Advertising Specialist

The Advertising Specialist (AS) plays a critical role in driving the growth of Food Revolution Network (FRN) by working with the Advertising Manager to identify and leverage profitable advertising mediums, develop effective advertising strategies and resources, and execute paid traffic acquisition campaigns.

The AS possesses exceptional communication skills, both in written and verbal forms, allowing them to engage effectively with team members and stakeholders. Their positive and proactive demeanor fosters a collaborative environment, which allows them to leverage their strong marketing instincts and multicultural competency to engage individuals from diverse perspectives and lifestyles.

Reports to: Advertising Manager

Research & Planning

Support the Advertising Manager in planning and optimizing ad campaigns, focusing on learning and applying industry research and insights to reach target demographics effectively.

• Perform research to identify current trends and interests, supporting the team in understanding the terrain and opportunities
• Apply existing data to assist in shaping campaign strategies, focusing on practical application and learning
• Work with the Advertising Manager to plan and implement new advertising campaigns
• Participate in cross-functional collaborations, offering support in developing varied campaigns and learning about strategic alignment
• Assist in identifying market segments and contribute to developing innovative outreach strategies
• Support in outlining and presenting avatars for ad and product strategies

Creative Development

Participate in evaluating and enhancing ad creatives by conducting comparative analyses, contributing to creative brainstorming, and ensuring alignment with the company’s brand values through a collaborative review and finalization process.

• Assist in reviewing and finalizing ad creatives and copy that adheres to the company’s mission, values, and branding guidelines
• Conduct a comparative analysis of ad creatives, identifying and learning from those proven effective, to support ongoing campaign optimization efforts
• Contribute to brainstorming sessions, offering ideas and learning from experienced team members on how to generate and refine creative concepts
• Support the development of hypotheses for ad creatives and demographic targeting
• Participate in the testing and iteration of ad creatives
• Collaborate in finalizing image and video creatives and copy, liaising with designers and copywriters

Advertising

Support the Advertising Manager in the hands-on process of building, optimizing, and evaluating advertising campaigns, ensuring effective ad display, financial efficiency, and achieving goals.

• Actively participate in the constructing and optimizing of campaigns, selecting target audiences, and ensuring strategies align with defined objectives
• Contribute to refining campaigns and budgets to enhance the effectiveness of audience engagement and of each media mix
• Support the Advertising Manager in implementing tests, evaluations, and improvements, aiming to refine and enhance ad performance
• Assist in experimenting with and utilizing diverse advertising platforms and channels
• Help ensure ad content is effectively displayed and resonates with targeted audiences, adhering to quality standards
• Support the Advertising Manager in monitoring and analyzing costs, ROAS, and ROI to optimize financial performance and campaign effectiveness
• Help assess cost per leads, new leads, and results, ensuring the profitability and quality of lead generation are balanced
• Aid in executing strategies that attract and engage quality leads, working to enhance the overall impact of advertising campaigns
• Utilize AI to optimize advertising campaigns dynamically, ensuring optimal performance and ROI
• Actively use and seek ways to enhance our utilization of Google Ads, aiming to continually improve campaign effectiveness and efficiency
• Ensure our strategies with Google Ads are innovative and effective, making the most of the platform’s features and capabilities to reach and engage target audiences

Technology Innovation and AI Integration

AI is a rapidly evolving field, and while not all technologies and applications noted below may be immediately applicable, they illustrate potential future contributions to our work. A component of this role involves staying informed on these evolving AI opportunities, ensuring FRN is poised to integrate beneficial advancements aligning with our goals as they become viable.

Assist the Advertising Manager and Growth team in applying AI and machine learning to enhance ad campaigns and fuel continuous learning, innovation, and optimization.

• Stay informed on AI and machine learning trends and innovations, developing foundational knowledge and skills
• Employ AI tools to create, refine, and optimize creative content, aligning it with real-time audience preferences and market trends
• QA all AI-generated content to ensure accuracy, brand alignment, and that FRN can stand behind the ad content we put out worldwide

Reporting

Collaborate with the analytics team and Ads Manager to analyze KPIs, deliver insights, and optimize campaigns through regular reporting and evaluations.

• Assist in evaluating the effectiveness of advertising campaigns, focusing on understanding key metrics and improvement areas
• Prepare and share reports on meaningful KPIs, deriving actionable insights and plans for enhancing campaign performance
• Contribute to creating regular reports on campaign performance, ensuring they meet the needs and expectations of the team and leadership
• Participate in assessing campaign performance, identifying areas for iteration and improvement
• Work alongside the analytics team to ensure the reliability and value of data used in assessing campaign performance
• Join discussions on analytics initiatives, focusing on learning and contributing insights related to advertising goals in collaboration with the Advertising Manager

Advertising Budget

Support the Advertising Manager in planning, maintaining, and reporting on the advertising budget, focusing on learning budget management and financial analysis.

• Assist in analyzing and reporting on key financial forecasts for advertising, contributing data and insights to support informed budgeting decisions
• Work with the Advertising Manager to help maintain an accurate advertising budget, focusing on learning the nuances of budget allocation and adjustments

Team Support

Assist the Advertising Manager in efforts to enhance team performance, engage with platform representatives, and contribute to the development of workflows and SOPs for improved efficiency and team growth.

• Support the Advertising Manager in evaluating and deciding when to engage agencies or contractors, focusing on learning the criteria and processes for external collaboration
• Aid in the recruitment, interviewing, and hiring process in selecting new advertising staff
• Work alongside platform representatives to contribute to campaign improvements, gaining insights into optimization techniques and results enhancement
• Collaborate with fellow team members, focusing on learning and contributing to the development of a high-performing advertising team
• Assist in establishing and enhancing systems, workflows, and SOPs, aiming to contribute to the optimization of budgeting, performance, and team development under the Advertising Manager’s lead
• Willing to be available on weekends and holidays when necessary to ensure the company’s 24/7 advertising expenditures are on track and optimized. This role may require stepping in to support the Advertising Manager during off-hours to ensure continuous and effective ad campaign management.

Role Skills

• Strong organizational and time management skills
• Critical thinking skills, see the “forest for the trees”
• Deep ability to understand FRN’s business model and how all the different funnels and elements interact
• Excellent organizational habits and project management expertise
• Ability to function excellently in a high-performance, driven team
• Excellent attention to detail, including spelling, grammar, and punctuation
• Ability to be productive when working independently or collaboratively
• Proficient knowledge of multiple of the following areas: Facebook Business Manager, Google Ad Words, Bing, MOAT, DCM, OTT, and CTV partners
• Proficient knowledge with Google Analytics
• Current knowledge of or readiness to learn how to use Wicked Reports
• Current knowledge of or readiness to learn how to use Segment
• Current knowledge of or readiness to learn how to use Attribution
• Current knowledge of or readiness to learn how to use Salesforce Marketing Cloud
• Current knowledge of or readiness to learn how to use Sigma Computing
• Exceptional analytical, quantitative, and logical problem-solving abilities
• High level of curiosity and drive to understand metrics and their implications
• Ability to understand complex business challenges
• Quantitative market research (market share, size, trend analysis)
• Provide projections and trends
• Map sales and profitability of various channels and properties
• Analyze product sales performance
• Conduct competitive analysis
• Conduct pricing analysis
• Provide decision support
• Willingness to utilize AI-powered tools for enhanced ad analytics, creative content optimization, and real-time performance adjustments
• Ability to harness AI for real-time insights into ad performance metrics, audience behaviors, and content effectiveness
• Experience using AI to enhance ad content, conduct A/B testing, and align creative strategies with data-driven insights and market trends
• Adaptability and eagerness to evolve with emerging AI technologies, integrating them into advertising strategies for enhanced effectiveness

Behavioral Competencies

FRN – Global Behavioral Competencies

Working Environment

• Reliable high-speed internet connection
• A quiet, functional, and stable work environment
• Comfortable working with a team via Slack
• Comfortable working with others via Zoom video conferencing
• Comfortable working within a project management system
• Expert-level proficiency with G Suite products, specifically Docs and Sheets.

Experience

• 4+ years of professional advertising management (strongly preferred)
• Strong knowledge of and passion for whole-food, plant-based eating (strongly preferred)

About Us

Our mission is to inspire and advocate for healthy, ethical, and sustainable food for all through education about plant-powered foods.

Food Revolution Network is an online-based education and advocacy-driven organization committed to healthy, ethical, and sustainable food for all. Guided by John and Ocean Robbins, we have more than 900,000 members and collaborate with many of the top food revolutionary leaders of our times. Food Revolution Network aims to empower individuals, build community, and transform food systems to support healthy people and a healthy planet.

We believe that everyone, regardless of the color of their skin or how much money they have, deserves the knowledge and the means to healthfully feed themselves and their family. We’re committed to a world with a true opportunity for everyone to be healthy.

About You

You believe in the power of healthy, organic, fair trade, local, plant-strong food to change the world. You’re passionate about supporting the food revolution and movements for a more healthy, ethical, and sustainable world. You support our scientifically grounded, fact-driven, and welcoming approach, which promotes a whole foods, plant-based diet and is inclusive of a broad range of eaters.

You’re values-driven, highly motivated, self-aware, ethical, emotionally intelligent, multiculturally competent, compassionate, socially conscious, constantly learning, and respectful of yourself and others. You’re reliable, dedicated, undaunted, persistent, friendly, and forthright. You admit your mistakes, clean up your messes, and learn from everything.

Our Commitment to Equal Opportunity

Food Revolution Network is a committed equal-opportunity employer. FRN recruits, employs, trains, compensates, and promotes regardless of race, religion, color, national origin, sex, disability, age, veteran status, and other protected status as required by applicable law. At FRN, we aim to be a place where a diverse mix of talented people bring their skills, life experience, passion, and creativity to create a whole that is greater than the sum of its parts. We are committed to healthy, ethical, and sustainable food for ALL, and that requires a proactive dedication to advocating for equity, inclusion, and opportunity, including for those communities that have been most negatively impacted by our toxic food culture. We are committed to equality and believe in diversity of race, gender, sexual orientation, religion, ethnicity, national origin, and all the other characteristics that enable each person to bring unique talents, insights, and skills.

Work Location

FRN is a fully remote team, with team members in multiple North American time zones. This position may be performed from anywhere, but we strongly prefer North America-compatible time zones, with a required availability from 9 am – 3 pm Pacific Time, Monday through Thursday.

For this role, occasional work may be required on non-working days (Friday – Sun).

Compensation

$55,000 – $65,000 annual salary (paid semi-monthly).

Full-time employees also receive paid time off, flexible time off for holidays, wellness time off, health, vision, and dental insurance, opportunities for bonuses, and other benefits.