AVP, Paid Media Strategy
American Public University System

The AVP, Paid Media Strategy is responsible for driving growth through the strategic planning and management of paid media across various channels including paid search, display, social and video channels and supporting each of our Educational Units. This role will be responsible for developing strategic objectives, optimization and testing roadmaps, performance reporting and measurement plans that drive business objectives.

This role will oversee both the internal paid media team as well as external agencies to ensure the successful execution of campaigns. Experience in Higher Education a plus.

Responsibilities:

• Develop and implement comprehensive paid media strategies to support the marketing goals and objectives across our different Education Units.
• Drive innovation in paid media tactics and techniques to stay ahead of industry trends and competitors.
• Develop and deepen relationships with media partners such as Google, Meta and LinkedIn
• Lead testing planning and initiatives to optimize campaign performance and drive continuous improvement.
• Manage to KPIs and measurement frameworks to track and report on the effectiveness of paid media channels as a part of broader business objectives
• Manage and optimize budgets across various paid media channels to maximize ROI. Responsible for building and presenting quarterly media plans.
• Collaborate with internal stakeholders to align paid media strategies with overall marketing initiatives.
• Collaborate across different marketing and business functions to inform and improve paid media strategy
• Oversee and mentor internal paid media teams to ensure high performance and professional development.
• Manage relationships with external agencies, providing guidance and direction to achieve campaign objectives.
• Deep knowledge of marketing technology and platforms, including SA360, GA360, Google Ads, Bing, Meta, and LinkedIn.

Requirements:

• Minimum of 9-12 years related experience across marketing and leadership roles
• Experience in Higher Education is a significant plus and preferred

About Us:

Online, on campus and in the workplace, we provide higher education and training to our country's heroes - military service members, veterans, nurses, government employees, and motivated professionals that want to make a difference. American Public Education, Inc. educates service-minded students, ranging from the military, public service, federal agencies, and nursing communities, through American Public University System (APUS), Hondros College of Nursing (HCON), Rasmussen University and Graduate School USA (GSUSA).

It is the policy of American Public Education, Inc. (APEI) to afford equal opportunity to all qualified persons. We treat all qualified individuals equally as to their recruitment, hiring, assignments, advancements, compensation, and all other terms and conditions of employment. American Public Education, Inc. does not discriminate on the basis of race, color, religion, creed, sex, age, national origin, sexual orientation, or physical, mental, or sensory disability, or any other characteristic protected by law