San Diego State University · 1 day ago
Paid Media Strategist
San Diego, CA
Full-time
Hybrid
Senior Level
$6,666/mo - $6,666/mo
6+ years expSan Diego State University is seeking a Paid Media Strategist responsible for developing and executing digital advertising strategies. The role involves managing campaigns across various channels, analyzing performance, maximizing budget efficiency, and supporting lead generation goals.
EducationSustainabilityUniversities
Responsibilities
Develop, implement, and evaluate strategic paid marketing initiatives to drive increased enrollment and brand awareness
Collaborate with marketing agency on strategy, optimization, data tracking and analysis, and budget management
Accountable for KPIs associated with display advertising, search engine marketing, and social media advertising performance including click-through rates, interaction rates, lead generation, CPC, CPL, CPA, and ROI
Execute day-to-day tactics that increase revenue, site traffic, conversion, and margins
Manage paid media campaigns across platforms (Google, Meta, LinkedIn, affiliates) and oversee landing page management, and ensure data flows correctly into software systems
Assist in managing the digital marketing budget, including allocations, and monitoring
Conduct regular audits to optimize campaign performance. Make recommendations to optimize and improve performance
Investigates emerging interactive media and best practices. Identifies opportunities for new, innovative programs/products and makes strategic recommendations to executive management and other key managers as needed
Maintain consistency with brand identity and messaging across all channels. Ensures design and content meet brand and legal standards, adhering to best practices in usability
Responsible for proper campaign code tagging using Google Tag Manager (GTM)
Grow and optimize the keyword portfolio through testing (A/B and Multivariate) with ad copy, landing pages, bidding strategies, negative keywording, etc
Monitoring the on-line presence and customer perceptions of market competitors, utilizing measurement tools and analysis to identify growth opportunities
Analyzes results of projects and campaigns, execute tests, collect and analyze data, identify trends and insights in order to achieve maximum ROI in paid search campaigns
Leverage data and analytics to help identify new audience segments and refine messaging strategies that resonate with key demographics, driving engagement and conversion
Optimize ad copy and landing pages for relevant metrics, including click-through rate (CTR), return-on-ad-spend (ROAS), cost-per-acquisition (CPA), and conversion rate optimization (CRO)
Identify, track and report on key performance indicators, develop insights, and optimize strategies to maximize return on investment
Facilitate strategic coordination and communication between Global Campus marketing and other university departments
Lead project management for digital initiatives, collaborating with internal and external stakeholders
Participates in cross-functional project teams to ensure integrated marketing efforts are optimized and designed to achieve goals
Collaborate with the creative team and external partners/agencies to produce high-quality, optimized content
Identify new advertising opportunities for SDSU Global Campus programs and brands
Performs other duties as assigned, which may arise from the changing and evolving nature of Global Campus marketing activities
Qualification
Required
Equivalent to a bachelor's degree and/or equivalent training and administrative work experience involving study, analysis, and/or evaluation leading to the development or improvement of administrative policies, procedures, practices, or programs
6-years of progressively responsible experience in marketing and communications
Advanced knowledge and experience with marketing automation tools, AI, Google Ads, optimizing landing pages and user funnels
Experience using bid management tools (such as Marin, Optmyzr, Acquisio, GA Smart Bidding, etc.)
Strong analytical skills and experience with data management
Demonstrated success in previous digital marketing campaigns
Experience working with an external agency or paid media partner
Preferred
Certifications Google Ads, Google Analytics, Google Marketing Platform, Meta Advertising, YouTube
Experience & knowledge of HTML, CSS, & JavaScript development and constraints
Strong project management & organizational skills
Experience leading a team
Company
San Diego State University
San Diego State University is a public institution offering diverse educational experiences. It is a sub-organization of California State University.
1001-5000 employees
Funding
Current Stage
Late StageTotal Funding
$16MKey Investors
The Conrad Prebys FoundationNational Science FoundationU.S. Department of Agriculture
2025-05-28Grant· $1M
2024-07-03Grant
2023-06-01Grant· $5M
Leadership Team
Leslie Levinson
CFO
Amy Weiss
Professor of Journalism
Recent News
2025-11-19
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