The Associate Director of Media and Analytics (ADMA) primary objective is to optimize/manage campaigns by channel, program Business Unit (BU), and location. Leading performance indicators include Cost per Lead (CPL), Cost per Qualified Lead (CPQL), Quality Percentages (%Q & %Q15), overall lead volumes, overall costs, and Conversion Rate to Student (CVRS) by location, business unit, program, channel, and initiative. Using these and other metrics, the ADMA helps identify trends by channel to determine and optimize the overall investment rates by program.
Optimize/manage campaigns by channel, program BU, and location
Collaborate with BU marketing to make adjustments based on the business unit needs to attain lead, spend, CPL, CPQL, CPS and student goals. They collaborate with ADMs at a BU level, and with Director of Marketing (DM) at a location level, and for escalations/issue management
Management of campaigns through reports, and meeting rhythms
Follows strategic oversight of Director of Marketing
Co-ownership of budgets associated with each location, BU, program and channel
Performance reporting to the ADM (BU), DM (location) and Director of Media & Analytics (DMA) and acts as a point of escalation to the DM’s in relation to the goals of their location
Co-ownership of forecasting with channel owners.
Co-ownership of budgetinvestment levels and allocation for ‘other channels’
4-yeardegree from an accredited institution in Marketing or equivalent discipline OR appropriate combination of experience and education
Minimum of 5 years’ experience in marketing, finance, media planning, and/or project management
Experience in the management and development of budgets and media campaigns is required
Strong analytical skills
Proficiency in Microsoft Excel
Experience in direct response marketing highly preferred
Experience in the higher education industry highly preferred