Associate Director, Paid Search and Social

📌 Core Information

🔹 Job Title: Associate Director, Paid Search and Social

🔹 Company: University of Chicago

🔹 Location: Chicago, IL (Telecommuting 3 days/week)

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: April 7, 2025

🔹 Experience Level: 5-7 years

🔹 Remote Status: Hybrid (3 days remote)

🚀 Job Overview

Key aspects of this role include:

• Developing and optimizing paid digital advertising campaigns to elevate Chicago Booth's brand presence and drive prospective student engagement.
• Refining and optimizing paid advertising campaigns to maximize lead quality, conversion rates, and efficient allocation of ad spend.
• Overseeing an external paid search agency to guide the execution of a global PPC strategy focused on increasing qualified leads and driving targeted traffic.
• Collaborating with content, creative, data analytics, brand, and admissions teams to develop compelling ad creatives, targeting strategies, and optimized ad messaging.
• Staying current with industry trends, emerging ad formats, and platform updates to continuously improve and innovate digital marketing strategies.

ASSUMPTION: This role requires a strong understanding of both paid search and paid social strategies, with a focus on lead generation. The ideal candidate will be data-driven, collaborative, and proficient in managing campaigns across various platforms.

📋 Key Responsibilities

✅ Develop, execute, and optimize paid digital advertising campaigns to elevate Chicago Booth's brand presence and drive prospective student engagement.

✅ Refine and optimize paid advertising campaigns to maximize lead quality, conversion rates, and efficient allocation of ad spend.

✅ Oversee an external paid search agency to guide the execution of a global PPC strategy focused on increasing qualified leads and driving targeted traffic.

✅ Create, monitor, and optimize ad performance and landing pages using A/B testing, audience segmentation, and performance analytics.

✅ Analyze campaign data, generate insightful reports, and provide actionable recommendations to measure effectiveness, adjust strategies, and maximize ROI.

✅ Collaborate with content, creative, data analytics, brand, and admissions teams to develop compelling ad creatives, targeting strategies, and optimized ad messaging.

✅ Work with web development teams to optimize website conversion paths and enhance user experience.

✅ Implement remarketing strategies to nurture leads, track lead progression, and analyze conversion rates across the enrollment funnel.

✅ Develop one or more of the following marketing functions: marketing communications and advertising, web blogs or other digital marketing, and market research. Review and update marketing infrastructure which may include one or more database systems, the intranet, and external web sites.

✅ Develop marketing communications, advertising, or publicity strategy. Plan and coordinate the development and production of marketing campaigns, ensuring deadlines and budgets are met. Design, write, and edit high profile or high visibility marketing materials, which may include press releases, book jacket copy, blogs, or other web material.

✅ May assist managing relationships with external sales agencies.

✅ Perform other related work as needed.

ASSUMPTION: This role requires a strong understanding of both paid search and paid social strategies, with a focus on lead generation. The ideal candidate will be data-driven, collaborative, and proficient in managing campaigns across various platforms.

🎯 Required Qualifications

Education: Minimum requirements include a college or university degree in a related field.

Experience: Minimum requirements include knowledge and skills developed through 5-7 years of work experience in a related job discipline.

Required Skills:

• Strong analytical skills with proficiency in Google Analytics, Search Ads 360, and other reporting tools.
• Skilled with Adobe Analytics.
• Proficient with CRM platforms, Slate.

Preferred Skills:

• A minimum three years of proven experience in digital advertising and PPC campaign management.
• Background with A/B testing, audience segmentation, and conversion rate optimization.

ASSUMPTION: The ideal candidate will have a strong analytical background and proven experience in digital advertising and PPC campaign management, with a focus on lead generation.

💰 Compensation & Benefits

Salary Range: $65,000 - $85,000 per year

Benefits:

• Health, retirement, and paid time off benefits

Working Hours: 37.5 hours per week

ASSUMPTION: The salary range provided is the University's good faith estimate of the possible compensation offer for this role at the time of posting.

📌 Applicant Insights

🔍 Company Context

Industry: Higher Education, specifically focused on business and economics research.

Company Size: Small (11-50 employees)

Founded: The University of Chicago was founded in 1892, and the Becker Friedman Institute for Economics was established in 2014.

Company Description:

• The University of Chicago is a private research university in Chicago, Illinois.
• The Becker Friedman Institute for Economics (BFI) serves as a hub for cutting-edge analysis and research across the entire University of Chicago economics community.
• The BFI unites researchers from the Booth School of Business, the Kenneth C. Griffin Department of Economics, the Harris School of Public Policy, and the Law School.

Company Specialties:

• Economics
• Public Policy
• Research
• and Higher Education

Company Website: bfi.uchicago.edu

ASSUMPTION: The University of Chicago is a prestigious institution known for its rigorous academic programs and research output. The Becker Friedman Institute for Economics is a prominent research institute within the university, focusing on economics and related fields.

📊 Role Analysis

Career Level: Mid-level, with potential for growth and leadership opportunities within the marketing department.

Reporting Structure: This role reports directly to the Director of Marketing.

Work Arrangement: Hybrid, with a minimum of three days per week in the office.

Growth Opportunities:

• Potential to take on more responsibilities and advance within the marketing department.
• Opportunities to collaborate with and learn from experienced researchers and faculty members.
• Possibility to contribute to the development of new marketing strategies and campaigns.

ASSUMPTION: This role offers opportunities for professional growth and development within a prestigious academic institution.

🌍 Location & Work Environment

Office Type: On-campus office located in the Charles M. Harper Center.

Office Location(s): Chicago, IL

Geographic Context:

• Chicago is the third-most populous city in the United States, with a diverse cultural scene and a strong economy.
• The University of Chicago is located in the Hyde Park neighborhood, on the city's South Side.
• The campus is known for its architectural beauty and historic significance.

Work Schedule: Standard business hours, with flexibility for occasional remote work.

ASSUMPTION: The Hyde Park neighborhood is known for its vibrant cultural scene, historic architecture, and proximity to Lake Michigan and the Museum of Science and Industry.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening
• In-person or virtual interview with the hiring manager
• Final interview with the Director of Marketing
• Background check and offer

Key Assessment Areas:

• Digital advertising and PPC campaign management experience
• Analytical skills and data-driven decision-making
• Collaboration and communication skills
• Cultural fit with the University of Chicago and the Becker Friedman Institute

Application Tips:

• Highlight relevant experience and achievements in digital advertising and PPC campaign management.
• Demonstrate a strong understanding of the University of Chicago and the Becker Friedman Institute's mission and values.
• Showcase your analytical skills and data-driven approach to campaign optimization.
• Tailor your resume and cover letter to emphasize your fit for this specific role.

ATS Keywords: Paid Search, Paid Social, Digital Advertising, Lead Generation, Google Analytics, Search Ads 360, Adobe Analytics, CRM, Slate, A/B Testing, Audience Segmentation, Conversion Rate Optimization

ASSUMPTION: The University of Chicago uses an Applicant Tracking System (ATS) to manage job applications. Including relevant keywords in your resume and cover letter can help your application get noticed by the ATS and increase your chances of being considered for an interview.

🛠️ Tools & Technologies

• Google Analytics
• Search Ads 360
• Adobe Analytics
• Slate (CRM platform)
• Microsoft Office Suite
• Project management tools (e.g., Asana, Trello, or Jira)

ASSUMPTION: Familiarity with these tools and technologies is required for this role. Proficiency in additional marketing and advertising platforms may also be beneficial.

👔 Cultural Fit Considerations

Company Values:

• Excellence in research and scholarship
• Collaboration and interdisciplinary approach
• Inclusion and diversity
• Integrity and accountability

Work Style:

• Data-driven and analytical
• Collaborative and team-oriented
• Adaptable and responsive to change
• Attention to detail and quality-focused

Self-Assessment Questions:

• Do you have a proven track record in digital advertising and PPC campaign management?
• Are you comfortable working in a collaborative, interdisciplinary environment?
• Do you thrive in a data-driven, analytical work culture?
• Are you able to balance multiple projects and meet strict deadlines?

ASSUMPTION: The ideal candidate will possess a strong analytical background, proven experience in digital advertising and PPC campaign management, and a collaborative, data-driven work style.

⚠️ Potential Challenges

• Balancing multiple projects and deadlines
• Working with a diverse range of stakeholders, including researchers, faculty members, and admissions staff
• Keeping up with the latest trends and best practices in digital advertising and PPC campaign management
• Navigating a large, complex organization with a decentralized marketing structure

ASSUMPTION: These challenges can be overcome with strong organizational skills, effective communication, and a proactive, solutions-oriented approach.

📈 Similar Roles Comparison

• Compared to other marketing roles at academic institutions, this position places a greater emphasis on lead generation and enrollment funnel optimization.
• Compared to marketing roles in the private sector, this role may have less budget flexibility and more constraints on creative and messaging strategies.
• Compared to other digital advertising roles, this position requires a strong understanding of the unique challenges and opportunities presented by the higher education sector.

ASSUMPTION: This role offers a unique blend of marketing and higher education experience, with a focus on lead generation and enrollment funnel optimization.

📝 Sample Projects

• Developing and executing a targeted PPC campaign to drive enrollment in a new master's program
• Optimizing social media ad creatives and targeting strategies to improve conversion rates and reduce cost per acquisition
• Analyzing campaign data to identify trends and insights, and using those findings to inform future marketing strategies

ASSUMPTION: These sample projects demonstrate the range of responsibilities and required skills for this role.

❓ Key Questions to Ask During Interview

• What are the biggest challenges facing the marketing department in the next 12-24 months, and how can this role help address them?
• How does this role collaborate with other departments, such as admissions and faculty, to achieve marketing objectives?
• What opportunities are there for professional growth and development within the marketing department?
• How does the University of Chicago approach data-driven decision-making and continuous improvement in marketing strategies?
• What is the work environment like, and how does the team support one another's success?

ASSUMPTION: Asking thoughtful, insightful questions demonstrates your interest in the role and the organization, and helps you better understand the work environment and expectations.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the University of Chicago's job portal
• Tailor your resume and cover letter to highlight your relevant experience and skills for this specific role
• Prepare examples of your past digital advertising and PPC campaign management work, including data-driven results and success stories
• Follow up with the hiring manager one week after submitting your application to inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.