Advertising Strategist - Aliso Viejo, United States - American Association of Critical Care Nurses

Description

The Advertising Strategist plays a key role in AACN's advertising initiatives, focusing on connecting with our audience where they are most active and/or seek support, thereby increasing engagement and achieving measurable business results.

This role entails developing comprehensive advertising strategies and overseeing campaigns across digital and traditional channels tailored to B2C and B2B objectives.

In collaboration with the Marketing and Communications team and business partners, the Advertising Strategist devises and executes advertising strategies, judiciously manages budgets, and applies advanced audience segmentation and ad optimization methods for optimal ROI.

Additionally, this role is responsible for external advertising sales management to enhance revenue through the sale of AACN advertising space.

The position also includes SEO support, ensuring content is optimized for search engines, augmenting our online presence, and improving the effectiveness of our digital campaigns.

• Integrated advertising strategy and management:
• Devise and implement extensive advertising strategies, focusing on a blend of digital mediums like Google Ads, social media, and traditional channels, to align with the organization's strategic marketing plan and B2C/B2B objectives.-
• Manage budgets effectively across various campaigns and platforms, with a keen focus on maximizing ROI while maintaining budget discipline.-
• Collaborate closely with colleagues and business partners to craft cohesive advertising campaigns that are in sync with the overall strategy.-
• Plan, execute, and manage integrated advertising campaigns across Google Ads (including search, display, and video ads) and various social media platforms such as Facebook, Instagram, Twitter, LinkedIn, YouTube, TikTok and others.-Performance monitoring, testing, optimization, and reporting:
• Establish benchmarks and monitor campaign performance, making data-driven optimization decisions and or recommendations.-
• Conduct A/B testing for both Google Ads and social media campaigns to determine the most effective ad elements such as copy, images, calls-to-action and targeting.-
• Execute and manage digital ad campaigns optimization for keywords, placements and audience targeting.-
• Evaluate external vendor performance against campaign goals to ensure alignment with campaign objectives and maximize ROI.-
• Align and segment social media and digital campaigns to match audience behavior and preferences, ensuring tailored messaging.-Third-party advertising placement and sales management on organization-owned channels:
• Act as the main point of contact between AACN and the external ad sales agencies.-
• Oversee the placement and scheduling of external ads in AACN-owned channels in collaboration with external ad sales agencies.-
• Collaborate with the ad sales agencies on their development of advertising sales strategies to ensure alignment with our company's goals and target audience's needs/preferences.-
• Regularly meet with agencies' representatives to discuss ad performance, strategies, and upcoming initiatives to increase ad sales and AACN earned revenue.-Search engine optimization (SEO) support:
• Identify and analyze relevant keywords to use in advertising campaigns.-
• Collaborate with MarComm team members to develop and implement comprehensive SEO strategies to enhance the organization's online presence and search rankings through the optimization of website content, including meta tags, headlines, and descriptions for search engine visibility and performance.-
• Collaborate with content creators to ensure all online content is SEO-friendly and aligned with the latest search engine algorithms.-
• Accurately track SEO rankings and organic traffic to strategically use digital ads to increase visibility for important keywords, driving paid traffic where the organic ranking is not established or does not exist

• Indepth knowledge of Google Ads, including search, display, and video advertising. This includes understanding bidding strategies, keyword research, ad assets and the latest features of Google Ads.
• Deep understanding of various social media advertising platforms like Facebook, Instagram, X (Twitter), LinkedIn and TikTok, including their unique advertising tools and audience targeting options.
• Fluency in latest trends in paid advertising, digital marketing, and ad technology specific to B2C, B2B and/or other healthcare professionals or audiences
• Skilled in managing relationships with external advertising agencies and vendors, including negotiation, contract management, and setting clear expectations.
• Strong ability to understand data and use analytics tools specific to Google and social media platforms to tr