Digital Paid Media Specialist

1 day ago

Cebu City, Central Visayas, Philippines HOLIDAY FACTORY PACKAGE TOUR OPERATOR INC Full time

Job Title: Digital Paid Media Specialist

Team : Marketing

Reporting Line : Director, Marketing

Role Overview

The Digital Paid Media Specialist is responsible for planning, executing, optimising, and reporting on all paid advertising campaigns across platforms like Meta, Google, TikTok, Programmatic, and Affiliate channels. This role ensures strong ROAS, efficient cost per acquisition, and continuous scaling of high-quality leads and conversions. The specialist works closely with Marketing, Product, and Creative teams to build data-driven campaigns that align with business goals.


Key Responsibilities

Campaign Strategy & Execution

  • Develop and implement paid media strategies across Meta, Google, TikTok, Programmatic, and other performance channels.
  • Build, launch, and optimise campaigns for awareness, traffic, lead generation, and conversions.
  • Conduct A/B tests across creatives, audiences, placements, and bidding strategies.
  • Manage budgets daily, ensuring optimal pacing and ROI.

Performance Monitoring & Optimization

  • Analyse campaign performance and continuously refine targeting, bidding, and creatives to maximise results.
  • Maintain healthy CAC, ROAS, and lead-quality metrics across channels.
  • Identify trends and insights to improve overall digital performance.
  • Troubleshoot campaign delivery issues and implement corrective actions.

Creative & Audience Development

  • Brief the creative team with data-backed inputs for static, video, UGC, and story-based content.
  • Build and optimise custom audiences, lookalikes, remarketing segments, and funnel-based targeting.
  • Explore new ad formats, audience behaviours, and emerging platform features.

Tracking, Reporting & Analytics

  • Ensure proper tracking through Meta Pixel, Google Tag Manager, UTM parameters, conversion APIs, and server-side tracking.
  • Develop weekly and monthly performance dashboards with actionable insights.
  • Monitor attribution, user paths, and channel contribution.

Collaboration & Cross-Functional Work

  • Work closely with Marketing, Product (IDA), Sales, and Creative teams to align campaigns with business objectives.
  • Recommend new performance channels, ad tech, and automation tools.

Budget Management

  • Allocate daily and monthly ad spends efficiently across campaigns.
  • Forecast budget performance and propose scaling opportunities.

Skills & Requirements

Technical Skills

  • Strong experience with Meta Ads Manager & Google Ads (Search, Performance Max, Display).
  • Experience with TikTok Ads, Snapchat, or other emerging paid channels is a plus.
  • Proficiency with Google Analytics, GA4, GTM, and conversion tracking.
  • Strong understanding of attribution models and performance metrics.
  • Excel/Sheets proficiency for reporting and budget management.

Professional Skills

  • Highly analytical, data-driven thinker with strong problem-solving ability.
  • Creative mindset with an understanding of what makes ads convert.
  • Ability to work in a fast-paced, performance-focused environment.
  • Strong communication skills for reporting insights and collaborating with teams.

Experience

  • 2–5 years of hands-on experience in paid media or performance marketing.
  • Proven track record of delivering strong ROAS, conversions, and CAC improvements.
  • Experience in e-commerce, travel, hospitality, fintech, or marketplaces is an advantage.

Success Indicators (KPIs)

  • Lower CAC month-on-month
  • Improved ROAS and revenue contribution
  • Higher lead quality and conversions
  • Efficient budget pacing
  • Strong attribution visibility and tracking accuracy
  • Scalable and repeatable paid campaigns

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