Paid Media Manager

About the role

We are looking for an experienced and results-driven Digital Media Manager to develop and oversee the execution of all digital strategies, including social media, design, and cross-channel digital programs. This is a hands-on, day-to-day role with a mix of implementing and executing comprehensive media strategies. The manager is responsible for planning, optimization, execution, and measurement of all cross-channel digital marketing programs to support product, sales, and brand awareness initiatives.

Responsibilities

• Execute cross-channel digital marketing programs including paid social media, display, Google, and sponsored retailer e-commerce advertising.
• Manage the marketing and advertising budget, set clear campaign objectives and KPIs, and monitor performance of digital marketing initiatives.
• Oversee the implementation of cross-channel content (social media and digital sites such as Meta, TikTok, and e-commerce), and support agency and account partners in implementation.
• Manage the brand's social media team and build influencer communities while ensuring brand consistency across platforms.
• Monitor and analyze organic and paid key performance indicators (KPIs) like likes, link clicks, CPM, and other metrics.
• Oversee influencer campaign project management and timelines, support Social Specialist with partnership negotiations and contract management.
• Communicate with internal stakeholders and agency partners daily, recommend course of action for paid and organic efforts, and ensure brand consistency across platforms.
• Work with agency to ensure comprehensive strategies, key targets, key deliverables, and key executions are met for each campaign and always-on support.
• Develop and support the implementation of comprehensive Digital Media strategies and campaigns that drive Naterra growth and disrupt existing category leaders.
• Support the implementation of a comprehensive and agile social media and influencer strategy that aligns with company objectives and brand identity.
• Manage Social Specialist and Content Creator to create a dynamic social media and influencer calendar across all social channels that supports GTM key launches and stories.
• Ensure all influencer engagements, both paid and organic, meet Naterra and brand guidelines.
• Monitor, evaluate, and report on the performance of campaigns to optimize results.
• Manage media investment budgets and allocate resources to ensure objectives are met.
• Identify best digital channels for optimal efficiency and ROI aligned to business and brand marketing goals.
• Collaborate with Marketing to develop and implement successful initiatives.
• Maintain close and proactive communication with Brand team for cohesive execution of initiatives.
• Collaborate daily with Associate Director of Digital Marketing to ensure multi-touchpoint executions are prioritized effectively.
• Develop relationships with third-party vendors to ensure quality of services and keep Naterra at the forefront of Digital Marketing.
• Stay abreast of changes in technology and the digital landscape to ensure competitive advantage.
• Leverage category, competitive, and consumer insights to support a continual test-and-learn approach to elevate marketing campaigns.
• Effectively communicate results to a variety of stakeholders on a weekly, monthly, and quarterly cadence.

Requirements

• Accredited bachelor's degree in business, marketing, advertising, or a related field.
• At least 5 years of digital marketing experience, including vendor partnership marketing, display, social media, and SEM. Agency experience is a plus.
• Experience managing cross-channel marketing planning and execution.
• Experience managing, collaborating, and communicating in cross-functional internal and inter-agency teams.
• Willing to roll up sleeves, do foundational work, and test new approaches.
• Able to deftly prioritize.
• Experience with digital marketing tools and platforms (web analytics, Google, Facebook, Criteo, Quotient, Shopify, etc.).
• Familiar with best practices, industry standards, and compliance for using customer data in marketing campaigns.
• Ensure campaigns are implemented, tracked correctly, and running optimally through analysis based on pertinent factors (e.g., device, demographics, geography, customer segment) to improve predetermined KPIs.
• Reporting experience including pivot tables, campaign-specific overviews, targeting overviews, etc. (Tableau a plus!).
• Proficient project planning skills to meet deadlines accurately in an environment with overlapping and potentially conflicting priorities.
• Ability to analyze complex, evolving situations independently or as a team member to arrive at productive, sustainable solutions and predictions.
• Advanced knowledge of Microsoft Word, Excel, and PowerPoint.