Digital Marketing Manager - Paid Channels - Aspira Connect

Position Purpose and Impact

Aspira’s Digital Marketing Manager – Paid Channels Focus, plays a pivotal role in helping campground owners connect their businesses with the right tools to thrive. Through expertly designed and optimized paid advertising campaigns on platforms like Google Ads, Facebook, and LinkedIn, incumbent drives customer acquisition and pipeline growth. Partnering with sales, content, and customer experience teams to ensure every campaign speaks directly to the needs of campground owners, our Digital Marketing Manager directly shapes the future of the outdoor hospitality industry by creating unforgettable experience for the guests of our clients and empowering our campground owners to deliver exceptional stays and grow their businesses.

Responsibilities

Paid Advertising Strategy:

•  Develop and execute a comprehensive paid media strategy to drive qualified leads and achieve acquisition goals.
• Optimize campaigns to meet metrics such as cost-per-lead (CPL), cost-per-acquisition (CPA), and return on ad spend (ROAS).
• Identify emerging trends and innovative opportunities to enhance paid channel performance.

Campaign Execution and Optimization:

• Plan, launch, and manage paid media campaigns with a focus on tactical execution and measurable outcomes.
• Conduct A/B testing on ad creatives, audience targeting, bidding strategies, and landing pages.
• Continuously refine campaigns to maximize performance and align with lifetime value (LTV) objectives.

Performance Analysis and Reporting:

• Track and analyze campaign performance using tools such as Google Analytics, HubSpot, and Excel.
• Report on key metrics (CPL, CPA, ROAS, LTV) and provide actionable insights for optimization.
• Present findings to stakeholders and recommend data-driven improvements.

Budget Management:

• Manage and allocate advertising budgets to maximize ROI while staying within planned spending limits.
• Build forecasts and projections based on past performance and future opportunities.

Collaboration and Cross-Functional Coordination:

• Partner with sales to ensure alignment on lead quality and effective handoff processes.
• Work closely with content and design teams to create high-performing ad creatives.
• Collaborate with product marketing to ensure campaigns reflect brand positioning and messaging.
• Promotes Aspira policies and procedures, the quality of its products and reputation, and consistently supports compliance and all applicable initiatives by maintaining the privacy and confidentiality of information, protecting the assets of the organization, acting with ethics and integrity.
• Supports the team and department by participating in relevant projects and priorities and competes with other duties as assigned.

Desired Qualifications

• Proven experience managing paid advertising platforms (Google Ads, Facebook Ads, LinkedIn Campaign Manager).
• Strong analytical skills with a focus on campaign performance metrics like CPL, CPA, and ROAS.
• Ability to design and optimize campaigns for LTV-to-CAC ratio efficiency.
• Excellent hands-on skills in campaign management, A/B testing, and tactical execution.

Desired Education and Experience

• Bachelor’s degree in Marketing, Business, or other related discipline.
• 5+ years of experience in digital marketing with a focus on paid channels and lead generation.
• Industry experience in B2B SaaS or technology sectors preferred.
• Familiarity with marketing automation platforms such as HubSpot.
• Strong proficiency in analytics tools (Google Analytics, Tableau, Excel).

Desired Hardware and Software Competency

• Advanced proficiency in Google Ads, Facebook Ads Manager, and LinkedIn Campaign Manager.
• Proficiency with HubSpot, including workflows and lead tracking.
• Intermediate Excel skills, including Pivot Tables and Data Analysis.
• Experience with graphic design tools like Canva or Adobe Creative Suite for ad creative development is a plus.

General Physical Demands

The physical demands described here are representative of those that must be met satisfactorily to successfully perform the essential functions of this job. If requested, reasonable accommodation will be made to enable incumbents with disabilities to perform the essential function absent undue hardship, as this position requires:

• Stationary work, frequent moving to access resources and complete tasks, and positioning self to move in a manner that can be described as bending, stooping, kneeling, reaching, the occasional ascension/descension of a ladder, and/or climbing, with general coordination and balance necessary for safety of movement, manual dexterity to operate office equipment such as phones, computers, copiers, and faxes, as well as the ability to move, transport, position, push /pull materials and objects weighing up to 25 pounds.
• Daily determination, at a level suitable for safety and awareness within a warehouse environment, obtained through an ability to visually detect, perceive, identify, recognize, and inspect, at a far and close range, with the ability to differentiate colors, is required in tandem with the ability to verbally communicate, converse, discern, convey, and exchange information.
• Frequent operation of a computer and other office productivity machinery, such as a calculator, printer, etc.,
• Scheduled hours, such as weekend, evening, or holiday shifts may occur as required by the business.