Channel Expertise Consultant

Key Responsibilities

1. SEM Specialization (Core)

• End-to-End Campaign Management: Plan, implement, and manage advanced campaigns across search platforms such as Google Ads and Microsoft Advertising (Bing Ads). This includes Search, Display, Demand Gen, Performance Max (PMax, including Shopping and Google Merchant Center), and, ideally, Video and Mobile App campaigns.

• Continuous Optimization: Develop and execute SEM strategies, from initial campaign setup to ongoing optimization of account structures, keywords, ad creatives (creative refreshes), bidding strategies, and budgets.

• Quality and Efficiency: Conduct proactive traffic analysis and cleansing to ensure maximum investment quality and efficiency.

• Performance Analysis and Strategy: Analyze and interpret performance data to identify trends, uncover optimization opportunities, and recommend innovative strategies.

• Audience Management: Configure and manage advanced audience targeting, segmentation, exclusions, and activation of high-value audiences.

• Data Integration: Synchronize and leverage data from CRM systems and web analytics tools (e.g., Google Analytics) to enable accurate attribution and a 360-degree view of the customer journey.

2. Additional Specialization (Preferred)

A. Paid Social Advertising

• Platform Management: Proven expertise in managing and optimizing campaigns on leading platforms such as Meta Ads (Facebook/Instagram) and TikTok Ads. Experience with Pinterest Ads, X Ads (formerly Twitter Ads), and Snapchat Ads is a plus.

• Full-Funnel Strategy: Design and implement Paid Social strategies covering the entire marketing funnel, from awareness and consideration goals through to conversion and retention.

• Advanced Activation: Set up and optimize catalog campaigns (e.g., Dynamic Product Ads), manage advanced audience strategies (custom audiences, lookalikes), and implement and troubleshoot tracking pixels.

• Social Performance Analysis: Analyze and interpret social media performance data to maximize ROI and campaign efficiency.

B. Programmatic Advertising

• DSP Management: Demonstrated experience managing and optimizing programmatic campaigns through leading Demand-Side Platforms (DSPs) such as Google DV360, The Trade Desk, Amazon DSP, or others.

• Trafficking and Campaign Setup: Strong expertise in trafficking, configuring, and launching creative assets (display, video, native) within ad servers and DSP platforms.

• Audience Strategies: Implement advanced audience-targeting strategies, including the use of first-party, second-party, and third-party data to drive campaign effectiveness.

• Real-Time Optimization: Continuously monitor campaign performance and apply real-time optimizations (bidding strategies, pacing controls, frequency management) to achieve visibility, CTR, CPA, and ROAS objectives.

• Premium Inventory Management: Manage Private Marketplaces (PMPs) and Deal IDs, ensuring access to premium inventory and efficient commercial negotiations.

• Quality and Brand Safety: Implement and monitor brand safety, viewability, and fraud prevention solutions.

• Reporting and Attribution: Develop detailed programmatic performance reports and attribution analyses to demonstrate the value and impact of media investment.

Core Competencies and Skills

• Analytical Mindset: Strong ability to analyze large datasets, uncover actionable insights, and make data-driven decisions.

• Proactivity and Continuous Improvement: A proactive approach to identifying opportunities, testing hypotheses, and optimizing processes.

• Communication and Client Management Skills: Excellent written and verbal communication skills. Proven ability to present and defend recommendations, clearly communicate strategies and results, and maintain direct client relationships while building trust and long-term partnerships.

• Teamwork: Ability to collaborate effectively within a dynamic, multidisciplinary environment.

• Results-Oriented: Strong focus on achieving objectives and delivering against key performance indicators (KPIs).

Nice to Have

• Experience with Google Analytics 4 (GA4).
• Knowledge and hands-on experience integrating and leveraging CRM systems within digital advertising platforms.
• Practical experience creating and maintaining interactive reporting dashboards using tools such as Looker Studio (formerly Google Data Studio) or Power BI.
• Proficiency in Google Tag Manager (GTM) for tracking tag implementation and management.