Senior Paid Social Media Ads Marketing Specialist

Key Responsibilities

• Set up paid Meta ads campaigns including Facebook and Instagram ad placements, boosted posts and remarketing campaigns.
• Set up and periodically update all paid Meta ads’ audiences, including custom customer audiences, lookalike, interest-based, and remarketing audiences.
• Monitor daily lead volumes, cost per lead, and ad spends to ensure the campaigns are spending each day while making adjustments as needed to maximize lead flow.
• Establish and update lead goals for each campaign and brand monthly.
• Provide performance reporting updates at least weekly with budget-to-actual comparisons, variance analysis, and recommendations.
• Recommend, document, and implement strategies daily or weekly based on approval from the BU marketing team to maintain and/or improve performance of campaigns.
• Analyze performance of ads, ad copy, placements, and other data points to identify opportunities and recommend testing strategies.
• Attend weekly 1-on-1 and team meetings to report and discuss account performance, updates and recommendations.
• Meet with Bryan U stakeholders, as needed, to provide insight, results, and recommendations.
• Generate at least 3 new video ads (per account) and 3 new copy recommendations (per program) monthly and implement them into the campaigns once approved.
• Resolve any outstanding issues or tickets with any of the digital marketing campaigns, audiences, or conversion tracking.
• Collaborate with our web and salesforce specialists when needed to discuss Meta and CRM integration solutions and opportunities.
• Support the Market Research department by completing competitive analyses of competitor ads and copy and providing recommendations.
• Other special projects, duties, and responsibilities as assigned.

• 2+ years of related experience in running paid ad campaigns on Meta platforms, optimizing for Lead events.
• Certifications, preferably in Meta.
• Deep knowledge of various bidding strategies and placements optimized for Lead generation.
• Experience with creating and optimizing Meta audiences, including lookalike and Customer List audiences.
• Experience with proven ad, ad set, and campaign optimization and testing strategies for continuous improvement.
• Passion for education and the ability to thrive in an atmosphere of innovation and change.
• Experience setting up Conversion Events and tracking through Meta’s Conversions API (CAPI) preferred.
• Proven track record of successfully managing and effectively scaling paid social media marketing campaigns.
• Strong communication and organizational skills.
• Experience with an educational organization is a plus.
• Ability to work on multiple tasks simultaneously in a collaborative environment.

• Meta Ads Campaign Setup
• Bidding Strategies
• Ad Optimization
• Testing Strategies
• Conversion Events Setup

• Strong Communication
• Organizational Skills
• Collaborative Work Style

• Meta Certification