Location: Preference is hybrid within footprint

Overview

As a Senior Marketing Specialist, Paid Media, you will play a critical role in planning, executing, and optimizing paid media campaigns across multiple digital platforms. Your expertise will help increase brand awareness, drive consumer consideration, and deliver measurable campaign results that align with our business goals.

Primary Responsibilities

Develop and execute paid media strategies with a strong emphasis on video advertising across platforms such as Google Ads, Meta Ads, CTV, and more.
Manage end-to-end campaign execution, including campaign set up/media buying, tracking, budget allocation/pacing, bid management, optimization and reporting.
Continuously optimize campaigns based on real-time performance data to maximize ROI and meet KPIs.
Collaborate closely with creative teams on creative strategy that aligns with campaign goals and resonates with target audiences.
Monitor, analyze, and report on campaign performance, providing actionable insights and recommendations to stakeholders.
Stay up to date with the latest trends, tools, and best practices in digital paid media and video advertising.
Develop, implement, and iterate on testing strategies – campaign types, bid strategies, ad forms, new channels, etc. – to continuously improve brand awareness and consideration.
Work cross-functionally with brand advertising, business line marketing, creative, agency partners, and analytics teams to ensure cohesive marketing efforts.
Complete other related duties as assigned.

Managerial/Supervisory Responsibilities

None

Education and Experience Required

Bachelor's Degree + 3 years of proven experience in digital paid media with a focus on video advertising and campaign optimization. (Or in Lieu of a degree, a combination of 7 years of higher education and relevant experience)

Strong expertise in media buying across platforms such as Google Ads (YouTube) and Meta Ads. Experience with DSPs a plus.

Demonstrated ability to drive brand awareness and consumer consideration through targeted paid media campaigns.

Proficient in using analytics tools and data visualization tools to interpret data and optimize campaigns.

Excellent understanding of digital marketing KPIs, attribution models, and budget management.

Strong analytical mindset with the ability to derive actionable insights from complex data sets.

Effective communication and collaboration skills. Able to clearly explain complex topics to a variety of stakeholders with varying paid media knowledge.

Experience working in fast-paced, agile marketing environments is a plus.

Excellent attention to detail

Strong problem solver who can conceive and create creative solutions to challenges.

Willing to continuously learn the skills necessary for personal and team growth.

M&T Bank is committed to fair, competitive, and market-informed pay for our employees. The pay range for this position is $71,985.72 - $119,976.20 Annual (USD). The successful candidate’s particular combination of knowledge, skills, and experience will inform their specific compensation.

Location

Buffalo, New York, United States of America

Qualifications

Bachelor's Degree + 3 years of proven experience in digital paid media with a focus on video advertising and campaign optimization
(Or in Lieu of a degree, a combination of 7 years of higher education and relevant experience)
Strong expertise in media buying across platforms such as Google Ads (YouTube) and Meta Ads
Demonstrated ability to drive brand awareness and consumer consideration through targeted paid media campaigns
Proficient in using analytics tools and data visualization tools to interpret data and optimize campaigns
Excellent understanding of digital marketing KPIs, attribution models, and budget management
Strong analytical mindset with the ability to derive actionable insights from complex data sets
Effective communication and collaboration skills
Able to clearly explain complex topics to a variety of stakeholders with varying paid media knowledge
Excellent attention to detail
Strong problem solver who can conceive and create creative solutions to challenges
Willing to continuously learn the skills necessary for personal and team growth

Benefits

The pay range for this position is $71,985.72 - $119,976.20 Annual (USD)
The successful candidate’s particular combination of knowledge, skills, and experience will inform their specific compensation

Responsibilities

As a Senior Marketing Specialist, Paid Media, you will play a critical role in planning, executing, and optimizing paid media campaigns across multiple digital platforms
Your expertise will help increase brand awareness, drive consumer consideration, and deliver measurable campaign results that align with our business goals
Develop and execute paid media strategies with a strong emphasis on video advertising across platforms such as Google Ads, Meta Ads, CTV, and more
Manage end-to-end campaign execution, including campaign set up/media buying, tracking, budget allocation/pacing, bid management, optimization and reporting
Continuously optimize campaigns based on real-time performance data to maximize ROI and meet KPIs
Collaborate closely with creative teams on creative strategy that aligns with campaign goals and resonates with target audiences
Monitor, analyze, and report on campaign performance, providing actionable insights and recommendations to stakeholders
Stay up to date with the latest trends, tools, and best practices in digital paid media and video advertising
Develop, implement, and iterate on testing strategies – campaign types, bid strategies, ad forms, new channels, etc. – to continuously improve brand awareness and consideration
Work cross-functionally with brand advertising, business line marketing, creative, agency partners, and analytics teams to ensure cohesive marketing efforts
Complete other related duties as assigned

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Senior Marketing Specialist, Paid Media