Advertising & Digital Marketing Coordinator in Alma, Michigan at Alma College (MI)
Job Description
The Advertising & Digital Marketing Coordinator develops, executes, and optimizes Alma College's advertising strategy to support enrollment, graduate programs, institutional priorities, and brand awareness. Working closely with the Senior Director of Marketing, the coordinator plans and manages paid media campaigns across digital, social, search, print, outdoor, and emerging channels.
The coordinator serves as the College's primary expert on media planning and advertising performance, recommending audience strategies, media placements, budgets, and campaign investments that advance institutional goals. This position manages relationships with media partners, advertising agencies, digital platforms, and vendors while ensuring marketing resources are used effectively and responsibly.
The Advertising & Digital Marketing Coordinator collaborates with admissions, graduate programs, advancement, athletics, and campus partners to develop integrated campaigns that generate awareness, engagement, inquiries, applications, and enrollment.
The coordinator will work collaboratively with other members of the marketing team to maximize College resources. The coordinator will collaborate with media organizations to secure and place media.
Supervision Received/Exercised
This position reports to the senior director of marketing and has no supervisory responsibilities.
- Develop and implement comprehensive advertising strategies that support student recruitment, graduate enrollment, fundraising, brand awareness, and other institutional priorities.
- Plan, execute, and optimize paid digital campaigns across Google Ads, Microsoft Advertising (Bing/MSN), Meta (Facebook and Instagram), LinkedIn, YouTube, display networks, and other platforms.
- Research target audiences and recommend appropriate media strategies, channel selections, audience segmentation, and campaign tactics.
- Manage all aspects of media planning and buying, including digital, print, billboard, streaming, broadcast, outdoor, and emerging media opportunities.
- Negotiate advertising rates, placements, contracts, value-added opportunities, and schedules with media organizations and vendors.
- Serve as the primary liaison to advertising agencies, media groups, publishers, billboard vendors, and digital platform representatives.
- Monitor campaign performance and analyze key metrics including reach, impressions, engagement, click-through rates, conversions, cost-per-lead, cost-per-acquisition, and return on investment.
- Develop dashboards, reports, and recommendations that translate campaign data into actionable marketing decisions.
- Manage advertising budgets, purchase orders, contracts, invoices, reconciliations, and vendor payments while ensuring compliance with College purchasing procedures.
- Collaborate with designers, writers, photographers, videographers, and marketing colleagues to develop compelling advertising creative and messaging.
- Support enrollment and marketing leadership in evaluating new advertising technologies, platforms, audience opportunities, and media trends.
- Conduct market and competitor research to identify opportunities and improve campaign performance.
- Ensure campaigns align with Alma College brand standards and institutional messaging.
- Other duties as assigned.
- Bachelor's degree in marketing, advertising, communications, digital media, business, public relations, or a related field.
- Two or more years of professional experience in advertising, digital marketing, media buying, communications, or a related area.
- Demonstrated experience managing paid advertising campaigns across Google, Microsoft Advertising (Bing/MSN), Meta, LinkedIn, YouTube, and similar platforms.
- Experience developing and managing multi-channel advertising and lead generation strategies.
- Knowledge of audience targeting, campaign optimization, conversion tracking, attribution, and digital marketing analytics.
- Experience using Google Analytics and other marketing reporting tools.
- Experience managing advertising budgets and monitoring campaign performance against financial goals.
- Experience reviewing and processing invoices, purchase orders, contracts, and vendor agreements.
- Strong project management, organizational, and communication skills.
- Ability to interpret data and make evidence-based recommendations.
- Ability to manage multiple projects and deadlines simultaneously.
- Ability to collaborate effectively with colleagues, media partners, agencies, and vendors
- Experience working directly with billboard companies, media groups, publishers, and advertising agencies.
- Experience in higher education marketing, enrollment marketing, or mission-driven organizations.
- Google Ads, Google Analytics, Meta, or related digital marketing certifications.
- Experience working with underrepresented, first-generation, Pell-eligible, and diverse populations.
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