Associate Director, Media Planning
Summary of the Position
The Associate Director, Media Planning is a new role responsible for accelerating lead generation and enrollment growth for a portfolio of graduate degree programs. As the lead media planner, s/he will own the day-to-day logistics of planning, implementing and monitoring integrated media efforts. The ideal candidate operates at the intersection of marketing, media and analytics, applying an entrepreneurial, “test, learn and scale” approach to execute media plans that meet enrollment goals. Success in the position will require a strong grasp of media math and how it applies to both branding and direct response campaigns as well as the ability to collaborate with program directors, marketing and admissions/sales colleagues.
Media planning: Plan, implement and optimize: 1) direct response media plans to reach enrollment goals for a portfolio of graduate programs; and 2) media plans to drive brand awareness with key audiences. Leverage customer insights and media research tools to inform decisions re: geography, vehicles, tactics, etc. to efficiently attract and engage target audiences.
Media execution: Serve as lead for all digital (paid social, PPC, programmatic and retargeting), out-of-home and broadcast (TV, radio and print). Explore opportunities to leverage mobile and emerging digital channels. Implement and traffic digital media campaigns ensuring UTM tags, pixels, etc. enable source attribution.
Creative development: Collaborate with design and marketing colleagues on ad campaign concepts, creative development, offer testing, etc. Oversee creative across all channels, ensuring ad units meet brand guidelines while activating target audiences.
Emerging media and technology: Monitor trends, tools, opportunities and applications in paid media environments, and appropriately apply that knowledge. Test into new media opportunities and/or leverage emerging technology platforms to scale efforts.
Measurement and reporting: Partner with digital team on all campaign tracking and measurement. Manage performance reporting and analysis/optimization efforts for all digital media campaigns.
Partnerships: Identify and cultivate potential external partnerships that can serve as a student pipeline for specialized degree programs, offering compelling content programming and/or sponsorship funding to leverage these relationships.
Budget management: Manage media budget including all accounting and invoice processing.
Minimum Qualifications (Education and Experience Requirements)
Bachelor's degree in business, marketing, advertising or related field with 6+ years media planning experience; fluency in digital and traditional media; agency experience preferred.
Strong analytic skills with ability to develop direct response media plans aligned with budget and lead generation goals.
Demonstrated skills in evaluating and recommending strategy and placements for digital campaigns, negotiating with vendors and managing vendor relationships to ensure delivery of plans, and presenting recommendations to clients.
Experience using research databases, tools and applications to make campaign recommendations.
Working knowledge of media buying/management platforms.
Highly motivated with a strong desire to meet or exceed client expectations.
Ability to thrive in a flexible, team-based environment and ability to learn/adapt quickly.
High level of attention to detail and accuracy in one's own work and team deliverables.
Strong point-of-view with regard to ad creative; able to influence creative execution to support direct response and branding goals.
Current with emerging media opportunities/technology.
Special Instructions to Applicants
Bentley University requires reference checks and may conduct other pre-employment screening.
Documents Needed To Apply
- Cover Letter
Bentley University is an Equal Opportunity Employer, building strength through diversity.
, The Associate Director, Media Planning is a new role responsible for accelerating lead generation and enrollment growth for a portfolio of graduate degree programs. As the lead media planner, s/he will own the day-to-day logistics of planning, implem