Manager, Paid Media & Acquisition

Bally's Interactive; Atlantic City (NJ); On-site; USD 90,000 - 110,000; Full time

Job summary

Bally's Interactive in Atlantic City, NJ is seeking a data-driven Paid Media lead to plan, execute, and optimize cross‑channel campaigns across digital and traditional media. You will own the audience strategy, manage budgets, and collaborate with Creative, Brand, CRM, and Analytics to drive new customer acquisition.

The role emphasizes AI-powered bidding, performance analysis, and measurement of offline impact, with close coordination across teams to maximize spend efficiency.

Responsibilities

• Plan, execute, and optimize programmatic, mobile/UA, and CTV/OTT campaigns for new customer acquisition.
• Manage ongoing budget allocations and reallocate spend based on performance.
• Develop audience strategy using first-party data, lookalikes, contextual signals, and state-specific segmentation.
• Negotiate with agencies, networks, and platforms to secure premium inventory and adapt to platform changes.
• Plan and manage OOH, TV, and radio campaigns aligned with launches and sports events.
• Negotiate rates, placements, and flighting with media vendors.
• Time offline media to amplify digital acquisition moments.
• Measure offline impact with geo-lift, search lift, and promo-code attribution.
• Own end-to-end paid media budget and forecast spend and new customer volume by channel.
• Collaborate with Creative, Brand, CRM, and Analytics to maintain consistent messaging.
• Report performance, pacing, and recommendations to marketing leadership.
• Deploy AI-powered bidding and optimization tools to improve media efficiency.
• Run AI-driven creative tests and scale winning variants quickly.
• Build dashboards and predictive models (LTV, media mix) to guide budget shifts.
• Partner with Data Science on attribution models balancing digital and offline media.
• Pilot emerging AI/adtech tools to enhance the always-on stack.

Job description

Responsibilities:

Digital Media

• Plan, execute, and optimize programmatic, mobile/UA, and CTV/OTT campaigns that drive new customer acquisition
• Manage always-on and campaign budgets, reallocating spend in-flight based on performance
• Own audience strategy: first-party data, lookalikes, contextual, and state-specific segmentation for regulated markets
• Negotiate with agencies, networks, and platforms to secure premium inventory and stay ahead of product changes

Traditional & Offline Media

• Plan and manage OOH, TV, and radio campaigns tied to launches, promotions, and the sports calendar
• Negotiate rates and placements with media vendors and manage flighting
• Time offline media to amplify key digital acquisition moments
• Measure offline impact through geo-lift, search lift, and promo code attribution

Cross-Channel Planning

• Own the end-to-end paid media budget, forecasting spend and new customer volume by channel
• Partner with Creative, Brand, CRM, and Analytics to keep messaging and offers consistent
• Report performance, pacing, and recommendations to marketing leadership

AI, Optimization & Performance Analysis

• Deploy AI-powered bidding, budget allocation, and targeting tools to improve media efficiency
• Run high-velocity AI-driven creative and offer tests, and scale winners quickly
• Build dashboards and predictive models (LTV, media mix) to guide budget shifts before spend is wasted
• Partner with Data Science on attribution models that fairly credit digital and offline media
• Pilot emerging AI and adtech tools and bring the best into the always-on stack

We use Metaview, an AI-powered note-taking tool, during interviews to help capture key discussion points. The tool is used for note-taking purposes only and does not evaluate candidates or influence hiring decisions. Interview notes are used solely for recruitment purposes and are handled in accordance with applicable U.S. and Canadian privacy laws.

Salary: $90,000 - $110,000 USD

#LI-OP1