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.