Associate Director of Performance Media

The Associate Director of Performance Media is responsible for the development
and execution of overarching strategy, planning, and hands-on keyboard campaign
implementation and optimization across multiple search and social platforms to meet
and exceed our client's goals. This position will act as a paid search and paid social
expert across brand lift, lead generation, and e-commerce campaigns, according to
individual client and campaign needs. This role will train and lead a small team of
inexperienced performance media professionals and report to (and frequently
collaborate with) our SVP, Director of Brand Connections at Cornett.

WHAT WILL YOU DO?
● Lead in-platform (hands on keyboard) media execution across Paid Search and Paid
Social platforms with focus on Google and Meta. Experience with other search and
social platforms is preferred (Microsoft, Pinterest, Snapchat, TikTok, LinkedIn, X, etc.).
● Architect effective paid search and paid social campaigns with little to no direction.
● Display expert knowledge of Google Ads platform inclusive of search, shopping, GDN,
Discovery and YouTube strategies and how to achieve holistic success across tactics.
● Conduct audits of client's existing paid search and paid social ad accounts to identify
quick wins and long-term changes that will lead to performance improvements.
● Research available client, competitive and industry data to build audiences, select
tactics, and set up campaign structures to achieve client goals with supporting rationale.
● Implement automated bid strategies to maximize performance with deep understanding
of finding efficiencies in hitting CPA and ROAS targets - all while pacing to budget.
● Setup paid search bid management using match type strategies, campaign settings,
demo targeting, remarketing, custom audience lists, and custom-built automation.
● Use retention and win-back strategies to enhance brand value / equity and improve
customer lifetime value across multiple performance media channels and tactics.
● Design data-driven customer journeys that impact user behavior and increase
conversion using the right mix of prospecting and retargeting to drive incrementality.
● Partner with members of our Strategy, Creative, Analytics and in-house Content Studio
teams on data-driven insights to improve campaign and creative performance.
● Deliver mid and post campaign reports that provide key insights with an eye towards
identifying areas of performance improvement and additional investment opportunities.
● Stay current on integrated search and social media industry trends and best practices.
● Balance organic and paid media effectiveness to drive conversion and optimization.
● Participate in new business development and pitches, as needed.
● Exhibit confident communication skills to effectively present tactical performance media
plans and regular campaign status reports to internal and external (client) audiences.
● Manage personal and team workload and prioritize deliverables to meet client deadlines.
● Research keywords, analyze their relevance and perform competitive analysis.

● Consult on landing page planning, content optimizations and A/B testing strategies.
● Possess analytical ability with a proven track record of extracting actionable insights.
● Establish in-platform benchmarking, projections, and reach and frequency analysis.
● Test a multitude of campaign variables to increase efficiency of campaign budgets to
drive conversion improvements, expand search impression share and drive higher ROI.
● Implement and test strategies designed to increase conversion rates and lower
cost-per-lead across multiple clients and multiple industries and vertical markets.
● Aid in the setup of product feeds for Google shopping and Meta Advantage campaigns.
● Coordinate ingestion of CRM lists into Google and paid social platforms for use with
First-Party Data targeting segmentation (experience with LiveRamp is a plus).
● Analyze campaign performance and make optimization recommendations across
campaigns and cross-platform effectively managing towards a holistic CPA.
● Train junior staff to develop their technical competencies and in-platform expertise.
● Stay current with performance media platform and strategy best practices.
● Address any billing/reporting discrepancies and make necessary process improvements.
● Reference analytics to gauge paid media performance beyond the ad platform metrics.
● Provide best practices on how to maximize performance using creative differentiation,
and send deliverable due dates and spec sheets to internal teams ahead of launch.
● Generate pixels and tracking tags for our Analytics team to implement and test.
● Track actual media spend against planned budget to monitor pacing and adjust billing.
● Perform other job functions as required by their direct supervisor.

WHAT SHOULD YOU HAVE?
● Bachelor's degree with relevant major and courses preferred
● 5-10 years of experience specific to performance media (agency preferred)
● Expertise in paid search and paid social ad platforms is a must (Google Ads, Meta
Business Manager, etc.), along with data visualization solutions and site analytics tools
● Maintain Google Ads and Meta Blueprint certifications (at a minimum)
● Experience managing multi-million dollar campaigns for enterprise clients
● Train and supervise a team of performance media professionals
● Ensure billing and budget pacing is handled accurately and in a timely matter
● Proven track record of successful client relationship development
● Proficient in Microsoft Office Suite (Word, Excel, PowerPoint, etc.) and Google
Workspace programs (Gmail, Docs, Sheets, Slides, etc.)
● Strong verbal & written communication skills and ability to multitask and prioritize work
● Attention to detail that is able to deliver good quality work on deadline
● Demonstrate strong quantitative and analytical skills capable of uncovering key insights
● Proactive, self-starter with an entrepreneurial spirit that thrives in fast-paced environment

● Team player that knows how to work well with others and follow-through
● Passion for advertising and a desire to grow themselves and a team in their discipline
● Solid understanding of marketing and advertising principles - including "media math"
● Working knowledge of digital media tactics (Search, Social, Display, Video, Audio, etc.)
● Knowledge of Media Mix Modeling (and Multi-Touch Attribution) solutions is a plus
● Knowledge of self-serve programmatic DSPs (The Trade Desk, Basis, etc.) is a plus
● Knowledge of omnichannel marketing platforms (Skai, MediaMath, etc.) is a plus
● Basic understanding of traditional media tactics (TV, Radio, Print, OOH. etc.)

WHAT DO YOU GET?
● 401k
● Health Insurance (PPO & HSA Options)
● Dental and Vision Insurance
● 15 days of PTO a year
● Free Parking
● Salary based on experience

ABOUT CORNETT
Named a 2021 Small Agency of the Year, Gold Southeast by Ad Age. Proudly small,
independent and female-owned.
We're a collective of fun-loving, intelligent, imaginative, driven and sometimes rowdy weirdos.
Like any good Kentuckian, we're genuine and hospitable. We don't like big egos. We're
open-minded. We play nice. We share. We're fostering a culture centered on inclusiveness,
where all of our people can show up every day and be 100% themselves and feel 100%
comfortable, celebrated and respected for the perspective they bring to CORNETT.
Our goal is to be an agency where any brand can come to us, with any audience and any
challenge, and we're able to deliver and connect culturally beyond their wildest expectations.

ABOUT LEXINGTON
If you've been to Lexington, you love it. If you haven't been, you will. A beautiful, culturally rich
place full of good people. For a mid-sized city, we have an oversized but tight-knit creative
community that permeates everything-food, art, bourbon, music, industry. A little bit Southern,
a little bit Midwest, making for a vibe that's unique but the best of everything.
We're surrounded by rolling hills and gorgeous horse farms, with a thriving, bustling and
constantly evolving downtown. Within a short drive, you can see where the Bluegrass kisses the
Appalachian Mountains. You can chase waterfalls. You can hike into absolute seclusion. And
you can explore the Red River Gorge, one of the best-kept geological wonders in America.
Not to mention, the cost-of-living makes you feel like you're getting away with something.
Like we said, there's a lot to love about our big little city.

WHO IS IN CHARGE HERE?
Position reports to the SVP, Director of Performance Media.
The position is located in Lexington, KY.