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   Current UPMC employees must apply in HR Direct

Senior Manager, Paid Digital Media

  • Job ID: 789554434
  • Status: Full-Time
  • Regular/Temporary: Regular
  • Hours:
  • Shift: Day Job
  • Facility: UPMC Health Plan
  • Department: Marketing Communications
  • Location: 600 Grant St, Pittsburgh PA 15219
  • Union Position: No
  • Salary Range: $39.78 to $67.40 / hour

Description

UPMC Health Plan has an exciting opportunity for a full-time Senior Manager, Paid Digital Media to support the Marketing Communications Department to oversee the Health Plan's marketing digital media planning and placement strategy.

The Sr. Manager, Paid Digital Media develops and executes paid digital media campaigns to attract B2C and B2B prospects and engage membership from multiple lines of business to support UPMC Insurance Services mission. This role will oversee all paid digital media buys including search campaigns across Google, Bing, DSP display/video/streaming audio placements, and affiliate marketing networks. The role will focus on architecting digital media buys with in-house and agency partners, duties including budget management, strategy development, optimizations, and reporting. Fluent knowledge of the digital media industry is required, including top-end tools like Google Analytics, Doubleclick, and Google Data Studio. Reporting, managing vendor relationships, and marrying best in class digital strategy with evidence-based ideas with relentless monitoring and optimizing of campaigns are a must. This exciting role sits within the digital marketing team and the successful candidate will be enthusiastic and knowledgeable about the evolving digital eco-system and consumer digital habits. 

Responsibilities:

  • Paid Digital media Planning and Placement.
    • Partner with marketing strategists to build and deploy paid digital media campaigns for multiple lines of business, including direct to consumer, business to business, and membership communications.
    • Lead direct report team to execute paid search and digital analytics roadmaps Oversee vendor relationships for digital media buys to produce digital media flowcharts for all paid digital channels and oversee execution of approved digital buys
    • Innovate on experimentation strategy for new placement channels to try out and create testing plans within digital campaigns
    • Oversee keyword research for paid search advertising campaigns.
    • Manage keyword bids, monitor positioning, creative A/B testing, dayparting, quality score, for ongoing optimization.
    • Relentlessly monitor and report on paid digital using Google Data Studio and other tools to provide transparency to stakeholders
    • Provide landing page optimization recommendations to Web development teams to improve user experience and conversions.
    • Integrate paid digital campaigns with overall advertising to refine attribution modeling.
    • Assist with budget tracking and recommendations.
    • Interface and collaborate with creative services and digital vendors as needed.
    • Build strategies that connect PPC and SEO to amplify overall digital messaging
    • Report on audience behavior across channels and devices on a weekly and monthly basis as requested by leadership and internal stakeholders
    • Monitor and improve ROI on paid digital investment
    • Aid in managing relationships across paid digital media placement space.
    • Ensure accuracy and optimizations of Salesforce integration with digital campaigns
  • Digital Analytics
    • Improve campaign results and ROI stems from the skillsets and processes to perform optimizations regularly. This role will be responsible for ensuring that digital data processes occur not just when a campaign is completed, but in a real-time way and build an optimization process that improves click-through rates and cost per lead across all lines of business.
    • Maintain and oversee tagging structure across Google Tag Manager, bit.ly, and for all digital properties
  • Intent-Based Marketing Channel Vendor Management
    • Marketing has significant investments in modernized digital advertising technology included database targeting via Intent-Based Marketing Campaigns. This role will manage vendor spends, milestones, and deliverables and ensure maximum ROI throughout program lifecylces
  • Workpartners Acquisition 
    • This role will handle 100% of the Workpartners digital acquisition digital strategy for all lines of business within Workpartners. This includes vendor management of media buys for search, social, display, native, video. This includes prospecting campaigns, pipeline and broker engagement campaigns, nurturing and awareness campaigns.
  • Performs in accordance with system-wide competencies/behaviors.
  • Performs other duties as assigned.

Qualifications

  • Bachelor's degree in technology, web design, English, journalism, communications, health sciences, or a related field required. 
  • 5-10 years’ experience working on paid digital campaigns or digital media buying experience in an agency or corporate communications position or related field such as website development, journalism, marketing/advertising or health sciences. 
  • SEM knowledge required. 
  • Certification in Google AdWords required.
  • Certification in Google Analytics required.
  • Certification in Google Tag Manager preferred.
  • Experience with DoubleClick or other enterprise PPC monitoring tools, SEM Rush a plus, 
  • Hands-on experience with bid placements and monitoring through any digital platform from social media to DSP to search preferred
  • Excellent collaboration, multitasking, organizational, research/interviewing, writing, grammar, and interpersonal skills


Licensure, Certifications, and Clearances:

UPMC is an Equal Opportunity Employer/Disability/Veteran

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At UPMC, we’re driven by shared values that guide our work and keep us accountable to one another. Our Values of Quality & Safety, Dignity & Respect, Caring & Listening, Responsibility & Integrity, Excellence & Innovation play a vital role in creating a cohesive, positive experience for our employees, patients, health plan members, and community. Ready to join us? Apply today.

   Current UPMC employees must apply in HR Direct