Paid Media Specialist

2U partners with leading colleges and universities to deliver the world’s best online degree programs. Our Platform, a fusion services and technology, enables schools to attract, enroll, educate, support and graduate students around the world. Our company culture is united by our No Back Row® philosophy; the idea that when we each lean in and do our part, we are better individually and collectively.

We are a high growth, fast paced company looking for a Digital Media manager reporting to the Director, Digital Media Strategy who will work with the demand generation and ad operations group.

• 2+ years of direct-response experience
• Experience with setting and managing to CPL / CPA targets in Adwords, Facebook or other platforms
• Ability to use data and insights to develop audience and media strategy
• Experience setting up campaigns in PPC channels and/or through contextual media buying
• Ability to articulate how you’ve used data to solve media problems / impact media performance
• Experience using 3rd party tools to optimize campaigns (ie. Google Analytics, CRM or others)
• Familiarity with how digital ads are served and tracked using pixels, URL parameters, etc.
• Proven ability to write copy for direct response channels; knowledge of best practices
• Proven ability to construct a proper a/b testing approach from hypothesis generation through data gathering and conclusions
• Strong ability to communicate to a diverse set of teams; use data and insight to make a case for what you need to be successful
• Manage day-to-day PPC activities / bid management systems: bidding strategies, testing and optimization, keyword research, media best practices, budget forecasting, campaign reporting and analysis, and continuous improvements for managed accounts for 2U University Partners.
• Develop innovative strategies to increase lead volume, decrease cost per acquisition and outmaneuver competition in a highly competitive market
• Analyze key performance data (top of funnel to bottom) within managed PPC channels
• Daily monitoring of campaign management of paid social and/or search campaigns including monitoring account and campaign performance, troubleshooting issues and identifying new opportunities.
• Develop multi-channel fully integrated paid digital media marketing campaigns and strategies, including search, display, paid social video and mobile

• Develop media strategies and execute/manage across digital channels and university programs
• Direct management of PPC channels (ie LinkedIn) as well as contextual, direct media buys
• Pull campaign performance reports and collaborate with Business Analyst group to analyze and optimize the volume, behavior and cost efficiency of individual campaigns within channels
• Work with Business Analysts to set monthly PPC campaign targets by channel and university program
• Negotiate, sign and maintain monthly media buys; work with Ad Operations on proper execution
• Demonstrated hands-on experience with PPC is a must
• Experience with campaign management platforms such as Kenshoo & Marin
• Proven ability to manage budgets and build budget and performance projections
• Experience implementing innovative tactics in account segmentation, quality score optimization, account automation, bid optimization, keyword expansion and/or copywriting
• Attention to detail
• Multi-tasking, flexibility and ability to consistently evaluate priorities
• Creative and enjoys using data to problem solve
• Enjoys close collaboration with others
• Enthusiasm and the ability to thrive in an environment of constant change