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Paid Media Specialist

New York, NY (Hybrid)

For over two decades, BrainPOP has been trusted by educators and parents worldwide as a source of engaging and impactful learning experiences for all kids. With a presence in over two-thirds of U.S. districts through school and district subscriptions and an estimated annual reach of 25 million students, BrainPOP is empowering kids to take agency over their learning and excel in and out of the classroom. 

The company was acquired in 2022 by KIRKBI, the family-owned holding and investment company of the LEGO brand, marking a significant milestone as their first acquisition in the digital learning realm. We are thrilled to continue making learning fun and accessible with the strategic guidance and support of KIRKBI.

About the Role

As the Paid Media Specialist, you will have responsibility for the execution of all paid advertising channels, including paid search, paid social media and display advertising. You will be responsible for growing BrainPOP’s paid media engine into a scalable and efficient performing channel to drive our lead generation engines for our B2B institutional business and customer acquisition channels for our D2C subscription business. This includes but is not limited to monitoring and reporting on key performance indicators (KPIs), conducting experiments, optimizing paid search & social campaigns, proposing new strategies, and expanding into other advertising opportunities.

This role will report to the Senior Director, Growth Marketing, and work in close partnership with Growth Marketing, Engagement Marketing, Content & Creative, and Product Marketing teams.

This is a hybrid role, with in-office onsite time in our NYC HQ required weekly or several times a month, or more as needed.

In this role you will:

  • Manage and optimize paid advertising campaigns using Google Ads, Bing Ads, and Meta.
  • Monitor and report on KPIs monthly, including CTR, CPL, total conversions, CPC, search impression share, and CAC
  • Conduct A/B tests using various campaign types and structures to identify optimal strategies across all paid channels.
  • Work closely with our design team to build new ad creatives.
  • Test new ad copy, images, and other variables to improve campaign performance.
  • Ensure ads are up to date with the latest images, videos, and other content
  • Utilize Google Analytics and other data sources to optimize ongoing campaigns.
  • Manage keyword targeting and continually refine strategies to maximize ROI.
  • Propose new campaigns and budget changes based on performance analysis and business objectives.
  • Provide ongoing optimization to all ad channels and campaigns.
  • Research competitors’ advertising practices and suggest new strategies as relevant.
  • Participate in team projects and initiatives as needed.

You Are

  • Analytically apt and data-oriented; ability to use data to make decisions and optimize ad performance
  • Understanding of the marketing funnel and how paid search strategy aligns to marketing goals
  • Results-driven, with a bias-to-action and a track record of performance
  • Self-motivated with a “can-do,” ownership attitude
  • A great communicator and collaborator within and across teams
  • Able to think strategically and execute tactically
  • Comfortable with ambiguity and able to pivot quickly if needs change
  • Curious; stay abreast on the latest developments in paid advertising

On Your Resume

  • 2+ years of paid advertising experience with a proven track record of testing and iterating on campaigns to drive performance
  • Experience with Search Engine Marketing platforms required, including Google Ads and Bing Ads; Meta Advertising, LinkedIn Advertising, Pinterest and TikTok a plus
  • Versed in Google Ads and Bing Ads platforms and campaign management;  demonstrated understanding of campaign optimization, bidding strategies, keyword optimization, and expansion, branded and non-branded best practices; campaign hierarchy
  • An understanding of Meta Ads platform and campaign management; bidding, targeting, and optimization
  • Demonstrated ability to understand, analyze, and storytelling with performance marketing metrics (CPM, CTR, CPC, CPA & LTV) 
  • Experience designing, running, and analyzing A/B tests as well as incrementality tests
  • Experience working collaboratively within marketing teams to improve tools and processes
  • Experience with Google Analytics and Google Tag Manager
  • Proficiency with Google Sheets for analysis (formulas, pivot tables)
  • Experience with BI tools and report visualizations
  • Google AdWords and Bing Ads certifications are preferred
  • Experience writing ad copy
  • Ad design experience in Canva is a plus

 

Location:

The BrainPOP team operates in a hybrid work environment: Each role has remote flexibility and an in-person component at our New York headquarters or other meeting locations. Based on the requirements of a specific role, we may prioritize hiring within a commutable distance of our New York headquarters or in another region relevant to that role.

We can employ individuals residing in the following approved hiring states:

  • Arizona
  • California
  • Connecticut
  • Florida
  • Georgia
  • Illinois
  • Massachusetts
  • Missouri
  • New Jersey
  • New York
  • North Carolina
  • Ohio
  • Oregon
  • Pennsylvania
  • Tennessee
  • Texas
We take a geo-neutral approach to compensation within the US, meaning that we pay based on job function and level, not location. We have competitive pay bands for all other countries based on market standards. Individual compensation decisions are based on a number of factors, including experience level, skill set, and balancing internal equity relative to peers at the company. Based on these factors, we expect most of the candidates offered roles at our company to fall healthily throughout the range. We recognize that the person we hire may be less experienced (or more senior) than this job description, as posted. If so, the updated salary range will be communicated to you as a candidate.

USA Pay Scale

$65,000 - $70,000 USD

Life at BrainPOP

At BrainPOP, our work directly impacts how teachers teach and students learn. They inspire us to build solutions that facilitate joy and meaningful learning outcomes. Our commitment to educators and kids is reflected in our dedication to the BrainPOP team: ensuring their experience is empowering, creative, collaborative, playful, and anchored in learning and growth.  

Our team is made up of educators, data scientists, published authors, engineers, artists, bakers, film buffs, cyclists, dual citizens, and so much more. We value diversity and inclusion, collaboration, and learning from multiple perspectives.

We believe that a diverse organization is a more effective organization. BrainPOP is an Equal Opportunity/Affirmative Action Employer.

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