Design a data-driven paid media program grounded in a clear point of view on the role advertising should play in advancing Texas A&M’s marketing and communications objectives — including driving national reputation and brand perception. Leverage paid media to test, build, and validate priority audience segments using performance data to understand which audiences most effectively drive brand awareness and perception. Create a media testing framework that incorporates lift experiments and test-and-learns to inform media performance, budget allocations, and long-term strategic planning. Define a media mix, budget allocations, and flighting strategies that maximize brand impact and efficiency. Develop a strategic approach to balancing broad national reputation campaigns with more targeted, perception-shifting efforts — ensuring media spend, messaging, and measurement frameworks are optimized across both mass reach and niche influence priorities.
