Campaign Development & Execution:
- Build comprehensive media plans targeting prospective undergraduate and/or graduate students across the enrollment funnel
- Develop audience segmentation strategies based on academic interests, demographics, geography, and enrollment intent
- Create detailed media flowcharts, budget trackers, and authorization documents that ensure flawless campaign execution
- Collaborate with analytics team to establish proper tracking, attribution models, and enrollment conversion metrics
- Manage media budgets ranging from $250K-$2M across traditional and digital channels
Strategic Leadership:
- Serve as primary planning contact for client stakeholders, building trust and demonstrating deep understanding of institutional goals
- Present media recommendations and campaign performance to client teams with confidence and clarity
- Direct workflow to Assistant Planners and Coordinators, providing clear direction and mentorship
- Act as quality control checkpoint for all planning deliverables before client or buying team review
- Proactively identify media opportunities aligned with recruitment priorities (reach students during campus visit season, application deadlines, etc.)
Research & Insights:
- Leverage syndicated research (MRI, Nielsen, Comscore) to uncover insights about student media behaviors and preferences
- Analyze competitive media activity within higher education category to identify white space opportunities
- Stay current on emerging platforms and tactics relevant to reaching Gen Z audiences (BeReal, Discord communities, gaming platforms, etc.)
- Translate research findings into actionable media strategy adjustments
Client & Vendor Management:
- Maintain regular communication with higher ed client regarding campaign status, optimizations, and results
- Build relationships with education-focused media vendors and negotiate added value opportunities
- Coordinate with internal teams (creative, analytics, buying) to ensure seamless campaign execution
- Provide strategic POVs on industry trends, enrollment challenges, and media innovation
- 3-5 years of media planning experience with at least 1 year in higher education, education services, or youth marketing
- Strong planning capabilities across: Video (TV, CTV, OLV), Audio (Streaming, Podcast, Radio), Digital (Programmatic, Social, Search, Display), and Out-of-Home/DOOH
- Proficiency with media planning and research tools: Nielsen AdIntel, MRI-Simmons, Telmar, Strata, Comscore
- Experience managing media budgets and ensuring accurate pacing and stewardship
- Demonstrated ability to build and present media recommendations to clients
- Understanding of student recruitment marketing and enrollment funnel metrics
IDEAL CANDIDATE DEMONSTRATES
- Knowledge of Gen Z media consumption patterns and platform preferences
- Experience with geo-targeting strategies relevant to regional recruitment priorities
- Ability to balance always-on awareness tactics with surge periods during key enrollment milestones
- Strong organizational skills and attention to detail critical in fast-paced recruitment cycles
- Comfort working within higher education marketing constraints (budget cycles, approval processes, compliance considerations)
We Are Rosie is an equal opportunity employer. We do not discriminate on the basis of race, color, religion, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, marital status, or any other status protected under federal, state, or local law.
