Digital Marketing Specialist (SEM / Paid Media)

The Digital Marketing Specialist, focused on digital advertising, will be responsible for creating, managing and analyzing paid search and paid social media campaigns for our brand, divisions, and neighborhoods. The individual will have a proven track record in managing and optimizing pay-per-click (PPC) campaigns across multiple platforms including Google Ads, Bing Ads, LinkedIn and Meta (Facebook/Instagram). This person will report to the Director of Digital Marketing and be part of the Digital Marketing team ensuring measurable and impactful digital marketing performance.

Responsibilities and Duties:

• Develop, implement and manage 300+ paid search and social media campaigns across Google Ads, Bing Ads, and Meta platforms
• Conduct thorough keyword research and analysis to optimize campaign targeting and bidding strategies
• Facilitate creative ad copy and design creation with Brand & Creative team to maximize click-through rates (CTR) and conversions
• Monitor and adjust campaign performance, including budget allocation, bids and targeting to meet company objectives
• Continuously test and optimize ad creatives, landing pages and campaign structures for better performance
• Stay updated on the latest trends, best practices and algorithm changes in SEM, SEO and paid social advertising
• Use tools such as SEMrush, SurferSEO, Google Search Console to conduct organic keyword research, competitive analysis, site audits, backlink tracking, and review domain ratings etc.
• Analyze campaign performance data to identify trends, insights and opportunities for improvement
• Generate and present regular reporting detailing key performance metrics, campaign results and recommendations for optimization
• Utilize analytics tools like Google Analytics and third-party software to track and measure the effectiveness of marketing campaigns

Position Standards:

• Strong analytical skills
• Attention to detail
• Solution oriented
• Positive attitude
• Strong communication skills (written and verbal)
• Intellectual curiosity
• Ability to learn new technologies or strategies quickly

Position Requirements:

• BS degree in marketing, analytics, economics, and/or a related field
• MBA/master’s degree in marketing or analytics is a plus
• 5+ years of digital experience managing PPC campaigns on Google Ads, Bing Ads, LinkedIn and Meta (Facebook/Instagram)
• Digital advertising agency experience a plus
• Robust understanding of SEM paid social media, SEO and digital marketing principles
• Understanding of analytics and tracking tools such as Google Analytics, Google Tag Manager, Search Console and Facebook Pixel
• Strong analytical skills with ability to interpret data, identify trends and make data-driven decisions
• Excellent communicator in both verbal and written formats
• Ability to effectively manage multiple projects simultaneously, perform under pressure and pay close attention to detail while staying focused on the big picture
• This is a hybrid position, four days a week in office (Reston, VA)