Media Specialist

Description:

The Paid Media Specialist supports VRC’s marketing strategy by managing and optimizing paid digital campaigns to drive qualified leads and measurable ROI. This role focuses on performance marketing through Google Ads, SEO-informed keyword optimization, and continuous campaign analysis. The Specialist collaborates closely with the Director of Marketing to execute and refine data-driven advertising initiatives across multiple channels.

The ideal candidate is analytical, detail-oriented, and experienced in Google Ads, Salesforce reporting, and performance tracking tools. Success in this position is measured by improved lead generation, conversion rates, and overall campaign efficiency across all VRC business units.

Requirements:

Pay: $60,000-70,000 Annually

Key Responsibilities

Manage and optimize Google Ads accounts (Search, Display, Remarketing, Performance Max, etc.) with a focus on performance and ROI.

Conduct keyword research and leverage SEO insights to refine paid search strategies, test new performance terms, and improve ad relevance.

Track, analyze, and optimize campaigns against key KPIs such as CPL, CPA, CTR, conversion rate, and ROAS.

Create, monitor, and report on A/B tests for ad copy, bidding strategies, and landing pages to drive campaign improvements.

Build and maintain dashboards and reports in Salesforce and Google Ads to provide visibility into lead generation, campaign impact, and funnel performance.

Stay current with industry best practices, platform updates, and emerging trends in SEM, SEO, and performance marketing.

Ensure accurate tracking and tagging (GA4, UTM parameters, conversion tracking) for performance measurement.

Qualifications

4+ years of hands-on experience managing Google Ads campaigns with proven results in lead generation.

Solid understanding of SEO fundamentals and ability to apply them to paid media testing.

Experience working with Salesforce (CRM & reporting) and integrating lead data with ad performance.

Strong analytical skills with the ability to translate campaign data into actionable insights.

Proficiency in Google Ads, Google Analytics (GA4), Google Tag Manager, and Excel/Sheets.

Experience building dashboards, KPI reports, and performance analyses.

Highly detail-oriented, organized, and capable of managing multiple campaigns simultaneously.

Strong communication and collaboration skills.

Preferred Skills

Experience with other paid channels (LinkedIn Ads, Meta Ads, Bing Ads) is a plus.

Familiarity with marketing automation platforms and lead scoring models.

Google Ads Certification and/or Salesforce Certification preferred.