Responsibilities

• Paid Social Campaign Management
• Develop and execute paid amplification strategies aligned with WGU’s brand positioning and reputation priorities.
• Identify organic content for boosting based on engagement signals, strategic messaging, and leadership visibility goals.
• Build and manage campaigns in: Meta Ads Manager, LinkedIn Campaign Manager, YouTube Ads, TikTok Ads Manager
• Design campaigns focused on brand awareness, audience growth, engagement, and message recall.
• Implement retargeting strategies to reinforce brand familiarity and deepen audience engagement.
• Conduct structured A/B testing on creative, copy, audiences, and placements.
• Optimize campaigns weekly to maximize reach efficiency and engagement performance.
• Paid Influencer Campaign Strategy & Execution
• Identify and vet influencers aligned with WGU’s mission and brand values.
• Develop influencer briefs defining messaging priorities, deliverables, and brand standards.
• Manage negotiations, contracts, timelines, and compliance requirements.
• Oversee content approval to ensure alignment with brand voice and institutional guidelines.
• Integrate influencer content into broader paid amplification strategies to expand reach and credibility.
• Track influencer performance metrics including reach, engagement, brand lift indicators, and audience growth.
• Analytics & Performance Reporting
• Track KPIs including: Reach and impressions, CPM, Engagement rate, Video completion rate, CTR, Link clicks, Audience growth metrics