Digital Media Specialist (Piedmont)

Position Overview

The Digital Media Specialist manages The Blood Connection’s digital advertising, website, and search engine optimization efforts to increase brand awareness, engage blood donors, and generate donation appointments. This position also works with media vendors to manage traditional television, over-the-top (OTT), and connected TV (CTV) advertising buys. The role combines media buying expertise with hands-on website management and data analysis to support blood collection goals.

Working closely with the Director of PR & Marketing, the Digital Media Specialist develops targeted campaigns, coordinates media placements, maintains an accurate and user-friendly website, and continually improves advertising and digital performance across TBC’s service area. This position requires an experienced professional who can independently manage campaigns, budgets, vendor relationships, and digital platforms while providing strategic recommendations.

Essential Functions

Advertising and Media Buying

• Plan, purchase, execute, and optimize digital media campaigns that support donor recruitment, retention, promotions, and organizational initiatives.
• Manage Google Ads campaigns, including keyword research, audience targeting, ad copy, bidding strategies, budgets, and ongoing optimization.
• Manage paid social media placements across platforms such as Facebook, Instagram, and other channels appropriate to campaign objectives.
• Work with media vendors, television stations, and advertising partners to plan and manage traditional television, OTT, and CTV advertising buys.
• Evaluate vendor proposals and negotiate rates, placement schedules, audience targeting, and added-value opportunities in coordination with the Director of PR & Marketing.
• Coordinate advertising creative delivery, technical specifications, deadlines, and placement instructions with vendors to ensure campaigns launch accurately and on time.
• Review placement reports and campaign delivery against contracted commitments; resolve discrepancies and coordinate makegoods or credits when necessary.
• Develop integrated media plans that align audience selection, geographic targeting, campaign timing, and spending with blood collection needs.
• Coordinate with internal creative staff and external partners to develop effective advertising assets and campaign landing pages.
• Monitor campaign pacing and spending, reconcile media invoices, and recommend budget adjustments based on performance.
• Test advertising creative, messaging, audiences, and landing pages to improve appointment conversions and cost efficiency.
• Manage relationships with digital and traditional media vendors and advertising partners.

Website Management

• Serve as webmaster for The Blood Connection’s website using Expression Engine, managing routine updates, content publishing, page development, and quality control.
• Maintain accurate information about donor centers, promotions, services and organizational initiatives.
• Build and update campaign landing pages with clear messaging and calls to action.
• Monitor website functionality, mobile usability, page speed, forms, links, and donor appointment pathways.
• Coordinate with website developers, hosting providers, and internal technology staff to troubleshoot issues and implement improvements.
• Apply brand standards, accessibility practices, and content approval procedures to website updates.
• Support website integrations with scheduling platforms, analytics tools, and other digital systems

Search Engine Optimization

• Manage ongoing SEO efforts to improve organic visibility and attract relevant website traffic.
• Conduct keyword research and optimize page titles, descriptions, headings, internal links, and website content.
• Support local search visibility for donor centers through accurate business listings and location-specific content.
• Monitor search rankings, organic traffic, indexing, and technical SEO issues.
• Partner with content contributors and developers to implement improvements that help users find donation opportunities and services.

Analytics and Reporting

• Maintain campaign tracking and conversion measurement using tools such as Google Analytics, Google Tag Manager, and advertising platform reporting.
• Track key performance indicators, including donation appointments, conversion rates, cost per conversion, website engagement, and organic search performance.
• Work with media vendors to evaluate television, OTT, and CTV campaign delivery, audience reach, frequency, video completion rates, and available attribution data.
• Prepare regular reports that explain results, identify opportunities, and recommend actionable improvements.
• Work with internal teams to connect advertising results with appointment and donation outcomes where data is available.
• Apply organizational privacy and data-handling practices when managing audience data, tracking tools, and website integrations.
• Additional Responsibilities
• Perform other duties as assigned by the Director of PR & Marketing to support departmental priorities and The Blood Connection’s mission.

Minimum Qualifications

• Bachelor’s degree in marketing, communications, digital media, or a related field, or an equivalent combination of education and relevant experience.
• Minimum of five years of progressively responsible experience in digital marketing and media buying, with demonstrated success independently managing paid search, paid social, website content, SEO, and campaign performance.
• Demonstrated experience managing Google Ads and paid social media campaigns, including budget ownership, campaign optimization, and measurable improvements in conversions or cost efficiency.
• Experience coordinating advertising buys with external vendors, including evaluating proposals, negotiating placements, managing budgets, and reviewing campaign performance.
• Working knowledge of traditional television, OTT, and CTV advertising.
• Experience using a website content management system and implementing SEO improvements.
• Proficiency with Google Analytics, Google Tag Manager, Google Search Console, and digital advertising reporting tools.
• Strong analytical skills and the ability to translate performance data into practical recommendations.
• Strong writing, editing, organizational, and project management skills.
• Ability to independently manage multiple campaigns, vendor relationships, and deadlines while maintaining accuracy and attention to detail.

Physical Demands

The physical demands described here are representative of those that must be met to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Lifting up to 25 pounds
• Sitting, standing, or walking for an extended period of time
• Bending and twisting