Digital Advertising Strategist

Texas A&M University System•College Station, TX

23h•Onsite

About The Position

The Digital Advertising Strategist leads Texas A&M Engineering’s paid media strategy and execution across digital advertising channels to support enrollment, reputation, engagement, and other strategic marketing objectives. The position develops integrated paid media plans, manages advertising investments, oversees campaign execution and optimization, and uses performance data to improve audience reach, engagement, and conversion. The strategist serves as the college’s subject-matter expert for paid media and partners with the Associate Director of Marketing Strategy and Visibility, Marketing Campaigns Manager, Marketing Analytics, and central Engineering Communications teams. The role translates marketing objectives into effective, measurable paid media strategies and contributes to integrated campaign planning and evaluation. The position is based on the Texas A&M Engineering main campus in College Station, Texas. The starting salary is $62,000 per year.

Requirements

Bachelor’s degree or an equivalent combination of education and experience.
Four years of related experience.

Nice To Haves

Five years of professional experience in digital advertising, paid media, performance marketing, or a related field.
Demonstrated experience independently developing and managing paid media strategies.
Experience managing paid campaigns across multiple digital advertising platforms.
Experience managing or making recommendations for paid media budgets.
Experience analyzing campaign performance and using data to optimize campaigns.
Demonstrated ability to translate organizational goals into measurable digital marketing strategies.
Seven or more years of relevant experience, particularly for someone expected to immediately establish and own the college’s paid media function.
Experience in higher education, enrollment marketing, nonprofit, government, or another complex institutional environment.
Google Ads certification and/or relevant platform certifications.
Experience with Meta Ads Manager and LinkedIn Campaign Manager.
Experience with recruitment or enrollment marketing.
Experience managing significant advertising budgets.
Experience developing paid media testing frameworks and performance benchmarks.

Responsibilities

Develop and execute paid media strategies aligned with college marketing and campaign objectives.
Translate campaign goals, audiences, and messaging into channel and media strategies.
Recommend platforms, audiences, placements, budgets, and flighting based on campaign objectives.
Develop media plans and budget recommendations for recruitment, reputation, awareness, and other priority campaigns.
Identify opportunities to expand or refine paid media capabilities as platforms and audience behaviors evolve.
Serve as Texas A&M Engineering’s primary paid media subject-matter expert and strategic advisor.
Manage paid campaigns across platforms such as Google Ads, Meta, and LinkedIn, as appropriate.
Build, launch, monitor, and optimize campaigns throughout their lifecycle.
Manage audience targeting, retargeting, bidding, budgets, placements, and creative rotation.
Test audiences, messaging, creative, placements, and campaign strategies; identify performance issues and recommend adjustments.
Ensure campaigns are implemented accurately and consistently with institutional brand and marketing standards.
Manage relationships with advertising platforms and external vendors when applicable.
Partner with Marketing Analytics to establish campaign KPIs, conversion goals, and measurement strategies.
Monitor campaign performance, analyze trends and opportunities, and use findings to inform optimization and future planning.
Translate paid media data into actionable recommendations and contribute to campaign reports and presentations for leadership and stakeholders.
Develop benchmarks and improve the college’s paid media measurement practices.
Partner with the Campaign Manager on integrated campaign strategies and media plans.
Collaborate with creative, social media, web, analytics, and other Engineering Communications partners so paid media supports broader campaign objectives.
Provide paid media expertise during campaign planning, creative development, and post-campaign evaluation.
Advise on landing-page experiences, audience journeys, and conversion opportunities when relevant.
Stay informed about advertising technologies, privacy changes, platform developments, and higher education marketing trends.
Establish and maintain paid media best practices, documentation, and standards.
Ensure appropriate use of tracking parameters, conversion events, and audience data in partnership with Analytics.
Maintain knowledge of platform policies, privacy requirements, and institutional guidelines.
Evaluate new platforms, tools, and advertising opportunities and recommend those with strategic value and anticipated return.

Benefits

Competitive medical insurance benefits through Blue Cross and Blue Shield of Texas and prescription coverage by Express Scripts.
Options for vision, dental, life, and long-term disability insurance.
Defined benefit retirement plan with the Teacher Retirement System of Texas (TRS), including an 8.25% employer contribution.
Additional voluntary retirement programs: Tax Deferred Account 403(b) and Deferred Compensation Program 457(b).
Flexible spending account options for medical and childcare expenses.
Paid time off including holidays, vacation, and sick leave.
Free training access through LinkedIn Learning and professional development opportunities.
Tuition assistance and educational release time.
Engineer Your Wellness health and fitness programs.
Wellness release time to promote work/life balance.