(Hybrid) Paid Media Strategist - Marketing and Brand Strategy

The Department of Marketing and Brand Strategy at West Virginia University is currently accepting applications for a Hybrid Paid Media Strategist.

About the Opportunity

Under the supervision of the Assistant Director of Advertising and Insights, this position supports the execution of traditional and digital advertising campaigns across multiple platforms. This role focuses on building, launching, and optimizing paid campaigns that drive awareness, engagement, and conversions - primarily supporting student recruitment for West Virginia University.

We strongly believe in work-life balance and keeping time for things we love outside our work. WVU offers generous benefits, including:

• 37.5-hour work week
• 13 paid holidays (staff holiday calendar)
• 24 annual leave (vacation) days per year (employee leave)
• 18 sick days per year (for when you're ill, for when you need time to care for sick family, for your own, or your family's, regularly scheduled medical appointments. Who is family for the purpose of this leave? A lot of people in your life including immediate relatives and in-laws as well as others considered to be members of your household living under the same roof)
• WVU offers a range of health insurance and other benefits
• 401(a) retirement savings with 6% employee contribution match, eligibility to continue health insurance, and other retiree perks. Looking for more retirement benefits information? Check out retirement health insurance benefits, retirement income, and FAQ's.
• Wellness programs

What You'll Do

• Participate in the development of strategic marketing and communications plans.
• Execute digital campaigns across platforms such as Google Ads, Meta, TikTok, Snapchat, Spotify, and emerging channels as assigned.
• Execute OTT and connected TV campaigns, including direct-to-platform placements (e.g., Hulu, Roku, YouTube TV) and campaigns run through demand-side platforms (DSPs).
• Execute retargeting advertising campaigns.
• Support the development, coordination, and tracking of traditional advertising initiatives such as print, outdoor, radio, television, and sponsorships.
• Implement audience targeting, budgets, and schedules based on provided campaign strategies.
• Collaborate with design and content teams to brainstorm and refine ad ideas that align with the University's brand and goals.
• Monitor campaign pacing and performance, making adjustments to improve reach, engagement, and conversion.
• Conduct A/B testing of creative, copy, and placements to improve performance metrics (CTR, CPC, conversions).
• Compile campaign data for monthly performance reports using in-platform metrics and Google Analytics.
• Stay informed on platform updates and evolving best practices in digital advertising.
• Primarily support student recruitment campaigns, with involvement in other University marketing initiatives as needed.

• Bachelor's degree in marketing or related field

• A minimum of three (3) years of related experience required

• Any equivalent combination of related education and/or experience will be considered.

• All qualifications must be met by the time of employment.

  Knowledge, Skills, and Abilities

• Experience in executing digital advertising campaigns.
• Experience in using Google Analytics and other similar reporting tools.
• Strong working knowledge of Microsoft Excel and Google Sheets.
• Strong analytical skills, problem-solving and high attention to detail.
• Demonstrated ability to understand a variety of goals and audiences.
• Demonstrated ability to manage multiple campaigns simultaneously.
• Self-starter and can lead independently and proactively.
• Ability to keep abreast of changing technology as it impacts marketing and make necessary changes.

West Virginia University is a place of purpose and community. We take pride in our profound impact on the state of West Virginia and are committed to the personal and professional growth of our employees.

From the groundbreaking R1 research at our flagship campus in Morgantown to the career-oriented programs at WVU Potomac State in Keyser, and the technology-intensive programs at WVU Tech in Beckley, the contributions of WVU employees resonate across the state, touching lives and shaping futures.

At WVU, you will discover a supportive community that champions work-life balance and fosters a collaborative atmosphere. Our core values - service, curiosity, respect, accountability and appreciation - unite us as Mountaineers.

Join us at West Virginia University, where your work will make a lasting impact. To learn more about WVU, visit wvu.edu.

West Virginia University is an Equal Opportunity Employer. We invite all qualified applicants regardless of race, color, religion, sex, national origin, age, disability, genetic information, or Veteran status.