Job Summary:

The Paid Media Marketing Specialist will assist in the strategy development, execution, optimization and measurement of our paid search and paid social efforts across key lines of business. The candidate will assist with driving our paid marketing strategy for the enterprise and local regions and be able to execute this strategy internally or with the help of agency partners. This role will be responsible for assisting in the continued growth of our paid search and social programs by optimizing keywords, creative and ad copy, landing pages, and related components across the program. The specialist will work closely with the Marketing Analytics team to help determine the best ROI driving tactics for the channels, and work cross-functionally to ensure successful marketing of our services and growth in lead generation.

Essential Functions of the Role:

• Identify and establish core paid marketing KPIs for each business unit to hold accountability across campaign performance and optimization standards
• Monitor and react to performance trends in Google Search and Bing Ads to increase our competitiveness in SEM space and continuously identify areas for optimization
• Drive performance on and test new social platforms like Meta, Pinterest, Youtube, and TikTok to increase our competitiveness in the social space and continuously identify areas for optimization and growth
• Maintain an A/B testing pipeline to deliver insights and drive strategy; aim to constantly improve upon campaign performance, iterating on wins and learning from losses
• Regularly conduct and update competitive analyses in relevant verticals and identify opportunities to test and improve keyword strategy, ad copy, and creative
• Be an advocate for growth of the employee engagement program across the organization
• Collaborate with Creative and Content teams on a regular basis to plan campaign strategies
• Serve as an in-house expert for all things search and social, including emerging trends and practices
• Effectively state the business case for investment in new tools and platforms to grow the organization’s digital capabilities
• Manage and collaborate with an internal content team, cross-functional teams and external resources to continually evolve the design and impact of digital properties such as blogs or landing pages

The information contained in this job description is intended to describe the essential job functions required of those assigned to this job. It is not intended to be an exhaustive list of all responsibilities, duties, knowledge, skills, and abilities needed to perform the job. Please note that management retains the right to assign or reassign duties and responsibilities to this job at any time. The ability to competently perform all the essential duties of the position, with or without reasonable accommodation, demonstrated commitment to effective customer service delivery, integrity, and the ability to work productively as a member of a team or work group are basic requirements of all positions at Baylor Scott & White Health.

Key Success Factors:

• 1-3 years of experience in dedicated paid search engine marketing and/or paid social (ideally from an Agency and/or in-house execution team)
• Strong analytical skills to identify effective campaign metrics and initiatives
• Experience in Google ads, Meta, Google Analytics is recommended
• Expert knowledge in keyword research, keyword analysis, competitive analysis, and conversion initiatives
• Goal-oriented self-starter with proven project management and cross-functional relationship building skills
• Passion for technology and the newest search trends, tools and channels
• Comfortable working under pressure in a complex and sometimes ambiguous environment with minimal supervision, with the ability to influence action across teams
• The successful candidate will be creative, forward thinking, resourceful and adaptable with a positive attitude and strong work ethic

Location/Facility –Remote

Shift/Schedule -Full Time/ Day Shift, M-F, 8a-5p