Director, Media Planning

Strategic Planning & Leadership:

• Develop comprehensive multi-channel media strategies that address higher education recruitment challenges including declining enrollment trends changing demographics and increased competition
• Lead the development of audience targeting approaches specific to prospective students parents guidance counselors and transfer students across the enrollment funnel
• Translate institutional enrollment goals and marketing objectives into actionable media plans with clear KPIs tied to inquiry generation application completion and yield
• Present and defend media recommendations to client stakeholders including admissions leadership and marketing teams
• Introduce innovative media tactics and emerging platforms relevant to reaching Gen Z and millennial audiences

Team & Budget Management:

• Direct workflow and mentor junior planning team members while maintaining individual contributor responsibilities
• Manage planning budgets ranging from $500K-$5M across traditional and digital channels
• Ensure team accountability for accurate budget tracking pacing and stewardship throughout recruitment cycles (early awareness through enrollment periods)
• Act as final checkpoint for all media documents flowcharts authorizations and buying guidelines

Client & Vendor Partnership:

• Serve as primary planning contact for higher ed client maintaining deep knowledge of institutional priorities competitive landscape and enrollment challenges
• Build and maintain relationships with media vendors specializing in education marketing (Spotify for Education Snapchat Campus Stories College Board etc.)
• Foster strong internal collaboration between planning buying creative and analytics teams
• Stay current on higher education marketing trends regulations (FERPA data privacy) and best practices

Qualifications :

• 5-7 years of media planning experience with at least 2 years in higher education education technology or youth-focused marketing
• Proven expertise developing integrated campaigns across: Video (Linear TV CTV OLV including YouTube and TikTok) Audio (Streaming Podcast Terrestrial Radio) Digital Display (Programmatic Partnership) Social Media (Meta Snapchat TikTok) Search (Google Bing) and Out-of-Home/DOOH
• Advanced proficiency with media research and planning tools: Nielsen (TV measurement) MRI-Simmons Comscore Telmar Strata
• Demonstrated ability to analyze syndicated research and draw insights relevant to student audience behaviors
• Experience presenting to C-level stakeholders and defending strategic recommendations
• Strong understanding of enrollment marketing metrics and attribution modeling

IDEAL CANDIDATE DEMONSTRATES

• Deep knowledge of Gen Z media consumption habits and emerging platforms
• Experience navigating higher education recruitment cycles and key enrollment periods (National College Decision Day FAFSA deadlines etc.)
• Strategic thinking that balances brand building with performance-driven recruitment goals
• Ability to work within complex approval processes common in higher education institutions
• Track record of managing media during competitive pressure periods (application season yield season)

Additional Information :

We Are Rosie is an equal opportunity employer. We do not discriminate on the basis of race color religion age national origin ancestry physical or mental disability medical condition pregnancy genetic information gender sexual orientation gender identity or expression veteran status marital status or any other status protected under federal state or local law.

Remote Work :

Yes

Employment Type :

Contract