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Higher Education Paid Media Specialist (Contract)

paid media computer

We are seeking a Higher Education Paid Media Specialist to join our team and lead strategic, data-driven paid media campaigns for our higher education clients. This role requires expertise in digital advertising platforms, audience targeting, and campaign optimization tailored to the higher education sector. The ideal candidate will have a proven track record of managing multi-channel campaigns, leveraging analytics to optimize performance, and aligning media strategy with the goals of enrollment, brand awareness, and engagement. This position works closely with our creative and analytics teams to ensure impactful, goal-oriented campaign execution.

/ Candidate Profile

The ideal candidate thrives in a dynamic, results-oriented environment, with a passion for higher education marketing. You are adept at creating and executing multi-channel paid media campaigns, comfortable with data analysis and reporting, and capable of adapting strategies based on performance insights. You’re organized, detail-oriented, and enjoy collaborating with a team to ensure campaign goals are met efficiently and effectively. You excel in balancing creativity with data-driven decision-making to help clients meet their enrollment and brand awareness objectives.

/ Roles and Responsibilities
  • Develop and implement paid media strategies across platforms such as Google Ads, Meta (Facebook & Instagram), LinkedIn, and programmatic advertising to drive brand awareness, applications, and student engagement.
  • Execute and optimize campaigns specifically for higher education audiences, utilizing targeting techniques tailored to prospective students, parents, alumni, and other relevant segments.
  • Monitor and manage campaign budgets, pacing, and bid strategies to maximize ROI while aligning with client goals and timelines.
  • Conduct A/B testing on ad creatives, audience segments, and bidding strategies to identify the most effective approaches.
  • Analyze performance metrics and KPIs, translating data into actionable insights and recommendations to optimize campaign effectiveness.
  • Collaborate with creative and content teams to ensure ad messaging, visuals, and calls to action are relevant and compelling for higher education audiences.
  • Develop and maintain dashboards and reports, providing stakeholders with insights on campaign performance, spend, and outcomes.
  • Stay current with trends and best practices in digital marketing for higher education, including platform updates, algorithm changes, and competitive strategies.
  • Lead keyword research, ad copywriting, and landing page optimization efforts to improve user experience and conversion rates.
  • Communicate regularly with clients to update them on campaign performance, strategies, and insights to drive continuous improvements and align with enrollment goals.
/ Skill Requirements
  • Expertise in digital advertising platforms (Google Ads, Meta Ads, LinkedIn, programmatic platforms) and audience targeting for higher education.
  • Strong analytical skills with experience in Google Analytics, Google Data Studio, and campaign reporting to translate data into actionable insights.
  • Knowledge of higher education marketing challenges, including understanding of enrollment cycles, student personas, and the student journey.
  • Proficiency in A/B testing, keyword research, and ad copywriting, with a focus on driving conversions.
  • Experience managing budgets and optimizing bidding strategies to maximize ROI while achieving campaign goals.
  • Excellent communication and presentation skills to effectively communicate strategies, results, and recommendations to clients and internal teams.
  • Ability to manage multiple campaigns simultaneously and meet deadlines in a fast-paced environment.
  • Team collaboration skills for working closely with creative, content, and analytics teams to deliver cohesive, impactful campaigns.
/ Additional Skills (not required but beneficial)
  • Familiarity with CRM platforms like HubSpot or Slate for student journey mapping
  • Experience with remarketing and lookalike audience strategies
  • Understanding of SEO as it relates to digital advertising
  • Basic knowledge of HTML/CSS for landing page adjustments
  • Experience with Google Tag Manager for advanced tracking and attribution
  • Familiarity with enrollment marketing automation
/ Education and Experience Requirements
  • 3+ years of experience in digital advertising, with a focus on higher education or a related field.
  • Proven track record of managing multi-channel paid media campaigns for higher education clients.
  • Agency experience is a plus.
/ Contract Details
  • Weekly Hours: Starting at 10-12 hours/month, opportunities to expand hours
  • Compensation: $30-$80/hr, based on experience
  • Location: Remote, must be within the United States

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

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  • Work Experience

  • Roughly how many total dollars in ad spend have you personally managed and on what platforms?
  • Higher ed audiences are highly segmented (e.g., high school seniors, parents, transfer students). Can you share an example of a successful campaign that involved detailed audience segmentation, and explain how you approached targeting and messaging for that segment?
  • How have you worked with designers and developers to create effective marketing campaigns in the past? Please provide an example.
  • Please provide a list of mar-tech softwares that you have experience working with, your favorites, and why.

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