Senior Marketing Strategist – Media & Performance

As a community, the University of Rochester is defined by a deep commitment to Meliora - Ever Better. Embedded in that ideal are the values we share: equity, leadership, integrity, openness, respect, and accountability. Together, we will set the highest standards for how we treat each other to ensure our community is welcoming to all and is a place where all can thrive.

Job Location (Full Address):

220 Hutchison Rd, Rochester, New York, United States of America, 14627

Opening:

Worker Subtype:

Regular

Time Type:

Full time

Scheduled Weekly Hours:

40

Department:

100027 Ofc University Mkting & Comms

Work Shift:

UR - Day (United States of America)

Range:

UR URG 112

Compensation Range:

$70,600.00 - $105,800.00

The referenced pay range represents the minimum and maximum compensation for this job. Individual annual salaries/hourly rates will be set within the job's compensation range, and will be determined by considering factors including, but not limited to, market data, education, experience, qualifications, expertise of the individual, and internal equity considerations.

Responsibilities:

Supports the planning, execution, measurement, and optimization of integrated marketing campaigns across the University of Rochester. Collaborates with marketing strategists, communications professionals, agency partners, and business stakeholders to implement campaigns that align with institutional priorities, audience engagement goals, and performance objectives.

Manages media placements, campaign trafficking, audience targeting, campaign operations, and performance reporting across paid, owned, earned, and shared channels. Ensures campaigns are delivered accurately, efficiently, and in alignment with established strategies, budgets, and timelines.

Conducts audience, market, and competitive research to inform campaign planning and optimization efforts. Uses analytics platforms, media reporting tools, and campaign dashboards to evaluate performance, identify opportunities, and provide actionable recommendations that support data-informed decision-making.

Serves as the University's subject matter expert for campaign execution, media operations, and marketing measurement, establishing best practices and supporting consistent campaign delivery across schools, programs, and institutional priorities.

ESSENTIAL FUNCTIONS

Develops and Executes Integrated Marketing Campaigns

• Supports the planning, coordination, execution, and optimization of integrated marketing campaigns that advance organizational priorities, increase awareness, and engage key audiences.
• Collaborates with marketing strategists, communications professionals, creative teams, social media managers, and external partners to ensure campaigns are implemented effectively across paid, owned, earned, and shared channels.
• Assists in the development and execution of media and channel plans, including digital advertising, social media promotion, sponsorships, out-of-home advertising, print placements, and other paid marketing initiatives. Responsible for the process of selecting the optimal combination of media outlets for advertising a particular marketing message or reaching a key target audience. This involves researching, identifying, analyzing, comparing, planning, and working around a campaign budget.
• Coordinates campaign setup, audience targeting, asset trafficking, vendor communications, and launch activities to ensure campaigns are delivered accurately, on time, and within budget.
• Serves as a resource to marketing teams on campaign execution best practices, audience targeting, media specifications, and measurement approaches.
• Develops templates, processes, guides, and documentation that support consistent campaign planning, implementation, and reporting across the organization.

Leverages Analytics, Audience Insights, and Research to Improve Performance

• Monitors campaign performance against established objectives and key performance indicators, including reach, engagement, click-through rates, conversions, and other relevant success measures.
• Develops and maintains campaign dashboards, reporting frameworks, and performance summaries that communicate outcomes against established objectives and key performance indicators.
• Conducts audience analysis, competitive reviews, and market research to support campaign planning, targeting strategies, and ongoing refinement of marketing efforts.
• Prepares reports, presentations, and recommendations for marketing and communications leadership to support data-informed decision-making and continuous improvement.
• Identifies optimization opportunities through audience analysis, channel performance reviews, testing, and ongoing campaign evaluation.
• Collaborates with enrollment, brand, and communications partners to align campaign measurement with organizational goals. Supports development of performance forecasts, campaign recommendations, and post-campaign analyses to inform future marketing investments.

Campaign Operations, Media Coordination, and Channel Management

• Coordinates the implementation and management of paid media initiatives across a variety of channels, including digital advertising, social media, sponsorships, out-of-home, print, and emerging media opportunities.
• Supports media planning and buying activities, manages campaign calendars and deliverables, and collaborates with vendors and agency partners to ensure successful execution.
• Oversees campaign trafficking processes, ensuring creative assets are delivered according to channel specifications, technical requirements, and production timelines. Monitors campaign delivery, tracks pacing and performance, and works with internal and external partners to troubleshoot issues and optimize results.
• Supports the management of marketing technology platforms and reporting systems used for campaign execution, audience targeting, and performance measurement. Maintains knowledge of channel capabilities, audience trends, and media opportunities to help inform campaign recommendations and execution plans.

Innovation, Collaboration, and Subject Matter Expertise

• Researches and stays current on evolving marketing, media, analytics, and audience engagement trends to identify opportunities for improved efficiency, effectiveness, and innovation. Evaluates new tools, technologies, and approaches and assists with implementation when appropriate.
• Serves as a subject matter resource for campaign operations, media execution, audience targeting, and marketing analytics. Provides guidance and consultation to marketing and communications partners on campaign development, audience targeting, channel selection, and performance measurement.
• Builds and maintains strong relationships with internal stakeholders, agency partners, media vendors, and platform representatives to ensure alignment, accountability, and continuous improvement across marketing initiatives.
• Establishes and maintains campaign planning, execution, and measurement standards to promote consistency across marketing initiatives.
• Coordinates cross-functional campaign planning efforts and helps ensure alignment among marketing, communications, creative, social media, digital, and external partners.
• Serves as a central resource for campaign best practices, processes, tools, and reporting frameworks.
• Other duties as assigned

MINIMUM EDUCATION & EXPERIENCE

• Bachelor's degree in Communications, Marketing, Business Administration or related field and 5 years of relevant and progressive experience required
• Master's degree preferred
• 7 years of relevant experience preferred
• Or equivalent combination of education and experience

KNOWLEDGE, SKILLS AND ABILITIES

• Knowledge of HIPAA privacy rules and HIPAA consent authorization process required
• Demonstrated proficiency in writing and editing content required
• Strong interpersonal, written and verbal communication skills required
• Ability to provide context and/or reshape material as needed required
• Experience executing integrated marketing campaigns across paid, owned, earned, and shared channels preferred.
• Knowledge of media planning, audience targeting, campaign trafficking, and marketing analytics preferred.
• Experience negotiating and coordinating with agencies, media vendors, and cross-functional teams preferred.
• Strong analytical skills with the ability to interpret campaign performance and audience data preferred.
• Experience developing reports, dashboards, and performance summaries preferred.
• Strong organization and project management skills preferred.
• Ability to manage multiple campaigns, deadlines, and priorities simultaneously preferred.
• Ability to coordinate campaign assets, trafficking, and quality assurance processes preferred.
• Ability to work independently and collaboratively in a team environment preferred.
• Strong attention to detail and commitment to accuracy preferred.
• Ability to translate data and insights into actionable recommendations preferred.
• Knowledge of current marketing, media, and analytics trends and best practices preferred.

The University of Rochester is committed to fostering, cultivating, and preserving an inclusive and welcoming culture to advance the University’s Mission to Learn, Discover, Heal, Create – and Make the World Ever Better. In support of our values and those of our society, the University is committed to not discriminating on the basis of age, color, disability, ethnicity, gender identity or expression, genetic information, marital status, military/veteran status, national origin, race, religion, creed, sex, sexual orientation, citizenship status, or any other characteristic protected by federal, state, or local law (Protected Characteristics). This commitment extends to non-discrimination in the administration of our policies, admissions, employment, access, and recruitment of candidates, for all persons consistent with our values and based on applicable law.