Digital Paid Media Specialist - Boots Opticians

Closing Date: Monday 20th October

Location: Nottingham, Full-Time

Contract: Permanent

Recruitment Partner: Frankie McCallister-Lyas

Overview

As digital content becomes an increasingly important part of Boots Opticians\’ marketing and customer experience strategy, this is a key role contributing to managing and optimising paid digital campaigns across Google, Bing, and relevant social or display platforms, based within the Opticians Customer & Commercial function.

Boots Opticians is on an exciting journey to develop, launch, maintain and evolve a new online, cross-channel Digital experience which positions Boots Opticians as a leader in the High Street Optical sector in the UK. Our goal is to develop new digital experiences based around high-quality content that position Boots Opticians as a leading provider of clinical expertise, innovative eye health services and premium eyewear products.

As customers become increasingly expectant of high-quality digital services, driving traffic to our online booking journeys and other crucial content is one of our highest priorities. Acquiring this well-qualified traffic through optimised paid campaigns across search, social and other platforms is a critical part of our marketing mix.

We are seeking an experienced Paid Search specialist to join our Digital team as we embark on our digital transformation journey. The specialist will play an hands-on role in driving qualified traffic to our digital presence, supporting our marketing goals.

This role sits within the wider digital team and works closely with content, SEO, UX and analytics colleagues to deliver integrated campaigns. You will play a key part in ensuring that our paid search activity is ethical, effective, and compliant with industry regulations.

Key responsibilities

• Planning, executing and optimising PPC campaigns across Google Ads, Bing Ads, and paid social platforms (e.g. Meta, LinkedIn)
• Managing daily budgets, bids, keywords, and audience targeting to maximise ROI and support marketing objectives
• Alongside our copy and content team, writing compelling ad copy and supporting creative teams in developing effective assets for paid search channels
• Conducting regular performance analysis, A/B testing, and reporting using tools like Google Ads, GA4, and campaign dashboards
• Working with analytics teams to track key conversions (in particular, appointment bookings) and ensuring proper attribution
• Collaborating with SEO, content and UX specialists to align paid and organic strategies and improve overall user journey and landing page performance
• Staying informed about healthcare advertising regulations, including restrictions on targeting, claims, and platform policies
• Providing insight and recommendations for audience segmentation, new platforms, and campaign scaling opportunities

What you\’ll need to have

• A track record in delivering exceptional paid media campaigns ideally for large retail brands
• Demonstratble experience in managing paid media budgets and planning activity
• A collaborative approach to working with a broad mix of teams to support our overarching brand and marketing strategy
• An energetic, commercially-savvy and organised approach
• The drive to ensure that every customer that interacts with us is better for it

It would be great if you also have

• Experience of working in a healthcare or other regulated environment
• Experience of working with Salesforce Commerce Cloud or other similar content & commerce platforms

Why Boots

At Boots, we foster a working environment where consideration and inclusivity help everyone to be themselves and reach their full potential. We are proud to be an equal opportunity employer, passionate about embracing the diversity of our colleagues and providing a positive and inclusive working environment for all.

Our benefits

• Boots Retirement Savings Plan
• Discretionary annual bonus
• Generous employee discounts
• Enhanced maternity/paternity/adoption leave pay and gift card for anyone expecting or adopting a child
• Flexible benefits scheme including holiday buying, discounted gym membership, life assurance, activity passes and more.
• Access to free, 24/7 counselling and support through TELUS Health, our Employee Assistance Programme.
• We have a great range of benefits in addition to the above that offer flexibility to suit you – find out more at boots.jobs/rewards. (Please note, any salary estimates given on third-party sites are not provided or endorsed by Boots and may be accurate)

What\’s next

If your application is successful, our in-house recruitment team will be in touch to arrange an interview and to answer any initial questions you have. If you have not been successful on this occasion, you will be notified by email.

Where a role is advertised as full-time, we are open to discussing part-time and job share options during the application process. If you require additional support as part of the application and interview process, we are happy to provide reasonable adjustments to help you to be at your best.