Paid Media Manager

The Paid Media Manager at Shinola plays a crucial role in driving business through various paid media channels, setting performance marketing agendas, and measuring against ROAS and channel level targets. This position involves proactive identification of new channel opportunities, managing the relationship with our media agency, and delivering excellence across paid social, search, and programmatic advertising while continuously optimizing campaigns based on consumer insights.

Candidates interested in the Paid Media Manager role at Shinola should have a Bachelor's degree in Marketing, Communications, or a related field. They should possess experience in Performance Media, ideally within a retail or luxury brand, along with strong strategic and creative skills. Additionally, candidates should be articulate, detail-oriented, organized, and capable of thriving in fast-paced environments.

Experience with audience segmentation is invaluable for a Paid Media Manager at Shinola, as it allows for targeted marketing efforts that enhance customer lifetime value (LTV). This knowledge helps in optimizing paid media strategies to align with seasonal marketing initiatives and ensures effective engagement with diverse customer segments, ultimately driving more significant campaign success.

A Paid Media Manager at Shinola should be well-versed in various tools and platforms, including Google AdWords for paid search, Meta, TikTok, and Pinterest for paid social, and programmatic advertising through platform such as The Trade Desk or Stack Adapt. Familiarity with email marketing tools like Klaviyo and proficiency in interpreting data from analytics dashboards is also essential for making informed marketing decisions.

Shinola promotes a collaborative and inclusive work culture where every employee is a vital stakeholder. As a Paid Media Manager, you will join a team of diverse and talented professionals committed to excellence and innovation. The environment is fast-paced, encouraging creativity and adaptability while ensuring that every team member's voice is valued in shaping the company's marketing direction.

When answering this question, highlight specific campaigns you've worked on, focusing on your role in planning, execution, and analysis. Discuss any tools you used and metrics you tracked to measure success, making sure to showcase your understanding of both brand and performance-oriented media.

In your response, emphasize your ability to analyze customer data and behavior. Discuss how you create target audience profiles and tailor campaigns to engage them effectively. Provide examples of how this segmentation improved campaign performance.

Discuss your familiarity with A/B testing, data analysis, and continuous monitoring of key performance indicators (KPIs). Explain how you identify underperforming ads and make data-driven adjustments to optimize channel performance.

Share your experience and strategies for ensuring clear communication, setting performance expectations, and fostering collaboration. Give examples of how you’ve managed weekly agendas or key performance discussions to drive results.

Provide a comprehensive overview of the campaign’s objectives, strategies, and outcomes. Highlight the key approaches you took, the tools used, and the return on investment that resulted, showcasing your ability to deliver meaningful results.

Explain how you collaborate with creative teams to develop effective assets. Discuss your approach to ensuring a consistent brand narrative across all channels while optimizing for performance.

Talk about crucial metrics like Return on Ad Spend (ROAS), Customer Acquisition Cost (CAC), and Click-Through Rate (CTR). Make sure to explain why these metrics matter and how they help in assessing the overall performance of a campaign.

Discuss specific platforms you’ve worked with, the strategies you employed, and how you maximized ad placements and targeting. Providing insights into your optimization techniques will demonstrate your depth of knowledge in programmatic media.

Convey your dedication to continuous learning. Mention reputable blogs, webinars, or industry conferences you follow, and how you implement new strategies or tools based on current trends and insights.

Share your passion for the brand and its values. Connect your skills and experiences to Shinola’s goals, showcasing your enthusiasm for contributing to the company's growth and success through innovative media strategies.