What are the responsibilities and job description for the Paid and Earned Media Specialist position at Workshop?
Summary
Reporting to the Manager of Paid Media, the Paid and Earned Media Specialist will support both the Paid Media and Public Relations teams. The role will assist in media buying, planning, and media campaign post-buy analysis as well as the identification of appropriate Paid Media channels, to support the client’s vision and scope of the agency’s work. This role will also assist in the execution of tactics and methods necessary to meet Public Relations objectives across all Workshop clients. This role will be instrumental in developing and fostering strong media relationships with various levels and types of media contacts while implementing communications strategies to strengthen market position and tell each unique client’s brand story. The ideal candidate will have strong verbal and written communication skills, attention to detail and the ability to manage multiple projects while work independently and with a team.
How You’ll Make an Impact
- Support the Media Team and Public Relations in planning and executing client strategies
- Provide a solutions-oriented approach to all clients Paid Media and Public Relationships initiatives in a timely manner.
- Integrate and monitor relevant KPIs, develop internal and client reports on effectiveness of Paid Media and Public Relations efforts, and communicate qualitative results and lessons learned
- Assist in identifying industry and algorithm changes to ensure Workshop is on top of emerging Paid Media and Public Relations trends
Paid Media Specific
- Develop media plans and proposals, agendas, reports, correspondence, and other materials related to media buying and planning
- Conduct post-buy analysis and execution of campaign reports, compiling and interpreting media data and statistics across all relevant channels
- Monitor and maintain impressions and budget levels in agency’s Demand-side Platform to ensure delivery and profit margins
- Assist in the preparation of client reports and presentations while balancing client needs with business goals, technology constraints and budget
- Execute changes to media strategy to support analysis of Paid Media analytics results
Public Relations Specific
- Assist in Public Relations plan development and integrating traditional and new school tactics
- Collaborate with internal marketing team to ensure content and influencers are aligned with brand goals
- Cultivate and nurture media and key influencer relationships on a local, regional, and national level
- Responsible for ensuring client PR plan is executed in alignment with client expectations/goals and results are achieved
- Identify story angles that tap into national news trends, insight into client’s target market and demographics to tailor pitches and experiences to media in those markets/demographics
- Lead the coordination of media visits, media follow up and media interviews as relevant to tourism and destination clients