Performance Marketing Specialist, Programmatic Trader

Company: Didi Labs
Location: Mountain View
Posted on: February 24, 2021

Job Description:

Performance Marketing Specialist, Programmatic Trader

• Launch, manage and optimize campaigns using self-serve programmatic demand-side platforms
• Self-serve campaign management - create campaigns, onboard 1st party and 3rd party data, launch A/B tests, set up tracking, define bid strategies
• Strategize and oversee DSP campaigns and ensure optimal delivery and performance
• Build reporting dashboards and share key results with internal stakeholders on a regular basis
• Manage campaigns with different goal types (awareness, acquisition, retargeting / re-engagement) and metrics (CPM, CPC, CPI, CPA, viewability, brand safety)
• Monitor campaign pacing to ensure KPI achievement, identify and implement optimizations
• Set up tracking and continuously monitor campaigns to ensure correct delivery. Coordinate with the internal ad tech team to identify, report and resolving technical issues
• Analyze campaign data to extract insights and strategies for campaign optimization and improve audience targeting
• Work with internal stakeholders on campaign planning (operations, brand, creative, ad tech etc.)--
• Understand how programmatic fits within a media plan and media objectives to develop and execute successful strategies
• Troubleshooting - track down reporting inconsistencies within 3rd party ad servers, ad verification vendors and attribution platforms; identify ad serving and inventory quality issues
• Reporting - compile complex reports from disparate systems, track, analyze and optimize campaigns using data
• Develop framework for incrementality, 1st party and 3rd party data management, A/B testing creatives, brand lift studies
• Perform weekly analysis of top performing domains and 3rd party statistics Qualifications
  • 3-5 years managing online advertising campaigns, working with ad exchanges, DMPs, ad servers, viewability and brand safety vendors
  • 2+ years of hands-on programmatic trading, building and optimizing campaigns, bidding experience across major real-time buying platforms (DV360, TheTradeDesk etc.) with advanced analytics and optimization capabilities for a third-party or in-house trading desk, DSP or exchange
  • Third-party ad verification reporting knowledge (Moat, Double Verify, IAS etc.)
  • Deep understanding of the mobile programmatic advertising ecosystem (mobile measurement platforms, programmatic DSPs and exchanges, publishers)
  • Advanced Excel skills; strong analytical background including data manipulation, pivot tables, VLOOKUPs
  • Can quickly and thoughtfully analyze performance metrics (ex: CPM, CPC, CPI, CTR, IR, CVR, LTV) and make campaign decisions that drive positive ROAS
  • Understands mobile attribution/measurement in detail (postbacks, post-install event tracking, attribution models etc.)
  • Familiarity in trafficking and optimizing CPA and awareness campaigns via programmatic
  • Experience setting bid strategies across RTB and PMP (private, preferred and guaranteed) inventory
  • General troubleshooting skills and strong attention to detail
  • Experience managing campaigns in Latin America is a plus Do you now or will you in the future require immigration sponsorship (such as H-1B, O-1, TN visa) to work for DiDi in the United States? --*
    -- If yes to requiring sponsorship, do you currently hold Optional Practical Training (OPT) work authorization?
    -- If yes to holding OPT, please indicate your academic field of study, date of current OPT expiration and when you first obtained OPT authorization.
    

Keywords: Didi Labs, Mountain View , Performance Marketing Specialist, Programmatic Trader, Advertising , Mountain View, California