The Brand Media Manager will report into the Director of Media & Digital Marketing but will work across internal teams as well as external agencies on brand initiatives, current media strategies and new media strategies to take advantage of new learnings in order to optimize. His/Her primary responsibility will be to manage all brand marketing media, WGU's external media agency, assist in guiding current and driving new brand media strategies that provide value in the form of efficiencies throughout the high and mid-level funnel. This will be achieved by providing insights into traditional and digital brand spend and media that will increase low funnel performance resulting in elevated efficiency. Additionally, the Brand Media Manager will further assist in defining the target audience, understand and communicate brand perceptions to guide the positioning of WGU by the Program Marketing team, assist in brand creative development and traditional and digital media plans, including content media.
This person will also work closely with the Digital Marketing team to impart data driven direction to test new audiences and their engagement across the mid and lower funnel, measuring response across devices, platforms, and geographies. Developing a deep understanding of marketing efforts across the university this role will also bring new opportunities in the brand media space to life.
He/She will also be responsible for working with WGU's brand reporting agency to drive campaign tracking effectiveness to measure brand health/performance against business KPIs.
Overall, he/she will work to drive brand awareness as well as provide brand media insights to inform marketing decisions that will drive efficiencies.
Essential Functions and Responsibilities
Partner with and lead the day to day management of WGU's media agency to guide current brand media strategy, drive new strategic brand media decisions and assist in the creation of new brand media strategy and execution.
Manage tracking, measurement and reporting on effectiveness of brand media marketing activities, whether internally or via an external agency
Optimize measurement with internal teams and external agencies to ensure absolute transparency of data and reporting of brand data for use by various internal stakeholders.
Report on brand campaign performance against assigned KPIs, summarizing key insights and recommending actions to improve performance throughout the funnel
Work closely with Program Marketing leadership to assist in driving high performance from their campaign initiatives where brand marketing will play a role in achieving and surpassing set goals
Work closely with WGU's internal lead generation team to communicate key learnings and recommendations as to how they may leverage brand media in order to drive higher performance for each college and audience
Assist Program Marketing in conducting qualitative research among our target audience to understand what creative messaging, offer, etc. resonates at a high and mid-funnel level
Partner with online marketing and data analysts to generate deeper, integrated insights into the impacts of brand marketing
Bring and leverage new brand media ideas and opportunities across high and mid-funnel audiences to discover more efficient ways of increasing WGU's awareness and driving lead generation growth at low funnel
Effectively present learnings in written communication and oral presentation
Develop strong working relationships among key stakeholders across multiple business and marketing units
A passion and interest for non-profit higher education
Ability to work cross-functionally and build effective relationships with teams
Team player with genuine interest in better understanding consumer behavior
Ability to work nimbly with strategic creativity
Ability to work with large data sets, including gleaning new insights from data
Motivation to take full ownership and accountability over projects and outcomes
Poise, maturity and interpersonal skills to deal professionally and collaborate with internal stakeholders
5+ years of brand media marketing experience
B.A./B.S. Degree Required
Experience in brand equity tracking research
Experience measuring media/marketing campaign performance
Experience managing external media partners/vendors
Ability to work in creative and analytical environments
Clear, concise communication skills, in both written and oral form
Strong analytical skills where actionable insights are the key output
Strong organizational and time management/prioritization skills
Hands-on advanced knowledge of and proficiency with Google docs
Knowledge of Adobe Reporting & Analytics as well as Adobe Audience Manager strongly considered
Western Governors University