Director, Biddable Media

About Mile Marker

Mile Marker is the preeminent, end to end media agency deliberately built for the ambitions of growth marketers. We provide an unmatched range of capabilities, simplified access to data profiles and a carefully layered technology stack that holds accountable our media plans, and the humans that develop them, to deliver measurable, impactful business outcomes with true integrity. Mile Marker’s client roster includes FreshPet, DoorDash, Webster Bank, and Harry’s, among others. For more information, go to www.milemarkeragency.com.

About the role

The Director, Biddable is responsible for developing and optimizing paid advertising campaigns across various digital platforms like Google Ads, Facebook Ads, and other bidding-based networks (retail media networks such as Amazon, Walmart Connect and Instacart), focusing on strategic planning, budget allocation, keyword research, ad creative optimization, and performance analysis to achieve client marketing goals. The Director, Biddable will manage a team to execute aspects of biddable media; through Self-Serve platforms.

The ideal candidate is a strategic  team leader who is willing and eager to dive into self-serve platforms to support execution when needed.

What you'll do

Campaign Strategy Development:

• Collaborate with clients directly or via the client teams  to understand their marketing objective,  target audience, and budget constraints to create tailored biddable media strategies.  This will include but not limited to:
• • Collaborating with the Client Solutions team to optimize the briefs and KPIs.
  • Defining campaign goals, KPI, and performance benchmarks
  • Determining the optimal channel and tactical mix to achieve client’s marketing objective
  • Identifying and developing audience segments and keywords utilizing various targeting and research tools to reach audience as close to client’s provided personas as possible
  • Forecasting Reach, delivery and primary KPIs for each channel mix recommended in the media strategy

Campaign Implementation:

• Oversee a team on all campaign implementation priorities in addition to supporting the work as well. 
• Multi-Platform Management:
• • Paid Search: Well versed with building and managing paid search campaigns on platforms like Google Ads and Microsoft Ads. 
  • Paid Social: Creating and optimizing paid social campaigns on platforms like Facebook, Instagram, LinkedIn, TikTok, and similar platforms. 
  • Retail Media Networks (RMNs): Developing and optimizing product centric campaigns on retail media networks such as Amazon Ads, Walmart Connect and Instacart. 
  • Tactical Optimization: Setting bids, budgets, and campaign structures based on data analysis and performance insights. 
  • Developing compelling ad copy and creative assets and familiarity with creative enhancement tools across platforms

Performance Optimization:

• Well versed with KPI across various channels such as Search, Social, Retailer and eCommerce
• • Regularly monitoring campaign performance metrics across channels but also across various campaign objectives:  including but not limited to Investment, impressions, clicks, conversions, cost-per-acquisition (CPA), return on ad spend (ROAS), AUR, Video Views, CPV, VTR, Hook rate, Hold Rate, NTB etc.
• Sound understanding of critical metrics across different objectives of the funnels and detailed  analysis of  critical metrics to deliver performance insights and strong optimization recommendations  for further improving campaign performance.
• Design and execute robust A/B testing, Brand Lit testing  framework for campaigns, Audiences, Creative assets, landing pages and so on.
• Implement conversion incrementality tests within platforms to prove channel value and guide optimal media mix modeling

Reporting and Analysis:

• Distill performance reports into simple narratives, key insights and recommendations for client reviews and coaching the team to build these skills sets.
• Stay updated on industry trends, platform updates, and new bidding strategies to maintain campaign effectiveness.

Communication and Managerial Capabilities: