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Senior Media Analyst
Blackboard Inc.
Washington, DC, United States
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Sr. Media Analyst, Marketing and Recruitment Strategy
(Washington D.C., Reston, VA or Remote)
About Blackboard
Blackboard is helping education leaders enhance every aspect of the student experience. Our broad reach covers a market-leading e-Learning solution in addition to consulting and student services, analytics, collaboration, and commerce solutions. Across courses, campuses, organizations, companies, government agencies, and communities, Blackboard is powering the educational age around the globe.
Blackboard offers a fully customizable range of industry-leading platforms and student services that address the partner institution’s unique vision, needs and strategic objectives. We are dedicated to fostering a culture of lifelong education and growth.
Blackboard’s Marketing and Enrollment Solutions organization is seeking an experienced senior media analyst to have direct responsibility for meeting client goals in the higher education industry. With a client-centric approach, Blackboard is focused on helping clients grow enrollments confidently by making data-driven decisions to increase the cost effectiveness of their marketing and media campaigns.
POSITION DESCRIPTION
Across the Blackboard organization and on behalf of our clients, there is a heavy emphasis on using data and analytics to optimize the best strategic approach. The Sr. Media Analyst will be the go-to person for these efforts with focus on planning and managing all paid media campaigns executed on behalf of higher education clients. This person is expected to deeply understand the right tools, media buying tactics, data and technology required to inform and drive client success including CRM, marketing automation, bid management, Google Analytics and more. The ability to connect enrollment strategies with media analytical insights and modeling will be a critical factor in this person’s success. S/he must be able to analyze upper-funnel and post-conversion advertising campaigns with the use of appropriate third party data. This person will be expected to purchase paid media on behalf of Blackboard clients using our bid management tool of choice.
The ideal candidate will have a thorough understanding of digital advertising metrics and KPIs, especially from a lead generation perspective, as well as a track record of successfully building analytic approaches across a broad mix of digital channels. A major responsibility of this role will be to build the Blackboard approach and infrastructure for existing clients as well as provide measurement guidance on new business pitches. This is a unique opportunity for a motivated individual to help drive innovation and thought leadership throughout a vibrant and dynamic organization.
This person must be able to manage multiple initiatives and projects ranging from media plan strategy recommendation to implementation to on-going optimization and testing. S/he must be fluent in developing, launching and managing media solutions across a wide variety of channels such as SEM, email, affiliate, display, social media, and traditional.
This person will also serve as a primary point of contact for Blackboard’s clients, acting as a senior account executive in regards to the paid media campaigns. In this capacity s/he must be able to accurately set expectations, map priorities and processes, manage Blackboard commitments, and respond with urgency to client needs. Excellent communication and client service skills are a must. S/he will need to be a self-starter who is able to work autonomously as well as collaboratively across various groups and with multiple clients at a time. This person will also have responsibility for managing third party vendors as part of the overall solution framework, as needed. This person will report directly to the Senior Director, Marketing and Recruitment Solutions on the implementation and analysis of all media campaigns related to lead generation and down-funnel enrollment performance.
POSITION RESPONSIBILITIES
The Sr. Media Analyst will play a critical role in the development and execution of the media plans needed to support the student recruiting strategy of the institution. This person will need to demonstrate thought leadership internally and externally to position Blackboard as a leader in the industry. Contributing to positive client satisfaction is paramount to success in this position.
Specific responsibilities will include:
Media Planning/Buying
• Propose, develop and execute marketing solutions across a variety of media channels, including SEM, display, social media, email, affiliate marketing and traditional marketing through strategic partnerships
• Work with Sr. Director to author strategic media plans along with associated supporting materials and formal presentations to the client
• Manage the implementation of the bid management tool and utilize the buying software to optimize media plans/budgets
• Place media buys and set up campaigns with primary focus on digital channels (SEM, Display, Social Media, etc); knowledge of traditional media (TV, Radio, Print, Out-of-Home) is a plus
• Aggressively negotiate rates where applicable, while maintaining a fair and honest approach with media reps
• Manage day-to-day media buying process and vendor relationships
• Assisting in managing all client budgets and media billing
Media Analysis
• Work closely with the Senior Director to develop KPIs and reporting methodologies / approaches that match back to campaign and client goals
• Use an analytical approach to evaluate media performance, optimization and channel alternatives; must be able to work through the layers of reported data and deliver analysis and insight beyond the ground level in a constructive and concise manner
• Analyze information to bring forward insights, results, and suggest optimizations (e.g. keyword research, ad copy testing, bid management tactics) and test scenarios to ensure optimal return on client’s advertising investment
• Provide business analysis to identify risks and opportunities related to lead generation, media optimization, conversion rates and application yield rates
• Contribute to the development of clear and concise campaign performance reports that will deliver information in an intelligent and digestible manner
• Establish and maintain expert knowledge of the latest innovations and opportunities impacting SEM, programmatic display, and the overall digital marketing landscape
Relationships and Service
• Serve as a key client contact, represent Blackboard with clients and media community; travel periodically as needed
• Identify and track reporting metrics and KPIs to ensure effectiveness of service and disseminate best practices across clients
• Ensure media tactics and deliverables meet or exceed client’s objectives, timing expectations and budget
• Establish and foster productive relationships with media vendors
• Track spending and any changes in budget each week; provide updates internally and to clients in a clear, complete manner
PROFESSIONAL QUALIFICATIONS
• Bachelor's degree or related work experience; advanced degree a plus
• 7+ years’ experience in marketing, advertising, or related field (agency or in-house media experience preferred); experience working within higher education industry a plus
• Minimum 3-5 years of media buying experience in an agency or client in-house media department with focus on digital media
• Familiarity with media buying software (Marin or similar)
• Comfortable reaching out to prospective publishers, networks, and platforms; existing relationships with media vendors a plus
• Strong analytical skills are required, including the ability to analyze raw data, draw conclusions, and summarize actionable recommendations as part of forecasted outcomes/implications
• Highly fluent understanding of all aspects of paid media advertising, media strategy and standard media measurement
• Ability to “think outside-the-box” and demonstrate creative problem solving
• Excellent customer service and client-facing skills
• Problem solving and critical thinking skills are a must
• Superior communication and presentation skills, both written and oral
• Independent, self-starter with strong prioritization, project management and coordination skills; and ability to excel in a fluid, cross-functional team environment
• Basic understanding of CRM and Marketing Automation tools and reporting such as Hubspot, Hobsons Radius, SalesForce, Marketo and TargetX
• Expert knowledge of media performance tools, including Adwords, Google Analytics, and bid management tools
• Exposure to mobile, social, tablet measurement approaches as well as understanding of role of multi-touch attribution in media evaluation
• Expertise in Microsoft Excel and PowerPoint
• Ability to consistently perform under the pressure of deadlines and other administrative demands
• Ability to thrive in a fast-paced, results-oriented, collaborative, flexible environment
This job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required. Nothing in this job description restricts management's right to assign or reassign duties and responsibilities at any time.
Blackboard is an equal employment opportunity/affirmative action employer and considers qualified applicants for employment without regard to race, color, religion, sex, national original, age, religion, disability, marital status, sexual orientation, gender identity or expression, military/veteran status, or any other protected factor.
Location/Division: Washington, DC, USA Job Requisition: BB-1178