Specialist, Digital Acquisition

Digital Acquisition Specialist

Department: DTC Ecommerce

Reports To: Director, Digital Acquisition

Location: Hybrid Remote, with preference given to candidates based in Columbus, Ohio

Company Overview:

At Highlights for Children, our mission is to help children become their best selves by publishing and creating experiences that engage, delight and foster joyful learning. Through the work we do and as an inclusive corporate community, we are dedicated to cultivating our best selves in our workplace. We aim to hire talent that strives for excellence while doing the work they love, by enhancing the lives of kids and families. We come together with a common purpose because we believe children are the world's most important people.

Position Summary:

The Digital Acquisition Specialist will be responsible for day-to-day support and maintenance of paid media channels for the fastest growing area of Highlights Consumer Business. You will monitor performance, assist technical implementations, ensure best practices, and make strategic recommendations for paid campaigns. You will assist the Director of Digital Acquisition with isolating channel testing opportunities, reporting on performance, summarizing learnings and forecasting performance. The ideal candidate is results-oriented, loves new customer acquisition, has extensive knowledge and experience managing full-funnel campaigns and creative across digital ecosystems. This role requires a high level of collaboration, paid media technical knowledge, and experience with performance analysis and budget management.

Essential Duties and Responsibilities:

• Manage day-to-day account performance and optimizations in coordination with external agency partners
• Ensure campaigns are optimized to remain efficient and can maintain/exceed performance within stated budget goals
• Quality assurance of product feeds, pixels, campaign tagging and audiences
• Lead creative briefing, partnering with the agency to define the strategy and learning infrastructure
• Support performance marketing campaign planning and testing roadmaps
• Analyze channel performance, formulate reports, make recommendations, and share learnings with stakeholders and cross-functional groups
• Work closely with brand and digital partners to ensure a cohesive and best practice customer journey
• Knowledge of creative best practices within responsible channels and comfortability requesting iterations based on insights
• Stay updated on and anticipate new feature releases and industry news, sharing learnings to drive continued campaign success

What you should show up ready to teach anyone on your first day:

• Performance and growth marketing best practices
• Demonstrate your ability to learn quickly, work remotely, and collaborate with business partners
• Ability to run profitability scenarios and comprehend core data points from ad and analytics platforms (CPM, CTR, CVR, etc.)
• Comfortability with creative briefing and strategic learning frameworks that produce high-velocity of learnings and assets
• Data-driven approach to campaign testing and decision making
• Ability to transform test results into actionable insights and quick implementations
• Willingness to troubleshoot technical issues and investigate performance dips
• Attention to detail and ability to collaborate cross-functionally

• Learn how each product fits into the Direct-to-Consumer ecosystem and informs marketing decisions
• Build strong relationships with agency partners and internal teams to drive success across product lines
• Apply your knowledge of performance marketing to increase efficiency and channel growth
• Create and share weekly and monthly performance updates with cross functional partners
• Analyze performance and contribute to holistic campaign planning strategies
• Learn how to monitor feeds, request creative assets, check pixels, create UTMs, and upload audiences

• Assist in formulating budgets, setting long-term channel goals and building full-funnel strategies with support of the Director, Digital Acquisition
• Help to look at the holistic new consumer journey to isolate opportunities
• Take the lead on day-to-day channel optimizations and performance commentary
• Convert digital channels and isolate future media channel growth opportunities for the business
• Have developed extensive knowledge of performance marketing relevant to business goals and financial needs
• Be comfortable taking the lead on analyzing channel performance, making recommendations, and sharing analysis out with the wider business
• Make actionable recommendations for channel optimizations, creative evolution, and roadmaps

Education and Experience:

• Three to five years of proven digital marketing experience and managing paid media channels in a rapidly growing environment
• Experience in Direct-to-Consumer (DTC) or subscription model experience preferred
• Bachelor's degree in Marketing, Business Administration or equivalent experience in related field

Qualifications:

• Experience with owned, earned, and paid channels with understanding of full-funnel marketing and measurement; strong executional knowledge of performance marketing
• Strong working knowledge of Meta ads, Google ads, Bing ads, online marketplaces, and Google Analytics
• Experience interpreting data and harnessing it to inform broader strategy
• Comfortability with pivot tables, developing reporting, and profitability analysis
• Demonstrated experience effectively translating creative strategy to tactical requests and test plans
• Strong initiative and proactive mindset
• Exceptional attention to detail and ability to consistently hit deadlines
• Excellent written and verbal communication and interpersonal skills
• Proficiency in Microsoft Suite and Google Workspace
• Familiarity with project management platforms (Workfront, JIRA, AirTable, Monday, Etc.)
• Ability to balance multiple projects and shifting priorities
• Skilled at collaborating with internal and external business partners

Physical Requirements:

• Prolonged periods sitting at a desk and working on a computer.

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