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Digital Advertising Specialist

About Inner Action Media

Inner Action Media is a full-service marketing and advertising agency based in Morgantown, West Virginia. We specialize in high-end video production, strategic storytelling, and integrated media campaigns that help organizations connect with people in meaningful ways.

We serve businesses and organizations across West Virginia and beyond—including healthcare systems, financial institutions, and statewide brands—through long-term partnerships and Agency of Record relationships. Our work spans video production, brand strategy, digital and traditional media buying, and performance-driven marketing.

Healthcare is one of our largest and fastest-growing practice areas. We manage digital advertising for hospital systems, service lines, and provider networks, including service line campaigns, patient acquisition, physician recruitment, and community awareness.

If you are driven by excellence, innovation, and a desire to help businesses grow, we would love to meet you.

Position Overview

We are seeking a Digital Advertising Specialist to join our team. This role is responsible for developing, executing, and optimizing digital advertising campaigns across multiple platforms, from initial strategy through reporting and client communication.

This is a hands-on role for someone who can think strategically, execute with precision, and take ownership of campaign performance. You will work closely with our internal team and directly with clients ranging from small businesses to statewide organizations.

Key Responsibilities

  • Develop clear, strategic campaign brief documents that define objectives, audiences, messaging, platforms, budgets, and success metrics
  • Build and launch campaigns across platforms, including Google Ads, DV360, Meta (Facebook/Instagram), TikTok, Programmatic platforms, and DSPs
  • Own day-to-day management of healthcare digital ad accounts, including multi-location and multi-service-line campaigns for hospital systems and provider networks
  • Navigate healthcare advertising requirements with care, including platform restrictions on health-related targeting, HIPAA-conscious tracking and pixel implementation, and client compliance and legal review processes
  • Manage and monitor campaigns daily, making ongoing optimizations to improve performance and efficiency
  • Analyze campaign performance and optimize toward key KPIs (CTR, conversions, CPA, ROAS, etc.)
  • Manage audience targeting, retargeting strategies, and funnel development
  • Develop clear, professional reports and insights, translating data into actionable recommendations
  • Present campaign performance and recommendations to clients, ranging from small businesses to large, statewide organizations
  • Collaborate with internal creative, video, and strategy teams to ensure alignment between messaging, content, and targeting
  • Support media planning, budget allocation, and channel strategy
  • Stay current on platform updates, industry trends, and emerging opportunities

What We’re Looking For

  • Experience building and managing campaigns in platforms such as Google Ads and DV360, Meta Business Manager, TikTok Ads and/or other emerging platforms, Programmatic or DSP environments
  • Experience managing healthcare digital advertising accounts is strongly preferred, particularly for hospital systems, health systems, or multi-location provider groups
  • Familiarity with healthcare advertising constraints, including restricted targeting categories, compliant conversion tracking, and working through client legal or compliance review
  • Strong understanding of campaign structure, targeting, optimization, and performance metrics
  • Experience with daily campaign monitoring and hands-on optimization
  • Ability to develop campaign strategy and translate it into well-structured execution
  • Experience with GA4 and Google Tag Manager
  • Strong analytical skills with the ability to turn data into clear insights
  • Experience creating reports and confidently presenting results to clients
  • Highly organized with the ability to manage multiple campaigns and deadlines
  • A team-first mindset with a commitment to excellence and continuous improvement

Ready to Join Us?

If you are passionate about digital advertising, take ownership of your work, and want to help businesses grow, we would love to hear from you.

Job Details

Job Type: Full-time
Schedule: Monday to Friday, 8-hour shift
Location: Morgantown, WV (In person)

Benefits:

  • Competitive salary and performance bonuses
  • United Healthcare health insurance (75/25 premium split)
  • Dental and vision insurance
  • Retirement savings plan with company match
  • Family membership to Mylan Park & Aquatic Center
  • Generous paid holiday and PTO policy

Apply Now

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    InnerAction Media is an award-winning advertising and marketing agency with proven expertise in providing marketing communications to connect organizations with their target audience personas. We have experience in marketing hospitals, healthcare, attorneys, construction, higher education, tourism, banking, and real estate sectors. We are headquartered in Morgantown, West Virginia and serve the Pittsburgh, PA DMA as our primary market.

    Services We Provide:

    Strategic Marketing | Advertising Campaigns | Web Site Development | Video Production | Social Media Management | Brand Journalism | Google AdWords Marketing

    Jeana Gonzalez

    Jeana Gonzalez

    Graphic Designer

    Jeana Gonzalez is the Graphic Designer at Inner Action Media. She earned her bachelor's degree in Graphics & Multimedia from California University of Pennsylvania and holds an associate degree in Technical Studies. With more than seven years of experience in design and marketing, including work with organizations such as UPMC, Jeana combines creativity and strategy to create compelling visual experiences that help brands connect with their audiences. Outside of work, you'll probably find her at the gym, scrapbooking, or visiting family in Mexico.

    Tara Larrick

    Tara Larrick

    Multimedia Producer

    Tara Larrick is a Multimedia Producer at Inner Action Media who believes that video is one of the most powerful ways brands can build trust, recognition, and meaningful connections with the people they serve. She graduated from George Mason University with a Bachelor of Arts in Film and Video Studies and began her career working remotely on multimedia projects for nonprofits, women's healthcare organizations, and educational initiatives. Her work has reached audiences around the world through projects with Lactation Education Resources, UNICEF, and the World Health Organization (WHO), while also helping tell impactful stories right here in the Morgantown community. Outside of work, Tara enjoys spending quality time with her husband, Ben, and their three children: Kolton, Ezra, and Hazel. She loves staying active and trying new things, whether she's tackling home improvement projects, paddleboarding, or snowboarding with her family.

    Cole Pancake

    Cole Pancake

    Digital Advertising Specialist

    Cole Pancake is the Digital Advertising Specialist at Inner Action Media. Growing up in the eastern panhandle of West Virginia, Cole has a deep connection to the state, its beauty, and its people. After graduating from WVU with a Bachelors in Journalism, Cole worked in the outdoor industry for 5 years, driving growth through strategic and digital marketing initiatives. When Cole isn’t in the office, you can find him at home with his wife Haley, his son Stetson and their two dogs, reading philosophy and history; or most likely, hunting and fishing somewhere in the Mountain State.

    Yev Shrayber

    Yev Shrayber
    Cinematographer

    Raised amidst the mist and fog of San Francisco, Yev now lives in Pittsburgh with his wife and young son. He began his career in live sports broadcasting with the San Francisco Giants before making the jump into feature films, working his way up from camera assistant to camera operator.

    Today, he collaborates with the Inner Action Media team to craft visual stories, drawing from a background that spans both live sports and narrative filmmaking. Outside of work, he can usually be found “wrestling” with his son — or proudly watching him attempt to break personal records in jumping very, very high.

    Andrew Archer

    Andrew Archer
    Content Strategist
    Andrew “Arch” Archer is a Bridgeport, WV native who believes that great storytelling is the heart of meaningful connection. After serving as a Pastor for the past 6 years here in Morgantown, Arch brings a people-first mindset and a knack for clear and excellent communication to the content strategist role. Arch lives in Morgantown with his wife, Delaney, and their four kids – drawing daily inspiration from the people and community he loves. Outside of work, you’ll find Arch spending time with his family, enjoying games of all sorts, and having meaningful conversations about faith and life.

    Jason Allen

    Jason Allen
    Community Relations & Business Development Coordinator

    Jason Allen is the Community Relations & Business Development Coordinator at Inner Action Media, where he leads relationship-driven growth efforts and supports many of the agency’s long-standing clients. Known for his personable approach, Jason thrives on connecting with people, understanding their challenges, and helping them identify clear, actionable strategies to move their organizations forward.

    Jason has been married to his high school sweetheart, Jessica, for 24 years. They have three children: Isabella, a freshman at WVU; Elisabeth, a junior at MHS; and Matthew, an eighth-grader at South Middle School, who bring joy, purpose, and plenty of activity to everyday life. Faith also plays a central role for Jason, and he remains actively involved at Chestnut Ridge Church in Morgantown.

    Beyond his work, Jason is committed to strengthening his community. He regularly participates in local initiatives and seeks meaningful opportunities to build connections that make a positive impact across West Virginia.

    Samson Tew

    Samson Tew
    Production Assistant
    Samson was born in Harpers Ferry, West Virginia. He attended the Frederick Career and Technology Institute studying TV/Multimedia production and broadcasting. There, he gained a passion for visual storytelling and working behind the camera. When Samson isn't helping plan shoots or assisting on set, he's at home constructing, painting, and photographing miniature models to create stop motion animations.

    Shayla Klein

    Shayla Klein
    Multimedia Producer
    Inner Action Media's resident journalist, Shayla Klein is best known for her brand journalism content, where she acts as a journalist-for-hire at events. She also helps produce, edit, and shoot Inner Action Media's award-winning video productions. A West Virginia native, Shayla grew up in Wheeling. She graduated Magna Cum Laude from West Virginia University with a degree in Broadcast Journalism with minors in Theatre and Interactive Media Design. While completing her bachelor’s degree, she worked part-time at West Virginia Public Broadcasting and made weekly appearances on The Legislature Today. Shayla joined Inner Action Media in 2024 with four years of post-college experience in TV news. As someone who appreciates the unique charm of Morgantown and calls it home, Shayla is excited to help Inner Action Media’s clients connect with their community.

    Nicklaus Hart

    Nicklaus Hart
    Director of Business Development
    Nick is the Director of Business Development at Inner Action Media. In this role, he leads efforts to cultivate strategic partnerships and help IAM tell more exceptional stories. With a natural talent for conversation and a gift for building relationships, Nick brings people together and delivers thoughtful, effective solutions for clients and the communities they serve. Native West Virginians, Nick and his wife, Brooke, returned to Morgantown with a shared hope of building a bright future for their growing family. Life in the Hart household is lively and full, with their boys keeping them on their toes. Outside of work, Nick enjoys hosting friends, exploring West Virginia, and cheering on the LSU Tigers.

    Liza Heiskell

    Liza Heiskell
    Creative Director of Video Production
    At the heart of Liza Heiskell’s work is a simple goal: to help people and communities express what matters most. A graduate of West Virginia University and winner of a National Daytime Emmy Award, she built her career in Philadelphia and New York City producing programs for TLC, Discovery, NBC News, and the Fox Broadcasting Network. After returning to Morgantown, she founded Park Street Productions to give business owners and non-profits a platform to connect with customers through authentic, meaningful stories. At Inner Action Media for the past eight years, Liza has helped to turn ideas into polished productions, blending her creative talent with a knack for managing production details. Her work shines a light on people, businesses, and organizations with the hope of strengthening connections across the community. At the end of the day, Liza’s favorite role is mom to Charlie and Dori. She also loves a good hike with husband Matt and the dogs, cooking up feasts, and filling her home with family, friends, and good cheer.

    Gabe Ofca

    Gabe Ofca

    Director of Photography

    Gabe was born and raised in Steubenville, Ohio. With an associate degree in Computer Sciences from Pittsburgh Technical College, his passion is storytelling through a lens. He finds purpose in seeking beneficial perspectives and using intentional methods to share them. If he isn’t creating marketing content, he’s still out there shooting something. It could be backpacking vlogs, drum covers, or cinematic passion projects. The thing he’s holding is called an FPV drone. He’s often referred to as “Robo Cop” or “Ant Man” when he’s flying it. Gabe also enjoys time creating memories with his lovely wife and two daughters.

    Jim Matuga

    Jim Matuga

    President | Founder of IAM

    As a professional in the marketing and advertising industry since 1988, Jim has a deep understanding of the local, state and regional marketplace and he provides the communication tools and strategies necessary to reach key target audiences with powerful messages carefully designed to help organizations grow.

    His passion is to help companies and non-profits create brand stories that connect people, through a variety of media channels.

    Originally from Hopewell, Pennsylvania, Jim has resided in Morgantown, WV since 1981.

    He graduated from West Virginia University with a BS in Advertising from the Perley Issac Reed School of Journalism in 1988.

    He has extensive experience in leadership positions with media companies in newspaper (The Dominion Post), television (WBOY – 12NEWS), cable (Rutter Media), direct mail (VALPAK), radio (100.9 FM) and Internet. Jim is 60 years old and is currently active in, and has held leadership positions with the Morgantown Area Partnership (9 year Board Member), PACE Enterprises (Board President 5 years), Chestnut Ridge Church (Board of Trustees Chairman), Refuge Mountain Ranch (Founding Board Member - Garrett County, MD) Rotary Club of Morgantown (Past-President), Mountaineer Chapter BNI (Leadership Team), and the West Virginia Miracle Baseball League (Founding Board member and 23+ year head coach).

    Jim is also the author of “Marketing Matters” and “Humble Influence" and the founder and host of Positively West Virginia, a weekly iTunes podcast that highlights business leaders making a positive contribution to West Virginia.

    Jim lives in Morgantown with his wife Rebekah Matuga, and has two children Dylan (35 years old) and Jordan (33 years old) and two grandchildren.

    Jim and Rebekah have two Chihuahuas Daisy and Petunia. They are active volunteer leaders and philanthropists with Chestnut Ridge Church, Refuge Mountain Ranch, Rotary International, Miracle League Baseball, United Way, and love to spend time in the outdoors traveling, fishing, camping and adventuring. They both have a heart for making West Virginia a better place for all.

    Dylan Sheldon

    Dylan Sheldon

    Vice President of Operations

    Dylan Sheldon is the Vice President of Operations at Inner Action Media, where he has worked for more than 13 years. His focus is on helping West Virginia businesses grow through effective marketing and storytelling. Dylan is deeply committed to West Virginia and takes pride in supporting local businesses. He previously served as the president of the Rotary Club of Morgantown and is currently a member of its board, continuing to dedicate his time to community service and improvement projects. Additionally, Dylan is a deacon at his local church, where he has the opportunity to serve both his fellow congregants and the surrounding community.

    Dylan is married to Kelsey Sheldon and is a father to four children: Ralph, Arthur, Mildred, and George. In both his professional and personal life, Dylan aims to contribute positively to West Virginia’s communities and its economic development.

    Brian Jarvis

    Brian Jarvis

    Vice President

    Brian Jarvis is president and owner of WV News, publisher of The Exponent Telegram, The State Journal, Blue & Gold News, Fairmont News, Bridgeport News, Weston News, Preston News & Journal, The Garrett Co. Republican, Your Bulletin Board and NCWV Life magazine, with headquarters in Clarksburg, West Virginia, as well as offices in Fairmont, Morgantown, Kingwood, Charleston and Oakland, Maryland, as well as an investor in the Charleston Gazette-Mail. He and his wife, Rachel, who is also a practicing attorney, have two daughters, Evelynn and Eleanor.

    Ben Ward

    Ben Ward
    Account Operations Manager
    After serving for five years as a local church pastor in Western Pennsylvania, Ben became the Project Manager at Inner Action Media, and is now excited to serve clients even more effectively as Account Operations Manager. He is passionate about helping clients connect with customers on a deeper level. Although not native West Virginians, Ben, his wife Tiffany, and their three daughters are now proud to call the Mountain State their home. They look forward to many fruitful years opening their home to the community around them. Aside from being with his family, Ben enjoys lifting at the gym, involvement in his local church family, being outdoors, and reading military history in his spare time.

    Aubree Johnson

    Aubree Johnson

    Marketing Specialist

    Aubree grew up in Mason, WV. She attended West Virginia University where she earned her M.S. in Integrated Marketing Communications and B.S. in Advertising with minors in Psychology and Strategic Social Media. She thrives on learning and exploring new ideas, combining her passion for problem-solving with creativity. Aubree has a deep appreciation for the Morgantown community and is committed to making a positive impact through her work. Outside of work, she loves reading a variety of genres, including romance, thriller, tragedy, self-help, and memoir. She also enjoys painting and spending time outdoors.

    Alex Kraus

    Alex Kraus

    Director of Media Strategy

    Alex Kraus grew up in Weston, WV, and attended WVU, where he earned his bachelor’s degree in Broadcast Journalism and his master’s degree in Digital Marketing Communications. Alex began his professional career in sports broadcasting, where he gained experience filming sports for WVU as well as traveling to broadcast the PGA Tour and the Paris Olympics. Alex now brings his unique skill set to the Inner Action Media team as a digital content & production manager. Outside of work, Alex enjoys spending time with his wife, playing golf, exercising, and convincing people to wear barefoot shoes.