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Digital Strategist
Blackboard Inc.
Washington, DC, United States
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The Digital Strategist 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 the Director to author strategic media plans along with associated supporting materials and formal presentations to the client
• 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
• Utilizing our bid management tool and optimization software to manage media plans/budgets
• 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 client budgets and media billing
Media Analysis
• Work closely with the 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, consistently seeking ways to add value to the relationship
• 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
• Minimum 5-7 years of media buying experience in an agency or client in-house media department with focus on digital media); experience working within higher education industry a plus
• Familiarity with media buying software (Marin, Acquisio 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
• Expert knowledge of media performance tools, including Adwords, Google Analytics, etc.
• Exposure to mobile, social, tablet measurement approaches as well as understanding of role of multi-touch attribution in media evaluation
• Basic understanding of CRM and Marketing Automation tools and reporting such as Hubspot, Hobsons Radius, SalesForce, Marketo and TargetX
• 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.