The Manager, Paid Media is responsible for developing and executing strategic digital paid media campaigns that advance policy, legislative, and advocacy objectives. This role supports media planning, audience targeting, creative collaboration, and performance optimization across search, social, display, video, and programmatic channels to engage key stakeholders, including policymakers, influencers, grassroots advocates, and the public.

Working cross-functionally with government affairs, communications, policy, legal, research, and executive leadership teams, the Paid Media Manager translates organizational priorities into impactful media strategies that drive awareness, engagement, and action. The role requires expertise in digital media buying, audience segmentation, advocacy-focused messaging, and data-driven decision-making, as well as the ability to navigate a fast-paced and highly regulated policy environment. The ideal candidate brings a strong background in public affairs, issue advocacy, or political campaigns and a proven track record of managing high-impact media investments that deliver measurable results.

Duties/Responsibilities

• Manage digital media buying across channels, including search, social, display, video, and programmatic, with a focus on reaching key stakeholder audiences (e.g., policymakers, influencers, grassroots advocates).
• Partner with creative teams to develop compelling, platform-specific messaging and assets that resonate with target audiences and support advocacy goals.
• Collaborate with government affairs, communications, legal, and policy teams to align paid media strategies with legislative and regulatory priorities.
• Utilize audience targeting strategies, including geographic, behavioral, and voter/advocacy data, to effectively reach and mobilize priority audiences.
• Monitor and optimize campaign performance in real time, using data and analytics to drive continuous improvement and measurable outcomes.
• Engage with external agencies, consultants, and media vendors.
• Track, analyze, and report on campaign performance, translating data into actionable insights for senior leadership and stakeholders.
• Ensure compliance with all applicable political, advocacy, and advertising regulations.
• Stay informed on emerging trends in digital advocacy, media, and policy communications.

Key Relationships

• Government Affairs / Policy teams
• Communications and State teams
• Grassroots / Advocacy and Field teams
• Research, Data, and Insights teams
• Senior leadership and executive stakeholders
• Finance and legal/compliance teams
• External vendors and platform partners (e.g., Google, Meta, programmatic vendors)

Qualifications

• Bachelor's degree in Marketing, Communications, Political Science, Public Affairs, or related field; advanced degree preferred or other related field equivalent work experience.
• 5-7 years of experience in paid media, with a strong emphasis on digital media buying, creative development, and advocacy or public affairs campaigns .
• Demonstrated experience executing issue advocacy, public affairs, or political campaigns, including knowledge of policy-driven messaging preferred.
• Deep expertise across digital platforms, including paid social, search, display, and programmatic buying tools preferred.
• Experience leveraging voter files, advocacy data, or custom audience targeting strategies is strongly preferred.
• Strong understanding of media planning, audience segmentation, and performance optimization in an advocacy context.
• Experience managing and optimizing significant media budgets with a focus on efficiency and impact.
• Familiarity with analytics tools (e.g., Google Analytics).
• Strong communication skills, with the ability to translate complex data into clear, strategic insights.
• Ability to operate in a fast-paced, high-stakes policy environment with shifting priorities.
• Experience navigating political and regulatory considerations related to paid media is a plus.

Physical Requirements

• Prolonged periods of sitting at a desk and working on a computer.
• Ability to travel occasionally for stakeholder meetings, events, or campaign activations.
• Ability to manage multiple priorities under tight deadlines, particularly during key legislative or campaign moments.

Travel Requirements

• 25%

This job outline describes the typical accountabilities and requirements of the position and should not be construed as an all-encompassing description of every duty performed by or expected of the incumbent.

Candidates are typically hired at a point in the salary range based on prior experience, education, and market demand for the role; candidates are also compared internally to their peers.

API offers a comprehensive benefits package for our employees and their families. More information about our benefits may be found at api.org/about/careers/benefits.