Job Description

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:

1. Develops high-performing paid search campaigns, focused on boosting brand visibility and lead generation across both local and national markets.
2. Uses data-driven techniques such as keyword research, audience segmentation, and A/B testing to improve campaign performance and meet KPIs.
3. 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:

1. Creates and runs Facebook and Instagram ad campaigns that target parents and families in both new and established markets.
2. Utilizes tools such as remarketing, lookalike audiences, and advanced audience targeting to increase brand awareness and conversions.
3. 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:

1. YouTube Ads: Leverages video advertising to build trust and brand awareness, targeting potential clients in key markets through engaging video content.
2. Display Advertising: Deploys banner ads and other rich media formats across the Google Display Network and other platforms to increase visibility.
3. Remarketing Campaigns: Develops and implements remarketing strategies to re-engage visitors who have shown interest in BrightPath but have not yet converted.
4. LinkedIn Ads: Supports B2B efforts through targeted advertising aimed at corporate child care offerings and partnerships.
5. Programmatic Advertising: Tests and optimizes programmatic ad strategies to maximize brand presence and enrollment opportunities.

Contributes to New Market Expansion:

1. Plays a key role in launching paid advertising campaigns to support new market entries, building localized brand awareness and community connections.
2. Develops custom strategies for new regions, ensuring paid campaigns resonate with local audiences and drive enrollments.
3. Collaborates closely with the broader marketing team, ensuring seamless execution of campaigns across multiple platforms and maintaining brand consistency.

Performance Reporting & Optimization:

1. Tracks and reports on campaign performance across all paid channels, analyzing data to recommend optimizations for improved ROI.
2. 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.

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