Paid Digital Marketing, Senior Manager

The Senior Manager, Paid Digital Marketing is responsible for the strategy, execution and continuous improvement of the paid media that helps Hearst Newspapers’ local news brands find and keep the readers who value them. This role owns paid campaigns across the full funnel, from lead generation and digital and print subscription acquisition through retention, with day-to-day responsibility for Google and Meta budgets and campaigns, oversight of spend in across ad platforms and management of outside agency partners. It also keeps spend, invoices and goal metrics accurate and current, so the team always knows what is being spent, what is working and where to go next.

The ideal candidate is a hands-on paid media practitioner who is as comfortable in a spend tracker as in an ad platform. This person brings sharp analytical instincts, a test-and-learn mindset, and careful financial discipline, along with real enthusiasm for the role local journalism plays in its communities. They will partner closely with newsroom teams to promote journalism and newsletters, work alongside Marketing, Product, and Finance colleagues, and guide agency partners, serving as the day-to-day link between paid media performance and subscriber growth. They will also have room to try new paid platforms and help shape how Hearst Newspapers reaches readers across the markets it serves.

Key Responsibilities

- Plan, manage, and optimize paid campaigns across the funnel, including Google Search, Meta, and Google and Meta Performance Max, with day-to-day oversight of the automated Meta and Performance Max campaigns and ownership of Google Search budgets, so that every dollar is directed to the audiences and offers most likely to convert.

- Turn sale ads on and off in Google and Meta and build and launch new sale ads whenever promotions run, coordinating with the acquisition team so that paid messaging always reflects current offers.

- Partner with newsroom stakeholders on content promotion and campaign requests, running dedicated campaigns for newsroom partners, translating editorial goals into effective paid strategies and keeping stakeholders informed on timing, scope, and results.

- Promote newsletters and other owned products through paid channels, helping strong journalism reach new readers and turning that interest into lasting relationships. Keep evergreen campaign feeds fresh by removing outdated content and update market content on request.

- Plan, run and measure tests on new paid platforms, document what the team learns, and recommend where Hearst Newspapers should invest next.

- Track goal metrics and campaign performance across platforms, scaling what works and retiring underperforming campaigns so that budget moves to the strongest opportunities, and prepare the quarterly performance report that shares results, insights and recommendations with leadership and partners.

- Track spend across platforms, monitor ad platforms for under- and overspend, review and process vendor invoices and manage company card charges for advertising and marketing platforms, reconciling charges against budgets to keep financial records accurate and on time.

- Use AI tools, internal or from outside vendors, to design and test ads, offers and landing pages before committing full spend, and check AI predictions against real campaign results.

- Manage paid media agency and vendor partners, including day-to-day support, setting clear expectations, sharing context and holding partners accountable for results.

Qualifications & Skills

- 5+ years of experience in paid digital marketing, preferably in media, publishing or subscription businesses, with a record of managing multi-channel campaigns and budgets from planning through reporting.

- Hands-on experience with Google Ads (Search and Performance Max) and Meta Ads Manager, including campaign setup, budget management, audience and creative testing, and ongoing optimization.

- Experience with an ad platform or feed management tool, including managing feeds, monitoring pacing and addressing under- and overspend.

- Strong analytical skills, with comfort in dashboards and goal tracking, and the ability to turn data into clear recommendations for marketing and non-marketing audiences alike.

- Experience managing agency or vendor relationships and budgets, including day-to-day direction, performance conversations and invoice review, with a detail-oriented approach to spend tracking and card reconciliation that keeps financial records accurate and current.

- Collaborative working style with editorial and business partners and clear written and verbal communication, with the ability to translate newsroom goals into effective paid strategies and manage many campaigns, deadlines and stakeholders at once.

- Curiosity and a test-and-learn mindset, with comfort trying new platforms and tactics, measuring results honestly and adjusting quickly.

Additional Information

- Sponsorship: This position does not provide immigration sponsorship. Applicants must have the right to work in the U.S. without immigration sponsorship.

- Accommodations: We are committed to an accessible application process. If you need an accommodation to apply, please contact hnpemployment@hearst.com . This email address is for accommodation requests only.

Benefits

We support our employees through personal and professional development and promote physical, financial and emotional wellbeing for employees and their families. Our benefits include:

- Physical Wellbeing: Medical, dental and vision coverage to help keep you and your family healthy.

- Invest in the Future: Competitive retirement plan with a matching program in most markets.

- Generous Paid Time Off: Ample time off, including holidays and vacation.

- Paid Parental Leave: Paid leave to support growing families and new parents.

- Monthly Child & Dependent Care Reimbursement: Financial support for the care of your loved ones.

- Emotional Wellbeing: Mental wellness benefits to support your emotional wellbeing.

- LGBTQ+ & Inclusive Health Services: Inclusive healthcare designed for individual needs.

- Fertility Coverage & Menopause Support: Support throughout different stages of your health and family journey.

- Pet Wellness Reimbursement & Rover Credits: Support to help keep your pets happy and healthy.

- And more: Learn more about additional benefits and details here.

Compensation

The base salary range below is the Company's good-faith estimate for this position in the posted work location at the time of posting. Final starting salary will be based on permissible, non-discriminatory factors, including but not limited to skills, experience, training, certifications, education, location and market considerations.

Base Salary Range:
$120,000 — $130,000 USD