The Role
The ITHAKA marketing team seeks an independent contractor for the role of Digital Advertising Specialist (Independent Contractor) to enhance and execute digital marketing activities, particularly in paid search and paid social media advertising. In this role, you will focus on managing and optimizing Google Ads and LinkedIn campaigns, with an emphasis on ad account management, strategic audience targeting, ad development, performance tracking, and evidence-based adjustments to ad campaign strategies. You are expected to work remotely from within the continental United States, dedicating approximately 20-25 hours per month, with potential adjustments based on campaign needs and seasonal trends. This role offers a unique opportunity to collaborate with a mission-driven organization dedicated to expanding global access to knowledge and education.
Objectives
- Increase brand awareness, engagement, and conversions through digital advertising.
- Optimize ad spend for maximum ROI.
- Implement data-driven ad strategies.
- Align advertising efforts with overall campaign marketing goals across ITHAKA’s portfolio of products and services.
Scope of Services
Strategy and Planning
- Conduct market research and gain an understanding of the organization’s brands, products, services, and marketing objectives.
- Support definition of target audiences and buyer personas.
- Identify digital advertising opportunities aligned with business goals.
- Identify metrics for campaign measurement.
Campaign Development and Execution
Paid search advertising (Google Ads):
- Develop and refine paid search strategies aligned with JSTOR’s mission and goals.
- Manage and optimize ITHAKA’s Google Ads account, including Google for Nonprofits grant utilization.
- Conduct keyword research to inform high-performing ad copy.
- Monitor and optimize budget pacing, bid strategies, and audience targeting.
Paid social media advertising (LinkedIn):
- Strategize and execute LinkedIn ad campaigns tailored to ITHAKA’s audiences.
- Manage audience segmentation and targeting to improve engagement.
- Consult on compelling ad copy and collaborate on creative assets.
Optimization, Performance Tracking, and Reporting
- Monitor ad performance and make real-time adjustments to improve campaign performance.
- Conduct A/B testing on copy, creative, and targeting.
- Optimize and deliver regular performance reports on key metrics such as impressions, clicks, CTR, audience engagement, conversions, CPC, and ROAS, and surface insights to continually refine campaigns.
- Manage budgets and adjust bids based on performance insights.
- Deliver insights and recommendations for continuous improvement.
Collaboration and Compliance
- Effectively communicate and collaborate with internal teams and stakeholders, ensuring seamless coordination.
- Ensure all ads meet platform guidelines and industry best practices.
- Stay updated on digital advertising trends and algorithm changes.
- Be a self-starter with a high level of accountability and the ability to manage projects independently and meet deadlines in a remote work environment.
Deliverables
- Digital advertising implementation plan.
- Optimized campaigns and recommendations for scaling.
- Ad creative (copy, graphics, videos) in partnership with digital marketing and creative teams.
- Performance reports with actionable insights.
Timeline and Milestones
- Engagement begins upon execution of the contract/SOW.
- The contract will operate on a month-to-month basis, with regular evaluations to assess effectiveness and alignment with business needs.
Work Authorization and Sponsorship
ITHAKA is not currently considering candidates who require any type of immigration sponsorship (additional work authorization or permanent work authorization), now or in the future, in order to work in the United States.
Compensation
At ITHAKA we believe in openness and equity. Part of living those values is our commitment to clarity about salary ranges, so candidates know what to expect. The starting pay for this freelance position ranges from $75 to $100 per hour. Hourly pay may vary with job-related knowledge, skills, and experience.
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