Paid Media Manager, B2B Demand Gen

As the Paid Media Manager, B2B Demand Gen, you will lead and execute complex B2B paid media campaigns, ensuring marketing strategies achieve business objectives. This involves end-to-end ABM digital campaign execution, advertising operations, and reporting. You will manage multi-channel media campaigns, covering strategy, planning, targeting, implementation, measurement, and optimization. The role requires hands-on experience with platforms like Google Campaign Manager, Meta Ad Manager, and LinkedIn Campaign Manager, and presenting insights to marketing leaders.

Must Have

• Lead and execute complex B2B paid media campaigns.
• Lead end-to-end ABM digital campaign execution.
• Manage multi-channel media campaigns (strategy, planning, targeting, implementation, measurement, optimization).
• Hands-on experience with Google Campaign Manager, Meta Ad Manager, LinkedIn Campaign Manager.
• Perform hands-on setup of complex, multi-audience campaigns.
• Measure campaign success with performance metrics and present insights.
• Optimize marketing investments based on data and best practices.
• Develop annual strategies for ABM campaigns.
• Minimum 5 years of specialized media buying experience.
• Knowledge of digital marketing tools (Accutics, Tableau, Funnel.io, Demandbase, Google Tag Manager).
• In-depth knowledge of working with large data sets and paid media KPIs.
• Experience with A/B testing.
• Strong understanding of marketing strategy and full-funnel advertising campaigns.
• Experience managing complex paid digital advertising campaigns and budgets.
• Bachelor's degree or equivalent experience.

Good to Have

• Experience within insurance or other financial service-marketing industries.
• Previous experience in the execution of complex, multi-audience Account Based Marketing advertising campaigns.
• Bachelor's degree with a concentration in Marketing, Business Administration or Communications.

Perks & Benefits

• Support and flexibility to achieve professional and personal goals.
• Skill-building opportunities.
• Leadership development opportunities.
• Philanthropic opportunities.
• Opportunities to build communities.
• Opportunities to grow your career.
• Diverse colleagues with high ethical standards.
• Contemporary, supportive, flexible, and inclusive benefits and resources.

Job Description

As the Paid Media Manager, B2B Demand Gen you will lead and execute complex B2B paid media campaigns to ensure marketing strategies deliver results based on business objectives. Your responsibilities will include leading end-to-end ABM digital campaign execution, advertising operations and reporting. You will be manage all aspects of multi-channel media campaigns, including strategy, ideation, planning, targeting, setup & implementation, measurement, and optimization. The ideal candidate has hands-on depth and breadth of experience using various digital marketing and advertising platforms, including Google Campaign Manager, Meta Ad Manager and LinkedIn Campaign Manager. You will be recognized within the organization as a paid media thought leader and present insights and recommendations to campaign stakeholders and marketing leaders in monthly presentations.

Responsibilities (You Will)

• Lead the strategy, execution and implementation of Account-Based Marketing paid media campaigns utilizing social media ad platforms (Facebook & LinkedIn), programmatic tools (Addaptive B2B, Demandbase) and ad serving and web analytics tools (Google Campaign Manager, Google Analytics).
• Perform hands-on setup of complex, multi-audience campaigns within digital advertising platforms, including creative uploads, company targeting list management and oversight, campaign tracking and tagging, creative testing and optimizations. Oversee all data aggregation within campaign dashboards.
• Partner with team on creative development, ensuring proper communication of specs and delivery of final assets. Collaborate with Integrated Marketing team to develop full-funnel media strategies and campaigns. Partner with Marketing Insights US and Offshore teams to ensure data consistency and accuracy and prepare and deliver monthly campaign reports. Guide and mentor digital marketing colleagues from Guardian India team.
• Measure campaign success with performance metrics and present insights and recommendations to stakeholders in monthly meetings . Connect campaign to business goals, and create digital marketing analytics reports that tell a compelling story of the campaign and impact and develop optimization strategies. Optimize marketing investments based on data and best practices to maximize ROI.
• Leverage modern media strategies and ensure optimal allocation of media investment across channels and campaigns.
• Develop annual strategies for ABM campaigns that deliver upon business growth needs and present to senior leaders of Marketing teams. Ensure strategies align with budgets and align with business and marketing KPIs.
• Conduct research on market trends, brands, audiences and competitors, techniques to drive engagements and conversions. Be recognized as a paid media expert and thought leader and communicate industry best practices.

Qualifications (You Have)

• Experience within insurance or other financial service-marketing industries that use multiple sales channels to deliver B2B demand generation. Previous experience in the execution of complex, multi-audience Account Based Marketing advertising campaigns highly desired.
• Minimum 5 years of hands-on specialized media buying experience with Facebook Ad Manager, LinkedIn Campaign Manager, Google Campaign Manager, Google Ads, Google Analytics, and data analytics tools.
• Proven experience in leading and creating media plans and strategies that deliver upon specific business goals.
• Knowledge of digital marketing tools including Accutics, Tableau, Funnel.io, Demandbase, Google Tag Manager.
• In-depth knowledge of working with large data sets, understanding of paid media KPI’s and tying marketing metrics to business goals.
• Experience with A/B testing to inform advertising creative and website optimizations.
• Strong understanding of marketing strategy and how to create and implement a full-funnel advertising campaign.
• Experience in managing complex paid digital advertising campaigns and budgets.
• Strong attention to detail in managing and optimizing campaigns with numerous audience segments.
• Proven track record working with and managing multiple projects and clients and internal teams working on marketing campaigns and creative development.
• Experience with aligning paid, owned and earned channel connectivity and reporting on cross-channel metrics and successes.
• Strong collaborative partner able to successfully work in a matrix organization.
• Strong analytic skills and ability to make sound decisions and communicate impact.
• Highly organized, detail-oriented and focused on consistently exceeding expectations.
• Bachelor's degree (with a concentration in Marketing, Business Administration or Communications preferred) or equivalent experience required.

Salary Range:

$103,450.00 - $169,960.00

The salary range reflected above is a good faith estimate of base pay for the primary location of the position. The salary for this position ultimately will be determined based on the education, experience, knowledge, and abilities of the successful candidate. In addition to salary, this role may also be eligible for annual, sales, or other incentive compensation.

Our Promise

At Guardian, you’ll have the support and flexibility to achieve your professional and personal goals. Through skill-building, leadership development and philanthropic opportunities, we provide opportunities to build communities and grow your career, surrounded by diverse colleagues with high ethical standards.

Inspire Well-Being

As part of Guardian’s Purpose – to inspire well-being – we are committed to offering contemporary, supportive, flexible, and inclusive benefits and resources to our colleagues. Explore our company benefits at www.guardianlife.com/careers/corporate/benefits . Benefits apply to full-time eligible employees. Interns are not eligible for most Company benefits._

Equal Employment Opportunity

Guardian is an equal opportunity employer. All qualified applicants will be considered for employment without regard to age, race, color, creed, religion, sex, affectional or sexual orientation, national origin, ancestry, marital status, disability, military or veteran status, or any other classification protected by applicable law.

Accommodations

Guardian is committed to providing access, equal opportunity and reasonable accommodation for individuals with disabilities in employment, its services, programs, and activities. Guardian also provides reasonable accommodations to qualified job applicants (and employees) to accommodate the individual's known limitations related to pregnancy, childbirth, or related medical conditions, unless doing so would create an undue hardship. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact applicant_accommodation@glic.com .