Washington, DC, Function of the Position:
Reporting to the Director, Digital Marketing, the Manager will work across AIA teams to maintain and optimize digital marketing and communications plans that meets AIA’s brand, marketing and governance plans; and our standards for digital marketing.
This role will serve as the primary support for digital media, campaign analysis, and reporting activities.
Paid Media Management
As directed by the Director, Digital Marketing, manages consistency of our branding across all electronic messaging, ensuring a similar look and feel for internal and external messages.
Creates and manages the organizations digital ad placements, which currently includes the following ad platforms: Google Ads, Facebook/IG, YouTube, and LinkedIn.
Manages reporting and analysis of all ad campaigns on a weekly/monthly basis and works with various internal or external stakeholders to identify opportunities to improve future efforts based on results.
Provides actionable recommendations and delivers continuous improvements to our marketing programs.
In collaboration with the Brand & Strategic Marketing team, creates, modifies, and manages strategic audiences across our different ad platforms and reporting tools.
Manages paid social adverting placements and works with senior manager, social media to implement, track, and report on organic placements.
Establishes message, creative, UI, and UX testing criteria, including managing Google Optimize and configuring the length of testing time, goals of the testing scenario, and final outcomes. Shares final report and analysis.
Manages attribution of paid media campaigns and recommends improvements to ad spend, channel mix, campaign types, placements, keywords, landing pages, or audiences.
Manages and optimizes a portfolio of campaigns (including: continuing education, business intelligence, scholarships, recognition, etc.) and reports on key performance indicators identified in each strategy.
Creates and updates websites, landing pages, and posts content on AIA-owned sites or social sites in support of campaign objectives.
Provides insight and recommendations on the performance of creative assets, messaging, and audience segmentation for managed campaigns.
Establishes engagement and behavioral metrics—using web data and tracking systems—to compile online reports and monitor activity.
Provides recommendations to stakeholder on tactical digital solutions that address the project needs.
Marketing & Governance
Helps content governance team, clients, and teammates understand our digital capabilities and different opportunities for engagement and optimization.
Analyzes content performance trends and recommend ideas to content producers.
Ensures adherence to AIA’s content governance policies and procedures to ensure the dissemination of content that is on-brand, consistent, and optimized for search and UX, with special attention to content lifecycles (creation, evaluation, optimization, and removal)
Places sponsored ads on AIA’s owned website, using DoubleClick for Publishers.
Works with other digital staff and stakeholders to develop and implement digital marketing strategies.
Keeps abreast of emerging trends and technologies and share them with internal teams.
Serves as an enterprise resource and knowledge leader for paid media and campaign management.
Google DoubleClick for Publishers (aia.org)
Google Tag Manager
Brand & Engagement team
AIA staff at all levels
Component, collateral organizations, and other association staff
Knowledge/Skills/Abilities and Training and Experience:
Proven experience in a digital focused role with solid understanding of ad platforms, certification preferred but not required.
Understanding of best practices for digital ads and landing pages.
Strong project/process management skills.
Strong editing skills and high attention to detail.
Highly organized with the ability to handle multiple projects and priorities.
Strong interpersonal skills, including ability to maintain strong professional relationships with a range of groups, volunteers, and associates both in person and by video/message/phone.
Excellent problem-solving skills.
Excellent critical thinking skills.
Ability to analyze data and proficient in analytical techniques.
Knowledge of commonly used content management systems, particularly WordPress.
Bachelor’s degree or equivalent in marketing, communications, or related field and 4-5 years’ relevant experience in a marketing department or agency a plus.
Supervisory Requirements: None