Platform Buyer - Programmatic/Social

We Are Rosie•Palmetto, GA

10d•$60 - $65•Remote

About The Position

Our agency client is seeking an expert Platform Buyer specializing in programmatic display and paid social to drive student recruitment for a higher education client. This hands-on role requires deep expertise across Google's product suite and social platforms, with the ability to optimize campaigns daily to achieve enrollment goals. You'll activate campaigns targeting prospective students across programmatic, Meta, Snapchat, TikTok, and emerging social platforms.

Requirements

3+ years of hands-on buying experience across programmatic and social platforms in advertising agency environment
Expert-level proficiency with Google product suite (DV360, Google Ads, Campaign Manager, Google Analytics) required
Advanced expertise with social advertising platforms: Meta Ads Manager, Snapchat Ads Manager, TikTok Ads Manager
Proven experience managing complex, multi-platform campaign structures across diverse client accounts
Strong analytical skills with advanced Excel proficiency for performance analysis and reporting
PowerPoint expertise for creating compelling performance presentations
Deep understanding of audience targeting capabilities, data strategies, and privacy considerations across platforms
Knowledge of conversion tracking implementation, attribution modeling, and measurement methodologies

Nice To Haves

Higher education marketing experience or strong understanding of student recruitment challenges and enrollment funnel
Expertise reaching Gen Z audiences through social platforms with knowledge of emerging trends and platform behaviors
Track record of driving performance improvements through testing and optimization
Ability to adapt quickly to changing priorities during peak recruitment periods
Solutions-oriented problem-solving approach with proactive communication style
Excellent verbal, written, and presentation skills for client-facing interactions

Responsibilities

Execute comprehensive campaign setup, trafficking, and optimization across programmatic display (DV360, Google Ads) and social platforms (Meta Ads Manager, Snapchat, TikTok, LinkedIn)
Develop sophisticated targeting strategies leveraging first-party data, lookalike audiences, interest-based targeting, and behavioral signals to reach prospective students
Manage daily optimizations across audience segments, ad creative, placements, and bidding strategies to drive enrollment KPIs (inquiries, applications, event registrations)
Lead trafficking across all platforms, ensuring proper pixel implementation, conversion tracking, and attribution setup
Monitor campaign pacing and performance; make proactive adjustments to achieve or exceed recruitment goals
Partner with planning and analytics teams to translate institutional enrollment objectives into tactical execution strategies
Leverage platform-specific tools and features (Meta Advantage+, Snapchat Advanced Creation Tools, TikTok Spark Ads) to maximize creative performance
Test new social formats, audience segments, and ad products to identify scalable tactics for student recruitment
Apply cross-platform learnings to improve overall campaign effectiveness (e.g., audience insights from Meta applied to programmatic strategies)
Stay current on social platform updates, algorithm changes, and education-specific opportunities (campus geo-fencing, student verification tools)
Analyze daily performance data across all platforms to identify trends, optimization opportunities, and potential risks
Contribute to comprehensive performance reporting (weekly, monthly, quarterly) with clear insights tied to enrollment outcomes
Develop custom dashboards that provide visibility into campaign performance for internal and client stakeholders
Translate data into strategic recommendations for future campaign planning and budget allocation
Present performance narrative that demonstrates impact on recruitment funnel metrics
Build strong relationships with platform representatives (Google, Meta, Snapchat, TikTok) to access beta features and support
Identify and test new platform capabilities or ad products relevant to higher education recruitment
Collaborate with media partners to secure added value opportunities or preferred access to inventory
Maintain clear communication with internal teams (planning, creative, analytics) regarding campaign status and deliverables
Proactively flag issues to Investment Director with recommended solutions