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EAB: Paid Search Strategist (Digital Marketing)


This is a Full-time position in Richmond, VA posted October 13, 2021.

About EABAt EAB, our mission is to make education smarter and our communities stronger.

We harness the collective power of more than 1,900 schools, colleges, and universities to uncover and apply proven practices and transformative insights.

And since complex problems require multifaceted solutions, we work with each school differently to apply these insights through a customized blend of research, technology, and services.

From kindergarten to college and beyond, EAB partners with education leaders, practitioners, and staff to accelerate progress and drive results across three key areas: enrollment management, student success, and institutional operations and strategy.At EAB, we serve not only our partner institutions but each other—that’s why we are always working to make sure our employees love their jobs and are invested in their community.

See how we’ve been recognized for this dedication to our employees by checking out our recent awards.For more information, visit our Careers page.The Role in Brief:Paid Search Strategist (Digital Marketing)The Paid Search Strategist (Digital Marketing) manages our partners’ media investment in paid search and digital display ads while working alongside internal teams to support overall enrollment objectives.

You will be responsible for developing and executing a comprehensive digital strategy that aligns with the strategies set forth by in-house Strategic Leaders designed to help graduate and adult degree completion institutions meet their goals.

You will interact regularly with partners, providing ongoing reporting, analysis, and ad optimization.

This role requires a strategic and innovative thinker who can take best practice digital marketing strategies and apply these tactics to drive lead generation and qualified applications for our partners.

The ideal candidate will demonstrate a record of developing and managing large-scale media buys across multiple digital platforms, ability to create and assist team members with content and ad development, and will be a well-rounded digital expert with experience in Google Ads and at least one of the following: (1) Facebook Ads (2) LinkedIn Ads or (3) YouTube/Other digital platforms.

This position is located Richmond, VA.

It is also posted under the titleship of Digital Marketing Strategist, Adult Learner Recruitment Division.

There are multiple titleships for the same single opening.

Please note that this account management opening is also posted as Digital Marketing Strategist, Adult Learner Recruitment Division; applicants are being considered at multiple titleship for the one current opening.

Primary Responsibilities:Campaign Execution and DeploymentDevelop creative materials, including developing ad copy and design for digital ads, based on partners’ branding and marketing strategiesCreate, setup and maintain advanced paid advertising campaigns on social platforms to include Facebook/Instagram and LinkedIn that focus on lead generation and maximizing ad spend ROIMonitor and optimize media budgets across all digital platforms.

Should be able to recommend estimated budget and bid strategies required for specific partnersDeploy systematic A/B testing and monitor resultsManage understanding of digital products and services of significant scope and complexityIdentify trends, insights, and innovations in the industry; stay abreast of our competitors and our partners’ evolving digital strategiesSupport onsite and/or offsite presentations to educate partners and colleagues on services/best practicesStrategy & ReportingWork with DMS leadership and department team members to identify opportunities for growth and incremental opportunities for our partnersProactively keeps abreast of assigned partners’ marketing and media campaigns and make recommendations to optimize or makes changes where appropriateCreate and recommend comprehensive digital marketing plans for each partner with the ability to adapt quickly to budget and time in field constraints.

Knowledge of flighting and ad scheduling preferredTeam CommunicationAttend regularly occurring cross-functional team meetings and huddles, keeping all informed of project status and progressCommunicate campaign-related issues, changes, variances, and contingencies that may arise during deployment; facilitate problem resolution with appropriate partiesLead and work with other team members to ensure a smooth and efficient workflow in the officeWork with team to implement innovative solutions to scale and automate campaign management processesBasic Qualifications: Bachelor’s degree2+ years’ digital marketing experienceExperience developing and managing paid advertising campaigns in Google Ads and at least one of the following: (1) Facebook Ads (2) LinkedIn Ads or (3) YouTube/Other digital platformsExperience optimizing bids and campaigns on Google Ads manually, without use of third-party toolsExperience managing annual digital marketing budgets greater than $30kBasic understanding of key metrics in Google Analytics or other web analytics softwareExperience with Microsoft Office Suite and Adobe Creative SuiteExcellent written and oral communication skillsComfortable communicating with external partners regarding performance of campaignsDemonstrated organizational skills and attention to detailIdeal Qualifications: Experience building comprehensive digital marketing strategies that include paid search and paid social platformsPrevious agency experience or similar, this role is fast-paced and you will be managing more than 15 partners at any given timePreviously managed large paid search annual budgets ($500k+)Partner/account management experience a plusExperience with developing and executing digital marketing campaigns focused on lead generationDeeper understanding of web analytics and trackingInterest in developing digital attribution strategy through use of tag management solutions (GTM, etc.)Ability to scope and propose digital marketing media investments and time in field recommendationsFamiliarity or experience with online project management software (Workfront preferred)Digital platform certificationsExperience with marketing automation software Benefits:Consistent with our belief that our employees are our most valuable resource, EAB offers a competitive and inclusive benefits package.Medical, dental, and vision insurance; dependents and domesticpartners eligible401(k) retirement plan with company match20+ days of PTO annually, in addition to paid firm holidaysDaytime leave policy for community service or fitness activities (up to 10 hours a month each)Paid parental leave for birthing and non-birthing parentsPhase Back to Work program for employees returning from parental leaveInfertility treatment coverage and adoption or surrogacy assistanceWellness programs including gym discounts and incentives to promote healthy livingDynamic growth opportunities with merit-based promotion philosophyBenefits kick in day one, see the full details here.

At EAB, we believe that to fulfill our mission to “make education smarter and our communities stronger” we need team members who bring a diversity of perspectives to the table and a workplace where each team member is valued, respected and heard.To that end, EAB is an Equal Opportunity Employer, and we make employment decisions on the basis of qualifications, merit and business need.

We don’t discriminate on the basis of race, religion, color, sex, gender identity or expression, sexual orientation, age, non-disqualifying physical or mental disability, national origin, veteran status or any other basis covered by appropriate law.