Digital Marketing Specialist

DIGITAL MARKETING SPECIALIST - PAID SEARCH & SOCIAL MEDIA
UNITED WORKERS' UNION
The United Workers Union are seeking a Digital Marketing Specialist - Paid Search & Social Media to join our team on a 12-month fixed-term contract to support a major new campaign. This role is open to applicants from all capital cities in Australia.
This role will be responsible for planning, executing, and optimising paid search and social media advertising, while also producing engaging content to enhance reach, engagement, and conversions. This is an exciting opportunity to contribute to a high-impact campaign and drive measurable results.
ABOUT UNITED WORKERS' UNION
United Workers' Union is a powerful member-led union whose sole purpose is to serve the collective interests of members in workplaces and communities by winning significant and long-lasting gains. The Union is driving change by growing union membership, developing leadership amongst our members, encouraging active member participation in the union, building and enforcing standards in our sectors, and campaigning both politically and in the community.
The United Workers Union is proudly affiliated with the Australian Labor Party.
KEY RESPONSIBILITIES
**Paid Search & Social Media Advertising**:

- Develop, implement, and manage paid search campaigns (Google Ads, Bing Ads) and paid social media campaigns (Meta, LinkedIn, X, TikTok, etc.).
- Conduct keyword research and audience targeting to enhance campaign performance.
- Write compelling ad copy and collaborate with designers to create high-performing visual and video assets.
- Continuously monitor, adjust bids, budgets, and targeting to optimise campaign performance and ROI.

**Content Creation & Social Media Management**:

- Develop engaging content (written, graphic, and video) tailored for different digital platforms, ensuring alignment with campaign objectives.
- Create organic and paid social media posts, blog articles, and short-form video content to complement paid advertising efforts.
- Manage content calendars to ensure consistent posting and audience engagement.
- Work with designers and video editors to produce high-quality multimedia content.
- Ensure all content is optimised for SEO, UX, and accessibility.

**Performance Tracking & Reporting**:

- Use Google Analytics, Meta Business Suite, and other analytics tools to track content and campaign performance.
- Provide regular reports on KPIs, insights, and recommendations for optimisation.
- Analyse data to identify trends, content opportunities, and areas for improvement.

**Budget & Stakeholder Management**:

- Manage and track campaign budgets to ensure cost-effectiveness.
- Allocate spending across platforms based on performance and strategic priorities.
- Liaise with internal teams and external agencies (if applicable) to coordinate campaign execution.
- Work with content and creative teams to develop engaging assets tailored to different platforms.

**Market Research & Innovation**:

- Stay up to date with trends in digital advertising, social media, and content marketing.
- Experiment with new ad formats, content types, and emerging digital platforms.

**Growth & Retention**:

- Contribute to content strategies and campaigns that drive audience growth, engagement, and retention.
- Implement tactics to nurture and expand digital communities, fostering long-term member engagement.
- Analyse audience behaviours and preferences to tailor content that enhances the audience and member experience.

**Brand & Reputation Management**:

- Ensure content reflects and enhances the UWU's brand identity and values.
- Monitor online sentiment and engage with audiences to maintain a positive brand image.
- Support crisis communications and reputation management efforts through timely, accurate, and thoughtful content.

**Collaboration, Stakeholder Engagement & Active Team Member**:

- Work closely with the teams across UWU to ensure cohesive messaging in the context of the campaign.
- Liaise with external vendors or freelancers, as needed, for specialised content production.

KEY REQUIREMENTS + SELECTION CRITERIA
**Qualifications & Experience**:

- Proven experience in paid search and social media advertising (Google Ads, Meta Ads, LinkedIn Ads, etc.).
- Strong understanding of digital content creation and content marketing best practices.
- Ability to manage multiple campaigns and deadlines in a fast-paced environment.

**Technical Skills**:

- Proficiency in digital advertising platforms (Google Ads, Meta Business Suite, LinkedIn Campaign Manager, etc.).
- Experience with Google Analytics, UTM tracking, and SEO best practices.
- Familiarity with content management systems (HUBSPOT), social media scheduling tools, and basic graphic/video editing software (e.g., Canva, Adobe Creative Suite).
- Experience with tracking pixels and event setup would be highly desirable.

**Soft Skills**:

- Strong storytelling and copywriting skills.
- Creative thinker with the a