Advertising and Promotion Specialist

The University of Wisconsin-Madison division of continuing studies is seeking an advertising and promotion expert to support a wide variety of degree programs, certificate programs, conferences, seminars and other noncredit offerings. As part of the Integrated Marketing Communications team, this individual will develop and implement strategies and processes to acquire new leads and customers through online pay-per-click and cost-per-acquisition campaigns, as well as traditional print/broadcast advertising. This individual will co-supervise one other marketing position, and work closely with staff involved in web development, mass email, marketing automation. High priority initiatives include the promotion of professional Masters degrees, capstone certificates, online degree programs, and Summer Term enrollment.

Principal duties:

Advertising and Promotion (90%)

• Manage the strategy and deployment of all paid advertising/social campaigns.
• Measure and optimize marketing tactics using tactic- and vendor-specific dashboards, Google Analytics, and marketing analytics reports
• Collaborate with marketing teammates to maintain a consistent brand voice and message across all paid programs
• Continuously implement, test and optimize digital ads on Facebook, Twitter, LinkedIn, Snapchat, Google AdWords other large-scale audience development platforms
• Research and test new digital ad opportunities in order to expand our reach and/or lower our cost-per-acquisition
• Stay up-to-date with digital marketing trends and potential new channels and strategies to keep us ahead, including updates to social media marketing, attribution, and programmatic media buying
• Execute targeted digital marketing campaigns, including campaign management, lead scoring, and data analysis

Other duties (10%)

• Supervise digital marketing specialist
• Other duties as assigned

• Bachelor's degree required. Specialization in marketing, strategic communications, advertising, or related field preferred. 
• 4 years of hands-on experience implementing strategic advertising campaigns 
• Experience establishing plans, processes, and metrics 
• 2 years experience with paid digital marketing channels and technologies, including search engine marketing (Google AdWords), retargeting, and social media advertising (Facebook, Twitter, LinkedIn, Snapchat, etc.) 
• Excellent communication skills, with the ability to explain strategies to internal clients and negotiate with outside vendors to ensure efficiencies in cost 
• Demonstrated ability to collaborate and develop productive working relationship with diverse stakeholders and colleagues 
• Demonstrated ability to adapt to evolving business requirements and objectives in a fast-paced environment 
• Experience handling marketing budgets and forecasting/reporting results 
• Experience establishing plans, processes, and metrics 
• Proven experience deep diving into performance data on a daily basis, drawing conclusions and make optimizations based on data, including having strong Excel skills 
• A knowledge of UW-Madison and/or higher education preferred

Competitive.