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Sr. Paid Media Marketing Manager – Cengage – Boston, MA

Cengage in Boston, MA


Cengage

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Do you dare to reinvent the future of education?

At Cengage, we are harnessing the power of tech to build a future where all learners have the tools and confidence to achieve their goals.
As a Cengage employee, you will blaze a new trail to transform the way people learn. Collaborating with the best of the best, you will feel challenged and inspired to do breakthrough work. With the support of our united team, there is no limit to what you can imagine, create and set in motion.

Are we right for you?

We set the bar higher by bringing our unique talents and point of view to the table every day. We are curious and comfortable with change and are willing to take risks to transform education. Most importantly, with everything we do, we put learning first.

What You’ll Do Here:

The Senior Paid Media Marketing Manager will work within the Paid Media functional area of the Demand Generation Marketing organization to drive business growth through the design and execution of digital paid media campaigns. The campaigns under the management of the Paid Media Marketing Manager will aim to drive awareness and conversions for Cengage’s B2C business, as well as driving leads into the funnel of Cengage’s Higher Ed business. Paid Media channels under the purview of the Senior Paid Marketing Manager include search engine marketing (SEM/PPC), Display, Retargeting, LinkedIn Ads, Facebook Ads, and others.
The ideal candidate will have at least 7 years of hands on experience in digital paid media program management, strategic development and will participate in all aspects of executing paid media campaigns on Google AdWords, Facebook, LinkedIn, Instagram, Snapchat, etc. This includes initial planning, monitoring, optimization, analysis and reporting.
S/he will be a marketer with strong online direct marketing experience, quantitative skills, strong project management skills, a consumer orientation, and relevant experience in the following areas:
  • A degree in Marketing (or related field) and significant work experience in consumer-focused online marketing, ideally with a B2C company where marketing decisions are based on consumer insights and solid market analytics.
  • Expertise in direct-to-consumer online marketing functions (SEM/PPC, social media, email, landing pages testing, conversion optimization, etc.), ideally with direct experience in customer acquisition marketing, lead generation, and online program execution.

Core Responsibilities. Other duties may be assigned.

  • Campaign
    Strategy – The Paid Media Marketing Manager will work directly with the Integrated Campaigns team to design effective paid media marketing campaigns that deliver on business goals. The Online Marketing Manager will consult on best practices, offer advice on campaign direction, and will approach all efforts from an integrated standpoint.

  • Campaign Execution
    – The Online Marketing Manager build and launch digital advertising campaigns, will manage budgets and ROI, and will optimize campaigns to achieve stated business goals. Develop testing and analysis methods for paid media channels to improve messaging, creative, audience targeting, and overall channel performance.
  • Analytics and Reporting – The Online Marketing Manager will create regular performance reports to be distributed to all levels of the organization. Provide regular insights and analysis of key marketing program metrics. Identify and research emerging trends and enact tactical program adjustments. under direction of Marketing leadership.
  • Marketing Creative – The Online Marketing Manager will work with design team to advise on the creation of powerful marketing copy, text and banner ads, affiliate newsletters, program emails etc. Ensure consistent brand voice across all channels.

  • Promotions
    – The Online Marketing Manager will consult with various teams on the design and launch of special promotional offers and programs, often in conjunction with wider Marketing team efforts.

  • Policy Enforcement
    – Monitor advertising partners to ensure that placements, promos, and copy are consistent with established CL advertising policies. Enact appropriate fraud prevention measures.

  • Internal Support
    – Support internal marketing managers in various programs and processes not listed here, as required.

Skills You Will Need Here:

  • Degree in Marketing or related field
  • Minimum 7 years digital marketing experience
  • Prior management experience
  • Strong analytical and time management skills; must possess keen attention to detail and exhibit superior critical thinking
  • Proven experience managing paid social budgets in an efficient manner on major platforms.
  • Ability to demonstrate how social campaigns deliver impact to broader business and marketing objectives.
  • Solid understanding of online reporting, tracking, attribution methodologies. Google Analytics experience is required. Experience with custom JavaScript tagging and tracking a valuable plus.
  • Outstanding initiative; strong organization and project management skills, outstanding verbal and written communication skills, the ability to collaborate effectively with others in the company to deliver results; a team player; ability to lead cross-functional and external teams.
  • Ability and desire to participate in very hands-on implementation, to be flexible and work effectively in fast-paced and continuously changing environment.
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Sr. Paid Media Marketing Manager – Cengage – Boston, MA

Cengage job in Boston, MA