Paid Media Strategist

Discovery Education is looking for a Paid Media Strategist to join our marketing team. You will be a pivotal member of the digital marketing team at Discovery Education, strategizing, executing, and innovating our paid media campaigns. You'll work across the whole customer lifecycle, from top of funnel marketing leads to current customers (revenue generation), and new users to customer advocates (engagement). Campaigns you run will impact our revenue generation, and our customer engagement that drives adoption of our curricula and our products within a community. You support multiple lines of business, supporting K12 educators and corporate partners.

As you build out your strategy, you'll work with the Director of Digital Marketing to innovate our campaigns, as we build out mature lead reporting from paid media leveraging pixels and custom conversion events, enhance our audience targeting with data enrichment, and integrate our internal database with automated custom audiences with social media platforms.

This role can sit in our Charlotte HQs or remote.

What You Will Do

• Develop a persona and funnel-based paid media strategy, that supports the prospects, partners, users, educator communities, and champions.
• Manage and execute all campaigns across Facebook / Instagram, Linkedin, TikTok, Google Search / GDN / Youtube, Programmatic Display, and more.
• Monitor ongoing campaigns on a daily basis, optimizing to ensure optimal performance.
• Work closely with the digital marketing team to create seamless cross-channel and omni-channel user experiences from paid media channels to the website, to organic social, and more.
• Optimize campaigns with the goals of exceeding industry standard benchmarks with KPIs for key metrics (CTR, CPC, CPL, CPA, etc.).
• Work with analytics team to build out dashboards that allow us to track conversions and attribution appropriately.
• Collaborate with Marketing Operations to automate list generation of custom audiences.
• Work with SEO owner to create list of targeted keyword phrases for Google Search campaigns.
• Manage and request all custom conversion events and pixel data across paid media channels.

Requirements

• Minimum 4-6 years of experience in strategizing and executing deadline-oriented paid media campaigns, ideally for an agency.
• Ability to manage up, down, and sideways.
• Experience increasing conversion rates from paid media channels.
• Bachelor's Degree required in marketing, communications, education, or related field.
• Demonstrated understanding of digital marketing tools, techniques, and strategy; knowledge of client/campaign marketing strategy formulation and execution:
  • Experience with ads managers in Google, Facebook, Twitter, Linkedin, TikTok, Pinterest, and more.
  • Experience with data enrichment tools like metadata.io, clearbit, 6sense, and more.
  • Experience with graphic design software is a plus.
• Demonstrated aptitude for learning marketing technologies.
• Legal right to work in the United States.

Benefits

• Flexible PTO.
• Paid holidays include Thanksgiving, Christmas, and New Year's Eve.
• Generous parental leave.
• Annual education and professional development dollars.
• Major medical, vision, and dental (multiple choices).
• Summer hours and company recharge days.
• Company-paid life insurance and short- and long-term disability.
• Pet insurance.
• Company paid volunteer hours.

Discovery Education is an equal opportunity employer. Discovery Education is committed to being an employer of choice, not just a good place to work, but a great and inclusive place to work. To that end, we strive to recruit and maintain a workforce that meaningfully represents the diverse and culturally rich communities that we serve. Qualified applicants will receive consideration for employment without regard to their race, color, religion, national origin, sex, sexual orientation, gender identity, protected veteran status or disabled status or, genetic information.