• Job Description

  Req#: R76420

  Location: Preference is hybrid within footprint

  Overview:

  As a Senior Marketing Specialist, Paid Media , you will play a critical role in planning, executing, and optimizing paid media campaigns across multiple digital platforms. Your expertise will help increase brand awareness, drive consumer consideration, and deliver measurable campaign results that align with our business goals.

  Primary Responsibilities:

  • Develop and execute paid media strategies with a strong emphasis on video advertising across platforms such as Google Ads, Meta Ads, CTV, and more.

  • Manage end-to-end campaign execution, including campaign set up/ media buying, tracking, budget allocation /pacing , bid management, optimization and reporting .

  • Continuously optimize campaigns based on real-time performance data to maximize ROI and meet KPIs.

  • Collaborate closely with creative teams on creative strategy that aligns with campaign goals and resonates with target audiences.

  • Monitor, analyze, and report on campaign performance, providing actionable insights and recommendations to stakeholders.

  • Stay up to date with the latest trends, tools, and best practices in digital paid media and video advertising.

  • Develop, implement, and iterate on testing strategies – campaign types, bid strategies, ad forms , new channels, etc. – to continuously improve brand awareness and consideration.

  • Work cross-functionally with brand advertising , business line marketing, creative , agency partners, and analytics teams to ensure cohesive marketing efforts.

  • Complete other related duties as assigned.

  Managerial/Supervisory Responsibilities:

  None

  Education and Experience Required:

  Bachelor's Degree + 3 years of proven experience in digital paid media with a focus on video advertising and campaign optimization. (Or in Lieu of a degree, a combination of 7 years of higher education and relevant experience)

  Strong expertise in media buying across platforms such as Google Ads (YouTube) and Meta Ads. Experience with DSPs a plus .

  Demonstrated ability to drive brand awareness and consumer consideration through targeted paid media campaigns.

  Proficient in using analytics tools and data visualization tools to interpret data and optimize campaigns.

  Excellent understanding of digital marketing KPIs, attribution models, and budget management.

  Strong analytical mindset with the ability to derive actionable insights from complex data sets.

  Effective communication and collaboration skills . Able to clearly explain complex topics to a variety of stakeholders with varying paid media knowledge.

  Experience working in fast-paced, agile marketing environments is a plus.

  Excellent attention to detail

  Strong problem solver who can conceive and create c reative solutions to challenges.

  Willing to continuously learn the skills necessary for personal and team growth.

  M&T Bank is committed to fair, competitive, and market-informed pay for our employees. The pay range for this position is $71,985.72 - $119,976.20 Annual (USD). The successful candidate’s particular combination of knowledge, skills, and experience will inform their specific compensation.

  Location

  Buffalo, New York, United States of America

• About the company

  M&T Bank Corporation is an American bank holding company headquartered in Buffalo, New York.

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