Digital Advertising Specialist (LinkedIn)

Digital Advertising Specialist

Job Description

What if your paid media expertise could help amplify trusted journalism and empower underserved communities around the world? At the Thomson Reuters Foundation, you will use digital advertising to expand the reach of vital content on human rights, media freedom, and sustainable development — connecting global audiences with information that drives social change. This is a hands-on specialist role within the Foundation's External Engagement team, working closely with colleagues across Communications, Social Media, and Design. You will own the full lifecycle of paid digital campaigns — from strategy, targeting, and execution through to reporting, optimisation, and stakeholder guidance — helping a lean, mission-driven team achieve outsized impact across diverse geographies and audiences. The role is grounded in ethical marketing practices aligned with the Reuters Trust Principles and will contribute directly to audience growth, campaign performance, and the Foundation's public-good mission.

Key Responsibilities

Own and execute the end-to-end paid media strategy across social and search platforms, ensuring campaigns are aligned to clear objectives such as awareness, consideration, engagement, or conversion. Design, launch, and optimise full-funnel digital campaigns across platforms including LinkedIn, Google Search, Google Ad Grant, Meta, YouTube, and emerging channels to maximise performance, reach, and mission impact. Develop and refine audience targeting strategies for B2B, professional, advocacy, and niche stakeholder audiences, using structured testing and optimisation to improve campaign outcomes. Implement campaign tracking, analytics, and reporting frameworks that measure performance effectively and translate data into clear, actionable insights for non-specialist stakeholders. Manage paid media budgets, billing, and spend efficiency across multiple platforms, ensuring compliant, transparent, and ROI-focused use of resources in a constrained nonprofit environment. Partner with Social Media, Communications, and Design colleagues to align paid and organic strategies, brief effective ad creative, and deliver integrated campaigns that strengthen engagement. Advise and coach internal stakeholders on paid media best practice, emerging platform opportunities, campaign performance, and budget requirements, translating technical findings into strategic recommendations. Required

Qualifications

Proven experience planning, executing, optimising, and analysing paid digital advertising campaigns with measurable outcomes. Hands-on experience managing campaigns on LinkedIn Ads and Google Search Ads. Demonstrated ability to design and manage multi-stage digital campaigns across the marketing funnel, with clearly defined objectives, audiences, KPIs, and optimisation plans. Experience building, testing, and refining audience segments for professional, B2B, advocacy, or similarly targeted campaigns. Strong analytical capability, including experience using campaign reporting tools such as Google Analytics and platform-native dashboards to evaluate performance and communicate insights. Fluency in English, with strong copywriting skills and experience creating, adapting, or briefing digital advertising creative. Excellent stakeholder management skills, including the ability to work cross-functionally and advise senior colleagues on campaign strategy, performance, and investment decisions. Preferred

Qualifications

Experience managing paid campaigns on Meta, including Facebook and Instagram. Experience with YouTube advertising, TikTok advertising, or other emerging paid social platforms. Experience with the Google Ad Grant programme. Familiarity with nonprofit, NGO, media, B2B, SaaS, or mission-driven sectors where marketing supports public engagement, advocacy, or professional audience growth. Experience operating within tight budget constraints and prioritising campaigns, audiences, and channels for maximum impact. Familiarity with creative tools or workflows such as Canva, working with design teams, or briefing digital ad assets.#LI-HB1