​​Paid Advertising Channel Specialist ​

Purpose of Role 

The Paid Advertising Channel Specialist is responsible for developing, executing, and optimizing paid media campaigns across key digital platforms, including Google, LinkedIn, Reddit, YouTube, and content syndication channels. This role plays a crucial part in HBK's demand generation strategy by driving targeted traffic, increasing brand visibility, and generating high-quality leads. 

Working closely with the entire marketing team, the Paid Advertising Channel Specialist will ensure that campaigns are data-driven, aligned with business objectives, and optimized for performance. This role requires strong analytical skills, creativity, and expertise in digital advertising to maximize return on investment (ROI) and continuously improve campaign effectiveness. 

Main Responsibilities: 

• Paid Media Strategy: Develop, implement, and manage multi-channel paid media campaigns that align with HBK's marketing goals and objectives, aiming for a 15% increase in conversion rates. 

• Campaign Management: Oversee and optimize campaigns on Google Ads, LinkedIn Ads, Reddit, YouTube, and content syndication platforms to drive engagement and conversions, with a target of achieving a 20% improvement in cost per acquisition (CPA). 

• Budget & Bidding Optimization: Allocate budgets effectively, optimize bid strategies, and ensure cost-efficient media spend that maximizes ROI, with an annual budget efficiency target of 10% cost savings. 

• Audience Targeting: Leverage data to refine audience segmentation and targeting, ensuring campaigns reach the right professionals within key industries, driving a 25% increase in engagement rates. 

• Performance Analysis & Reporting: Monitor campaign performance, generate insights, and provide regular reports using Google Analytics, LinkedIn Campaign Manager, and other analytics tools, with a focus on achieving a 30% uplift in marketing-qualified leads (MQLs). 

• A/B Testing & Experimentation: Continuously test ad creatives, landing pages, audience segments, and bid strategies to improve campaign performance, aiming for a 10% increase in click-through rates (CTR). 

• Collaboration: Work closely with content, SEO, and demand generation teams to ensure cohesive messaging across all digital channels. 

• Content Syndication Management: Oversee syndication partners and platforms to ensure HBK's content reaches the right audience and generates quality leads, with a goal of increasing lead quality score by 15%. 

• Ad Compliance & Best Practices: Ensure all paid media campaigns adhere to platform policies, data privacy regulations, and HBK brand guidelines. 

• Competitor Analysis: Monitor industry trends and competitor campaigns to identify opportunities and areas for improvement, targeting a 10% increase in market share through paid initiatives. 

• Languages: Excellent written and verbal communication skills in English are required; fluency in additional languages such as German, French, or Spanish is a strong advantage. 

Expectations for all employees 

• Always adhere to company policies and procedures 

• Comply with any reasonable requests within level of capability, including any training that the company may request you to attend or perform 

• Proactively support a safety-first culture. Constantly striving to improve the health, safety, and environment of your work area and colleagues with issues escalated immediately 

• Strive to achieve the philosophy of "Right First Time" for each decision and process you're engaged in with issues escalated immediately 

• Ensure a lean approach to all business processes, with the ethos of making tomorrow better than today at the heart of everything we do 

• Demonstrate the company values, Be True, Aim High, and Own It and foster the development of the One HBK company culture, encouraging values-based behaviors and promoting best practices 

Professional Qualifications / Experience 

• Bachelor's degree in Marketing, Digital Advertising, or a related field (or equivalent experience). 

• 3+ years of experience in managing paid media campaigns across Google Ads, LinkedIn Ads, YouTube, Reddit, and content syndication platforms. 

• Proven track record of optimizing campaigns for lead generation, engagement, and ROI, with demonstrable success in improving campaign performance metrics by at least 15%. 

• Strong knowledge of PPC strategies, audience targeting, and conversion tracking. 

• Experience with Google Analytics, Google Tag Manager, and LinkedIn Campaign Manager. 

• Expertise in A/B testing, ad copywriting, and landing page optimization. 

• Ability to analyze data and translate insights into actionable recommendations. 

• Familiarity with B2B marketing and technical industries is a plus.