Paid Media Specialist

3 weeks ago

Edmonton, Canada MacEwan University Full time

**About Us**

MacEwan University is where caring faculty help people connect their passions to their future paths. Located in the heart of Edmonton's diverse and dynamic downtown community, and on the traditional lands of Treaty 6 First Nations and homelands of the Métis people, MacEwan is known for exceptional undergraduate learning. With its dedication to teaching excellence, informed by scholarly research, innovation, and creative activity, MacEwan provides an exceptional collaborative and supportive learning environment with a commitment to human rights, environmental sustainability, and opportunities for community engagement. We are committed to creating an equitable, diverse, inclusive, and welcoming community for all peoples, cultures, and identities.

Our comprehensive undergraduate university offers 59 programs to more than 18,000 full
- and part-time students in business, communications, community and human services, design, fine and performing arts, health, humanities, natural science, nursing, public safety, and social science. Through a wide array of experiential learning opportunities, and strategic relationships in the community, we partner with others to produce graduates of stature. Along with a robust grounding in their chosen disciplines, MacEwan students are given durable life skills that prepare them to take on the world.

**Opportunity**

MacEwan University is seeking to fill a full-time continuing opportunity as a Paid Media Specialist with the Office of Communications and Marketing. In this role, you will develop and implement professional, engaging, and impactful messages through a variety of media. Reporting to the Integrated Marketing Manager, the Paid Media Specialist is an integral role in the Office of Communications and Marketing (OCM), using data and objectives to help strategize how to reach key audiences most effectively across a myriad of both traditional and digital paid media channels. You will use your marketing expertise to develop paid media plans for the institution and OCM's internal clients, purchase advertising, execute and optimize digital advertising campaigns, and measure, analyze, and report on campaign results.

**Primary duties and responsibilities include**:

- Working closely with other members of OCM to identify and clearly articulate the promotional needs of key audiences for the institution, including prospective students, current students, alumni, and donors.
- Making recommendations on paid media spend, buys, and platforms, and developing paid media plans for institutional and client campaigns.
- Buying media and negotiating with representatives for optimal placements and rates.
- Building and maintaining relationships with external advertising representatives.
- Conducting keyword, placement, market and media research and remaining current on trends in traditional and digital media and the overall media landscape to ensure efforts are optimized.
- Building, launching, optimizing, monitoring, and maintaining digital advertising campaigns through multiple platforms including, but not limited to, Meta, Google Ads, and Spotify.
- Working closely with OCM and Web Services to support search engine optimization (SEO), keyword planning, integrations, and pixel/tag/tracking requirements for campaigns.
- Building, maintaining, and tracking UTM tags and QR codes for digital campaigns to evaluate ad performance.
- Using tools such as Meta Ads Manager, Google Ads, Google Analytics, and Looker Studio to extract and compile in-house campaign data.
- Preparing client-ready campaign reports and analysis to illustrate key performance indicators (KPIs), targets and results with clients.
- Working with management and other team members in OCM to develop templates and methodology for team and client-facing campaign reports and dashboards.
- Trafficking ads and capturing tear sheets (digital or physical).
- Maintaining up-to-date information on advertising channels, representatives, rates, and opportunities.
- Facilitating the process for approval and payment of media contracts and invoices.
- Monitoring and tracking actual ad spend.

**Skills**
- Excellent understanding of marketing data, analytics, and key performance indicators (KPIs).
- Proficiency with Google Analytics, Google Ads, and Meta Ads Manager.
- Excellent communication skills: verbal, writing, editing, proofreading, and copywriting skills.
- Excellent interpersonal skills, with the ability to work independently, as part of a team, and collaboratively with clients.
- Creativity, critical thinking, problem-solving, analytical, and decision-making skills, with keen attention to detail.
- Confidence in developing and maintaining strong, professional relationships with stakeholders.
- Proficiency with Microsoft Excel, Word, and PowerPoint.
- Awareness of current events and trends relating to a target audience’s interests, as well as the media landscape.
- A strong understanding of graphic design, advertising,

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