The Paid Media Operations – Media Specialist / Trafficking Specialist role sits at the strategic and executional section of Paid Media campaign delivery. You are the key decision-maker — responsible for setting campaign strategy, defining audience and targeting parameters, and giving final approval before any campaign goes live.
You decide what gets built, who gets targeted, which creatives are used, and whether the final output is ready to launch. Your approval is required at every stage. This document outlines your key responsibilities within the Paid Media workflow.
Role and Responsibilities:
As a Media Specialist/ Trafficking Specialist, you will oversee the end-to-end delivery of Paid Social, Programmatic, and Paid Search campaigns. You will ensure all campaigns are built, reviewed, and approved accurately and in line with internal guidelines.
Key responsibilities include:
Media Planning & Audience Management, Media Campaign Launch
- Campaign Planning & Execution: Define campaign strategy, collaborate to define brief for Audience and Agency teams, review and approve the Audience Requirement Document (ARD), and ensure all targeting, creative, and trafficking elements are accurately set up before a campaign goes live.
- Pre & Post-Launch Checks: Review and approve the Trafficking Matrix prior to launch; after launch, verify that all Paid Search campaign elements.
- Set up Paid Media projects in Aprimo when a new campaign or tactic is needed.
- Brief the Audience and Agency teams with the inputs needed to build the Audience Requirement Document (ARD).
- Fill in the audience request form and assign the right roles in Aprimo.
- Define the campaign brief and audience build based on strategy; share feedback with the Audience Team.
- Review the ARD to confirm the audience, segments, and geographies align with the campaign strategy.
- Confirm that the approved audiences are correctly set up in the media execution platforms.
- Review Media Ops feedback on creative accuracy and work with the agency on any required changes.
- Check that key creative details are accurate including Creative, Execution Type, Creative Trigger (DCO), Unit Length, and Day Part (where applicable).
- Pre-Post launch checks, check that new or updated Paid Search campaign elements (Ad Copy, Audience, Geo, URL) in SA360 match the approved Aprimo requirements.
Workflow & Stakeholder Coordination
- Collaborate with Channel Specialists, Agency, Audience Team, and Media Ops to prioritize new and backlog campaign requests.
- Keep stakeholders informed with clear updates and progress reports.
- Use Aprimo for all tasks, approvals, and documentation; follow naming conventions and process guides.
Required Professional and Technical Expertise
- Hands-on experience running Paid Social, Programmatic, and/or Paid Search campaigns
- Working knowledge of Aprimo for workflow management and documentation
- Familiarity with SA360 for Paid Search campaign validation
- Understanding of audience targeting, ARDs, and geo targeting
- Experience reviewing and updating Media Traffic Reports
- Ability to spot gaps between approved campaign specs and live campaign settings
- Strong attention to detail and comfort working to deadlines (e.g., 5-business-day SLA for post-launch checks)
- Proficient in MS Office, including Excel for data review
Preferred Professional and Technical Expertise
- Experience coordinating with media agencies and third-party vendors
- Knowledge of audience builds and Digital Audience workflows
- Familiarity with Compliance document approval processes
- Comfortable managing multiple priorities in a fast-paced environment
- A collaborative mindset and ability to work well across Media, Agency, Audience, and Operations teams
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