Paid Advertising Specialist

Location: West Seneca, NY - Corporate Office

Job Summary:

The Paid Advertising Specialist will play a pivotal role in driving BrightPath Kids’ brand growth and enrollment through strategic paid advertising campaigns across both digital and non-digital platforms. This position will be instrumental in launching and expanding our presence in new markets, ensuring high levels of brand awareness and community engagement. The ideal candidate will have a strong background in digital advertising, experience with both traditional and emerging platforms, and a passion for data-driven marketing.

Key Responsibilities:

Executes and optimizes Google Ads campaigns for the U.S. market:

• Develops high-performing paid search campaigns, focused on boosting brand visibility and lead generation across both local and national markets.

• Uses data-driven techniques such as keyword research, audience segmentation, and A/B testing to improve campaign performance and meet KPIs.

• Implements Display Advertising and YouTube Ads, creating cohesive cross-channel strategies to enhance brand reach and engagement.

Drives Facebook Ads strategy in the U.S. market:

• Creates and runs Facebook and Instagram ad campaigns that target parents and families in both new and established markets.

• Utilizes tools such as remarketing, lookalike audiences, and advanced audience targeting to increase brand awareness and conversions.

• Collaborates with the content and creative teams to develop compelling ad content and visuals that align with BrightPath’s messaging.

Utilizes and explores other paid digital platforms:

• YouTube Ads: Leverages video advertising to build trust and brand awareness, targeting potential clients in key markets through engaging video content.

• Display Advertising: Deploys banner ads and other rich media formats across the Google Display Network and other platforms to increase visibility.

• Remarketing Campaigns: Develops and implements remarketing strategies to re-engage visitors who have shown interest in BrightPath but have not yet converted.

• LinkedIn Ads: Supports B2B efforts through targeted advertising aimed at corporate child care offerings and partnerships.

• Programmatic Advertising: Tests and optimizes programmatic ad strategies to maximize brand presence and enrollment opportunities.

Contributes to New Market Expansion:

• Plays a key role in launching paid advertising campaigns to support new market entries, building localized brand awareness and community connections.

• Develops custom strategies for new regions, ensuring paid campaigns resonate with local audiences and drive enrollments.

• Collaborates closely with the broader marketing team, ensuring seamless execution of campaigns across multiple platforms and maintaining brand consistency.

Performance Reporting & Optimization:

• Tracks and reports on campaign performance across all paid channels, analyzing data to recommend optimizations for improved ROI.

• Utilizes tools such as Google Analytics and ad platform dashboards to measure the effectiveness of campaigns, adjusting tactics to ensure continuous improvement.

Top Reasons to join BrightPath Kids:

• We offer a 60% child care discount to ALL employees so that your family can take advantage of our great learning environment!

• All of our staff receive weekly paychecks.

• All of our NY locations are designated as a Breastfeeding Friendly Workplace by Erie County.

• All staff are eligible to participate in the 401(k) program which offers a company match – this is free money!

• We will support your long-term career goals by offering opportunities for professional development and tuition reimbursement for courses related to your field.

• Full-time staff accrue 2 weeks of paid time off in their first year.

• Full-time staff are given 8 paid holidays off.

• Full-time staff are offered health insurance, dental insurance, vision insurance and $10,000 of company-paid life insurance.

Qualifications:

• Bachelor’s degree in Marketing, Communications, or related field.2-3 years of experience in content marketing, copywriting, or advertising.

• Proficiency in paid advertising platforms such as Google Ads and Facebook Ads.

• Experience with Adobe Creative Suite and Canva.

• Knowledge of Microsoft Office and Google Suite.

• Strong organizational skills, attention to detail, and ability to multitask.