Paid Media and Data Strategist, Regional Office of Sustainable Tourism

ROOST is the destination marketing organization for Essex County, Hamilton County, Saranac Lake, and Tupper Lake in New York state, leading economic growth and destination management through tourism. Media placement, data collection, analysis, and reporting are an integral part of our organization's strategy.

Reports to: Director of Digital Strategy

Program of Work:

• Support the planning and execution of advertising campaigns to reach and influence the right audiences to support goals.
  • Act as the main liaison with external partners and media vendors, managing ad placements, building media relationships, and negotiating optimal rates and space.
  • Coordinate with the team to ensure the appropriate creative/content is ready by flight date.
  • Track/adjust campaigns as necessary during flight to ensure maximum effectiveness.
• Regularly analyze our datasets to identify trends and provide targeting strategies for campaigns, large and small, tailored to optimize their performance.
• Develop and maintain analytical tools to track and monitor the organization’s program of work.
• Provide internal website reviews, analyzing performance and identifying areas to optimize user experience and overall web performance.
• Manage the execution of and assist in producing ROOST’s annual Leisure Travel and ROI study reports.
• Design and execute surveys to evaluate the impact of tourism, ranging from the annual resident
  and business sentiment survey to feedback and ROI studies for partner events.
• Fulfill external data requests by sourcing and analyzing data, developing charts and presentations, and meeting with stakeholders to discuss needs and review available data.
• Clear reporting with insights, not just metrics.

Miscellaneous

• Work with team members to achieve set goals.
• Attend regular staff meetings.
• Generate daily activity reports.
• Any other duties as required.

• Must have:
  • Understanding of Google Analytics 4 (GA4), conversion tracking, server-side tracking (CAPI), and attribution modeling to measure the true ROI of ad spend.
  • Ability to build automated, easy-to-read dashboards using tools like Looker Studio.
  • Familiarity with Google Tag Manager (GTM) for pixel deployment and event tracking.
  • Platform Experience
    • Google Ad Placement & Analytics
    • Google Ads Certification Meta Ads Manager (Facebook/Instagram)
• Pluses:
  • Geolocation Data - e.g. Zartico, Rove, etc.
  • Google Ads Certification
  • Degree or equivalent experience in statistical analysis

To apply for the position, please email your resume and cover letter to maryjane@roostadk.com.