Description
Plan, direct, and optimize digital advertising policies and programs across search, social, display, video, and programmatic channels to drive measurable growth, managing budgets, ad tech, creative, targeting, testing, compliance, and reporting for a department, an organization, or a portfolio of accounts.
- • Build and manage digital advertising budgets and provide cost estimates for campaign plans.
- • Plan and execute paid campaigns across search, social, display, video, and programmatic to drive sales or leads, partnering with stakeholders and agencies.
- • Review and approve digital creatives, copy, and landing pages to meet platform specs and brand standards.
- • Coordinate cross-functional teams—creative, media, analytics, web, sales, and finance—to deliver campaigns on time.
- • Negotiate media buys, platform contracts, and programmatic deals with publishers and vendors.
- • Define target audiences using first-party data, CRM lists, pixels, and research; build segments and look-alikes.
- • Consult with leadership on channel mix, budget allocation, and products or offers to advertise.
- • Monitor performance daily and analyze KPIs (CTR, CPC, CPA, ROAS, LTV) to optimize bids, budgets, and creatives.
- • Stay current on ad-tech, privacy, and platform changes by following industry publications and forums.
- • Grow revenue with existing accounts or units through upsell, cross-sell, and new channel tests.
- • Provide launch support and demos for new digital products, features, or offers to sales and field teams.
- • Lead, motivate, and manage campaign teams and agency partners to achieve goals and deadlines.
- • Establish and enforce digital advertising policies, brand safety, and compliance standards.
- • Track budgets, pacing, and response rates; benchmark results against objectives and industry norms.
- • Build partnerships with influencers, publishers, and affiliate networks to amplify campaigns.
- • Hire, train, and mentor media buyers, ad ops, and analysts producing digital ads.
- • Oversee trafficking, tagging, and QA; coordinate with ad servers and platforms for accurate delivery.
- • Outreach to publishers, platforms, and tech providers to evaluate inventory, tools, and services.
- • Collaborate with product and engineering to implement pixels, SDKs, and conversion APIs; inform roadmaps with insights.
- • Represent the brand at ad-tech conferences and trade events to promote campaigns and partnerships.
- • Manage and evaluate team performance, goals, incentives, and workloads for the digital media team.
- • Analyze market and consumer trends to forecast demand and set spend and revenue targets.
- • Measure channel and tactic effectiveness via experiments, lift studies, MMM, and MTA; refine attribution.
- • Attend industry conferences, webinars, and community events to network and share best practices.
- • Conduct audience and competitive research; build personas and journey maps to inform targeting and creative.
- • Partner with marketing, content, design, and web teams to develop and implement integrated digital programs.
- • Develop ad copy, creatives, landing pages, and messaging frameworks tailored to digital channels.
- • Create data-driven digital growth strategies aligned with product, market, and regulatory requirements.
- • Design, implement, and evaluate data collection methods, including UTM taxonomy, pixels, consent, and surveys.
- • Maintain campaign documentation, playbooks, performance dashboards, and case studies.
Related specializations
Interview options
Interview options
Interviewee gender
Interviewee accent
Interview time
Related Pathways
Marketing & Sales
View
Source
Tasks & skills:
O*NET occupational data (work activities, skills, knowledge).
Learn more
Sources & Standards:
This site includes information from O*NET by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA), used under the CC BY 4.0 license. Career Clutch has modified some of this information for student readability. USDOL/ETA has not approved, endorsed, or tested these modifications. O*NET® is a trademark of USDOL/ETA.
Last reviewed: Jan 2026
