Penn National Gaming, Inc.

Digital Media Manager

Location US-PA-Philadelphia
Job ID
2020-74270
Casino Property
Penn Interactive Ventures - Philadelphia

Overview

Penn Interactive (PI) is an interactive gaming company headquartered in Philadelphia with offices in Las Vegas. As the digital arm to Penn National Gaming (NASDAQ: PENN), the largest regional casino operator in the U.S., we are poised for fast-paced growth in the sports betting and online casino space. We are also partnered with some of the most innovative media companies in the world to drive growth in our businesses. PI is committed to cultivating a diverse and stimulating work environment to achieve extraordinary results. We have a strong culture of teamwork, collaboration, mutual respect, and transparency.

 

PI is looking for a Digital Media Manager to assist the Director, Acquisition in planning and executing low cost-per-acquisition (CPA) and high revenue-driving campaigns across paid media efforts in support of the Barstool Sportsbook marketing team and Penn Interactive.  This role will be responsible for the day-to-day management of all self-service programmatic efforts across Display, Paid Social, Online Video, Connected TV (CTV), and Audio. Additionally, the Digital Media Manager will drive the strategy, implementation and management of the affiliate marketing programs.

 

The role requires strong marketing and technology experience, deep expertise and a proven track record in paid media acquisition marketing, and the ability to collaborate cross functionally.  Hands-on-keyboard experience within programmatic platforms across web is essential to the success of this role. Additional experience with mobile app marketing is preferred. Ideally, you’ve had experience with managing paid campaigns across the major social media platforms (Facebook/Instagram, Twitter, Snapchat).

 

The Digital Media Manager must be comfortable working in a dynamic, fast-paced environment while maintaining positive, strong working partnerships across departments. Collaboration is key to the success of this role and the media campaigns. Openness to new ideas across all areas of the organization will strengthen acquisition strategies. It is not necessary for you to be the only idea generator for your role, but it is important for you to develop the framework to bring the best ideas to life. Alignment across teams within Penn Interactive (including CRM, analytics, creative, product, customer service, compliance) is paramount for success.

 

With a data-driven and growth mindset, you have proven capabilities in managing audience-first programmatic strategies at scale, analyzing and optimizing media campaigns, and negotiating with media partners. Successful campaigns are built on interpreting media reports and dashboards frequently to inform optimization recommendations. Your professional experience will provide proficiency in scaling spend across platforms and audiences based on campaign KPIs.  

 

The Digital Media Manager will continue to evolve paid acquisition plans through continual marketing research and test & learn strategies across vendors, placements, and audiences. This role needs a passion for innovation and continual learning. In partnership with the Director, Acquisition, the role will develop points of view on media industry trends to share with all levels of the organization.

Your daily responsibilities include

  • Possessing a dual-minded approach: you’re highly creative and an innovator in the media industry, but can also be process-driven, think scale, and rely on data to make decisions.
  • Strategize, develop, build, and maintain paid media acquisition programs across multiple audience segments: new player acquisition and player remarketing
  • Hands-on-keyboard management of all programmatic efforts to possibly include: Display, Online Video, Connected TV (CTV), Radio
  • Management of social platforms for paid media usage to possibly include Facebook, Instagram, Twitter, Snapchat
  • Management of affiliate marketing programs, including: strategy, implementation, tracking, and optimization
  • Manage onboarding of new paid media vendors through legal approvals, rate negotiation, request-for-proposal (RFP) process
  • Deeply understands brand voice, tone, and overall personality to ensure a holistic and omni-channel experience, with zero diminished experience wherever the player choses to interact across paid media efforts
  • Collaborate with Director, Acquisition and Manager, Database Conversion on building retargeting strategies
  • Frequently check the performance of acquisition campaigns to find insights and learnings that will continually improve performance
  • Advises the marketing organization on best practices in paid media to influence creative development, audience segmentation, and overall media mix (with a regular cadence of iterations & updates)
  • Continual focus on developments and changes across the media industry to sharpen acquisition campaigns; looking within the gaming industry and outside of the industry for inspiration
  • Collaborate at both micro & macro campaign/promotion levels with CRM, analytics, creative, product, and customer services organizations
  • Ensures all audience targeting and media buys are in line with State regulatory requirements
  • Execute in an intense, fast-paced, and highly iterative environment

To be successful in this position it will require the following skill set

  • Bachelor’s degree (B.S./B.A.) in marketing, PR, business administration, or related field 
  • 5+ years in digital media planning and buying
  • Excellent verbal and written communication skills
  • Adaptable, analytical thinker who can work both strategically as well as in a hands-on executional capacity
  • Innovative thinker who looks beyond immediate competitive set for inspiration and ideas.
  • Self-service programmatic platform experience; mobile app marketing experience preferred
  • Proficient computer skills, Microsoft Office Suite (Word, PowerPoint, Outlook, and Excel)
  • Proficiency in media vendor management
  • Relevant experience determining target audience segmentation and how to cater unique marketing campaigns to capture their attention
  • Excellent analytical and time-management skills
  • MUST HAVE: Passion for sports AND/OR sports betting

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