Digital Advertising Analyst/Specialist

TEAM: Marketing 

POSITION: Digital Advertising Analyst/Specialist

FUNCTION: The Analyst, Digital Advertising own all aspects of Porter’s digital media campaigns including strategic planning, execution, complex attribution reporting and media agency relationships. The role is responsible for driving incremental optimized site traffic and bookings for flyporter.com through the use of paid digital media at a defined cost per acquisition (CPA) by market type. Channels include paid search, DSP and direct-buy display media, affiliates, online travel agencies, native, video and paid social marketing.
 
This role is responsible for developing, implementing, and managing campaigns, primarily within Adwords, Bing, BrightRoll, YouTube, Google Display Network, Facebook, Gemini and StackAdapt. Working with the other team members, you will ensure the Search and Performance Display programs align with and support Porter’s overall online marketing strategies. You are responsible for generating detailed reports on a regular basis. 

This position is also responsible for leveraging the Porter customer database to increase revenue and bookings through enhanced data targeting. A member of the Marketing Intelligence team this role is central to the work of maximizing revenue. This role is also a go-to digital expert for other departments within the organization when digital execution is required to meet business objectives
 
DUTIES AND RESPONSIBILITIES:

• Responsible for all digital channel campaign performance including the effectiveness of creative, bid strategy, budget, and the use of first and third party data for improved targeting.
• Strategically build, manage, and optimize search engine marketing (SEM) campaigns, primarily on Google AdWords and Bing including, but not limited to: Budget forecasting, Keyword research, Campaign set-up (Build tightly-themed ad groups by keyword relevancy, configure campaign settings, add negative keywords, etc.) as needed, Bid management,
• Establish display campaigns with direct publisher in programmatic deals within DBM. Execute and manage complex performance Display campaigns within Google Display Network and BrightRoll with the possibility of working in other Display networks
• Measure and optimize display campaign performance including the effectiveness of first and third-party data, bid strategy, prospecting and remarketing tactics, and landing page effectiveness
• Manage website and media and search tagging to enable all consistent reporting on marketing and acquisition KPIs.
• Manage multivariate creative, ad unit, message and technology tests, and conducts performance analysis always to support continual optimization.
• Conduct performance analysis and develop regular reporting. Build, produce and, where possible, automate regular marketing KPI reports using Google Analytics, DCM and other data visualization tools.
• Manage monthly SEM and Display spend, traffic forecasting and ROI calculations
• Research, evaluate, add and delete media opportunities to improve campaign and channel efficiency On-going testing of new technologies including proactively seeking access to upcoming betas/alphas.
•  Interface with publishers, networks, and agency partners
• Leverage deep DoubleClick expertise – tracking and building digital media attribution models within DCM. Enabling the use of rich media creatives within Studio.
• Understand our database and can extract and leverage our first-party data to target similar audiences
• Own the Digital Advertising Roadmap and contribute to the cross-functional Marketing Intelligence roadmap
• Manage advanced custom attribution reporting for optimal digital budget allocation
• Advise on digital media campaign planning and execution for other departments within the organization
• Actively participate in Porter’s Safety Management System (SMS) including, reporting hazards and incidents encountered in daily operations; understand, comply and promote the Company Safety Policy.
• Other duties as assigned by Director, Marketing

• BA/BS or equivalent
• 3-6 years hands-on experience in digital marketing and web analytics required with experience using tools such as Omniture, Google Analytics or similar.
• 3-6 years hands-on experience with ad serving software and related reporting required with experience using tools such as DCM/DART or similar.
• 3+ years experience working in a professional Search Engine Marketing (SEM) role with pay-per-click experience with Google Adwords and Bing Search
• 3+ years experience building and optimizing display advertising campaigns in GDN and/or DBM, Facebook, and LinkedIn
• Strong working knowledge of Internet technologies related to media and site targeting, tagging, tracking and content delivery.
• Deep knowledge of SEM strategies and best practices.
• Experience effectively managing agency partners.
• Strong analytic skill-set and critical thinking skills.
• Ability to leverage data insights to tell a cohesive story for executive-level presentations
• Excellent Excel and data manipulation skills required. Knowledge of Tableau preferred
• Familiarity with customer acquisition funnels – awareness, consideration, acquisition and how to leverage media to speak to customers throughout the conversion path
• Experience in and passion for actively testing technologies, data and messaging
• Strong written and verbal communications skills, experience developing campaign performance presentations.
• Strong/excellent knowledge of digital advertising trends and technologies
• Ad creative and landing page optimization experience preferred
• Organized with very strong attention to detail
• Proven ability to multi-task, prioritize, and meet deadlines
• Basic SQL query knowledge required
• Understanding of SEO preferred

• Concern for Safety: Identifying hazardous or potentially hazardous situations and taking appropriate action to maintain a safe environment for self and others.
• Teamwork: Working collaboratively with others to achieve organizational goals. 
• Customer Service: Providing service excellence to internal and/or external customers (passengers).
• Initiative: Dealing with situations and issues proactively and persistently, seizing opportunities that arise.
• Results Focus: Focusing efforts on achieving high-quality results consistent with the organization’s standards.
• Fostering Communication: Listening and communicating openly, honestly, and respectfully with different audiences, promoting dialogue and building consensus.
• Analytical Thinking: Analyzing and synthesizing information to understand issues, identify options, and support sound decision making.
• Business Perspective: Using an understanding of business issues, processes and outcomes to enhance business performance.
• Continuous Learning: Identifying and addressing learning and developmental needs to enhance own performance.

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