Paid Media Specialist / Paid Search Analyst / Media Planner

Role Description

The Paid Media Specialist / Paid Search Analyst / Media Planner helps organisations reach the right audiences and make effective use of advertising budgets. Responsibilities include researching audiences, planning campaigns, checking conversion tracking, and analysing results against campaign objectives.

The Paid Media Specialist launches and optimises campaigns across channels such as paid social, search, and display. The Paid Search Analyst examines search queries, keywords, bids, and conversion data to improve campaign efficiency. The Media Planner recommends where and when to advertise, allocates budgets across channels, and forecasts reach, frequency, and cost.

Qualifications

• Diploma or degree in Marketing, Communications, Business, Analytics, or a related field, or equivalent practical experience.
• Relevant experience in paid advertising, search marketing, campaign analysis, or media planning.
• Understanding of audience segmentation, campaign objectives, and how different channels support the customer journey.
• Proficiency in spreadsheets and familiarity with advertising platforms, web analytics, and reporting tools.
• Ability to verify conversion tracking and interpret metrics such as cost per acquisition and return on ad spend, accounting for attribution limitations.
• Strong communication skills for explaining budget recommendations, campaign results, and trade-offs to stakeholders.
• For paid media positions, experience setting up campaigns, pacing budgets, testing creative, and adjusting bids, audiences, and placements.
• For paid search positions, experience researching keywords, analysing search terms, managing negative keywords, and assessing landing page performance.
• For media planning positions, experience comparing channels, estimating reach and frequency, and developing media schedules and budget recommendations.