Paid Media Specialist

Position Summary
The Paid Media Specialist is responsible for the execution, optimization, and reporting of paid media programs that support NTT DATAs brand awareness, account engagement, and pipeline generation objectives.
This is a hands-on role for an experienced B2B paid media practitioner with deep expertise in LinkedIn Campaign Manager and Demandbase. Working from campaign and audience strategies developed by marketing teams, the Paid Media Specialist will activate campaigns, manage budgets, optimize performance, coordinate external vendors, and provide data-driven recommendations to improve results.
The ideal candidate combines strong technical platform expertise with commercial thinking and is comfortable managing both brand-building and demand generation programs across multiple markets.
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Key Responsibilities
Paid Media Campaign Execution
•    Build, launch, manage, and optimize paid media campaigns across LinkedIn, Demandbase, display, retargeting, and other approved digital channels.
•    Execute media plans aligned to campaign, industry, alliance, and regional marketing priorities.
•    Configure audience targeting, bidding strategies, budget allocation, and campaign settings.
•    Monitor campaign pacing and delivery to ensure performance against agreed objectives.
•    Manage multiple concurrent campaigns across regions and business priorities.
LinkedIn Advertising
•    Serve as the teams primary LinkedIn Campaign Manager specialist.
•    Execute and optimize Sponsored Content, Thought Leader Ads, Document Ads, Video Ads, Carousel Ads, and Lead Gen Forms.
•    Build and manage audience segments using target account lists, job functions, seniority levels, industries, and buying group criteria.
•    Apply testing and optimization techniques to improve engagement, lead quality, and campaign efficiency.
•    Stay current on LinkedIn advertising capabilities, platform updates, and best practices.
Demandbase & Account-Based Advertising
•    Execute account-based advertising programs through Demandbase.
•    Manage audience segmentation, account targeting, retargeting, and display advertising campaigns.
•    Partner with campaign teams to improve target account reach and engagement.
•    Support ABM initiatives through audience activation and campaign optimization.
Brand Awareness & Lead Generation
•    Execute brand campaigns focused on awareness, reach, and engagement within priority audiences.
•    Support lead generation initiatives through LinkedIn Lead Gen Forms, content syndication, webinars, and digital campaigns.
•    Recommend tactical improvements to increase lead quality, conversion performance, and media effectiveness.
•    Balance brand-building objectives with measurable demand generation outcomes.
Vendor & Partner Management
•    Coordinate with media agencies, publishers, and third-party lead generation vendors.
•    Manage campaign setup, trafficking, delivery, and reporting.
•    Monitor vendor performance against agreed KPIs.
•    Ensure campaign execution aligns with NTT DATA standards and requirements.