Paid Media Specialist Senior: Marketing Department

Overview

The Senior Paid Media Specialist is responsible for planning, executing, and optimizing paid advertising campaigns across digital platforms.

High expertise in paid media strategies will allow us to effectively reach target audiences, drive brand awareness, and generate qualified leads. This role will have a strong background in paid media management, driving ROI, and a passion for delivering measurable results. The Senior Paid Media Specialist has a proven track record of developing and executing successful marketing strategies.

• Develop and implement paid media strategies specifically tailored to healthcare, aligning with marketing goals/objectives.
• Plan, execute, and optimize paid advertising campaigns across platforms such as Google Ads, Facebook Ads, Instagram, Linked In Ads, and other relevant digital channels.
• Conduct thorough keyword research and audience analysis to identify target keywords, demographics, and interests for effective campaign targeting.
• Create compelling ad copy and visual assets that align with brand voice and resonate with our target audience. Adheres to healthcare regulations/privacy guidelines.
• Monitor/analyze campaign performance metrics, such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Identify optimization opportunities and drive continuous improvement.
• Perform A/B testing on ad creatives, landing pages, and campaign elements to maximize performance and ensure optimal user experience.
• Collaborate across teams to align messaging and creative assets with overall marketing campaigns/initiatives.
• Stay updated on trends, emerging platforms, and best practices in paid media management, specifically within healthcare.
• Conduct competitive analysis/market research. Identify opportunities for campaign differentiation/innovation.
• Manage/allocate the paid media budget, ensuring maximum ROI and adherence to financial targets.
• Be current and informed on compliance requirements/legal restrictions related to paid advertising in healthcare.
• Collaborate with external agencies, vendors, and partners to support paid media initiatives and leverage their expertise.
• Generate regular reports/insights on campaign performance, providing actionable recommendations for optimization and future strategy.
• Perform other duties as assigned.

• Bachelor’s degree in marketing, advertising, communications, or a related field. Relevant certifications in paid media management are a plus.
• Minimum of 5-7 years of experience in paid media advertising or growth marketing.
• Proven experience as a Paid Media Manager, with a track record of successful paid advertising campaigns and measurable results.
• In-depth knowledge of paid media platforms, including Google Ads, Facebook/Instagram Ads Manager, Linked In Ads, and other relevant digital advertising platforms.
• Strong understanding of target audience segmentation in the healthcare industry and the ability to tailor campaigns to different demographics/platforms.

• Proficiency in using analytics tools, such as Google Analytics, to track and analyze campaign performance and generate actionable insights.
• Excellent analytical skills and the ability to interpret data to make data-driven decisions and optimizations.
• Strong organizational and project management skills, with the ability to manage multiple campaigns simultaneously and meet deadlines.
• Strong interpersonal and communication skills, with the ability to collaborate effectively with cross-functional teams and external partners.
• Creative thinking and the ability to generate innovative ideas for paid media campaigns and optimization strategies.
• Strong attention to detail and the ability to ensure accuracy and compliance in all paid media activities.

Hoag Memorial Hospital Presbyterian is a nonprofit regional health care delivery network in Orange County, California, consisting of three acute-care hospitals with sixteen urgent care centers, eleven health centers and a network of more than 1,800 physicians, 100 allied health members, 8,000 employees, and 2,000 volunteers. More than 30,000 inpatients and 550,000 outpatients choose Hoag each year.

For over 70 years, Hoag has delivered a level of personalized care that is unsurpassed among Orange County’s health care providers. Since 1952, Hoag has served the local communities and continues its mission to provide the highest quality health care services through the core strategies of quality and service, people, physician partnerships, strategic growth, financial stewardship, community benefit and philanthropy.

Hoag offers a comprehensive blend of health care services including six institutes providing specialized care in the areas of cancer, heart and vascular, neurosciences, women's health, orthopedics, and digestive health through our institutes.

Hoag was the highest ranked hospital in Orange County in the  U.S. News & World Report, the only Orange County hospital ranked in the top 10 for…