Associate Director, Paid Media

Position Title: Associate Director, Paid Media

Employee Classification: Assc Dir,Global Marketing

College/Division: NMSU Global Campus

Department: 440100-NMSU GLOBAL

Internal or External Search: External - Open to all applicants

Location: Remote

Offsite Location (if applicable):

Target Hourly/Salary Rate:  $59,965.78; Commensurate with Experience

Appointment Full-time Equivalency:  1.0

Exempt or Non-Exempt:  Exempt

Summary:  NMSU Global Campus is seeking an experienced Associate Director, Paid Media to lead the development, execution, and optimization of strategic paid media campaigns to drive enrollment for degree programs and microlearning courses. The ideal candidate will have a strong background in paid media, team management, and a data-driven approach to marketing in higher education.

Classification Summary:
Supports the Director of Global Marketing, Web & Brand Development in implementing marketing policies and strategies to achieve the university's goals. The Associate Director is responsible for executing marketing initiatives and campaigns to expand market presence, increase brand recognition, and engage target audiences. They assist in market research, program development, and maintaining alignment with established marketing objectives.

Classification Standard Duties:
Supports the Director in translating high-level strategies into actionable marketing plans and coordinates their implementation with advertising and promotion managers; oversees specific marketing campaigns, assessing performance and adjusting tactics as needed to ensure alignment with objectives; conducts and analyzes market research to identify trends, target audiences, and competitive insights - communicates findings to inform strategic decisions; assists in managing campaign budgets, monitoring expenditures to stay within limits, and evaluating ROI for continuous improvement; collaborates on developing customer retention and engagement strategies to ensure ongoing satisfaction and loyalty; supports and coordinates promotional activities, including digital and in-person events, to increase product and service visibility; provides input on staff hiring and training, and offers mentorship and guidance to junior marketing staff as delegated by the Director; monitors campaign metrics and prepares reports on marketing effectiveness and key performance indicators to recommend adjustments for continuous improvement; performs other related duties as assigned.

Required Education, Experience, Certification/License, Equivalency
Education: Bachelor’s degree in Marketing, Business, Communications, or a related field. Experience: Minimum of six (6) years of experience in a marketing or communications role with direct responsibilities in campaign execution, market research, or promotion. Equivalency: Any equivalent combination of education and directly related experience as approved by HRS.

Knowledge, Skills and Abilities
Knowledge:
o Marketing fundamentals, including campaign execution, sales techniques, and customer service principles.
o Basic financial principles for budget tracking and cost analysis related to marketing efforts.
o Digital media and analytics tools to track and optimize campaign performance.

Skills:
o Effective project management for coordinating multiple marketing efforts.
o Competent in analyzing data and presenting insights for strategic decision-making.
o Skilled communicator, able to convey ideas clearly across teams and stakeholders.

Abilities:
o Ability to adapt to changing priorities and adjust actions to meet campaign goals.
o Ability to identify market trends and proactively address marketing opportunities or challenges.
o Ability to generate creative ideas to improve marketing effectiveness and engage target audiences

Job Duties and Responsibilities
NMSU Global Campus is seeking an experienced Associate Director, Paid Media to lead the development, execution, and optimization of strategic paid media campaigns to drive enrollment for degree programs and microlearning courses. The ideal candidate will have a strong background in paid media, team management, and a data-driven approach to marketing in higher education. This role involves leveraging digital advertising channels, managing budgets, and ensuring campaigns achieve measurable ROI while elevating the NMSU Global Campus brand.

Key Responsibilities

Paid Media Strategy Development
Develop and execute comprehensive paid media strategies across platforms such as Google Ads, social media, programmatic display, and other digital advertising channels.
Collaborate with the Director of Global Marketing and academic stakeholders to align paid media campaigns with enrollment goals and target audience demographics.

Team Leadership
Lead a team of specialists focused on paid media planning, execution, and reporting.
Provide mentorship, guidance, and professional development opportunities to team members to ensure high-quality campaign performance.

Campaign Execution and Optimization
Plan, launch, and manage paid media campaigns to promote specific degree programs, microlearning courses, and other offerings.
Monitor and analyze campaign performance metrics to optimize strategies in real time and maximize ROI.
Work closely with creative teams to ensure the development of compelling ad assets tailored to campaign goals and audience preferences.

Budget Management
Oversee the paid media budget, ensuring cost-effective allocation of resources and adherence to financial targets.
Track expenses, report on campaign spend, and provide detailed budget analyses to senior leadership.

Collaboration and Stakeholder Engagement
Collaborate with academic leaders, admissions teams, and external partners to ensure paid media efforts align with institutional priorities.
Build strong relationships with external vendors and media buying agencies to enhance campaign effectiveness.

Performance Reporting and Analytics
Conduct data analysis to measure campaign performance, identify trends, and generate actionable insights.
Produce detailed reports for stakeholders, highlighting campaign outcomes and opportunities for improvement.

Performs other related duties as assigned.

Preferred Qualifications

Special Requirements of the Position

Department Contact:  Alyssa Lockman, alockman@nmsu.edu

Contingent Upon Funding: Not Applicable

Bargaining Unit Eligibility: This is NOT a bargaining unit position with American Federation of State, County & Municipal Employees (AFSCME).

Standard Work Schedule: Standard (M-F, 8-5)

If Not a Standard Work Schedule: 

Working Conditions and Physical Effort

Environment: Work is normally performed in a typical interior/office work environment.

Physical Effort: No or very limited physical effort required.

Lifting Requirements: Requires handling of average-weight objects up to 10 pounds or some standing or walking.

Risk: No or very limited exposure to physical risk.