Assistant Director, Paid Media

Job
Summary:

The Rollins College Office of Marketing is seeking a Paid Media Assistant Director with demonstrated skills and experience in utilizing paid advertising for lead generation. We are looking for the right candidate who is constantly engaged in finding best practices in digital advertising and can also keep up with daily optimizations of a dozen active campaigns. You will be challenged to understand and target various market audiences and develop full-funnel digital advertising campaigns across multiple channels to cultivate interest and well-qualified leads for the College’s Professional Advancement and Graduate Studies programs.

The perfect candidate understands all mainstream self-service advertising platforms, including but not limited to Meta Ads Manager, TikTok Ads Manager, Google Ads, LinkedIn Ads Manager, and Mountain (connected TV ad platform). You enjoy developing qualified leads through your campaigns, and data is your passion. You have demonstrated skills in lead generation campaigns, ROI reporting, and campaign optimization. Your detailed project management mindset is vital in this role to ensure campaigns run smoothly and are optimized regularly. The ability to prioritize efforts and help manage departmental workflow in a fast-paced environment is highly valued.

The Assistant Director plays a key role on the marketing team, working with teammates across the office, including editorial, creative, videography, photography, and social media, and the integrated marketing and operations teams in the enrollment office.

The ideal individual for this role will lead the activation of core digital marketing strategies and technologies relating to paid search, paid social, and other key paid digital media channels (connected TV, audio streaming, etc.).

Primary Responsibilities

• Develops and supports paid search & paid social marketing activation and analysis.
  
• Reports to the marketing and enrollment teams on leads generated and full-funnel campaign ROI.
  
• Produces clear and concise strategic recommendations for brand and enrollment teams to drive profitable outcomes against recruitment objectives through paid digital media activation.
  
• Creates compelling ad copy, headlines, and visuals that align with College objectives and resonate with target audiences.
  
• Conducts A/B testing and experiments to improve ad performance, landing page conversions, and overall campaign effectiveness.
  
• Serves as a stakeholder for digital marketing best practices across web, CRM, and marketing automation platforms to safeguard media investment across all paid channels.
  
• Tests and manages all conversion tracking and measurement tools, including platform-level event tracking (native and API) and Google Tag Manager.
  
• Helps lead the College’s relationship and contract negotiations with media channels and marketing automation software to assess the efficacy of those partnerships and make recommendations to leadership on how to budget for and leverage them on an ongoing basis.
  
• Develops and documents processes for best-in-class integrated media leveraging tools such as: Meta Ads
• Manages TikTok Ads Manager, Google Ads, LinkedIn Ads Manager, Mountain, Google Tag Manager, GA4, and more.
• Stays up to date with industry trends, platform updates, and emerging social media advertising techniques.

Minimum 
Qualifications & Education:

• Bachelors' degree from an accredited university or college.  
• At least 5 years of experience in paid, owned, and earned digital marketing with a specialized focus on paid digital media (Paid Social, Paid Search, PPC, SEM, Display, Online Video, etc.).

Preferred Qualifications:

• Experience working in higher education.
• Meta Certified Professional, Google certified (Display, Video), Google Ads Search certified.

Knowledge, Skills, and Abilities:

• Experience should include developing and supporting digital marketing strategies and managing digital media budgets and accounts.
  
• Knowledge of current digital consumer behavior trends, attitudes, preferences, and needs.
  
• Proven track record of results from paid media campaigns.
  
• Strong analytical skills, including the ability to assess data and draw key consumer, brand, and