Senior Paid Media Specialist Direct Response

Position Summary

The Sr. Paid Media Specialist will oversee the execution and optimization of direct response digital media campaigns for National University. This role entails developing comprehensive paid media strategies aligned with marketing objectives, managing campaign budgets, and utilizing data-driven insights to enhance the performance of remarketing, social, and search campaigns. The Sr. Paid Media Specialist will demonstrate a proven track record in managing substantial advertising budgets, delivering impactful campaigns, and leading cross-functional projects.

This role offers an exciting opportunity to drive impactful digital strategies within a dynamic educational institution, contributing directly to the university’s growth and success in student enrollment through innovative paid media campaigns.

Essential Functions:

• Manage and optimize remarketing and/or paid search campaigns, strategically driving lead generation and revenue growth.
• Design and launch remarketing and search campaigns, continuously reviewing performance metrics and making necessary adjustments.
• Develop and implement strategies for audience remarketing and nurturing across various media channels, targeting the entire marketing funnel.
• Stay updated on industry trends and integrate innovative approaches into campaign strategies.
• Generate recommendations for new campaigns, audiences, and messaging aligned with media KPIs.
• Take ownership of reporting, analysis, and communication of channel performance, identifying key opportunities for optimization.
• Utilize advanced analytics to evaluate ad performance and optimize campaigns for maximum impact.
• Collaborate closely with the Conversion Rate Optimization (CRO) team to conduct qualitative and quantitative research and analysis.
• Effectively communicate insights and present reports to team members and senior leadership.
• Manage relationships with third-party media partners across digital and social platforms.

Supervisory Responsibilities: Yes

Requirements:

• Bachelor's degree in Advertising, Communications, Marketing, or related fields, or equivalent practical experience exceeding 5 years in managing digital media campaigns.
• Strong proficiency in digital advertising platforms such as Google Ads, META, MNTN, etc., and a solid grasp of performance-driven digital marketing concepts.
• Experience in Higher Education preferred, with a successful track record of implementing strategies tailored to engage prospective students and drive enrollment growth.
• Excellent analytical skills with the ability to interpret and leverage campaign performance data effectively.
• Strong communication and presentation skills.

Competencies/Technical Skills:

• Exceptional communication and interpersonal skills, capable of presenting to diverse audiences.
• Strong analytical abilities with meticulous attention to detail.
• Highly organized with the ability to manage multiple ongoing projects efficiently.
• Self-motivated and capable of working independently, yet effective in collaborative environments.
• Deep understanding of digital advertising platforms encompassing search, remarketing, social, etc.
• Demonstrated success in planning, executing, and optimizing …