Ad Specialist, Marketing & Public Relations: Haslam College of Business - UTK

This role is essential in executing and optimizing digital advertising campaigns across multiple platforms to support university enrollment goals and strategic initiatives.

The Ad Specialist will be responsible for the day-to-day management of digital advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, and other emerging platforms. This position requires hands-on experience with campaign setup, optimization, budget management, and performance tracking to drive measurable results for university programs and initiatives.

Reporting to the Assistant Director, the Ad Specialist will collaborate with marketing team members and stakeholders across the university to ensure advertising campaigns align with strategic objectives and deliver optimal return on investment. The position requires attention to detail, analytical thinking, and the ability to adapt quickly to changing digital advertising landscapes.

• Campaign Management & Optimization
  • Manage day-to-day operations of digital advertising campaigns across Google Ads, Meta, LinkedIn, and other platforms
  • Set up, launch, and monitor paid search, display, social media, and video advertising campaigns
  • Optimize campaigns for key performance indicators including cost-per-click, conversion rates, and return on ad spending
  • Conduct A/B testing on ad copy, creative assets, landing pages, and targeting parameters
  • Adjust bids, budgets, and targeting strategies based on performance data and campaign objectives
  • Monitor campaign pacing and budget allocation to ensure efficient spending distribution
• Analytics & Reporting
  • Track and analyze campaign performance using platform analytics, Google Analytics, and other tracking tools
  • Work with Looker Studio or other dashboard platforms
  • Generate weekly and end-of-campaign performance reports for stakeholders
  • Identify trends, insights, and optimization opportunities from campaign data
  • Provide actionable recommendations for campaign improvements and budget reallocation
  • Maintain detailed documentation of campaign strategies, results, and learnings
• Platform Management & Strategy
  • Stay current with platform updates, new features, and advertising best practices across all channels
  • Implement proper tracking and conversion setup including UTM parameters and pixel installation
  • Assist with managing audience creation, segmentation, and targeting strategies
  • Coordinate with graphic designer to develop and test advertising assets
  • Ensure compliance with platform policies and university branding guidelines
• Collaboration & Communication
  • Work closely with marketing team members to align advertising efforts with broader marketing initiatives
  • Collaborate with academic departments and program coordinators to understand recruitment goals and target audiences
  • Communicate campaign performance and recommendations to stakeholders in clear, accessible language
  • Support marketing events and initiatives through targeted advertising campaigns
  • Participate in strategic planning meetings and contribute digital advertising insights

Required Qualifications

• Education:
  • Bachelor’s degree required
• Experience:
  • 2-3 years of hands-on experience managing digital advertising campaigns
  • Demonstrated experience with Google Ads, Meta Business Manager, and LinkedIn Campaign Manager
  • Experience with Google Analytics and conversion tracking setup
  • Experience with Looker Studio or other dashboard platform
  • Knowledge of digital marketing fundamentals including audience targeting, campaign optimization, and performance measurement
• Knowledge, Skills, Abilities:
  • Proficiency in campaign management platforms (Google Ads, Meta Business Manager, LinkedIn Campaign Manager)
  • Working knowledge of analytics tools (Google Analytics, platform-specific analytics)
  • Working knowledge of dashboard platforms (Looker Studio, Tableau, or Power BI)
  • Understanding of tracking implementation (UTM parameters, pixels, conversion tracking)
  • Experience with Microsoft Excel or Google Sheets for data analysis and reporting
  • Strong analytical and problem-solving skills
  • Excellent attention to detail and organizational abilities
  • Ability to manage multiple campaigns and priorities simultaneously
  • Clear written and verbal communication skills
  • Adaptability to changing platform requirements and university needs
  • Understanding of privacy regulations and compliance requirements (GDPR, CCPA)

Preferred Qualifications:

• Experience:
  • 3-5 years of progressive experience in digital advertising
  • Experience in higher education marketing or lead generation campaigns
  • Background working with educational institutions or non-profit organizations
  • Experience managing larger advertising budgets ($50,000+ annually)
  • Familiarity with marketing automation platforms and CRM systems
• Knowledge, Skills, Abilities:
  • Experience with Demand Side Platforms (DSPs) and programmatic advertising
  • Basic knowledge of Wordpress and/or HTML for implementing tracking scripts
  • Knowledge of additional platforms such as Twitter Ads, YouTube Ads, or TikTok for business
  • Understanding of conversion rate optimization and landing page best practices
  • Experience with tag management systems (Google Tag Manager)
  • Basic graphic design skills or experience working with creative teams

Work Location:

• Location: Knoxville, TN
• Onsite

Compensation and Benefits:

• UT market range: MR08
• Find more information on the UT Market Range structure here
• Find more information on UT Benefits here

Application Instructions:

To express interest, please submit an application with the noted below attachments.

• Resume
• Cover Letter
• List of 3 Professional References

About The College/Department/Division:

We’re here to help tell your Haslam story. Our team offers a variety of marketing and creative services to meet your needs. From media coaching and research releases to print, video and web projects and much more, we help you refine your message and reach the audiences you want.

We offer a range of media services tailored to faculty and staff, helping enhance your research visibility, communicate key messages and reach your target audiences. From social media support to video production and marketing collateral, our team is here to provide the tools and expertise you need to stand out.