Senior Paid Search Strategist

📌 Core Information

🔹 Job Title: Senior Paid Search Strategist

🔹 Company: Sinclair Broadcast Group

🔹 Location: Hunt Valley, Maryland, United States (Hybrid)

🔹 Job Type: Full time

🔹 Category: Marketing

🔹 Date Posted: May 9, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Hybrid (Hunt Valley, MD & New Orleans, LA)

🚀 Job Overview

Key aspects of this role include:

• Driving performance and growth for clients through paid search campaigns on Google and Bing Ads, as well as YouTube campaigns
• Optimizing campaigns towards account-specific KPIs and goals to increase ROI
• Staying up-to-date with new trends and best practices in the search space
• Collaborating with internal teams to innovate and improve campaign performance

ASSUMPTION: This role requires a proactive, solutions-oriented professional with strong communication and project management skills to succeed.

📋 Key Responsibilities

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

✅ Continuously update and align paid search strategies with new and emerging best practices

✅ Build paid search campaigns from scratch, including campaign structure, ad copy, keyword selection, and additional inputs to drive success

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

✅ 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 with vendor partners, including Google, to foster relationships and opportunities

ASSUMPTION: The ideal candidate will have a strong background in paid search marketing and a proven track record of driving results for clients.

🎯 Required Qualifications

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

Experience: 4+ years of experience with Google Ads and Bing Ads, 4+ years of experience at a digital marketing agency

Required Skills:

• Google Certifications – Ads & YouTube/Video
• Strong expertise in conversion tracking setup (Google Ads, Google Tag Manager, Bing Ads)
• Subject matter expert in best practices, market trends, pulling competitive insights, cross-channel digital marketing touchpoints, and reacting to changes in the industry
• Strong ad copy writing skills for clients across multiple industries
• Ability to analyze and interpret data to optimize marketing ROI and performance
• Highly skilled in Microsoft (Excel, Word, PowerPoint), ability to create pivot tables, create daily spend trackers, and analyze large sets of data
• Excellent communication and presentation skills to audiences and clients of varying levels
• Strong organizational and project management skills
• Ability to work independently and as part of a team
• A proactive, solutions-orientated professional

Preferred Skills:

• Experience with Google Ads Editor
• Experience with Google Analytics
• Experience with social media advertising

ASSUMPTION: Candidates with a strong background in paid search marketing and a proven track record of driving results for clients will be most successful in this role.

💰 Compensation & Benefits

Salary Range: $68,060 to $85,075 (USD) per year. Final compensation will be determined by various factors such as relevant work experience, skills, certifications, and geographic location.

Benefits:

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

Working Hours: Full-time, 40 hours per week. This hybrid position requires on-site presence in Hunt Valley, MD or New Orleans, LA.

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Senior Paid Search Strategist role. Final compensation may vary based on the factors listed above.

📌 Applicant Insights

🔍 Company Context

Industry: Sinclair Broadcast Group is a diversified media company and a leading provider of local news and sports. They own, operate, and/or provide services to 185 television stations in 86 markets affiliated with all the major broadcast networks, as well as owning Tennis Channel and multicast networks Comet, CHARGE!, TBD., and The Nest.

Company Size: Sinclair Broadcast Group has 5,001-10,000 employees, making it a large organization with ample opportunities for growth and collaboration.

Founded: 1986. Sinclair Broadcast Group has a rich history in the broadcast media industry and has been at the forefront of industry-changing events and technological advances.

Company Description:

• Sinclair Broadcast Group is a leading provider of local news and sports content, delivering content via multiple platforms, including over-the-air, multi-channel video program distributors, and the nation’s largest streaming aggregator of local news content, NewsON.
• Their vision and first-to-market mentality drive their ‘next generation’ thinking, stimulating conversations, innovating through expertise, and advocating for the development of technology and evolving business models.
• Sinclair Broadcast Group recognizes the vital role broadcast television plays in branding and local content delivery and strives to be at the forefront of leading-edge technology and structures to advance the industry.

Company Specialties:

• Broadcast Media
• News Operations
• Original Programming
• Digital
• American Sports Network
• Ring of Honor Wrestling Entertainment
• Content Creation
• Tennis Channel
• Media
• Television
• ONE Media LLC
• News
• Comet
• CHARGE!
• TBD
• Sinclair Cares
• and NewsON

Company Website: http://sbgi.net/

ASSUMPTION: Sinclair Broadcast Group is a well-established company with a strong presence in the broadcast media industry. They offer a range of benefits and opportunities for career growth.

📊 Role Analysis

Career Level: Senior. This role requires a high level of expertise and experience in paid search marketing.

Reporting Structure: This role reports directly to the Sr. Director of Paid Media.

Work Arrangement: Hybrid. This role requires on-site presence in Hunt Valley, MD or New Orleans, LA, with the option to work remotely.

Growth Opportunities:

• Potential to advance to a management or leadership role within the paid media team
• Opportunities to work on a variety of client campaigns across different industries
• Chance to collaborate with internal teams and contribute to process improvements and innovation

ASSUMPTION: This role offers ample opportunities for career growth and development within the paid media team at Sinclair Broadcast Group.

🌍 Location & Work Environment

Office Type: Hybrid. This role requires on-site presence in Hunt Valley, MD or New Orleans, LA, with the option to work remotely.

Office Location(s): Hunt Valley, MD & New Orleans, LA

Geographic Context:

• Hunt Valley, MD is a suburb of Baltimore, MD, with a population of approximately 30,000 people. It offers a mix of urban and suburban living, with easy access to Baltimore's amenities.
• New Orleans, LA is a major city in the state of Louisiana, with a population of approximately 390,000 people. It is known for its vibrant culture, music, and food, as well as its historic architecture.

Work Schedule: Full-time, 40 hours per week. This role may require occasional overtime or weekend work to meet client deadlines.

ASSUMPTION: The hybrid work arrangement offers flexibility and the opportunity to work in two different locations, providing a diverse work environment.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the Sr. Director of Paid Media
• In-person or video interview with the Sr. Director of Paid Media and other team members
• Final interview with the Sr. Director of Paid Media and/or other senior team members

Key Assessment Areas:

• Paid search marketing expertise and experience
• Data analysis and interpretation skills
• Communication and presentation skills
• Problem-solving and critical thinking skills
• Cultural fit and alignment with company values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant paid search marketing experience and skills
• Include specific examples of your past successes and how they relate to the responsibilities of this role
• Be prepared to discuss your approach to data-driven decision-making and optimization strategies
• Research Sinclair Broadcast Group and be ready to discuss how your skills and experience align with their company values and culture

ATS Keywords: Paid Search, Google Ads, Bing Ads, YouTube Campaigns, Conversion Tracking, Data Analysis, Ad Copy Writing, Project Management, Communication, Collaboration, Microsoft Excel, Microsoft Word, Microsoft PowerPoint, Problem Solving, Trend Analysis, Client Management

ASSUMPTION: The interview process at Sinclair Broadcast Group is designed to assess your technical skills, problem-solving abilities, and cultural fit within the organization.

🛠️ Tools & Technologies

• Google Ads
• Bing Ads
• Google Analytics
• Google Ads Editor
• Microsoft Excel
• Microsoft Word
• Microsoft PowerPoint
• Google Tag Manager

ASSUMPTION: Familiarity with these tools and technologies is essential for success in this role.

👔 Cultural Fit Considerations

Company Values:

• Integrity
• Collaboration
• Innovation
• Accountability
• Excellence

Work Style:

• Fast-paced and dynamic
• Team-oriented and collaborative
• Data-driven and results-focused
• Adaptable and proactive

Self-Assessment Questions:

• Do you thrive in a fast-paced, dynamic work environment?
• Are you able to work effectively as part of a team and collaborate with internal teams to drive innovation?
• Do you have a proactive, solutions-oriented approach to problem-solving?
• Are you comfortable working with data and using it to drive decision-making and optimization strategies?

ASSUMPTION: Sinclair Broadcast Group values a strong cultural fit and looks for candidates who align with their company values and work style.

⚠️ Potential Challenges

• Managing multiple client campaigns simultaneously, each with its own unique goals and KPIs
• Keeping up with the latest trends and best practices in the paid search marketing industry
• Working with a diverse range of internal teams and stakeholders to drive innovation and improve campaign performance
• Occasional overtime or weekend work to meet client deadlines

ASSUMPTION: These challenges are inherent to the role and require a proactive, solutions-oriented approach to succeed.

📈 Similar Roles Comparison

• This role differs from other paid search marketing roles in its focus on driving performance and growth for clients through a combination of Google and Bing Ads, as well as YouTube campaigns
• Sinclair Broadcast Group's focus on local news and sports content provides a unique context for this role, as it requires an understanding of local markets and target audiences
• Career progression in this role may involve advancing to a management or leadership position within the paid media team, with opportunities to work on larger, more complex client campaigns

ASSUMPTION: This role offers unique opportunities and challenges compared to other paid search marketing roles in the industry.

📝 Sample Projects

• Developing and executing a paid search campaign for a local news client, targeting users searching for local news and weather updates
• Optimizing a YouTube campaign for a sports client, targeting users searching for sports highlights and game recaps
• Analyzing and optimizing a Bing Ads campaign for an e-commerce client, targeting users searching for specific products and services

ASSUMPTION: These sample projects illustrate the diverse range of client campaigns and optimization strategies required for success in this role.

❓ Key Questions to Ask During Interview

• Can you describe the typical client mix for this role and the unique challenges and opportunities they present?
• How does this role collaborate with other internal teams, such as account management and content creation, to drive innovation and improve campaign performance?
• What opportunities are there for career growth and development within the paid media team at Sinclair Broadcast Group?
• How does Sinclair Broadcast Group support its employees in staying up-to-date with the latest trends and best practices in the paid search marketing industry?
• What is the work-life balance like for this role, and how does Sinclair Broadcast Group support its employees in maintaining a healthy work-life balance?

ASSUMPTION: Asking these questions will help you better understand the role, the company culture, and the opportunities for growth and development.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant paid search marketing experience and skills
• Prepare examples of your past successes and how they relate to the responsibilities of this role
• Research Sinclair Broadcast Group and be ready to discuss how your skills and experience align with their company values and culture
• Follow up with the Sr. Director of Paid Media one week after 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.