Director, Media Strategy

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The Director of Media Strategy is responsible for developing, executing, and optimizing paid media strategies to drive lead generation and enrollment growth for Miami Herbert’s graduate programs and executive education units. This role oversees the planning, implementation, and analysis of digital marketing campaigns across various channels, including Google, Meta, LinkedIn, programmatic advertising, OTT, and emerging platforms. The Director of Media Strategy collaborates closely with the Director of Graduate Marketing and the Director of CRM to coordinate efforts, maximize return on investment (ROI), and ensure data-driven decision-making. This role also leads analytics initiatives, oversees GA4, creates performance reports, and manages relationships with vendors, agencies, and contractors to support media buying and campaign execution. Additionally, the Director of Media Strategy works with the Director of Graduate Marketing to identify and manage relationships for traditional media, including print, radio, OOH, and more.

Primary Duties and Responsibilities:

• Develops and leads the media strategy for Miami Herbert’s graduate programs and executive education units, ensuring alignment with overall marketing goals and institutional priorities.
• Manages and optimizes digital advertising campaigns across multiple platforms, including Google Ads, Meta (Facebook/Instagram), LinkedIn, YouTube, programmatic advertising, OTT, and other emerging media channels to maximize conversions and lead quality.
• Analyzes campaign performance metrics to assess effectiveness, identify areas for improvement, and make data-driven optimizations to maximize ROI.
• Oversees website and campaign tracking using GA4, ensuring proper attribution modeling, lead source tracking, and actionable insights for enrollment marketing.
• Creates detailed performance reports and dashboards to track campaign success, conversion rates and efficiency, measure lead quality, and provide recommendations for continuous optimization.
• Collaborates with the Director of Graduate Marketing and the Director of CRM to ensure cohesive messaging and strategic alignment across paid, organic, and CRM-driven marketing efforts.
• Conducts audience research and competitive analysis to refine media targeting, improve engagement, and enhance overall campaign performance.
• Works with external vendors, freelancers, and contractors to execute campaign deliverables, negotiate contracts, and ensure high-quality output.
• Evaluates emerging digital marketing trends and technologies to keep Miami Herbert at the forefront of media innovation and performance marketing.
• Works with the Director of Graduate Marketing to identify and manage relationships for traditional media, including print, radio, OOH, and more.
• Oversees budget allocation for paid media campaigns, ensuring efficient spending and maximum impact.
• Supports broader marketing initiatives by providing media strategy expertise and integrating insights into multi-channel marketing plans.
• Other duties as assigned.

Knowledge, Skills, and Abilities:

• Deep understanding of digital marketing and paid media strategy for lead generation, including PPC, social media advertising, programmatic display, OTT, and retargeting.
• Expertise in paid media attribution modeling, marketing funnel analysis, and multi-touchpoint conversion tracking.
• Strong proficiency with Google Analytics 4 (GA4) and other web analytics tools.
• Experience with marketing automation platforms, CRM systems, and data visualization tools.
• Strong analytical skills to interpret data, optimize campaigns for lead generation, conversion optimization, cost efficiency and maximum ROI.
• Ability to manage multiple projects, meet deadlines, and communicate effectively across teams.
• Experience working with and managing external vendors, freelancers, and agencies.
• Knowledge of higher education marketing and graduate program recruitment is a plus.

Education Requirements (Essential Requirements):

• Bachelor’s degree in Marketing, Communications, Business, or a related field required.
• Master’s degree