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Digital Paid Media Manager (18892)

Date: May 24, 2023

Location: Washington, DC, US, 20016

Company: American University

Get to Know American University

At American University we value open and honest inquiry, servant leadership, and the affirmation of the human dignity of all. We envision a thriving AU community where individuals of all identities and experiences are understood, appreciated, and fully included, and where equitable treatment, opportunities, and outcomes prevail. 


Our diverse community of students, faculty, and staff represent every state and more than 150 countries. Our internationally recognized faculty are today's thought leaders in the areas of public policy, law, the arts, communications, international development, and more. Our staff are innovative, service-oriented, and dedicated to moving the university towards achieving its strategic goals. We are committed to an excellent experience for all of our students, faculty and staff and share a passion for creating change through our knowledge and our work. 


Learn more about American University by clicking here.  

About the Department/Unit

Join an award-winning creative team that uses engaging storytelling to promote American University's business school. Our values are simple: use business as a force for meaningful change. And our job is even simpler: ensure everyone knows how deeply we care about the world, its people, and their prosperity. You'll work in an internal agency, where our customers are fellow departments, faculty members, and school leadership. You'll also collaborate with other creatives, including a social media manager, designers, writers, digital marketers, and event managers.


The Digital Paid Media Manager manages and executes effective PPC campaigns for the business school, particularly the online graduate programs. As a Paid Media Manager, you will be responsible for developing, implementing, and optimizing PPC strategies to meet the school objectives. 

Essential Functions

  1. Paid Media Management: Conduct research and analysis of target audience demographics, interests, and behaviors. Develop a paid media advertising strategy aligned with business goals and target audience research. Create and launch a pilot paid media campaign on social media platforms such as Facebook, Instagram, or Twitter to test the effectiveness of the advertising strategy. Monitor and analyze the performance of the paid media campaign and adjust the strategy accordingly. Collaborate with the content team to develop ad creatives that align with the campaign goals and target audience research. Continually optimize campaign components including keyword strategy, ad copy, bid prices, cost per conversion, cost per click, audience optimization, etc.
  2. Experimentation & Data Analysis: Refine and optimize the paid media advertising strategy based on the results of the initial campaign. Expand the paid media campaign to additional platforms such as Google Ads or LinkedIn Ads to reach a broader audience. Conduct A/B testing of ad creatives to identify the most effective messaging and design. Analyze the performance of each platform and adjust the budget allocation based on the return on investment (ROI). Develop a remarketing campaign to target users who have engaged with previous ads but did not convert. Set up conversion tracking and retargeting pixels to measure campaign effectiveness and improve targeting.
  3. Optimization & Research: Continue to refine and optimize the paid media advertising strategy based on ongoing performance analysis. Expand the advertising budget to increase reach and engagement. Implement advanced targeting techniques such as lookalike audiences or custom audiences to reach new potential customers. Explore new advertising formats such as video ads or interactive ads to enhance user engagement. Collaborate with the content team to align SEO and paid media advertising strategy with to increase overall online visibility. 
  4. Administrative
  5. Other Duties as Assigned 

Position Type/Expected Hours of Work

  • Full Time, 35 hours/week with a hybrid schedule.
  • Sr. Coordinator/Analyst A.
  • Exempt.
  • This is a union-eligible position.

Salary Range

  • $67,000.00 - $73,000.00/year; to commensurate with experience.

Required Education and Experience

  • Bachelor's degree.
  • 4-6 years of relevant experience
  • Hands-on experience managing PPC campaigns.
  • Strong understanding of keyword research, audience targeting, and competitive analysis.
  • Excellent written and verbal communication skills with experience in creative writing.
  • Proficiency in Google Docs, Word, Excel, and PowerPoint.
  • Strong analytical and problem-solving skills with the ability to use data to inform decisions.
  • Ability to work independently and manage multiple projects simultaneously.
  • Experience with programmatic advertising considered a plus.
  • A can-do attitude and collaborative mindset.
  • Passionate about digital marketing and committed to driving results.
  • Self-motivated with a strong work ethic.
  • Critical thinker with a forward-thinking mindset.
  • Highly organized and able to multitask efficiently.
  • Proactive in seeking out information and willing to learn and adapt.

Preferred Education and Experience

  • Google Ads and Google Analytics certification or equivalent certification.
  • Experience with Hubspot.
  • Knowledge of Wrike or other project management software.
  • Tableau, Google Data Studio, or equivalent.



AU offers a competitive benefits package including a 200% matching retirement plan, tuition benefits for full-time staff and their families, several leadership development certificates, and has been recognized by the American Heart Association as a fit-friendly worksite. Click here to learn about American University's unique benefit options.


Union Eligibility

This position is part of a collective bargaining unit represented by SEIU Local 500. That means the terms and conditions of your employment are governed by university policy (including the Staff Personnel Policies Manual) and any collective bargaining agreement entered into between American University and SEIU Local 500.


Other Details

  • Hiring offers for this position are contingent on successful completion of a background check.
  • Employees in staff positions at American University must deliver their services to the university from either the District of Columbia, Maryland, or Virginia, or perform work on-site at the university.
  • Please note this job announcement is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.


Current American University Employees

If you are a current employee at American University, please log into AsuccessfulU through the myAU portal. Once in AsuccessfulU, please select the Careers tile which will take you to our internal career page. 


Contact Us

For more information or assistance with the American University careers site, email


American University is an equal opportunity, affirmative action institution that operates in compliance with applicable laws and regulations. The university does not discriminate on the basis of race, color, national origin, religion, sex (including pregnancy), age, sexual orientation, disability, marital status, personal appearance, gender identity and expression, family responsibilities, political affiliation, source of income, veteran status, an individual’s genetic information or any other bases under federal or local laws (collectively "Protected Bases") in its programs and activities.


Nearest Major Market: Washington DC