Head of Advertising Operations
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The Head of Advertising Operations is primarily in charge of leading the entire advertising operations team. The Head of Advertising Operations is also in charge of the production and development of the advertising and promotional activities across the business.
He is responsible for deploying ad campaigns for the business into the market on various platforms inclusive of digital and broadcast platforms. The Head of Advertising Operations generates performance reports for sales department executives and leads advertising innovation and process improvement.
Objectives and Responsibilities of Head of Advertising Operations
Leadership/Supervisory Role: The Head of Advertising Operations’ most prominent role is his leadership to the advertising operations department. In this position, the Head of Advertising Operations manages the advertising operations team by overseeing scheduling, production, and implementation of all advertising programs and campaigns in order to ensure accurate and timely execution of these programs.
In this position, he ensures the smooth execution of the day-to-day activities within the department. He also serves as the main point of contact within the advertising operations department to the rest of the business departments.
Additionally, the Head of Advertising Operations leads innovation for the rest of the team, enabling constant improvement in performance and hence enabling continuous achievement of sales targets as well as the business’s overall targets.
Strategy: The Head of Advertising Operations plays a major role in strategic development within the business, where he deploys sophisticated ad campaigns, programs, tools, and platforms that are best suited for the business.
In this position, the Head of Advertising Operations uses data sets from existent campaigns to influence strategies for upcoming campaigns in addition to considering performance metrics and behavioral targeting, which guarantees continual improvement in the advertising operations department, in turn leading to the achievement of sales objectives and the achievement of the business’s overall targets.
Collaboration: The role of the Head of Advertising Operations is highly collaborative and, as such, the Head of Advertising Operations works with the sales and content personnel in defining the planning, inventory management, prioritization, testing, scheduling, and delivery of advertising programs and campaigns.
In this capacity, the Head of Advertising Operations works with the marketing, account managers, product management, product design, and other teams in an effort to inform and implement product and advertising operational improvements. The Head of Advertising Operations will liaise with all these departments with a view of exceeding consumer expectations on advertising campaign set up, service, delivery, and performance.
Analytics: The Head of Advertising Operations plays an analytical role, where he analyzes data, prepares recommendations, and performs periodic optimizations for the purpose of ensuring advertising campaign success rate. In this capacity, the Head of Advertising Operations reviews dashboards and ad campaign performances in order to generate reports and come up with informed, fact-based solutions that efficiently increase the performance of the business’s campaigns.
The Head of Advertising Operations also generates reports for senior management on proposed calculated approaches and strategies in advertising that will lead to increased sales performance and the achievement of the business’s overall objectives.
Knowledge and Opportunity: The Head of Advertising Operations is tasked with identifying, establishing, and implementing the business’ best practices on advertising campaign set-up, optimization, measurement, and reporting. This is achieved through conducting vast and consistent research, attending crucial industry seminars and events, and keeping up with industry publications.
In this capacity, the Head of Advertising Operations also troubleshoots numerous tracking problems, develops solutions, and documents internal procedures for junior personnel and collaborative personnel to adhere to in the execution of departmental duties.
Other Duties: The Head of Advertising Operations performs other duties as he deems fit for the proper execution of his responsibilities as well as duties assigned by the Director of Advertising, the Chief Sales Officer, or the Employer.
Required Qualifications of the Head of Advertising Operations
Education: The Head of Advertising Operations has to have a master’s degree (PhD preferred) in sales, marketing, or any other business related field. An equivalent of the same in working experience is also acceptable for this position.
Experience: A candidate for this position must have had at least 7 years of working experience in an advertising operations capacity, preferably as a senior advertising operations manager. The candidate will have had substantial experience managing a team through an advertising campaign from its conceptualization all the way to the achievement of the set goals of the campaign.
A suitable candidate will be able to demonstrate his experience successfully, monitoring and managing advertising campaigns, managing advertising inventory, and working on ad serving systems. The candidate will also have experience troubleshooting ad serving technical issues, for example, delivery investigation and third party media issues inclusive of the identification of several tag types, e.g. HTML and JavaScript, and potential issues associated with each. A suitable candidate will also already have knowledge of the business’s competitor products, data vendors, industry, third party technology, and market trends.
Communication Skills: Communication skills are a necessity for this position, both in verbal and in written form. This is, first and foremost, to ensure that there are clear communications and conveyance of information down the line in order to guarantee that there is efficient execution of duties by junior personnel in the department. Communication skills are also important while drawing reports and presentations for senior sales management intended for the formulation of strategies and solutions.
He will also be required to draw campaign briefs and materials for junior personnel and collaborating personnel. Additionally, it is important that the Head of Advertising Operations be capable of tailoring messages for different audiences in a manner that they can relate to and understand.
Ms Office/Software: A suitable candidate will demonstrate proficiency in the use of Ms Word, Ms Excel, PowerPoint, Keynote, Outlook, and WebEx, which are necessary for the creation of visually, and verbally engaging reports, presentations, and materials for both junior and senior advertising operations management as well as collaborating personnel. The candidate must additionally demonstrate proficiency in the workings of HTML, Javascript, and XML along with standard ad systems, such as AppNexus, Google DFP, and OpenX.
Technological Savvy/Analytical Skills: With most people having adopted technology, technological appliances, and communication systems into their day-to-day lives, it is important that the Head of Advertising Operations be highly familiar with the latest technologies and communication channels in order to determine the best tools and channels for the business’s advertising campaigns. The Head of Advertising Operations must also have a solid understanding of marketing principles, audience targeting, and data collection methods.
He will be capable of conducting performance and competitor analyses, and converting raw data and information into actionable advertising. The Head of Advertising Operations must also have knowledge of agency and publisher advertisement tags, performance metrics for advertising campaigns, database, scheduling, and reporting preparation.
Interpersonal Skills: A candidate for this position requires certain attributes and abilities that make him even more suited for the position. He must be comfortable making decisions and executing tasks in a fast-paced environment, be results-driven, and have an ability to absorb complex concepts and communicate them clearly.
The candidate must be able to work comfortably in a group-setting, have an ability to work alone with minimal supervision, have a can-do attitude, have excellent problem-solving skills, be self-motivated, and demonstrate calmness and composure under stress and in times of uncertainty.
Leadership/People Skills: The candidate must additionally demonstrate exceptional leadership capabilities, where he is able to move a group towards a unified direction and with a common vision. A suitable candidate will additionally have an ability to form strong, meaningful relationships with others.
He will be an approachable, likable, and relatable individual, which will make it easy for junior personnel to follow in his directives and for senior sales management to trust in his judgments and insights.
