Responsibilities

• Build, manage, and continuously optimize paid campaigns across Meta, Google (Performance Max, Search, and Display), TikTok, YouTube, OTT/connected TV, and emerging AI-powered advertising platforms.
• Develop and execute sustained campaign structures layered with highly targeted campaigns tied to NWU's strongest academic programs and distinct prospective student audiences.
• Research, evaluate, and select target audiences from a wide range of available options -- identifying who to reach, on which platform, with what message, and at what stage of their decision.
• Monitor campaign analytics daily, making real-time adjustments to targeting, creative, bidding, and budget allocation to improve performance.
• Build and manage audience strategy using first-party data signals, persona-based targeting, and location-based tactics to reach prospective students and their families with precision.
• Determine the best timing and strategy for boosting organic social content to extend reach beyond existing audiences.
• Track platform trends and emerging tools, identifying effective ways to incorporate them into NWU's digital strategy before they become standard practice.
• Manage and support email marketing campaigns, including prospective student drip sequences coordinated through NWU's CRM.
• Collaborate closely with NWU's writers and content team on social media strategy, ensuring paid and organic efforts are aligned and mutually reinforcing.
• Work alongside agency partners to coordinate campaign strategy, provide institutional audience insights, and ensure NWU's brand is represented accurately across all paid channels.

Requirements

• Bachelor's degree in marketing, communications, digital media, or a related field -- or equivalent demonstrated experience.
• Two or more years of hands-on experience in digital marketing, with direct responsibility for paid campaign strategy and execution.
• Proven experience managing Meta Ads campaigns end-to-end: campaign setup, audience targeting, budget management, creative testing, and performance optimization.
• Experience with Google Ads, including Performance Max, Search, and Display campaign types.
• Working knowledge of TikTok Ads Manager and comfort with the platform's distinct content culture and algorithm behavior.
• Understanding of OTT/connected TV advertising and how it functions within a broader campaign mix.
• Demonstrated ability to read and act on campaign analytics daily -- not just pull reports, but use data to make decisions.
• Experience building audience strategy using personas, first-party data, and behavioral targeting to reach distinct audience segments with tailored messaging.
• Familiarity with geofencing and location-based advertising tactics.
• Experience with A/B testing: setting up tests, reading results, and iterating on creative and targeting based on findings.

Preferred

• Experience in higher education marketing, or experience marketing to audiences facing a significant, values-driven purchase decision.
• Familiarity with Slate CRM or similar enrollment management systems.
• Experience with YouTube advertising, including TrueView, skippable pre-roll, and bumper ad formats.
• Working knowledge of SEO best practices.
• Adobe Creative Cloud proficiency beyond video, including Photoshop and/or After Effects.
• Experience working within brand guidelines alongside agency partners.
• Familiarity with AI-assisted campaign tools such as Meta Advantage+, Google AI-powered bidding, or similar platforms.

Benefits

• NWU offers a competitive wage and comprehensive benefits package including health insurance, life insurance, disability benefits, retirement, seven weeks of combined vacation and holiday time annually, and 100% tuition discount for dependents after one year of service.