Responsibilities

• Develop and execute media plans by campus, program and market, recommending the appropriate mix of digital and traditional channels based on audience, enrollment priorities, performance and available budget.
• Manage day-to-day paid advertising across digital and traditional channels, including Google, Meta, TikTok, YouTube, television, radio, outdoor, print, streaming, and other approved platforms and media outlets. Manage media spending within approved budgets and provide recommendations to the Vice President of Marketing and Public Relations regarding budget allocation and reallocation based on performance, enrollment priorities and market needs.
• Manage campaign budgets, pacing, bidding , keyword strategy, audience targeting, retargeting, creative testing, and calls to action.
• Identify underperforming campaigns and make timely adjustments to improve results.
• Identify high-performing campaigns and opportunities for responsible expansion.
• Monitor marketing performance from advertising activity through lead, appointment, interview, enrollment, and student start.
• Evaluate performance by campus, program, platform, campaign, audience, geography, creative, keyword, and lead source.
• Balance lead quantity, lead quality, and acquisition cost when making campaign decisions.
• Work with the Vice President of Marketing and Public Relations and Admissions leadership to evaluate lead quality and enrollment conversion.
• Recommend changes in marketing investment based on measurable downstream enrollment outcomes.

Requirements

• Bachelor's degree in Marketing, Business, Analytics, Advertising, Communications, or a related field, or equivalent relevant professional experience.
• Minimum of three (3) years of hands-on experience managing digital or performance marketing campaigns.
• Demonstrated experience managing significant paid-media budgets; experience managing $500,000 or more annually is strongly preferred.
• Hands-on experience with Google Ads and Meta advertising platforms.
• Strong understanding of lead generation, paid digital advertising, conversion funnels, campaign optimization, and marketing attribution.
• Strong analytical ability and proficiency working with marketing, CRM, and enrollment or sales data.
• Experience with Google Analytics, Tag Manager, CRM systems, call tracking, marketing automation, or business intelligence platforms preferred.
• Experience in education, multi-location organizations, or another lead-generation-intensive industry preferred.
• Commitment to Unitech Training Academy's mission and values.