Description

About the Role:

We are seeking a seasoned Paid Marketing Specialist to join our growing team. In this role, you will focus on executing and optimizing across our paid marketing campaigns, including paid social, SEM, video, direct buy, and affiliate. Collaborate with cross-functional teams to create compelling content, manage direct partnerships, and track paid performance. Your skills in multi-channel marketing will contribute to Smith Optics’ growth.

Key Responsibilities:
• Support the development and planning of the annual U.S. digital program for multiple audiences – including aligning quarterly / monthly activations in paid to editorial calendar, ensuring that the right messages are hitting at the right time. Contribute to the goal setting and ongoing measurement / analytics of all digital marketing tactics we leverage.
• Oversee day-to-day management of paid channels (including but not limited to Meta, Google, TikTok) and ensure brand consistency through tone, voice, and creative execution.
• Help develop our content strategy for paid social media efforts in the U.S. – both always-on activity as well as seasonal campaign opportunities.
• Plan, execute, optimize, and report on paid media-driven website traffic efforts to ensure we’re delivering on our advertising investment.
• Manage the end-to-end review and approval process of all paid digital content, ensuring that appropriate key stakeholders are brought along to streamline this process to get digital activations out in a timely manner.
• Join paid media groups and professional platforms to stay in-the-know on industry-related topics, new release, and strategy opportunities.
• Create actionable plans alongside media partners to continue scaling paid efforts and drive acquisition through popular paid social media platforms such as Instagram, Facebook, TikTok, and YouTube.
• Ensure progress on all platforms by using analytical tools such as Google Analytics – providing a weekly report-out of performance across platforms.

What You Bring:
• Experience managing an annual advertising budget, with strong fluency for paid search, paid social and display programs.
• Experience with and love working in these platforms: Google Analytics, Google Ads Manager, Meta Ads manager, Google AdWords, TikTok Business Manager.
• You are curious about audience targeting and segmentation, testing and optimizing different targeting strategies to drive the best quality traffic to our sites.
• You are a data-driven thinker and marketer. You analyze the performance of marketing activations to improve future tactics. You run experiments and test new ideas. You don’t analyze success based on instinct — you have the metrics to prove it.
• You are comfortable working cross-functionally with a creative team to develop content and design that engages our social community.
• You’re familiar in the space of influencer and affiliate marketing and are comfortable managing external agency partners to drive activations to achieve annual goals.
• You’re relentless – always wanting to learn about the next digital advertising trends / platforms and have the confidence to outline strategic recommendations to try something new.
• You can shift your creative tone and voice to resonate with different audiences.

Key Requirements:
• Bachelor’s Degree required, preferably focus in Marketing or Communications
• Outdoor and/or Eyewear Experience preferred
• Self-motivated, detail-oriented, results-driven personality
• Project management, creative design, and marketing skills, with an understanding of the entire digital ecosystem.
• Excellent verbal and written communication skills as well as organizational abilities to prioritize multiple tasks at once and problem-solving as challenges arise.

Responsibilities

• Collaborate with cross-functional teams to create compelling content, manage direct partnerships, and track paid performance
• Your skills in multi-channel marketing will contribute to Smith Optics’ growth
• Support the development and planning of the annual U.S. digital program for multiple audiences – including aligning quarterly / monthly activations in paid to editorial calendar, ensuring that the right messages are hitting at the right time
• Contribute to the goal setting and ongoing measurement / analytics of all digital marketing tactics we leverage
• Oversee day-to-day management of paid channels (including but not limited to Meta, Google, TikTok) and ensure brand consistency through tone, voice, and creative execution
• Help develop our content strategy for paid social media efforts in the U.S. – both always-on activity as well as seasonal campaign opportunities
• Plan, execute, optimize, and report on paid media-driven website traffic efforts to ensure we’re delivering on our advertising investment
• Manage the end-to-end review and approval process of all paid digital content, ensuring that appropriate key stakeholders are brought along to streamline this process to get digital activations out in a timely manner
• Join paid media groups and professional platforms to stay in-the-know on industry-related topics, new release, and strategy opportunities
• Create actionable plans alongside media partners to continue scaling paid efforts and drive acquisition through popular paid social media platforms such as Instagram, Facebook, TikTok, and YouTube
• Ensure progress on all platforms by using analytical tools such as Google Analytics – providing a weekly report-out of performance across platforms
• You analyze the performance of marketing activations to improve future tactics

Qualifications

• Experience managing an annual advertising budget, with strong fluency for paid search, paid social and display programs
• Experience with and love working in these platforms: Google Analytics, Google Ads Manager, Meta Ads manager, Google AdWords, TikTok Business Manager
• You are curious about audience targeting and segmentation, testing and optimizing different targeting strategies to drive the best quality traffic to our sites
• You are a data-driven thinker and marketer
• You don’t analyze success based on instinct — you have the metrics to prove it
• You are comfortable working cross-functionally with a creative team to develop content and design that engages our social community
• You’re familiar in the space of influencer and affiliate marketing and are comfortable managing external agency partners to drive activations to achieve annual goals
• You’re relentless – always wanting to learn about the next digital advertising trends / platforms and have the confidence to outline strategic recommendations to try something new
• Bachelor’s Degree required, preferably focus in Marketing or Communications
• Self-motivated, detail-oriented, results-driven personality
• Project management, creative design, and marketing skills, with an understanding of the entire digital ecosystem
• Excellent verbal and written communication skills as well as organizational abilities to prioritize multiple tasks at once and problem-solving as challenges arise