Paid Media Specialist (hybrid)

Awarded a Healthiest Employer, Blue Cross Blue Shield of Arizona aims to fulfill its mission to inspire health and make it easy. AZ Blue offers a variety of health insurance products and services to meet the diverse needs of individuals, families, and small and large businesses as well as providing information and tools to help individuals make better health decisions.

PURPOSE OF THE JOB

The Paid Media Specialist is responsible for managing the development, execution, optimization and reporting on all paid media campaigns executed by the Marketing Department.  This role will also advise teams throughout the business on performance marketing best practices, driving budgetary efficiency through optimization strategies and delivering exceptional results for all digital advertising campaigns.  This position requires an analytically minded digital marketer with financial acumen who has experience executing multi-channel paid digital campaigns.

QUALIFICATIONS

REQUIRED QUALIFICATIONS

Required Work Experience

• 2 years paid media experience and 2 years relevant digital marketing experience - Level 1
• 4 years paid media experience and 4 years relevant digital marketing experience - Level 2
• 6 years paid media experience and 6 years relevant digital marketing experience - Level 3

Required Education

• High-School Diploma or GED in general field of study

Required Licenses

• N/A

Required Certifications

• N/A

PREFERRED QUALIFICATIONS

Preferred Work Experience

• 1 year health insurance or health care industry experience  and 1 year client-side and/or marketing agency experience - Level 1
• 2 years health insurance or health care industry experience  and 2 years client-side and/or marketing agency experience - Level 2
• 3 years health insurance or health care industry experience  and 3 years client-side and/or marketing agency experience - Level 3

Preferred Education

• Bachelor’s Degree in Marketing, Business, Communications, or related field of study

Preferred Licenses 

• N/A

Preferred Certifications

• N/A

ESSENTIAL JOB FUNCTIONS AND RESPONSIBILITIES 

LEVEL 1

• Be the Digital Marketing team subject matter expert on all things performance marketing, partnering with marketing teams to devise campaign strategies that leverage variety of paid media channels and tactics to help reach campaign goals.
• Collaborate with agency partners to launch and manage paid media campaigns, ensuring that business objectives are effectively being translated into campaign strategy, that all aspects of digital media placements are executed flawlessly and that business partners receive regular reporting. 
• Analyze and optimize paid media campaigns throughout campaign flight, advising business partners on optimal channel strategies to drive maximum return on investment and exceed projected results.
• Project manage the receipt of creative assets from internal teams for delivery to agency partners, ensuring that digital media buyers have all assets required to place media according to campaign plan.
• Utilize Google Tag Manager to implement and manage advertising pixels, validating that campaign metrics are captured accurately while navigating compliance mandates regarding use of the technology.
• Develop overall benchmark metrics used to evaluate effectiveness of campaign strategy across all lines of business, as well as partnering with digital agencies to forecast campaign KPI’s and ROI.  
• Orchestrate broad search engine keyword strategy across multiple campaigns, ensuring that campaigns are using branded and non-branded keywords effectively while avoiding budget cannibalization.
• Stay up to date with the rapidly evolving digital media technology landscape, from industry news to emerging channels, and hypothesize how the organization may be able to leverage these new marketing technology applications to help lead generation campaigns achieve their objectives with maximum profitability.
• Assist with other duties not detailed here to further enhance the success of the company’s marketing efforts.
• Work under general supervision.

LEVEL 2

• Identify testing opportunities to hone audience insights that drive future campaign efficiency and deliver consistent incremental growth across all lines of business.  Experience devising testing programs, analyzing results and delivering actionable recommendations strongly preferred.
• Own the Google Marketing Platform (Analytics, Ads, Tag Manager, Looker Studio, etc.) for the Digital Marketing team, ensuring that marketing technology integrations are setup correctly to accurately record campaign data and other engagement metrics.
• Create digital reporting tools that allow stakeholders to analytically assess digital campaign performance against forecasted KPI’s and discover actionable insights that assist in developing future marketing strategies.
• Work under intermittent supervision.

LEVEL 3

• Oversee all Google Advertising accounts for the organization, confirming that each account is up-to-date with accurate verification documentation and complying with industry regulations.
• Partner with marketing analysts and data SME’s to identify segment, audience and campaign specific KPI’s for each paid channel to evaluate accuracy of projections and effectiveness of campaign strategy.  
• Work under minimal supervision.

ALL LEVELS

• Each progressive level includes the ability to perform the essential functions of any lower levels.
• The position requires a full-time work schedule.  Full-time is defined as working at least 40 hours per week, plus any additional hours as requires or as needed to meet business requirements.
• Perform all other duties as assigned.

COMPETENCIES

REQUIRED COMPETENCIES

Required Job Skills

• Knowledge of digital marketing advertising channels and paid media best practices
• Proficiency with Google Marketing Platform (Analytics, Ads, Tag Manager, Looker Studio, etc.)
• Experience using marketing technologies to drive digital lead generation
• Ability to analyze marketing data to develop optimization strategies
• Advanced proficiency with Microsoft Office - Word, Excel, and PowerPoint
   

Required Professional Competencies

• Strong organizational and project management skills
• Data driven decision making and analytical approach to problem solving
• Ability to work in a fast-paced environment, while coordinating multiple projects within the assigned deadlines
• Ability to produce effective results with minimal supervision in a hybrid environment               
• Excellent professional and interpersonal skills
• Support a positive professional work environment

Required Leadership Experience and Competencies

• Collaborate effectively with internal and external stakeholders
• Manage projects from onset to completion
• Ability to prioritize tasks based on business needs
• Make decisions in a timely manner, sometime with incomplete information and under tight deadlines

PREFERRED COMPETENCIES

Preferred Job Skills

• Knowledge of the health insurance industry
• Advanced reporting and analytical skills

Preferred Professional Competencies

• Passionate about digital marketing and marketing technologies
• Understanding of audience segmentation

Preferred Leadership Experience and Competencies

• Excellent interpersonal skills and ability to communicate with all levels of the organization
• Thrives in a team environment
• Ability to provide recommendations to advance initiatives throughout the organization
   

Our Commitment

AZ Blue does not discriminate in hiring or employment on the basis of race, ethnicity, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, protected veteran status or any other protected group.

Thank you for your interest in Blue Cross Blue Shield of Arizona.  For more information on our company, see azblue.com.  If interested in this position, please apply.