Paid Media Specialist

Job Description

Job Description

Position : Paid Media Specialist Date : 10/11/2024

Department : Marketing Reports to : Associate Director, Digital Marketing

FLSA Status : Exempt

WAEPA Mission and Values

Worldwide Assurance for Employees of Public Agencies (WAEPA) is a nonprofit association (not an insurance company) seeking a Paid Media Specialist. This position reports directly to the Associate Director, Digital Marketing and will interface with the marketing team, other departments, and external partners.

WAEPA was formed in 1943 by federal employees for federal employees. The goal of WAEPA is to provide access to products and services that promote the health, welfare, and financial well-being of its members. Learn more at waepa.org.

Introduction

As part of the WAEPA Marketing Team, you'll join a dynamic, collaborative group that values your expertise, encourages innovation, and celebrates success. We foster creativity and teamwork, providing a supportive environment for professional and personal growth while driving measurable digital media results. We are seeking self-starter with a strong sense of ownership who is passionate about identifying opportunities, proactively solving problems, and accelerating organizational growth.

At WAEPA, we believe in investing in our people and nurturing their development. By joining our team, you’ll play an integral role in advancing our mission while feeling empowered, valued, and supported at every step.

Position Summary

The Paid Media Specialist will be responsible for developing, implementing, and optimizing WAEPA’s paid digital campaigns across multiple platforms and funnel stages. Working closely with the Associate Director, Digital Marketing, this role ensures that paid media campaigns align with organizational goals and deliver positive, measurable results. This position requires hands-on, in-platform execution and proactive campaign ownership. It is critical that this role demonstrates the ability to "lead up"—proactively presenting solutions, identifying gaps, and independently managing performance insights.

Key Responsibilities :

• Collaborate with the marketing team to align paid media efforts with overall marketing strategies and business goals.
• Independently design, launch, manage, and optimize paid media campaigns across channels including paid search, display, video, and paid social.
• Provide clear, concise, and actionable reporting for weekly and monthly review. Conduct keyword research, audience targeting, and competitive analysis to inform strategy.
• Optimize ad copy, bidding strategies and creative assets to maximize ROI.
• Take ownership of campaign execution and proactively surface opportunities, roadblocks, and insights.
• Track and report on advertising costs and ROI, identifying opportunities and continuously refining strategies.
• Support content planning with performance insights to inform creative development. Prepare post-mortem campaign analyses, highlighting wins, learnings, and optimization recommendations.
• Stay updated on industry trends and best practices to ensure WAEPA remains competitive in the digital media space.

Knowledge, Skills, and Abilities :

• 3-5 years of proven experience successfully managing paid digital campaigns in-platform (Google, Meta, Microsoft).
• Demonstrated ability to independently manage campaigns from concept to performance reporting.
• Highly proficient in interpreting campaign data and providing actionable insights. Strong understanding of digital marketing metrics and best practices, including conversion tracking, attribution, and ROI analysis.
• Solid project management skills with the ability to prioritize tasks across multiple projects.
• Excellent communication and organizational skills with a bias toward action and accountability. Creative and analytical thinker with the ability to develop and execute strategic plans.
• Must show initiative and be self-directed while contributing to a highly collaborative team. Operate with the highest level of integrity.
• Ability to influence upward through proactive communication and solution-oriented thinking.

Required Experience and Education :

• Bachelor’s degree in business, marketing, advertising, or communications; or equivalent experience.
• 3-5 years of professional experience in paid digital media management with demonstrable results.
• Fluency in GA4, Google Ads, Meta Ads, Microsoft Ads, and other paid advertising platforms.
• Familiarity with UTM tracking and attribution models.
• Proficiency in Microsoft Office—Microsoft Word, Excel, Outlook, and PowerPoint.

Preferred Qualifications :

• Google Ads and Meta certification
• Experience with Microsoft Dynamics 365
• Familiarity with audience data management, SQL, and other database sources.
• Knowledge of SEO best practices and integration with paid media strategies.
• Experience with Monday.com or Asana.

Measure(s) of Success :

• Improve efficiency and ROI across all paid media campaigns.
• Deliver timely and actionable performance reports with clear insights.
• Demonstrate initiative, campaign ownership, and consistent alignment with WAEPA goals. Contribute to the organizational growth of 1% (~4300 new applications in FY 2024).
• Demonstrate leadership potential and the ability to grow into more senior roles as the department evolves and expands.

This position description should not be construed to imply that the requirements are the sole standards for the position. Incumbents are expected to perform all other duties as required.