At Liaison, weve helped higher education institutions build better, more diverse classes for three decades. You may recognize us as the company behind the Centralized Application Service (CAS), Enrollment Marketing services and platform (EMP), SlideRoom, Time2Track, TargetX (CRM) and Othot.
Everything we do is focused on taking that proven success and expanding its scope and scale. Over 31,000 programs on more than 1,000 campuses see us as a forward-thinking partner integral to meeting their total enrollment goals and were building the data- and mission-driven team that will reinforce our role for decades to come.
Summary:
The Paid Media Specialist will be responsible for planning, executing, and optimizing paid media campaigns across various platforms. This role requires a strategic thinker with strong analytical skills, capable of leveraging data to drive decision-making and improve campaign performance. The ideal candidate will have hands-on experience with multiple ad platforms, HubSpot, and a deep understanding of growth marketing strategies with a focus on strategic management of paid media programs.
Key Responsibilities:
- Campaign Management:
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- Develop, execute, and manage paid media campaigns across multiple channels, including Google Ads, Facebook, LinkedIn, and Instagram.
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- Continuously monitor and optimize campaigns to maximize ROI and achieve KPI targets.
- Hubspot CRM Management:
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- Create and manage landing pages, lead gen forms, lists, and workflows for content to distribute through relevant paid programs.
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- Ensure seamless integration between paid media campaigns and Hubspot to track and nurture leads effectively.
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- Experience with marketing automation and lead nurture programs with a focus on increasing lead velocity and pipeline activity.
- Data Analysis and Reporting:
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- Measure and analyze campaign performance data and provide actionable insights to improve future campaigns. Use Google Analytics and Hubspot landing page sources reports.
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- Prepare detailed reports on campaign performance, including metrics on reach, engagement, conversion rates, and ROI.
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- Regularly develop and deliver report read-outs to Marketing team, leadership, and other Liaison stakeholders.
- Attribution and Optimization:
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- Implement and manage attribution models to understand the impact of various touchpoints in the customer journey.
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- Utilize A/B testing and other optimization techniques to enhance campaign effectiveness.
- Collaboration and Communication:
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- Work closely with the content, design, and sales teams to ensure cohesive and effective campaign strategies.
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- Provide regular updates to Marketing leadership and other stakeholders on campaign progress and performance.
- Budget Management
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- Ability to set and manage paid media budgets while measuring campaign performance against them.
Qualifications:
- Bachelors degree in Marketing, Business, or a related field.
- 3+ years of experience in managing paid media campaigns across multiple channels with a proven record of successful marketing campaigns.
- In-depth knowledge of the various paid marketing channels and technologies, including paid search, retargeting, and social advertising .
- Proficiency in Hubspot CRM, including landing pages, forms, lists, workflows, and reporting.
- Strong analytical skills with the ability to interpret complex data and provide actionable insights.
- Experience with data analysis tools and platforms (e.g., Google Analytics, Excel).
- Excellent project management and organizational skills.
- Strong written and verbal communication skills.
- Ability to work in a fast-paced environment and manage multiple projects simultaneously.
Preferred Qualifications:
- Experience with additional marketing automation tools and platforms. Some experience with Salesforce is a plus.
- Knowledge of SEO and content marketing strategies.
- Certification in Google Ads, Facebook Blueprint, or other relevant platforms.
- Experience managing website CMSs, SEO, and analytics platforms would be a strong plus.
The base salary range for this role is listed below. Exact compensation may vary based on skills, experience, and location.