Communications Specialist III

Purpose

The Paid Media Strategist leads the college's paid media strategy and execution across digital advertising channels to support enrollment, reputation, engagement and other strategic marketing objectives. This position develops integrated paid media plans, manages advertising investments, oversees campaign execution and optimization, and uses performance data to continually improve audience reach, engagement and conversion. The role serves as the college's subject‑matter expert for paid media and partners closely with the Associate Director of Marketing Strategy and Visibility, Marketing Campaigns Manager, Marketing Analytics, and central Engineering Communications teams.

Responsibilities

• Paid Media Strategy & Planning (30%) – Develop and execute paid media strategies aligned with college marketing and campaign objectives; translate campaign goals, audiences and messaging into channel and media strategies; recommend platforms, audiences, placements, budgets, and flighting; create media plans and budget recommendations for recruitment, reputation, awareness, and other priority campaigns; identify opportunities to expand or refine paid media capabilities; serve as the primary subject‑matter expert and strategic advisor on paid media.
• Campaign Management & Optimization (30%) – Manage paid campaigns across platforms such as Google Ads, Meta, and LinkedIn; build, launch, monitor and optimize campaigns throughout their lifecycle; manage audience targeting, retargeting, bidding, budgets, placements, and creative rotation; conduct ongoing testing of audiences, messaging, creative, placements, and campaign strategies; identify performance issues and proactively recommend adjustments; ensure campaigns adhere to brand and marketing standards; manage relationships with advertising platforms and external vendors.
• Performance Measurement & Insights (20%) – Partner with Marketing Analytics to establish campaign KPIs, conversion goals, and measurement strategies; monitor performance, identify trends, opportunities, and areas for improvement; analyze performance across platforms and audiences to inform optimization and future planning; translate paid media data into actionable recommendations; contribute to reporting and presentations for college leadership; develop benchmarks and improve measurement practices.
• Integrated Marketing & Collaboration (15%) – Partner with the Campaign Manager to develop integrated campaign strategies and media plans; collaborate with creative, social media, web, analytics, and other Engineering Communications partners; provide paid media expertise during planning, creative development, and post‑campaign evaluation; advise on landing‑page experiences, audience journeys, and conversion opportunities; stay informed about emerging advertising technologies, privacy changes, platform developments, and higher education marketing trends.
• Governance & Continuous Improvement (5%) – Establish and maintain paid media best practices, documentation, and standards; ensure appropriate use of tracking parameters, conversion events, and audience data; maintain knowledge of platform policies, privacy requirements, and institutional guidelines; evaluate new platforms, tools, and advertising opportunities and make strategic recommendations.

Requirements

• Bachelor’s degree or equivalent combination of education and experience.
• Four years of related experience.

Preferred Qualifications

• Five or more years of professional experience in digital advertising, paid media, performance marketing, or a related field.
• Demonstrated experience independently developing and managing paid media strategies.
• Experience managing paid campaigns across multiple digital advertising platforms (Google Ads, Meta, LinkedIn, etc.).
• Experience managing or recommending paid media budgets.
• Experience analyzing campaign performance and using data to optimize campaigns.
• Ability to translate organizational goals into measurable digital marketing strategies.
• Seven or more years of relevant experience for immediate ownership of the college's paid media function.
• Experience in higher education, enrollment marketing, nonprofit, government, or other complex institutional environments.
• Google Ads certification and/or relevant platform certifications.
• Experience with Meta Ads Manager and LinkedIn Campaign Manager.
• Experience with recruitment or enrollment marketing.
• Experience managing significant advertising budgets.
• Experience developing paid media testing frameworks and performance benchmarks.

Benefits

• Competitive medical insurance through Blue Cross and Blue Shield of Texas; prescription coverage by Express Scripts.
• Options for vision, dental, life, and long‑term disability insurance.
• Defined benefit retirement plan with the Teacher Retirement System of Texas (TRS) – 8.25% employer contribution.
• Voluntary retirement programs: Tax‑Deferred 403(b) and Deferred Compensation 457(b).
• Flexible spending accounts for medical and childcare expenses.
• Generous paid time off including holidays, vacation, and sick leave.
• Free training access through LinkedIn Learning and other professional development opportunities.
• Tuition assistance and educational release time.
• Wellness programs and wellness release time to promote work‑life balance.

Compensation

Starting salary $62,000 per year (approximately $5,166.67 monthly).

Work Location

Main Campus – College Station, TX.

About Engineering Communications

Engineering Communications develops and implements communications and marketing plans focusing on key priorities of the engineering program as defined by the engineering leadership team. The award‑winning team includes communications, marketing, graphic design, web, and public relations professionals who strengthen the brand and image of Texas A&M University College of Engineering, Texas A&M Engineering Experiment Station, Texas A&M Engineering Program, Texas A&M University, and The Texas A&M University System.

Application Materials

• Resume/CV
• Three work references with contact information (at least one from a supervisor/former supervisor)
• Letter of interest