Paid Media Manager
Morningstar’s mission is to empower investor success. We strive to illuminate investing in support of this mission, so we can reach, inspire, and enable current and aspiring investors. Our Marketing and Communications team plays an important part in achieving this goal. We are looking for a Paid Media Manager to join the Audience Marketing team to build on our existing paid media practices and drive rapid growth in our audience through paid channels.
We are looking for an entrepreneurial, hands-on, and analytical marketer. This role provides an excellent opportunity to drive paid media strategy, inclusive of paid search, paid social, and display advertising, at the top of the funnel. You'll enjoy the opportunity to make your mark as Morningstar’s in-house paid media expert. You will partner with the experience management, editorial, audience marketing, demand generation, and creative teams to set and execute our paid media strategy, driving increased paid performance and conversion across our public facing experiences
-You’ll develop, manage, and evolve our paid media strategy, roadmap and vision to meaningfully grow the Morningstar’s audiences.
o Develop and execute complex user-centric paid media strategies across search and social platforms as well as other media channels
o Drive growth, scale, and profitability in current channels by re-defining Morningstar’s go-to-market strategy in paid search and social channels
o Create and execute a strategy to drive new customer acquisition and database growth through digital channels
o Analyze data to understand consumer insights; help develop target audiences, areas of joint keyword opportunity, and landing page strategy in partnership with our agency.
o Partner with marketing and demand generation teams to develop and execute on paid media campaigns to product marketing and firm-level goals.
o Understand our audiences, audience insights and audience needs
o Develop and facilitate implementation of our SEM strategy internationally in partnership with our agency.
o Drive continuous improvement through implementation of new and creative ideas; develop a robust test and learn plan in partnership with our agency.
o Bring subject matter expertise into all our thinking and planning. Stay current on digital marketing best practices and find the bridges to apply them.
-You’ll provide reporting and analysis on paid media initiatives across the organization.
o Establish a framework to measure the effectiveness of our SEM strategy in increasing traffic and engagement on our web properties.
o Constantly track, analyze and report on overall paid media performance.
o Regularly benchmark our performance against competitors and against internal P&L performance.
o Assist P&L’s and corporate marketers in developing budget plans, allocation of spend, and budget management
-You’ll have a strong working knowledge of and serve as, teacher, and advocate on all things paid search and paid media.
o Provide thought leadership on paid media strategies, share best practices, and deliver innovative solutions to drive leads and promote the brand.
o Bring fresh ideas to the table, making data-driven, actionable recommendations to drive value.
o Consult with various business units as it pertains to Paid Search and Paid Media, providing ideas and enabling them to effectively execute on strategies.
o Create and implement Paid search governance and best practice guidelines as it pertains to keyword governance, account setup, and competitive term strategy.
o Create and implement Paid social governance and best practice guidelines as it pertains to account set up, targeting, and content promotion.
o Serve as a “center of excellence” for paid media campaigns so that teams are no longer managing their own paid search & social programs in silos
o Manage media agency relationships
o Foster storytelling to create a dynamic, engaging and authentic brand experience that successfully reflects the spirit of our mission
o Continue to grow your skillset and evolve into our in-house paid media expert.
-You’ll build relationships within the Audience Marketing team and across the whole organization.
o Forge strong relationships with marketing leads, senior management, and key stakeholders.
o Take an integrated approach to paid marketing, collaborating closely with the organic search and web development teams.
o Guide the development of new marketing campaign webpages in partnership with sales, product managers, and engineers, ensuring requirements are established and met.
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