Paid Media Strategy Director

Job Description

The Paid Search Strategy Director is a standout expert in the field of B2B paid media (search, display, social, retargeting, etc.). They are the lead day-to-day subject matter expert (SME) for their assigned B2B clients, providing strategic recommendations, analysis, and reporting as well as responding to ad-hoc requests. They have a proven track record of B2B digital marketing success and their peers often recognize them as the “go-to” resource for campaign execution and strategy. Through years of building and launching successful digital marketing campaigns in the B2B space, they have gained the expertise necessary to develop winning strategies for highly complex, high profile clients. Because of their extensive agency/client experience, attention to detail and strong problem solving skills, they are involved in all new client strategy and onboarding stages to ensure clients hit performance targets. Their primary focus is on managing and coordinating the activities that drive increased marketing qualified leads, sales opportunities and revenue goals. But they also play a pivotal role in coaching and leading others on the team and are deeply involved in departmental initiatives and innovation.

Key Results Areas

• 75% client retention trailing 9 months

• Positive client feedback scores from our quarterly client survey

• Positive team 360 feedback from our quarterly team survey

• Account performance; YOY and/or quarter-over-quarter improvement in key back-end metrics (MQLs, Ops, Revenue, Cost per X) or front-end conversion lead data

• Maintain quality deliverables for clients, ensuring deliverables are free of errors, on strategy and on time

• Support the paid media department initiatives outlined by the Director of Data & Optimization

Responsibilities

• Manage all aspects of clients’ paid media accounts including day-to-day client communication, deliverables, monthly reports and all research and strategy efforts pertaining to B2B client engagements

• Optimize client accounts to client business objectives including cost per sales qualified lead/customer, ROI/ROAS and/or volume of MQL/Opps/Revenue

• Expand client paid media efforts onto new networks, channels and tactics

• Coordinate with technical team on the implementation of tracking codes for effective return on investment (ROI) measurement and analysis

• Understand & manage the entire client sales lifecycle from impression to closed sale (revenue)

• Develop and review monthly and ad hoc client reporting that illustrates performance, progress made, with highlighted next steps and appropriate action plans based on analysis

• Maintain good communication with clients and articulate current performance (& reasons behind performance) to both the client & upper management

• Responsibly manage an annual investment of digital media expenditure, including meeting weekly and monthly budget goals

• Create budget recommendations and projection models that determine allocations within paid media

• Maintain expertise of current best practices and strategies in the management of online paid media and emerging digital marketing platforms

• Maintain a schedule of regular 1:1 meetings with Account Coordinators ensuring that processes are being followed and that training objectives are being met

• Take part in the creation and quality assurance process of all new client strategy documents, including initial strategic recommendations and implementation

• Take an active role in determining and implementing key department initiatives, goals and strategies

• Provide senior-level support to clients managed by other team members as needed

• Write regular blog posts (1-2 per quarter) both on obilityb2b.com and on industry blogs

• Contribute to internal marketing efforts for Obility

• And above all, treat others with respect, maintain a positive attitude, recognize and celebrate the success of your teammates, meet deadlines and follow through on commitments, look for ways to make your co-workers smile and look for opportunities to help us improve processes

Desired Experience and Skills

• 4+ years of digital marketing experience with a proven track record of B2B lead generation success

• At least 2 years working directly with notable B2B clients and B2B company stakeholders, including working with lead generation of long sales cycles

• Bachelor's degree in a related field preferred

• Strong presentation and communication skills with the ability to present effectively and persuasively to both internal and external audiences

• Great attention to detail with a track record of strong analytical skills

• Ability to manage multiple clients/assignments in a fast paced environment

• Excellent management and motivational skills

• Advanced experience with Google Analytics, AdWords, Bing Ads, and AdWords editor

• Google Adwords certified

• Advanced experience with paid media tools such as SpyFu, KeywordSpy, Google Keyword Planner, etc.

• Extensive, expert experience with marketing automation platforms (Marketo, Hubspot, Eloqua, etc.) and/or CRM reporting and programs (Salesforce, MS Dynamics)

• Advanced experience with social media paid platforms (LinkedIn Ads, Twitter, Facebook, etc.) and retargeting platforms

• Proficiency in MS Excel, Word, Powerpoint

• Advanced experience creating and customizing PPC reporting, including creating pivot tables highlighting PPC performance in Excel

• Experience training others in paid media and marketing automation platforms

• Experience with management of other team members and building departmental processes