Digital Paid Marketing Manager

Position Summary

The Digital Paid Marketing Manager is the primary owner and operator of IMA's paid digital marketing programs. This hands-on role is responsible for planning, building, launching, managing, optimizing, and reporting on digital campaigns that drive awareness, lead generation, membership growth, credential enrollments, and revenue.

Key Responsibilities

• Serve as the day-to-day owner of all paid digital advertising efforts across the organization.
• Build, launch, manage, and optimize campaigns across: Google Ads, LinkedIn Ads, Meta (Facebook and Instagram), Display and retargeting platforms, and emerging digital advertising channels as appropriate.
• Manage campaign budgets, bidding strategies, audience targeting, and conversion tracking.
• Ensure campaigns are optimized to achieve lead generation, enrollment, membership, and revenue goals.
• Monitor campaign performance daily and proactively adjust strategy to maximize return on investment.
• Analyze campaign performance and identify opportunities to improve conversion rates, engagement, and cost efficiency.
• Conduct ongoing A/B testing of: Ad creative, Messaging, Audience segments, Landing pages, Calls-to-action, Campaign workflows, and continuously optimize campaigns to improve key performance metrics including CPL, CPA, ROAS, and conversion rates.
• Develop recommendations for budget allocation and channel investment based on performance data.
• Create and optimize landing pages, forms, workflows, and campaign tracking structures.
• Support audience segmentation and lead nurturing efforts.
• Ensure proper campaign attribution and reporting throughout the marketing funnel.
• Own digital marketing performance reporting and insights.
• Develop dashboards and monthly reporting packages for marketing leadership.
• Analyze campaign, channel, audience, and conversion data to uncover actionable insights.
• Track and report on: Leads, Conversions, Cost per lead, Cost per acquisition, Return on ad spend, Landing page performance, Campaign ROI, and Funnel conversion metrics.
• Present recommendations for optimization and future investment opportunities.
• Manage campaign tracking, attribution, and UTM governance.
• Ensure accurate measurement across advertising platforms, HubSpot, CRM systems, and analytics tools.
• Identify opportunities to improve reporting capabilities and marketing technology utilization.
• Maintain data integrity and campaign measurement standards.
• Partner with Marketing Strategy Directors to execute integrated campaign plans.
• Collaborate with Content, Creative, and Communications teams to develop and optimize campaign assets.
• Provide performance insights that inform future marketing strategy and investment decisions.
• Serve as the subject matter expert for paid media performance and digital campaign optimization.

Qualifications

• 5+ years of hands-on performance marketing or digital advertising experience.
• Proven success managing and optimizing paid media campaigns across Google, LinkedIn, and Meta.
• Strong experience with HubSpot campaigns, landing pages, workflows, and reporting.
• Experience managing advertising budgets and driving measurable ROI.
• Advanced analytical skills with the ability to translate data into actionable recommendations.
• Experience creating executive-level performance reports and dashboards.
• Experience in professional associations, education, certification, membership, SaaS, or B2B organizations (preferred).
• Experience with Google Analytics, Looker Studio, and CRM integrations (preferred).
• Familiarity with SEO and website optimization best practices (preferred).
• Experience managing webinar, demand generation, and lead nurturing campaigns (preferred).

Success Measures

• Growth in qualified leads, enrollments, and membership conversions.
• Improvements in ROAS, CPL, CPA, and conversion rates.
• Effective management of paid media budgets.
• Accuracy and timeliness of performance reporting.
• Continuous optimization and testing outcomes.
• Increased contribution of digital channels to organizational growth goals.