Paid Media Strategist

Overview

This position is open until filled with an initial application review after February 18, 2026. The salary for this position is budgeted at $6,666 per month and is non-negotiable. This position works a hybrid schedule of 3 onsite and 2 remote days per week.

The Paid Media Strategist reports to the Executive Director of Marketing and is responsible for developing and executing digital advertising strategies, managing campaigns across all channels (SEM, Programmatic, Video, Display, Social Media, etc.), analyzing and optimizing performance, maximizing budget efficiency, and supporting lead generation goals. This role also includes managing advertising with publications, industry groups, and associations. The Paid Media Strategist will identify, implement, and optimize new paid media opportunities to ensure a cohesive and integrated approach across all paid channels.

This position oversees the end-to-end management of all paid media campaigns, with a focus on maximizing ROI and brand visibility. The role requires a strong understanding of the digital marketing landscape and the ability to operate at both strategic and tactical levels, manage vendors and consultants/agencies, handle multiple campaigns, deadlines, and budgets, and contribute to creative and engaging brand expression.

The Paid Media Strategist will manage display advertising on platforms such as Google Ad Network, Facebook, Linked In, and more, and contribute to digital innovation and brand growth of SDSU Global Campus.

Key focus areas include alignment with brand standards and legal compliance, and ongoing optimization of paid media efforts.

• 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, Linked In, affiliates) and oversee landing page management, ensuring data flows into software systems.
• Assist in managing the digital marketing budget, including allocations and monitoring.
• Conduct regular audits to optimize campaign performance and make recommendations to improve results.
• Identify opportunities for new, innovative programs/products and make strategic recommendations to executive management and key managers as needed.
• Maintain consistency with brand identity and messaging across all channels, ensuring design and content meet brand and legal standards and usability best practices.
• 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 key wording, etc.

• Monitor online presence and customer perceptions of market competitors, using measurement tools to identify growth opportunities.
• Analyze results of projects and campaigns, execute tests, collect and analyze data, identify trends and insights to maximize ROI in paid search campaigns.
• Leverage data to identify new audience segments and refine messaging strategies that drive engagement and conversion.
• Optimize ad copy and landing pages for metrics including CTR, ROAS, CPA, and CRO.
• Identify, track, report on key performance indicators, develop insights, and optimize strategies to maximize ROI.

• 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.
• Participate in cross-functional project teams to ensure integrated marketing efforts are optimized and aligned with goals.
• Collaborate with the creative team and external partners/agencies…