Senior Advertising Specialist

Gemological Institute of America

The Company: GIA is the world’s foremost authority in gemology. A global organization with headquarters in Carlsbad, CA, this location boasts a 17-acre ocean view campus that accommodates approximately 800 of its more than 3,000 employees worldwide. It offers many competitive health and commuter benefits that promote the well-being of its employees as well as that of the environment.


The Culture: With autonomy, performance and passion, the Marketing team strongly collaborates across company functions to provide quality service to internal staff, external partnerships and GIA as a whole.

GIA relies on a strong set of values to create a sense of purpose – guiding and inspiring people inside and outside the organization. We strive for our students and employees to have a sense of belonging and inclusivity through our core values of integrity, teamwork, leadership, respect and results.


The Location: This position reports to the Director, Product Marketing, located in Carlsbad, California at our corporate headquarters. GIA offers a hybrid work schedule where flexible work-from-home is permitted a few days per week for local candidates.


What To Expect

•We offer competitive medical, dental, vision and matching 401k plan (up to 8%)

•Paid vacation, sick and holidays, tuition assistance, special award (target bonus), commuter benefits, hybrid perks + more!

The Environment

•On-site cafe – affordable custom breakfast and lunch meals and Starbucks drinks!

•Economic friendly services – electric vehicle charging stations on-site

•Ergonomic assessments offered on-site and virtually



We are looking for an analytically savvy and detail-oriented marketer to lead the execution of trade and consumer product related media strategies for our Education and Continuing Education businesses in the dynamic and evolving industry of gems and jewelry. As the Senior Advertising Specialist, you:

•           Have experience planning and coordinating digital and print media campaigns across various channels with a strong understanding of execution, trafficking and relationship management.

•           Understand the importance of connecting our audience with our message and diligently organize and execute hundreds of paid trade advertisements across multiple trade partners and publications. In addition, you will work closely with our media buying agency to coordinate product specific consumer campaigns.



•           Manages the media planning process, working with the media agency to assist in buying digital and print media to support business objectives.

•           Collaborate with an integrated marketing team to understand business objectives, product messaging, and advertising support needs to coordinate and execute go-to-market media strategies.

•           Identify growth opportunities by developing strong knowledge about and relationships with publishers, discovering and evaluating new advertising possibilities.

•           Collaborate with publishers and media agency to execute the B2B and B2C product media plan.

•           Lead day-to-day management with our advertising and media agency to execute trade and product consumer media spend, including Google Pay-Per-Click and native advertising.

•           Manages production schedule(s) to ensure advertising and deadline objectives are achieved.

•           Oversight of campaign creative trafficking and execution process, requiring an understanding of digital trafficking tools across channels.

•           Budget stewardship, including contract/insertion order submission, requisition creation and managing B2B and product related B2C budget records, monthly reporting and forecasting.

•           Develop and maintain documentation that tracks details and status of trade and consumer ad placements.

•           Analyze campaign performance to deliver insights and drive optimization.

•           Other duties as assigned.


TECHNICAL COMPETENCIES (Knowledge, Skills & Abilities)

•           Strong computer skills utilizing software such as Microsoft Office Suite and e-mail. Expertise in Excel.

•           Strong math and analytical skills.

•           Curious, adaptable, creative, and an innovative thinker.

•           Exceptional initiative and attention to detail.

•           Strong written, verbal and negotiation skills with the ability to communicate with all levels of colleagues, vendors and clients.

•           Ability and enthusiasm for working in a fast-paced environment where creative solutions are the norm.

•           Strong people skills, diplomacy and a collaborative spirit.

•           Team player with the confidence to take the lead and guide other departments when necessary.

•           Ability to display supportive behavior and communicate positively regarding department goals and objectives.

•           Ability to maintain and foster sensitivity and respect for a culturally diverse work environment.

•           Leadership & Accountability: Demonstrates personal initiative, focus and drive for continuous improvement; holds self and others accountable to meet commitments and models GIA values.

•           Technical/Functional Knowledge: In-depth knowledge of principles and practices within discipline or broad knowledge across many related disciplines. Keeps up with current technology and trends.

•           Drive for Results: Sets high goals and uses measurement methods to monitor progress toward goals. Consistently meets or exceeds goals; maintains a focus on continuous improvement.

•           Decision quality/ and problem solving skills: Incorporates a holistic approach to making good, timely, ethical decisions that keep the organization moving forward; ability to identify root causes of problems and provides sound resolutions.

•           Analytical Skills: Ability to interpret and analyze data comprehensively and make excellent conclusions; thinks strategically while considering impact of actions/decisions

•           Communication Skills: Develops and delivers multi-mode communication that conveys a clear understanding of the unique needs of different audiences; uses clear and effective verbal and written communications delivered with confidence and the style of the receiver in mind

•           Ability to handle conflict situations effectively to minimize impact and maximize outcomes; ability to express opposing views in a non-confrontational manner.

•           Time management: Approaches work in an organized and systematic manner; plans work and time effectively to manage conflicting or shifting priorities and achieve goals aligned with department and organization.



•           Bachelor’s degree in advertising, marketing, business administration, communications or related field and 4-5+ years of related work experience, or equivalent combination of education and experience.

•           3-4 years’ media experience with a media agency preferred.

•           Knowledge of self-serve buying platforms, like Facebook and Google Ads.



•           Work is performed in a designated professional office workstation and environment.

•           Extensive use of office equipment to include computer, calculator, copier, fax, and other business related machines and software.