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Key Responsibilities and Required Skills for Advertising Coordinator

💰 $40,000 - $60,000

MarketingAdvertisingMediaDigital Marketing

🎯 Role Definition

The Advertising Coordinator is a hands-on marketing professional responsible for coordinating, trafficking and optimizing advertising campaigns across paid search, social, programmatic display, streaming, and traditional media. This role manages campaign setup and QA, vendor and agency communications, budget reconciliation, performance reporting, tracking implementation, and cross-functional campaign delivery. The Advertising Coordinator ensures campaigns launch on-time, creatives are delivered and tagged correctly, and performance insights are surfaced to improve ROI and media effectiveness.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Assistant or Marketing Coordinator
  • Social Media Coordinator / Community Manager
  • Junior Media Buyer or Ad Operations Assistant

Advancement To:

  • Media Planner / Media Buyer
  • Advertising Manager / Paid Media Specialist
  • Digital Marketing Manager / Campaign Manager

Lateral Moves:

  • Content Marketing Coordinator
  • PR / Communications Coordinator

Core Responsibilities

Primary Functions

  • Coordinate end-to-end campaign execution for multi-channel advertising (paid search, social, programmatic display, video, audio, OOH and print), ensuring all timelines, creative deliverables and targeting parameters align with client or brand objectives.
  • Traffick and set up digital campaigns in ad servers and DSPs (e.g., Google Campaign Manager, DV360, The Trade Desk), including creative uploads, flight dates, targeting, frequency capping and tracking pixels to guarantee accurate delivery and measurement.
  • Manage campaign launch QA: verify creative specs, click-through URLs, tracking tags (pixel, GA4, Floodlight), third-party verification, and native ad formats to prevent discrepancies and protect campaign performance.
  • Build, maintain and update campaign schedules, production calendars and media plans while proactively flagging and resolving potential schedule conflicts or creative delays.
  • Reconcile media invoices and budgets against flighted spend, update pacing reports and work with finance, agencies and vendors to resolve billing discrepancies and ensure spend accuracy.
  • Monitor campaign performance daily, identify optimization opportunities (bids, budgets, placements, creative rotations), and implement tactical adjustments to maximize KPIs such as CPA, CTR, ROAS and viewability.
  • Generate timely, insightful performance reports and dashboards (Excel, Google Sheets, Looker Studio/Tableau/Power BI) that translate metrics into actionable recommendations for stakeholders.
  • Implement and test tracking solutions (UTMs, conversion tags, event tracking) and collaborate with analytics or engineering teams to validate data integrity and attribution across platforms.
  • Liaise directly with creative teams, agencies and production partners to request assets, confirm specifications and complete creative QA for static, rich media and video ads.
  • Operate paid social campaigns (Facebook/Meta, Instagram, X/Twitter, LinkedIn/TikTok) by configuring audiences, ad sets, lookalikes/custom audiences, budgeting, and A/B testing creative and copy.
  • Assist media buyers and senior planners in negotiating media buys with publishers, networks and programmatic partners to secure favorable rates, placements and added value.
  • Support programmatic buying by maintaining audience segmentation, first- and third-party data use, private marketplace setup and deal IDs with programmatic partners.
  • Maintain and update ad trafficking documentation, runbooks and SOPs to standardize operations, reduce errors and improve cross-team onboarding efficiency.
  • Coordinate with legal/compliance and brand teams to ensure advertising copy and targeting adhere to regulatory requirements, industry policies and brand guidelines.
  • Manage creative versioning, localization and translation workflows for multi-market campaigns to ensure timely delivery of region-specific assets and messaging.
  • Support creative performance testing and experimentation by running multivariate and A/B tests on ad formats, CTAs, landing pages and creative treatments and documenting learnings.
  • Conduct competitive and marketplace research to inform media strategies, media mix decisions and new channel experimentation opportunities.
  • Serve as the primary contact for third-party vendors (ad servers, ad verification, measurement partners) to troubleshoot delivery, tag firing and reporting issues.
  • Prepare post-campaign analyses and insights that summarize performance vs. objectives, learnings, and recommended next steps for future campaigns and media strategies.
  • Maintain a clean repository of campaign assets, trafficking details, reporting templates and historical performance data to support rapid knowledge transfer and audits.

Secondary Functions

  • Respond to ad-hoc reporting requests from marketing leadership, sales teams, or external partners and deliver clear, prioritized insights.
  • Assist in the continuous improvement of ad operations processes, tagging standards and campaign checklists to increase efficiency and reduce errors.
  • Support vendor and agency relationship management, including onboarding new partners and ensuring SLAs are met for creative delivery and reporting cadence.
  • Help coordinate cross-functional test plans with product, UX and analytics teams to measure campaign impact on activation and retention metrics.
  • Contribute to audience segmentation strategies and help operationalize first-party data and CRM audiences for activation across channels.
  • Document troubleshooting steps and resolutions for recurring trafficking or measurement issues and maintain a knowledge base for the ad ops team.

Required Skills & Competencies

Hard Skills (Technical)

  • Ad trafficking and operations: hands-on experience with ad servers (e.g., Google Campaign Manager), DSPs (DV360, The Trade Desk) and ad networks.
  • Paid social and search platforms: practical experience managing campaigns on Google Ads, Meta/Instagram, LinkedIn, TikTok and X/Twitter.
  • Tagging & analytics: proficiency implementing and validating tracking pixels, UTM parameters, and conversion tracking (GA4, Google Tag Manager).
  • Reporting & data visualization: advanced Excel and Google Sheets skills plus experience building dashboards in Looker Studio, Tableau or Power BI.
  • Campaign measurement & attribution: familiarity with multi-touch attribution models, conversion windows and incrementality concepts.
  • Programmatic fundamentals: understanding of RTB, PMP deals, deal IDs, audience targeting and bid strategies.
  • Basic SQL or the ability to query reporting databases for ad performance and attribution insights.
  • Creative QA and asset management: ability to review ad specs, file formats, file sizing, and video encoding basics.
  • Budgeting and invoicing: experience tracking media spend, pacing, reconciliation and resolving billing variances.
  • Familiarity with ad verification and brand safety tools (e.g., IAS, DoubleVerify) and viewability metrics.
  • Working knowledge of HTML/CSS basics for troubleshooting creative display issues is a plus.
  • Experience with project management tools (Asana, Trello, Jira, Basecamp) to manage creative and media workflows.

Soft Skills

  • Exceptional attention to detail and a methodical approach to trafficking and QA to minimize costly campaign errors.
  • Strong written and verbal communication skills for coordinating with internal teams, agencies and external vendors.
  • Highly organized with the ability to manage multiple campaigns and deadlines simultaneously in a fast-paced environment.
  • Analytical mindset with the ability to interpret performance data and translate it into clear, actionable recommendations.
  • Problem solver who proactively identifies issues, escalates appropriately and follows through to resolution.
  • Collaborative team player comfortable working cross-functionally with creative, analytics, product and finance teams.
  • Time management and prioritization skills to balance reactive troubleshooting with proactive optimizations.
  • Flexibility and adaptability to respond to changes in campaign scope, platform updates or shifting business priorities.
  • Client-focused attitude when supporting stakeholders with reporting, briefings and campaign updates.
  • Negotiation and vendor management skills to help secure advantageous placements and terms when supporting media buying.

Education & Experience

Educational Background

Minimum Education:

  • Associate degree or equivalent practical experience in advertising, marketing, communications, or media operations.

Preferred Education:

  • Bachelor's degree in Marketing, Advertising, Communications, Business, Media Studies, or a related field.

Relevant Fields of Study:

  • Marketing
  • Advertising
  • Communications
  • Business / Business Administration
  • Media Studies / Digital Media

Experience Requirements

Typical Experience Range:

  • 1–4 years of experience in advertising, media operations, ad trafficking, or campaign coordination.

Preferred:

  • 2–5 years managing digital ad campaigns across paid search and social, programmatic or ad operations with documented experience in campaign setup, tagging and reporting. Experience in agency or in-house marketing teams and familiarity with a mix of programmatic and social platforms is strongly preferred.
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