Job details
Job type full-time
Full job description
Instructure is looking to hire an experienced, data-driven, organized b2b paid media manager to take our paid digital marketing strategy to the next levelThis role will work closely with demand generation, customer marketing, and integrated campaigns to optimize, support, and drive our campaigns throughout the marketing funnel, with particular focus on net new, xsell/upsell campaigns as well as awareness and consideration marketing initiativesYou will also get to partner with the seo, cro, and web functions to ensure our paid campaigns are aligned and optimized with the goals of the digital marketing team.
This role will need to be an expert in the google ads, linkedin, twitter and facebook ad platforms to analyze and improve the current state of our programs, as well as provide recommendations on opportunities to expand into additional platforms/channelsThe paid media manager will need to have a firm handle on how to report on kpis and translate the data into meaningful metrics that provide clear paths forward for the marketing functions they support.
In-depth understanding of campaign attribution, demonstrating roi, google analytics, and conversion goals/events will be required to get the full value out of our ad platformsThe ideal candidate will be able to architect and configure google analytics conversions and integrate those with our various platforms to create multiple data sources which in turn allows for true data validation and confidenceSalesforce knowledge (particularly around the use of campaigns) and marketo skills would be looked upon favourablyThis person will partner with our awareness and demand-driving marketing functions to strategically determine the channels for highest roi, and will be responsible for executing on ad spend, configuration, tracking, iterating, and reportingThe successful candidate will be both action oriented and data driven, being able to interpret, analyze, and translate complex datasets with concision, empowering our marketing team to operate as efficiently and as effectively as possible.
Responsibilities
Work cross-functionally with web development, web production, marketing operations, seo, and cro teams to ensure our technical ecosystem is built for success throughout our paid media channels.
Work with our demand generation, customer marketing, integrated marketing, and marketing comms functions across the globe to achieve ever-improving roi, driving the business forward through net new lead gen, xsell/upsell customer demand, and increased brand/product awareness.
Regularly report to external stakeholders on paid marketing channel kpis and metrics, as well as providing actionable insights alongside the data.
Develop a deep understanding of instructure’s industry, audience, and personas - and use that knowledge to continually fine tune audience identification/segmentation as well as keyword strategy.
Responsibly and effectively spend marketing budgets in alignment with various marketing functions and stakeholders.
Full ownership of ad platforms ieGoogle ads, linkedin, facebook, etc.
Partner with marketing operations to ensure campaign and funnel automation is optimized.
Partner with revenue operations/bi to understand pipeline, funnel, and behavior trends, leveraging this data to develop new digital strategies.
Provide data-backed recommendations on areas of expansion via new channels, platforms, and tech.
Qualifications
3+ years of paid media experience, with a proven track record of successful channel and roi growth.
Expertise with google ads, google analytics, twitter, facebook ads, and linkedin ads.
Ability to think strategically and execute effectively.
Highly effective communicator who can translate complex ideas and datasets into concise and meaningful directives for the organization.
Strong organizational and prioritization skills.
Strong analytical and optimization skills.
Expertise in microsoft excel.
Crm/ marketing automation experience preferable (salesforce/marketo).proficiency in tableau and sql is a plus.
Excellent verbal and written communication skills.
Team player who is always up to date on best practices in paid media and digital marketing.
Experience working in education and/or marketing to large enterprise accounts is a bonus.
Experience using paid channels for account based marketing is a plus.
Experience building brand/category on paid channels is a plus.
Get in all the awesome at instructure
Competitive salary and 401k
Medical, dental, disability, and life insurance
Hsa program, vision, voluntary life, and ad&d
Lots of paid time off, 10 paid holidays, and flexible work schedules
Fitness club memberships
Fully-stocked kitchens and catered lunches
Imac or macbooks
We’ve always believed in hiring the most awesome people and treating them rightWe know that the more diverse we are, the more diverse our ideas will be and when we openly welcome those ideas, our environment is better and our business is stronger.
At instructure we participate in e-verify and yes, in case you didn`t catch it from the above, we are an equal opportunity employer.
All instructure employees are required to successfully pass a background check upon being hired.
