1. Strategic Planning and Collaboration • Partner with Century College to develop annual and campaign-specific media strategies aligned with enrollment objectives, academic calendars, and program priorities. • Collaborate with Century College’s creative and internal teams to ensure message consistency across all channels. • Conduct regular strategic planning meetings, performance reviews, and post-campaign evaluations. 2. Audience and Market Research • Conduct market and audience research to refine target segments, validate audience personas, and identify new opportunities. • Leverage industry tools and data (e.g., Google Analytics, Resonate, MRI/Simmons, or equivalent) to inform audience insights and channel selection. • Integrate demographic, psychographic, and behavioral data to improve targeting precision. 3. Media Buying and Negotiation • Develop and manage full-funnel media plans incorporating both digital and traditional channels. • Negotiate favorable placements, rates, and added value with vendors. • Manage all aspects of media purchasing, trafficking, and vendor communication to ensure accurate and timely execution. 4. Campaign Management and Optimization • Execute and monitor campaigns in real time to ensure alignment with KPIs and budget pacing. • Provide ongoing optimization across all channels (search, display, social, video, OOH, etc.) based on performance analytics. • Utilize A/B testing, learning agendas, and data-driven refinements to enhance performance over time.
