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Associate Director of Digital Advertising & Media Buying

POSITION DETAILS

The CUNY Office of Communications and Marketing (OCM) works in partnership with the University’s academic and administrative offices and the 25 colleges to promote CUNY’s unique mission and transformative role as an engine of social mobility. The office includes seven divisions: Communications, Creative, Marketing, Social Media, Multimedia, CUNY TV and Citizenship Now! Together the teams manage all aspects of press and public relations, editorial content, art design, publishing, social media, advertisement, web development, TV, video and podcast production to tell the story of the premier urban public university in the United States.

Reporting to the Associate Vice Chancellor (AVC) of OCM, the Associate Director of Digital Advertising and Media Buying will oversee and execute social media buys across Facebook, Instagram, Google, LinkedIn, Snapchat, Hulu, Spotify and other digital platforms for CUNY. They will support the development of the University’s yearly media plan, to include radio, television, print, online and outdoor, and assist in the project management of all advertising campaigns from inception through creative design, implementation, reporting, and optimization. The Associate Director will work closely with the AVC to develop the yearly media plan and the division’s marketing budget, with the creative team to target creative efforts for the audiences and media chosen, and with the web and enrollment teams to ensure effective calls to action, data collection, and overall effectiveness. The Associate Director will also work with advertising leaders across the Communications offices across the University’s 25 colleges to increase their campaign impact. The Associate Director of Digital Advertising and Media Buying will supervise the Digital Advertising & Media Buying Specialist.

Key duties include, but will not be limited to the following:

• Leads the planning and execution of multiple advertising programs and campaigns across various channels, ensuring continuous monitoring for optimal performance and adjusting as necessary.

• Manages discussions on advertising strategy, presenting recommendations, and providing regular reports on paid ads.

• Collaborates with the Creative Director and the Social Media team to shape digital marketing strategies, user journeys, audiences, personas through comprehensive ad data analysis. Serves as the primary project manager throughout all campaign stages, coordinating with both internal teams and external vendors to organize assets, meet deadlines and achieve strategic goals.

• Implements ongoing optimizations to enhance performance and achieve maximum return on as spend (ROAS) goals, while also identifying and implementing internal process improvements to increase efficiency and scalability.

• Works with OCM leadership and the Creative Director to support the development of marketing campaigns, including radio, television, print, online and outdoor.

• Manages budgets across vendors and individual campaigns with each vendor, ensuring accurate and optimal spending throughout the life of the media buy or contract.

• Liaises with the internal team, vendors and clients to determine best practices to track campaign effectiveness and overall success; analyzes digital advertising campaigns across platforms.

• Generates regular metrics and analytics reports on campaign performance, offering suggestions for improvement and presenting both high-level summaries for client consumption and detailed analysis for internal review.

• Conducts audience research, targeting analysis, and ad placement evaluations to maximize campaign outcomes and client impact, particularly focusing on student enrollment.

• Develops dashboards and reports to share campaign results using tools such as Google Data Studio, Google Analytics, Sheets, and other platforms.

• Stays updated on industry best practices and trends in advertising space, translating relevant insights for the unique organizational and market position of the university.

• Collaborates with external vendors, contractors, and university procurement teams to execute effective media buys in accordance with policies and procedures.

• Identifies opportunities to expand advertising capabilities and reach, making high-level decisions regarding changes within digital ad accounts. Provides training and support to staff across Communication’s Offices across the 25 colleges, to optimize ad buys and serve as a resource and advisory support role for internal offices and 25 colleges.

• Regularly participates in Marketing Council meetings, representing all the colleges, to share best practices and explore innovative marketing strategies.

NOTE:

• Until further notice, this is a hybrid position, eligible to work remotely and work on-site in the office.

QUALIFICATIONS

Minimum Qualifications

Bachelor’s degree and six years’ related experience required.

Preferred Qualifications

• Experience in advertising/media buying to include experience with web and social media analytics tools and campaign management suites (e.g., Google Analytics, Facebook Ad Manager, LinkedIn Campaign Manager, etc.); experience setting up and optimizing Google Ads (Search, Display, Video), Facebook Ads, TikTok Ads, Reddit Ads, and Snapchat Ads;

• Experience leading advertising campaigns through monitoring and post-campaign analysis;

• Experience creating regular metrics, quality assurance, and analytics reports on campaign performance that include suggestions for improvement; reports to include high-level versions for client consumption as well as more in-depth versions for internal review;

• Excellent experience analyzing marketing data (campaign results, conversion rates, traffic etc.) to help shape future marketing strategy;

• Proven ability to manage large budgets effectively and managing complex, multi-channel accounts;

• Proven technical advertising background with ability to communicate with digital, content and development teams;

• Excellent interpersonal communication skills, organizational skills and commitment to team work

• Ability to build ad campaigns in various user interfaces and editing tools, and train staff in their use. Expert-level understanding of testing principles and a disciplined approach to testing;

• Ability to work independently and in a fast-paced environment, exceptional verbal and written communication, interpersonal, team building skills.

CUNY TITLE OVERVIEW

Manages marketing and advertising initiatives to achieve specific marketing goals.

• Develops advertising programs consistent within overall marketing plans to achieve image, awareness and/or enrollment goals

• Implements programs in print, radio, broadcasting, mail, and electronic communications, coordinating with internal units and external service providers

• Actively manages and moderates electronic content and marketing tools for both College and external web sites and sources, including social networks, video portals, and listservs

-Develops, tracks, and reports on both advertising costs (budgets) and results to assure goals are met; collects and analyzes data on exposure, traffic, and other metrics

• May supervise staff and external service providers

• Performs related duties as assigned.

CUNY TITLE

Higher Education Associate

FLSA

Exempt

COMPENSATION AND BENEFITS

The salary range is $107,789 to $117,805, commensurate with education and experience.

CUNY's benefits contribute significantly to total compensation, supporting health and wellness, financial well-being, and professional development. We offer a range of health plans, competitive retirement/pension benefits and savings plans, tuition waivers for CUNY graduate study and generous paid time off. Our staff also benefits from the extensive academic, arts, and athletic programs on our campuses and the opportunity to participate in a lively, diverse academic community in one of the greatest cities in the world.

HOW TO APPLY

For full consideration, submit a position focused cover letter and resume with your online application. Your cover letter should clearly explain how your experience and credentials fulfill the duties and qualifications outlined.

The direct link to the job opening from external sources is: The direct link to the job opening from external sources is:

https://home.cunyfirst.cuny.edu/psp/cnyepprd/GUEST/HRMS/c/HRS_HRAM.HRS_CE.GBL?Page=HRS_CE_JOB_DTL&Action=A&JobOpeningId=28659&SiteId=1&PostingSeq=

Current CUNY employees must apply through CUNYfirst Employee Self Service using their login credentials. After you login, click the Careers tile on the Employee Self Service Menu page to view job openings.

CLOSING DATE

Open until filled.

JOB SEARCH CATEGORY

CUNY Job Posting: Managerial/Professional

EQUAL EMPLOYMENT OPPORTUNITY

CUNY encourages people with disabilities, minorities, veterans and women to apply. At CUNY, Italian Americans are also included among our protected groups. Applicants and employees will not be discriminated against on the basis of any legally protected category, including sexual orientation or gender identity. EEO/AA/Vet/Disability Employer.

Job ID

28659

Location

Central Office