CORP - Senior Paid Social Media Ads Mkt Spec.

The Senior Paid Social Media Ads Marketing Specialist will support the University's mission by overseeing all paid social media marketing campaigns including the management and continuous improvement of our Meta ad campaigns and paid Meta video ads production. This role is responsible for ensuring the University's lead generation goals are met each week for paid social media, which supports the enrollment and institutional sustainability strategies.

Core Values:

Deliver Delight Every Time - We keep learner success at the center of every interaction to provide exceptional service and a delightful student experience.

• Value each student and employee interaction.
• Provide the best service externally to students and internally to one another.
• Make decisions that reflect a commitment to students' welfare and success.

Continuously Improve - As lifelong learners, we intentionally find opportunities to grow and improve, both as individuals and as an organization.

• Take time to develop and practice relevant skills and behaviors.
• Dig deeper into systems, data, and processes to understand problems and create impactful solutions.
• Welcome challenges and feedback.

Win Together - We act with integrity, empathy, and transparency while assuming positive intent in each other's communications and decisions.

• Seek understanding from one another first, over-responding.
• Recognize how words and actions impact our students, employees, and the organization as a whole.
• Provide constructive feedback and avoid gossip.

Trust and Be Trusted - We take ownership of our responsibilities and actions to students and colleagues.

• Keep commitments and deliver results on time to teams.
• Comply with policies and procedures.
• Proactively find solutions to issues.

Own it - We navigate challenges and celebrate successes together as a diverse community.

• Collaborate to solve issues and build solutions in the best interest of the organization and our stakeholders.
• Recognize roadblocks and celebrate achievements.
• Utilize a diversity of perspectives through sharing knowledge and resources., * Set up paid Meta ads campaigns including Facebook and Instagram ad placements, boosted posts and Remarketing campaigns.
• Setup and periodically update all paid Meta ads' audiences, including custom customer audiences, lookalike, interest-based, and remarketing audiences.
• Monitor daily lead volumes, cost per lead, and ad spends to ensure the campaigns are spending each day while making adjustments as needed to maximize lead flow.
• Establish and update lead goals for each campaign and brand monthly.
• Provide performance reporting updates at least weekly with budget-to-actual comparisons, variance analysis, and recommendations.
• Recommend, document, and implement strategies daily or weekly based on approval from the BU marketing team to maintain and/or improve performance of campaigns.
• Analyze performance of ads, ad copy, placements, and other data points to identify opportunities and recommend testing strategies.
• Attend weekly 1-on-1 and team meetings to report and discuss account performance, updates and recommendations.
• Meet with Bryan U stakeholders, as needed, to provide insight, results, and recommendations.
• Generate at least 3 new video ads (per account) and 3 new copy recommendations (per program) monthly and implement them into the campaigns once approved.
• Resolve any outstanding issues or tickets with any of the digital marketing campaigns, audiences, or conversion tracking.
• Collaborate with our web and salesforce specialists when needed to discuss Meta and CRM integration solutions and opportunities.
• Support the Market Research department by completing competitive analyses of competitor ads and copy and providing recommendations.
• Other special projects, duties, and responsibilities as assigned.

• 2+ years of related experience in running paid ad campaigns on Meta platforms, optimizing for Lead events.
• Certifications, preferably in Meta.
• Deep knowledge of various bidding strategies and placements optimized for Lead generation.
• Experience with creating and optimizing Meta audiences, including lookalike and Customer List audiences.
• Experience with proven ad, ad set, and campaign optimization and testing strategies for continuous improvement.
• Passion for education and the ability to thrive in an atmosphere of innovation and change.
• Experience setting up Conversion Events and tracking through Meta's Conversions API (CAPI) preferred.
• Proven track record of successfully managing and effectively scaling paid social media marketing campaigns.
• Strong communicationand organizational skills.
• Experience with an educational organization is a plus.
• Ability to work on multiple tasks simultaneously in a collaborative environment.

Physical Demands/Work Environment:

• Ability to work in a virtual environment using multiple software programs simultaneously including MS Office programs, contact management database systems, Gmail, Zoom, etc.
• The ability to efficiently operate a computer and its peripheral equipment (keyboard, mouse, etc.).
• Ability to sit or stand for four to six hours daily.