About this role
Overview
The Manager of Digital Communications leads the execution and day-to-day management of the company’s paid digital campaigns across paid search and social media platforms for more than 40 brands. This role is responsible for translating business and recruitment objectives into effective campaign strategies, overseeing campaign development and launch, managing ongoing performance and optimization, and ensuring paid media investments are aligned with organizational priorities.
Reporting to and partnering with the Senior Director, Digital Communications, this individual will collaborate closely with colleagues within the digital communications services team, the broader Communications & Branding Department, business and recruitment stakeholders, Information Services, and external agencies or platform partners. The manager will provide paid media leadership, establish consistent campaign practices, and help internal partners understand channel strategy, recommendations, and results.
Analytics and reporting are important components of the role as tools to guide campaign decisions, optimize performance, and communicate business impact. This individual should be a self-driver, strategic thinker, and highly collaborative partner who can manage competing priorities, own projects from intake through execution, and maintain close attention to detail while keeping the broader business objective in view.
This position is based in Mechanicsburg, PA, with a hybrid schedule.
Responsibilities
• Leads paid search and paid social media strategy and execution across company brands, business lines, markets and recruitment initiatives.
• Manages the daily operation of paid digital campaigns, including campaign setup, targeting, keyword and audience strategy, creative coordination, budget pacing, bid management, quality assurance, optimization and troubleshooting.
• Partners with internal stakeholders to clarify business objectives, define campaign goals and recommend the appropriate channel mix, targeting approach, investment level and measurement plan.
• Develops campaign plans and ensures work moves effectively from intake and recommendation through approval, launch, optimization, reporting and renewal or closeout.
• Oversees paid media budgets and pacing, identifies risks or opportunities and recommends adjustments to improve efficiency and results.
• Monitors campaign performance regularly and makes timely, data-informed optimizations to targeting, keywords, bids, budgets, placements, creative and landing-page strategy.
• Establishes and maintains consistent paid media governance, naming conventions, documentation, quality assurance standards and campaign management processes.
• Coordinates with Creative Services, Editorial Services, Recruitment, web teams and other partners to develop campaign assets and landing experiences that support campaign objectives.
• Engages with paid media agencies, vendors and platform partners, including campaign direction, deliverables, issue resolution and performance accountability.
• Uses analytics and reporting to evaluate campaign effectiveness, identify actionable insights and clearly communicate performance, recommendations and business impact to stakeholders and leaders.
• Defines campaign KPIs and measurement requirements in partnership with stakeholders and supports accurate conversion tracking and data validation.
• Provides paid media guidance, training and best practices to communications colleagues and business partners.
• Stays current on paid search and social media platform changes, advertising policies, privacy considerations, emerging technologies and industry trends, and applies relevant developments to campaign strategy and operations.
• Supports organic social media and broader digital communications initiatives as needed.
• Exhibits creative thinking, sound judgment and strong writing and verbal communication skills.
• Embodies a strong team-player mentality and works effectively across departments and functions.
Qualifications
- Bachelor's degree in communications, marketing, advertising or related field.
- Three to five (3-5) plus years of experience managing paid digital media campaigns within an integrated marketing organization, agency or comparable environment.
- Hands-on experience developing, launching, managing and optimizing paid search and paid social media campaigns.
- Strong working knowledge of Google Ads and major social advertising platforms, including campaign structure, audience development, keyword strategy, bidding, budget pacing, conversion tracking and optimization.
- Experience translating business, consumer and recruitment objectives into channel strategies, media plans and actionable campaign recommendations.
- Ability to manage multiple campaigns, brands, markets, budgets and timelines simultaneously while maintaining accuracy and quality.
- Working knowledge of campaign measurement, attribution and analytics, with the ability to interpret performance data and use insights to improve campaign outcomes.
- Understanding of SEO, SEM and AEO principles and how paid and organic digital strategies work together.
- Strong project management skills and experience using project management platforms; Workfront experience preferred.
- Experience working with cross-functional teams including Communications, Creative Services, Editorial Services, Video Services, Recruitment, business leaders, and Information Services.
- Experience with third-party vendors, agencies and platform partners, including setting expectations and holding partners accountable for deliverables and performance.
- Strong written and verbal communication skills, including the ability to explain paid media strategy and results to non-technical stakeholders.
- Flexibility, adaptability and agility, with the ability to balance competing priorities and respond to changing business needs.
- Google Ads certification necessary; paid social platform certifications preferred.