years
Specific Knowledge, Skills and Abilities:
• 5+ years of experience working in paid media in an interactive media company
• Familiarity with Google AdWords, DFP, Facebook Ad Manager or other high-volume interactive ad-buying platforms
• Strong background in marketing analytics and using data to make effective decisions
• Self-starter who can take initiative for a specific area and drive performance
• Excellent organizational skills
• Strong communication skills, including the ability to distill complex campaign details into concise recommendations and options
• Bachelor’s degree
• Degree in marketing or comparable professional experience
% Travel Required (Approximate): Less than 10%