The SPLC seeks an experienced Digital Advertising Senior Specialist to join our Development team!

The Senior Specialist, Digital Advertising leads the strategy, execution, and optimization of the SPLC's paid media campaigns to drive fundraising, engagement, and audience growth. This role will manage advertising campaigns across Meta, Google, YouTube, programmatic, and emerging platforms, with a focus on lead generation, conversion, and long-term supporter value.

Who You Are

Experienced. Expert in developing and executing paid media strategies across platforms like Google Ads, Facebook, Instagram, LinkedIn, and TikTok.

Analytical & Data-Driven. Proficient in using analytics tools like Google Analytics, Facebook Insights, Looker Studio, and e-CRMs. to assess campaign performance, optimize conversion rates through funnel analysis and user behavior insights, and measure ROI by tracking key fundraising metrics such as cost per acquisition (CPA) and lifetime value (LTV) of donors.

Creative & Innovative. Skilled in designing innovative, standout campaigns with persuasive ad copy that resonates with target audiences, while collaborating with designers to create visually compelling assets that align with campaign goals.

Campaign Manager. Experienced in managing and executing multiple fundraising campaigns simultaneously by collaborating with cross-functional teams—such as content creators, designers, developers, and leadership—while overseeing vendor relationships to ensure smooth execution, on-time delivery, and adherence to budget.

Adaptable. Committed to staying current with the evolving digital advertising and fundraising landscape by continuously updating knowledge of trends, platforms, and best practices, while remaining flexible to adapt strategies based on real-time data and shifting trends.

Mission, Vision & Values Alignment. Demonstrates an understanding of and a commitment to SPLC's mission, vision and values.

What You'll Do

Serve as SPLC's in-house expert on digital advertising and lead the planning, execution, and optimization of paid media campaigns across Meta, Google Ads, YouTube, programmatic, and emerging platforms to support SPLC's digital fundraising goals.

Manage day-to-day relationship with the SPLC's media agency, overseeing timelines, deliverables, and performance to ensure campaigns meet deadlines, budget parameters, and strategic goals.

Design and execute ad buying strategies, including budget allocation, media mix modeling, and optimization across various platforms.

Develop and oversee paid lead generation strategies to grow SPLC's email and SMS audiences.

Collaborate across email, retention, data, and digital teams to ensure paid media supports long-term supporter value, omni-channel fundraising strategy, and optimized landing page and web experiences to boost engagement and donations.

Analyze paid media performance and campaign results, and provide regular reporting with actionable insights for internal stakeholders and leadership, supporting cross-channel testing and audience segmentation.

Support urgent, rapid response moments with agile paid media campaigns that drive action and giving.

Ensure all creative and targeting strategies align with the organization's brand, equity commitments, and digital compliance standards while identifying new platforms, tools, and audience strategies to expand digital reach and impact.

Perform other duties as required or assigned which are reasonably within the scope of the duties in this job classification

Minimum Qualifications

We are committed to equitable hiring practices, therefore you must meet the minimum qualifications to be considered for the role.

• Minimum five (5) years' Digital advertising experience;
• Minimum of three (3) years' experience managing paid media budgets of $1M+; and
• High School Diploma or GED.

Compensation & Benefits

This is an exempt role, and the minimum starting salary is $73,832 annually. Salary is commensurate with experience.

Click here to view the benefits available to SPLC staff.

Where & How You'll Work

This role has the following work designation options:

• Local Remote: Will work remotely, but is expected to attend work-related activities that occur at the SPLC offices or in the states in which the SPLC operates.
• Telework: Will work at an SPLC office at least three days per week and may work two days per week from an alternative work location.
• This position will report to the Deputy Director, Digital Fundraising & Advertising.

Other Special Considerations

This job is performed under general office conditions and is not subject to any strenuous physical demands or dangerous conditions.

This position is represented by the Washington-Baltimore News Guild.