Paid Media Specialist

About this opportunity The Paid Media Specialist supports the planning, execution, and optimization of paid advertising campaigns across search, social, and emerging digital channels. This role works closely with the Growth Marketing and Analytics teams to drive customer acquisition, improve return on ad spend (ROAS), and contribute to a broader strategy of shifting spend toward high-efficiency channels. This is an intermediate-level role for someone who is analytically sharp, eager to grow, and actively uses AI tools to work smarter and faster. The right candidate has real hands-on campaign experience, brings a test-and-learn mindset, and is excited about the intersection of performance marketing and the outdoor industry. You must reside in one of these US states : AR, AZ, CO, FL, GA, IL, IN, KY, MA, MD, MI, MN, NC, NV, OR, PA, RI, TX, VA, VT, WI, or one of these provinces in Canada: Ontario What you'll do: Campaign Execution Build, launch, and manage paid media campaigns across Google Ads and Meta Ads (required), with exposure to Microsoft Ads, Reddit, and Snapchat as skills grow. Set up and QA campaigns including ad copy, audience targeting, bidding strategies, and tracking configurations. Maintain campaign hygiene by monitoring budgets, pacing, and performance on a daily and weekly basis. Assist in the development of ad creative briefs in collaboration with the Brand & Creative team. Performance Analysis & Reporting Pull and synthesize performance data from ad platforms and internal analytics tools into clear, actionable weekly and monthly reports. Track KPIs including ROAS, CPA, CTR, conversion rate, and impression share across all active campaigns. Identify performance trends, flag anomalies, and surface insights to the broader Growth Marketing team. Support the development of dashboards and reporting templates to improve visibility for stakeholders. Experimentation & Optimization Support A/B testing across ad creative, landing pages, audience segments, and bidding strategies. Assist in documenting test hypotheses, results, and learnings in a structured experimentation log. Proactively identify opportunities to improve efficiency and reduce wasted spend. Stay current on platform updates, algorithm changes, and paid media best practices. AI-Powered Workflow & Analysis Use AI tools (ChatGPT, Claude, Jasper) to generate and rapidly A/B test ad copy variations — headlines, descriptions, and CTAs — at scale. Apply prompt engineering basics to write clear, specific prompts that produce usable first drafts without heavy iteration. Leverage AI-powered tools and ChatGPT Code Interpreter to summarize campaign performance data, identify trends, and draft actionable recommendations. Cross-Channel & Cross-Functional Collaboration Coordinate with the SEO, CRM, and Product Marketing teams to align paid campaigns with broader acquisition and lifecycle strategies. Partner with the Brand & Creative team to ensure ad assets meet platform specs and are optimized for performance. Communicate clearly with internal stakeholders on campaign status, blockers, and results. Contribute to quarterly planning cycles by providing paid channel insights and performance context. What you'll need: Required 3–5 years of hands-on experience managing paid media campaigns, with demonstrated proficiency in Google Ads and Meta Ads. Working knowledge of Microsoft Ads, Reddit Ads, or Snapchat Ads is a plus. Strong analytical skills with the ability to interpret data, draw conclusions, and communicate findings clearly. Experience with budget management and pacing across multiple concurrent campaigns. Familiarity with audience targeting, segmentation, and funnel-stage campaign strategy. Comfort working in analytics tools such as Tableau, Google Analytics 4 (GA4), Looker Studio, or similar platforms. Collaborative mindset with strong written and verbal communication skills. Organized, detail-oriented, and capable of managing multiple priorities in a fast-paced environment. Genuine curiosity about what is working and why, with a bias toward testing and iteration. AI Proficiency (Must-Haves) Prompt engineering basics: ability to write clear, specific prompts that produce usable first drafts without heavy iteration. AI-assisted ad copywriting: demonstrated use of tools like ChatGPT, Claude, or Jasper to generate and A/B test headline and description variations at scale. AI-powered campaign analysis: ability to use AI tools or ChatGPT Code Interpreter to summarize performance data, spot trends, and draft recommendations. Bonus Points Passion for or familiarity with the outdoor recreation industry. Google Ads or Meta Blueprint certification. Experience with experimentation platforms (Optimizely, VWO) or web analytics tools (Mixpanel, Amplitude). Competencies Campaign Execution — Builds and manages paid campaigns end-to-end with attention to setup quality and daily performance management. Budget Management — Manages spend pacing across channels and flags variances against plan. Audience Targeting & Segmentation — Structures audience strategies across awareness, consideration, and conversion stages. AI Adoption & Workflow — Actively uses AI tools to accelerate copy generation, analysis, and reporting. Applies judgment to AI output rather than accepting it uncritically. Reporting & Performance Analysis — Translates raw data into clear summaries that drive decisions. Optimization & A/B Testing — Approaches testing with structure and a habit of documenting what was learned. Collaboration & Communication — Works effectively across teams and explains paid media concepts clearly to non-specialist stakeholders. What we offer: In addition to a competitive salary and annual bonus, we offer these great benefits: We are a fully distributed company – unless specifically indicated in the job description, this is a work from home position Employer matched 401(k) Medical/Dental/Vision insurance with generous employer contributions (including HSA) Maternity and Paternity leave and benefits Three weeks of paid vacation, 12 paid holidays, a paid community service day, and a flexible work schedule Annual wellness allowance, as well as a paid mental health day once a year for when you need it Automatic WFH contribution to each paycheck Employee Assistance Program (EAP) Kalkomey is an equal opportunity employer. We are committed to building a diverse and inclusive workforce and do not discriminate based on race, religion, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, gender, gender identity, gender expression, age, sexual orientation, veteran or military status, or any other legally protected characteristics, Kalkomey is committed to providing reasonable accommodations for candidates with disabilities who need assistance during the hiring process. To request a reasonable accommodation, please email About Kalkomey Kalkomey Enterprises is the trusted guide to outdoor success. Every year, millions of people rely on our platform to gain the knowledge and confidence needed to safely explore the outdoors. Since 1995, Kalkomey has partnered with government agencies across North America to deliver the education that powers responsible outdoor recreation. Our courses and technology platforms support certification programs used by wildlife, parks, and boating agencies while helping outdoor enthusiasts develop the skills needed to safely enjoy activities like hunting, fishing, boating, and snowmobiling. Today, Kalkomey offers more than 360 online learning experiences supported by integrated web and mobile applications. Together, these solutions help make outdoor recreation more accessible, responsible, and safe for generations to come. We believe education builds confidence, and confidence opens the door to the outdoors.