Paid Search Strategist

📌 Core Information

🔹 Job Title: Paid Search Strategist

🔹 Company: Sinclair Broadcast Group

🔹 Location: Hunt Valley, MD

🔹 Job Type: Full time

🔹 Category: Marketing

🔹 Date Posted: 2025-07-15

🔹 Experience Level: 5-10 years

🔹 Remote Status: Hybrid

🚀 Job Overview

Key aspects of this role include:

• Developing and optimizing paid search campaigns on Google and Bing Ads, as well as YouTube campaigns
• Collaborating with internal teams to enhance campaign performance and drive innovation
• Communicating strategies and recommendations to client teams to improve performance
• Working directly with vendor partners, including Google, to foster relationships and opportunities
• Assisting the Sr. Director of Paid Media with process updates and developing new SOPs

ASSUMPTION: This role requires a proactive, solutions-oriented professional with strong communication skills and the ability to work independently and as part of a team.

📋 Key Responsibilities

✅ Optimize search campaigns towards account-specific KPIs and goals to increase ROI for clients and partners

✅ Continuously update and align paid search strategies with new and emerging best practices to improve quality and efficiency

✅ Provide paid search campaign builds to clients, inclusive of campaign structure, ad copy, keyword selection, and additional inputs to drive success

✅ Communicate and recommend strategic plans to client teams to improve performance

✅ Communicate and collaborate with paid search, account management, and other internal agency teams to drive innovation

✅ Pull reports and provide campaign recommendations for internal managers

✅ Assist the Sr. Director of Paid Media with process updates and developing new SOPs

✅ Work directly and foster relationships and opportunities with vendor partners including Google

ASSUMPTION: This role involves a high degree of autonomy and requires strong project management skills to juggle multiple campaigns and deadlines.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Advertising, or a related field

Experience: 4+ years of experience with Google Ads, Bing Ads, and YouTube campaigns

Required Skills:

• Proven expertise in Google Ads, Bing Ads, and YouTube campaigns
• Strong analytical skills and the ability to interpret data to optimize marketing ROI and performance
• Excellent communication and presentation skills to audiences and clients of varying levels
• Strong organizational and project management skills
• Proficient in Microsoft Excel, Word, and PowerPoint, with the ability to create pivot tables and analyze large sets of data
• Google Certifications – Ads & YouTube/Video

Preferred Skills:

• Experience with Google Tag Manager
• Familiarity with the media industry

ASSUMPTION: A background in digital marketing agency or publisher environments is highly desirable for this role.

💰 Compensation & Benefits

Salary Range: $57,973.76 to $72,467.20 per year

Benefits:

• Health, Dental, and Vision plans
• Life and Disability Insurance
• Retirement Plan
• Flexible Spending Accounts
• Paid Vacation Days (15 days), Personal Days (2 days), and Holidays (9 days)
• Paid Sick Leave (40 hours)
• Parental Leave
• Employee Stock Purchase Plan

Working Hours: 40 hours per week, with a hybrid work arrangement (2-3 days on-site per week)

ASSUMPTION: The salary range provided is based on industry standards for a Paid Search Strategist role in the Hunt Valley, MD area. Final compensation will be determined by various factors such as a candidate’s relevant work experience, skills, certifications, and geographic location.

📌 Applicant Insights

🔍 Company Context

Industry: Broadcast Media Production and Distribution

Company Size: 5,001-10,000 employees

Founded: 1986 (as a private company, went public in 1995)

Company Description:

• Sinclair Broadcast Group is a diversified media company and a leading provider of local news and sports
• The company owns, operates, and/or provides services to 185 television stations in 85 markets affiliated with all major broadcast networks
• Sinclair also owns Tennis Channel, multicast networks CHARGE, Comet, ROAR, and The Nest, and the nation’s largest streaming aggregator of local news content, NewsON
• The company’s AMP Media produces a growing portfolio of digital content and original podcasts

Company Specialties:

• Broadcast Media
• News Operations
• Original Programming
• Digital
• Content Creation
• Media
• Television
• News
• ONEMedia
• Comet
• CHARGE
• ROAR
• The Nest
• The Triple Option podcast
• Throwbacks podcast
• Unfiltered Soccer podcast
• BFFR podcast
• Sinclair Cares
• Tennis Channel
• TennisChannel 2
• NewsON
• Criminally Obsessed
• Broadspan Wireless
• Compulse
• AMP Sales & Marketing Solutions
• AMP Media
• and Enriching Local Lives

Company Website: sbgi.net

ASSUMPTION: Sinclair Broadcast Group has a strong presence in the broadcast media industry, with a diverse portfolio of assets and a commitment to enriching local lives through meaningful connections, trusted reporting, and principled journalism.

📊 Role Analysis

Career Level: Mid-level to Senior

Reporting Structure: Reports directly to the Paid Media Manager

Work Arrangement: Hybrid (2-3 days on-site per week)

Growth Opportunities:

• Potential advancement to a Senior Paid Search Strategist or Manager role
• Expanding skills and expertise in digital marketing and media strategy
• Gaining experience in a dynamic, fast-paced environment

ASSUMPTION: This role offers opportunities for career growth and development within the digital media and marketing sectors.

🌍 Location & Work Environment

Office Type: Corporate headquarters with a hybrid work arrangement

Office Location(s): Hunt Valley, MD

Geographic Context:

• Hunt Valley is a suburban area located north of Baltimore, MD
• The region offers a mix of urban and rural environments, with easy access to major highways and public transportation
• Hunt Valley is home to various corporate headquarters, retail centers, and residential communities

Work Schedule: Monday-Friday, 9:00 AM - 5:00 PM (with flexibility for a hybrid work arrangement)

ASSUMPTION: The Hunt Valley location offers a convenient and accessible work environment for employees, with ample parking and nearby amenities.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening
• In-person or virtual interview with the hiring manager
• Final interview with key stakeholders
• Background check and offer extension

Key Assessment Areas:

• Paid search marketing expertise
• Data analysis and interpretation skills
• Communication and presentation skills
• Project management and organizational skills
• Cultural fit and alignment with company values

Application Tips:

• Tailor your resume and cover letter to highlight relevant skills and experiences for this role
• Showcase your understanding of paid search marketing trends and best practices
• Demonstrate your ability to analyze data and optimize campaigns for improved performance
• Prepare for behavioral interview questions that assess your problem-solving skills and adaptability

ATS Keywords: Paid Search, Google Ads, Bing Ads, YouTube Campaigns, Conversion Tracking, Data Analysis, Ad Copy Writing, Project Management, Communication Skills, Team Collaboration, Microsoft Excel, Microsoft Word, Microsoft PowerPoint, KPI Optimization, Market Trends, SOP Development

ASSUMPTION: Applicants should tailor their application materials to include relevant ATS keywords to increase visibility and improve the chances of being selected for an interview.

🛠️ Tools & Technologies

• Google Ads
• Bing Ads
• YouTube
• Google Tag Manager
• Microsoft Excel, Word, and PowerPoint
• Project management tools (e.g., Asana, Trello, or JIRA)
• Data visualization tools (e.g., Tableau or Power BI)

ASSUMPTION: Familiarity with industry-standard tools and platforms is essential for success in this role.

👔 Cultural Fit Considerations

Company Values:

• Integrity
• Creativity
• Collaboration
• Accountability
• Excellence

Work Style:

• Fast-paced and dynamic
• Team-oriented and collaborative
• Results-driven and focused on continuous improvement
• Adaptable and responsive to change

Self-Assessment Questions:

• How do you stay up-to-date with the latest trends and best practices in paid search marketing?
• Can you provide an example of a time when you optimized a campaign based on data analysis, and what was the outcome?
• How do you prioritize and manage multiple projects and deadlines in a fast-paced environment?

ASSUMPTION: Applicants should carefully consider their fit with Sinclair Broadcast Group's values and work style before applying for this role.

⚠️ Potential Challenges

• Managing multiple campaigns and deadlines simultaneously
• Keeping up with the latest trends and best practices in paid search marketing
• Collaborating effectively with internal teams and vendor partners
• Working in a fast-paced, dynamic environment
• Adapting to changes in the industry and market trends

ASSUMPTION: Applicants should be prepared to face these challenges and demonstrate their ability to thrive in a demanding, ever-evolving work environment.

📈 Similar Roles Comparison

• This role differs from related positions in its focus on paid search marketing and the need to optimize campaigns towards account-specific KPIs and goals
• Industry-specific context: Broadcast media and digital marketing experience is valuable for this role
• Career path comparison: This role offers opportunities for career growth and development within the digital media and marketing sectors

ASSUMPTION: Applicants should research similar roles and compare their responsibilities, qualifications, and growth opportunities to ensure this position aligns with their career goals.

📝 Sample Projects

• Developing and optimizing a paid search campaign for a local news station to increase website traffic and engagement
• Analyzing and improving the performance of a YouTube campaign for a regional sports team to drive ticket sales and brand awareness
• Collaborating with an internal team to create and implement a new SOP for campaign reporting and optimization

ASSUMPTION: Applicants should be prepared to provide specific examples of their work in paid search marketing and their ability to drive results for clients.

❓ Key Questions to Ask During Interview

• What are the most significant challenges facing the paid search team currently, and how can this role help address them?
• How does this role collaborate with other internal teams, such as account management and content creation?
• What opportunities are there for professional growth and development within the company?
• How does Sinclair Broadcast Group support work-life balance for its employees?
• What are the company's plans for expansion and growth in the digital media and marketing sectors?

ASSUMPTION: Applicants should ask thoughtful, informed questions to demonstrate their interest in the role and the company.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the following link: https://edyy.fa.us2.oraclecloud.com/hcmUI/CandidateExperience/en/sites/CX_2002/job/14966
• Tailor your resume and cover letter to highlight relevant skills and experiences for this role
• Prepare for behavioral interview questions that assess your problem-solving skills and adaptability
• Research the company and industry to demonstrate your knowledge and enthusiasm for the position
• Follow up with the hiring manager within one week of submitting your application to express your interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.