Paid Media Manager

Job Description

Reporting to the VP, of Specialty Digital Marketing, the Paid Media Manager executes digital and traditional paid marketing strategies for Westgate Resorts primarily on paid search channels (Google/BING) and paid social media channels (Facebook/Instagram/META), as well as supports the marketing strategies of all departments and venues. This works closely with Resort Marketing, Revenue, Inventory, Hotel Rental, Timeshare Specialty Marketing and Groups/Marketing Departments.

To perform this job successfully, an individual must be able to perform each essential duties and responsibilities satisfactorily. Additionally, the person must possess and adhere to the following core company values:

• Integrity

• Passion

• Work Ethic

Essential Duties and Responsibilities:

Collaborate with the Director of Marketing to execute the annual marketing plan and strategy in the following areas:

• Executes the implementation of online marketing goals to ensure a share of the market and profitability of products and/or services.

• Collaborates with the Director of Advertising to develop and execute the best Paid search/social ad strategies.

• Assists with developing and executing a/b tests for ad copy, bid strategies, keywords, audience segments, and images.

• Manages existing SEM / Paid Social Media advertising campaigns hands-on inside Google Ad shells and participates in new campaign launches.

• Manages Facebook/Instagram campaigns hands-on inside Facebook Ad Manager / Facebook Business Suite

• Provides creative recommendations for ad copy, image, and landing page assets. Writes short-form copy for headlines when needed for rush deadlines.

• Works closely with graphic artists, writers, and web developers in the design and usability of all paid social creative assets, including ad units for display, video, discovery, and emerging ad units in Google, Facebook, Instagram, TikTok, and other media outlets.

• Researches, analyzes, and monitors financial, technological, and demographic factors in order to capitalize on market opportunities and minimize the effects of competitive activity.

• Communicates with outside advertising agencies on ongoing Web-based campaigns.

• Develops and recommends to Senior Management online commerce strategies for the organization which will result in the greatest share of the market over the long run.

• Achieves satisfactory profit/loss ratio (ROAS) and share of market performance (Impression Share) in relation to pre-set standards and to general and specific trends within the industry and the economy.

• Keeps current on industry trends and testing opportunities.

• Measures impact and effectiveness of campaigns by reporting on key performance indicators (conversions, conversion rate, revenue, CTR, cost per conversion, ROI, etc.).

• Tests/experiments with Ad models (tCPA, ROAS, etc.) in order to achieve better ROI on campaigns.

• Launches projects to support the Paid Social / Paid Advertising side of the business and follows through with brand and website teams to ensure project completion.

• Functions as the main account management contact with Google, Facebook, Instagram, TikTok (and others) (for direct advertising products)

• Attends online conferences and seminars.

• Does back-end reporting as needed to merge offline conversion (phone call conversion) with online reporting data.

• Performs other duties as assigned.