Position Summary
The Associate Director, Biddable is responsible for developing, executing, and optimizing paid advertising campaigns across various digital platforms like Google Ads, Facebook Ads, and other bidding-based networks (retail media networks such as Walmart Connect and Instacart), focusing on strategic planning, budget allocation, keyword research, ad creative optimization, and performance analysis to achieve client marketing goals, essentially managing all aspects of "biddable media" through Self-Serve platforms. This is a remote/hybrid role with Mile Marker headquartered in New York City.
Key Responsibilities
Campaign Strategy Development:
- Collaborating with clients to understand their target audience, marketing objectives, and budget constraints to create tailored biddable media strategies.
- Identifying relevant keywords, audience segments, and ad placements across platforms.
- Setting campaign goals, KPIs, and performance benchmarks.
Campaign Implementation:
- Building and managing paid search campaigns on platforms like Google Ads and Microsoft Ads.
- Creating and optimizing paid social campaigns on platforms like Facebook, Instagram, LinkedIn, TikTok, and similar platforms.
- Developing and optimizing product centric campaigns on retail media networks such as Walmart Connect and Instacart.
- Setting bids, budgets, and campaign structures based on data analysis and performance insights.
- Developing compelling ad copy and creative assets.
Performance Optimization:
- Monitoring campaign performance metrics like impressions, clicks, conversions, cost-per-acquisition (CPA), and return on ad spend (ROAS).
- Analyzing data to identify areas for improvement and make necessary adjustments to bids, targeting, and ad creatives.
- Implementing A/B testing to test different ad variations and optimize performance.
- Implementing conversion Incrementality tests within platforms to demonstrate platform value and help determine the right channel mix
Reporting and Analysis:
- Generating comprehensive performance reports for clients, highlighting key insights and actionable recommendations.
- Staying updated on industry trends, platform updates, and new bidding strategies to maintain campaign effectiveness.
Qualifications
- 6-9 years overall experience
- 2+ years experience at a hands-on agency
- 3+ years managing & mentoring Biddable teams
- Deep understanding of Google Ads, Facebook Ads Manager, LinkedIn Ads, and other major biddable platforms. Experience in managing conversion-based campaigns across platforms is highly preferred.
- Ability to interpret complex data sets, identify trends, and make data-driven decisions.
- Capability to develop and implement effective campaign strategies aligned with client goals.
- Ability to manage and effectively communicate with a team of biddable media managers and associate while providing guidance on campaign execution and optimizations.
- Effectively communicating campaign performance and insights to clients and stakeholders.
The pay range for this role is:
$100,000 - $125,000 USD per year