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Paid Media Specialist

Food52

Food52

Marketing & Communications
Brooklyn, NY, USA
Posted on Thursday, June 13, 2024
Description

Food52 is a next-generation cooking and home company, named one of the World's Most Innovative Companies by Fast Company, with a monthly reach of more than 30 million people. The digital hub challenges the models of traditional media and retailers, combining content, commerce, and community around the belief that the kitchen is the heart of the home and that food is the center of a well-lived life. Food52 connects a global community of experts and amateurs, supporting them with inspirational, helpful content — recipes, videos, podcasts, cookbooks, and more — and outfitting them with products that make them happy. In addition to a curated Shop that features hundreds of makers, the Food52 family of brands includes the lighting and lifestyle goods company Schoolhouse and the heritage home brand Dansk.

Schoolhouse is dedicated to the preservation of American manufacturing, thoughtful living, and purposeful design. From iconic lighting to one-of-a-kind homewares, our mission is to provide a new generation of heirlooms that inspire people to create unique, meaningful spaces in which to live and work.

Dansk is an inspired home brand created in 1954 by Ted and Martha Nierenberg to bring the elegant simplicity and natural materials of Scandinavian design to the American market at reasonable prices. The mission of the Dansk brand is to preserve Dansk’s heritage, revive many of the exceptional designs from its archives, and collaborate with leading designers around the world to create new products that will someday be passed through generations.

About The Role

The Paid Media Specialist will execute, optimize and report on our digital buys for Food52, Schoolhouse, and Dansk brands across Google, Bing, and Meta with a focus on improving ROAS, CAC, and overall new customer growth. The Paid Media Specialist will work closely with Lifecycle Marketing on creative briefing, audience targeting, segmentation, personalization and A/B testing. An ideal candidate is highly analytical with an understanding of digital attribution, measurement concepts and pushing incrementality.

Key Responsibilities

  • Responsible for day-to-day paid media planning, execution, and reporting across multiple brands (Food52, Schoolhouse, Dansk).
  • Day-to-day management of the media plan including bid recommendations, execution details, budgets, accounting and reporting
  • Ensure the paid advertising efforts reach the right audience by strategically selecting demographics, interests and behaviors
  • Build & analyze keyword lists, analyze search volume and make recommendations
  • Run search reports on a regular basis to mine for new keywords, creative text ad, pacing and overall spend
  • Analyze and optimize campaign performance by performing tests and data analysis, and resolving inefficiencies in order to increase ROI
  • Effectively allocate and monitor budgets and create monthly reports and learnings
  • Build and manage effective campaigns that will positively impact acquisition and revenue
  • Work cross-functionally with CRM, content, merchandising, and creative teams in order to ensure smooth execution of campaigns
  • Conduct pacing, manage to budget, and optimize accordingly between platforms and brands to ensure efficiency
  • Drive A/B testing to improve advertising effectiveness via audiences, campaign types, creative focus, etc. to achieve business KPIs
  • Discover and test new media opportunities and attribution models. Partner with the technology team to ensure proper tagging and tracking
  • Stay updated with industry best practices, trends, and updates in platforms like Google Ads and Meta Ads

Success Metrics

The success of this role revolves around having an expert understanding of what levers drive efficient customer acquisition and retention. As such, overarching priority metrics will include CAC, ROAS, LTV, revenue, as well as growth of customer cohorts (i.e., new, existing, etc. counts). Channel- and platform-level health metrics will also be essential, especially across Google/Meta.

Qualifications & Requirements

  • 5+ year(s) experience managing paid search and social campaigns in platforms with emphasis on search followed by social
  • Knowledge of bidding strategies, targeting capabilities, as well as web & app tracking setup and troubleshooting
  • Experience with direct mail, affiliate marketing, video, display, and audio is a plus
  • Experience working with cross functional creative and merchandising teams
  • Up-to-date with the latest trends and best practices in digital marketing landscape
  • Ability to develop and manage multiple media campaigns simultaneously and deliver results in a fast-paced, deadline-oriented environment
  • Strong project management skills, managing internal and external stakeholders, and multiple campaigns at once
  • Experience with Google Analytics

COMPENSATION

This is an exempt role. The target pay range for this role is between $70,000 - $85,000.

EEO STATEMENT

Food52 is proud to be an equal opportunity workplace, providing equal employment and advancement opportunities to all team members. We evaluate candidates without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, veteran status, or other protected characteristics as required by law and as a matter of our company values.

WORKING AT FOOD52

We are committed to providing our team with a competitive benefits package. Some of our benefits for include:

  • Up to 97.5% funded health benefits (medical, dental, and vision)Unlimited paid time off
  • Monthly fitness reimbursement
  • Citibike (NYC) or BikeTown (PDX) company-sponsored annual membership
  • Generous employee discount across our brand portfolio
  • 401K
  • FSA / HSA