Paid Media Strategist
San Diego State University, San Diego, California, United States, 92189
Overview
This position is open until filled with an initial application review to take place 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.
Reporting to the Executive Director of Marketing, the Paid Media Strategist will be 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 will also include managing advertising with publications, industry groups, and associations. The Paid Media Strategist will identify, implement, and optimize new paid media opportunities, ensuring a cohesive and integrated approach across all paid channels. This position is essential to the organization’s growth and will oversee the end-to-end management of all paid media campaigns, with a focus on maximizing ROI and brand visibility.
The Paid Media Strategist must possess a keen understanding of the digital marketing landscape. This role requires the ability to operate on both a strategic and tactical level, manage vendors and consultants/agencies, manage multiple campaigns, deadlines, and budget, and contribute to creative and engaging brand expression. The Paid Media Strategist will also manage display advertising on platforms such as Google Ad Network, Facebook, LinkedIn, etc., and contribute substantively to the digital innovation and brand growth of SDSU Global Campus.
Responsibilities
Strategy & Implementation – 55%
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, 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 performance.
Investigate emerging interactive media and best practices; identify opportunities for new, innovative programs/products and make strategic recommendations to executive management and other key managers as needed.
Maintain consistency with brand identity and messaging across all channels; ensure design and content meet brand and legal standards, adhering to usability best practices.
Ensure 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, and negative keywording.
Data & Analytics – 25%
Monitor online presence and customer perceptions of market competitors; use 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 resonate with key demographics, driving engagement and conversion.
Optimize ad copy and landing pages for metrics such as CTR, ROAS, CPA, and CRO.
Identify, track, and report on KPIs; develop insights and optimize strategies to maximize ROI.
Project Management & Innovation – 15%
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 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.
Other Responsibilities – 5%
Performs other duties as assigned, which may arise from the changing and evolving nature of Global Campus marketing activities.
Knowledge and Abilities
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 qualifications
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
Required Minimum Education 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.
Required Minimum Experience 6 years of progressively responsible experience in marketing and communications.
Additional Applicant Information
Candidate must reside in California and live within a commutable distance from SDSU at time of hire.
Job offer is contingent upon satisfactory clearance based on background check results (including a criminal record check).
SDSU Research Foundation is an equal opportunity employer. Consistent with California law and federal civil rights laws, SDSU Research Foundation provides equal opportunity in employment without unlawful discrimination or preferential treatment based on race, sex, color, ethnicity, or national origin or any other categories protected by federal or state law.
Employment decisions are based on an individual's qualifications as they relate to the job under consideration. Our commitment to equal opportunity means ensuring that every employee has equal access to resources and support.
SDSU Research Foundation complies with applicable civil rights laws and maintains a nondiscrimination policy prohibiting discriminatory practices in all programs, policies, and practices.
SDSU Research Foundation makes employment decisions on the basis of merit.
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Reporting to the Executive Director of Marketing, the Paid Media Strategist will be 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 will also include managing advertising with publications, industry groups, and associations. The Paid Media Strategist will identify, implement, and optimize new paid media opportunities, ensuring a cohesive and integrated approach across all paid channels. This position is essential to the organization’s growth and will oversee the end-to-end management of all paid media campaigns, with a focus on maximizing ROI and brand visibility.
The Paid Media Strategist must possess a keen understanding of the digital marketing landscape. This role requires the ability to operate on both a strategic and tactical level, manage vendors and consultants/agencies, manage multiple campaigns, deadlines, and budget, and contribute to creative and engaging brand expression. The Paid Media Strategist will also manage display advertising on platforms such as Google Ad Network, Facebook, LinkedIn, etc., and contribute substantively to the digital innovation and brand growth of SDSU Global Campus.
Responsibilities
Strategy & Implementation – 55%
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, 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 performance.
Investigate emerging interactive media and best practices; identify opportunities for new, innovative programs/products and make strategic recommendations to executive management and other key managers as needed.
Maintain consistency with brand identity and messaging across all channels; ensure design and content meet brand and legal standards, adhering to usability best practices.
Ensure 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, and negative keywording.
Data & Analytics – 25%
Monitor online presence and customer perceptions of market competitors; use 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 resonate with key demographics, driving engagement and conversion.
Optimize ad copy and landing pages for metrics such as CTR, ROAS, CPA, and CRO.
Identify, track, and report on KPIs; develop insights and optimize strategies to maximize ROI.
Project Management & Innovation – 15%
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 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.
Other Responsibilities – 5%
Performs other duties as assigned, which may arise from the changing and evolving nature of Global Campus marketing activities.
Knowledge and Abilities
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 qualifications
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
Required Minimum Education 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.
Required Minimum Experience 6 years of progressively responsible experience in marketing and communications.
Additional Applicant Information
Candidate must reside in California and live within a commutable distance from SDSU at time of hire.
Job offer is contingent upon satisfactory clearance based on background check results (including a criminal record check).
SDSU Research Foundation is an equal opportunity employer. Consistent with California law and federal civil rights laws, SDSU Research Foundation provides equal opportunity in employment without unlawful discrimination or preferential treatment based on race, sex, color, ethnicity, or national origin or any other categories protected by federal or state law.
Employment decisions are based on an individual's qualifications as they relate to the job under consideration. Our commitment to equal opportunity means ensuring that every employee has equal access to resources and support.
SDSU Research Foundation complies with applicable civil rights laws and maintains a nondiscrimination policy prohibiting discriminatory practices in all programs, policies, and practices.
SDSU Research Foundation makes employment decisions on the basis of merit.
#J-18808-Ljbffr