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PMCA Paid Media Director

Company: Elevance Health
Location: Chicago
Posted on: November 26, 2022

Job Description:

Location: Remote PMCA Paid Media Director The role is a unique opportunity to shape and define our Paid Media strategies to successfully reach Acquisition objectives. The ideal candidate for this role will be a PPC optimization strategy expert with a focus on consulting. Key areas of focus may include Search Engine Marketing (SEM), Programmatic, Display, Google Ads, Social and Mobile. This role will drive best-in-class improvements for Elevance digital campaigns to deliver against Lines of Business (LOB) objectives through in-depth paid media platform expertise (i.e., Google Ads, Social, programmatic DSPs). Primary duties may include, but are not limited to:

  • Ensure and align on best-in-class paid media strategies including:
    • Conduct deep data-driven analysis that provide insights and new strategies for increasing result (i.e. analyzing platform account structures)
    • Provide recommendations and create compelling business cases to improve campaign performance
    • Staying up to date on industry best practices, new trends and technologies, and platform updates (i.e. Facebook, Instagram, AdWords, Bing, etc.) to identify test/beta opportunities, new technology and trends
    • Build long term strategy and business case for investments in paid media to drive long term impact for the business
      • Agency Oversight - Platform Deep Dives
        • Access platforms daily (Google Campaign Manager, SA360, DSPs, etc.) to ensure:
          • Agency day-to-day management on ad campaign set-ups, keyword research, and buildouts, quality scores, ad copywriting reviews and recommendations, bid management, and landing page optimization recommendations for all channels (search, remarketing, etc.)
          • Oversight of campaigns to maximize KPI performance (i.e. CPC, CPA, CTR, etc.) within monthly budgets and constraints
          • Prepare and manage for changes in the media industry
          • Help direct our paid media agency to successfully manage and optimize multiple campaigns and ensure the effective and efficient delivery of goals.
            • Operationalize Paid Media Team
              • Create repeatable processes, workflows, best practice guidelines and playbooks
              • Implement media performance standards and establish process for tracking & measurement of those standards
              • Work cross-functionally within the performance media team and other internal teams, external vendors and key stakeholders across the business on various projects including technical integrations Minimum Requirements
                • Requires a BA/BS degree and a minimum of 8 years of experience; or any combination of education and experience, which would provide an equivalent background. Preferred Qualifications
                  • Master's degree
                  • Hands on experience managing and optimizing within platforms and channel such as: Facebook Ads, Google Marketing Platform, CDPs, Campaign Manager, YouTube campaigns, SEM, DRTV Connected TV, Podcast, and Mobile App Install Campaigns
                  • Excellent storytelling and business case development experience, including creating quantifiable "what if" scenarios and distilling media trends and KPIs into a story to sell-in projects and drive improvements
                  • Intellectual curiosity, ability to quickly grasp complex concepts, understand products/technologies, and changing market dynamics
                  • Detail oriented, with excellent analytical and problem-solving skills, intellectually curious
                  • Flexible and adaptable with the ability to thrive when working with fluid priorities and in an ambiguous, heavily matrixed organization
                  • Proven track record of working cross-functionally with internal and external teams
                  • Ability to balance between excellent strategic skillset and project management skills
                  • Experience building high-performing, collaborative and engaged teams
                  • Media agency or marketing vendor experience with in-house, client experience
                  • Experience with attribution, incrementality, and/or media measurement models (e.g., mixed media models, multi touch attribution models, machine learning algorithms)

Keywords: Elevance Health, Chicago , PMCA Paid Media Director, Advertising , Chicago, Illinois

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