Director Media Strategy
Director Media Strategy
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Job Description
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The Director of Media Strategy is responsible for developing executing and optimizing paid media strategies to drive lead generation and enrollment growth for Miami Herberts graduate programs and executive education units. This role oversees the planning implementation and analysis of digital marketing campaigns across various channels including Google Meta LinkedIn programmatic advertising OTT and emerging platforms. The Director of Media Strategy collaborates closely with the Director of Graduate Marketing and the Director of CRM to coordinate efforts maximize return on investment (ROI) and ensure datadriven decisionmaking. This role also leads analytics initiatives oversees GA4 creates performance reports and manages relationships with vendors agencies and contractors to support media buying and campaign . Additionally the Director of Media Strategy works with the Director of Graduate Marketing to identify and manage relationships for traditional media including print radio OOH and more.
Primary Duties and Responsibilities:
- Develops and leads the media strategy for Miami Herberts graduate programs and executive education units ensuring alignment with overall marketing goals and institutional priorities.
- Manages and optimizes digital advertising campaigns across multiple platforms including Google Ads Meta (Facebook/Instagram) LinkedIn YouTube programmatic advertising OTT and other emerging media channels to maximize conversions and lead quality.
- Analyzes campaign performance metrics to assess effectiveness identify areas for improvement and make datadriven optimizations to maximize ROI.
- Oversees website and campaign tracking using GA4 ensuring proper attribution modeling lead source tracking and actionable insights for enrollment marketing.
- Creates detailed performance reports and dashboards to track campaign success conversion rates and efficiency measure lead quality and provide recommendations for continuous optimization.
- Collaborates with the Director of Graduate Marketing and the Director of CRM to ensure cohesive messaging and strategic alignment across paid organic and CRMdriven marketing efforts.
- Conducts audience research and competitive analysis to refine media targeting improve engagement and enhance overall campaign performance.
- Works with external vendors freelancers and contractors to execute campaign deliverables negotiate contracts and ensure highquality output.
- Evaluates emerging digital marketing trends and technologies to keep Miami Herbert at the forefront of media innovation and performance marketing.
- Works with the Director of Graduate Marketing to identify and manage relationships for traditional media including print radio OOH and more.
- Oversees budget allocation for paid media campaigns ensuring efficient spending and maximum impact.
- Supports broader marketing initiatives by providing media strategy expertise and integrating insights into multichannel marketing plans.
- Other duties as assigned.
Knowledge Skills and Abilities:
- Deep understanding of digital marketing and paid media strategy for lead generation including PPC social media advertising programmatic display OTT and retargeting.
- Expertise in paid media attribution modeling marketing funnel analysis and multitouchpoint conversion tracking.
- Strong proficiency with Google Analytics 4 (GA4 and other web analytics tools.
- Experience with marketing automation platforms CRM systems and data visualization tools.
- Strong analytical skills to interpret data optimize campaigns for lead generation conversion optimization cost efficiency and maximum ROI.
- Ability to manage multiple projects meet deadlines and communicate effectively across teams.
- Experience working with and managing external vendors freelancers and agencies.
- Knowledge of higher education marketing and graduate program recruitment is a plus.
Education Requirements (Essential Requirements):
- Bachelors degree in Marketing Communications Business or a related field required.
- Masters degree preferred.
- Any appropriate combination of relevant education and/or work experience may be considered.
Work Experience Requirements (Essential Requirements):
- Seven 7 years of relevant work experience in media strategy digital marketing or paid media management for lead generation.
- Proven experience managing largescale digital advertising budgets and optimizing media spend for lead generation and enrollment growth.
- Experience overseeing GA4 and analytics reporting.
- Familiarity with higher education marketing and executive education is highly desirable.
The University of Miami is an Equal Opportunity Employer Females/Minorities/Protected Veterans/Individuals with Disabilities are encouraged to apply. Applicants and employees are protected from discrimination based on certain categories protected by Federal law. Click here for additional information.
Job Status:
Full timeEmployee Type:
StaffPay Grade:
A13Required Experience:
Director
Employment Type
Full-Time
