A day in the life of a… Senior Paid Media Analyst

Name: Jonathan Kelterer

So, what do you do?

I'm responsible for leading the creation and execution of my clients' paid media strategy across paid search, paid social, YouTube, and the Google Display Network. This involves understanding clients' goals and targets, coming up with the appropriate channel mix and activities to achieve those targets, and then executing the campaigns from setup through to optimisation and post-campaign analysis.

What's on the agenda for today?

08h30: I'll be spending the first half of the day at a client's office, which will take up my morning, so I quickly check all my other accounts and emails while I'm still at home.

09h00: I rush out the house to make sure I make it to the meeting on time.

11h00: I'm meeting with key stakeholders at a client's office to ensure that all the upcoming campaigns and activity we've got planned are aligned with its overall goals, and that we're aware of any upcoming product launches, promotions, or projects.

13h00: Time to get back to the office, where I'll write up any findings of the meeting and share with the internal team to discuss how best to move forward.

14h00: After a quick lunch, it's time to deep dive into accounts and optimise key campaigns. I'm also setting up a video campaign for a client which is looking to activate customers at the top of the funnel.

17h00: To finish up the day, I'll be reading blogs and case studies on everything related to paid media, trying to stay on top of a rapidly developing industry, and looking for new features and releases that could benefit my accounts.  

What's the best thing about your job?

My job is centred on real-time reporting and accountability, meaning that we can immediately see whether a certain campaign has achieved the desired outcome or not. We use data to substantiate our decisions to use budgets efficiently and deploy tactics we know will work. Looking back on a successful campaign and knowing that it's made a tangible difference for a client is a great feeling.

What's for lunch?

The most important question of the day. Tuesday is traditionally meatball wrap day.

How did you get started in digital marketing?

I studied business with a focus on marketing management, and it was always my ambition to end up in a marketing position. All signs seemed to point towards digital marketing, as it's an industry that's constantly growing. Companies realise there is potential in the channels we can service and how efficient they are. The industry is constantly expanding, and opportunities to grow are abundant, with new job titles emerging every year. I did a one-year placement in a small digital agency and got stuck into every aspect of digital marketing from paid search and paid social to SEO, finally deciding to go down the paid media route, as the combination of analytical and creative work was best suited to my skillset. Greenlight was my first proper job, and having spent two years here, I feel I made the right choice.

Plans this evening?

Luckily, we're a pretty social bunch in paid media, so I'll be heading down to the pub with a couple of colleagues before going home and cooking some dinner.

How do you keep up with the latest digital marketing updates?

The industry we work in is constantly changing and evolving. Google holds an event twice a year, during which it presents its focus on new features for the next six months, and each time it brings out features that are gamechangers. On top of this, small changes and new feature betas are released regularly, which requires us to constantly stay on our toes and adjust. To make sure I'm always on the ball, I regularly read industry blogs and magazines. Knowledge sharing is also a vital part of what we do internally, during which we look at what other teams and colleagues are testing and trialling, analyse what has and hasn't worked, and adopt any features that are important or relevant.

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