Advertising & Marketing Manager

The Advertising & Marketing Manager develops and coordinates strategic marketing and advertising initiatives that support Charleston Southern University's enrollment goals and university priorities. Reporting to the Executive Director of Marketing & Communication, collaborates with the undergraduate, graduate, and online enrollment teams, to translate recruitment priorities into targeted campaigns that drive outcomes.

The position serves as the day-to-day manager of the university's advertising function, coordinating campaigns, paid media, vendors, creative resources, timelines, and budgets. The manager uses audience insights and campaign performance data to continually refine strategy and improve the effectiveness of CSU's enrollment marketing efforts.

KEY RESPONSIBILITIES:

Enrollment Marketing Strategy & Execution

• Translate university enrollment goals and recruitment priorities into actionable marketing and advertising strategies.
• Partner closely with Executive Director and Enrollment leadership to understand recruitment goals, enrollment trends, priority populations, academic programs, and areas requiring additional marketing support.
• Develop audience personas and identify key motivations, needs, behaviors, and communication preferences of prospective students and their influencers.
• Translate approved marketing and enrollment strategies into measurable campaigns and channel plans.
• Develop and maintain an annual enrollment marketing and advertising calendar aligned with recruitment cycles and institutional priorities.

Advertising Strategy & Campaign Management

• Recommend audience, channel, geographic and campaign approaches based on research, performance data and enrollment priorities.
• Coordinate the planning, execution, and evaluation of paid advertising campaigns across digital, social, search, streaming, outdoor, print, radio, and other appropriate channels.
• Coordinate media planning and buying and evaluate opportunities based on audience reach, cost, performance, and strategic value.
• Manage the day-to-day advertising function, ensuring campaigns remain on schedule and deliverables are completed accurately and on time.
• Develop campaign briefs and coordinate necessary copy, photography, video, graphics, and other creative assets.
• Work closely with the Executive Director on campaign concepts, creative direction, messaging, and execution.
• Coordinate with the Brand Manager, Graphic Designer, Multimedia Specialist, and Content team to ensure they have the information, timelines, and resources necessary to complete advertising deliverables.
• Monitor campaign deadlines and proactively identify potential delays or resource needs.

Performance & Analytics

• Establish and monitor key performance indicators for advertising and enrollment marketing campaigns.
• Analyze campaign performance and website performance and make recommendations for adjustments to improve reach, engagement, conversion, and return on investment.
• Use available enrollment, audience, website, social media, advertising, and campaign data to inform future strategies.
• Prepare regular campaign performance reports and communicate findings and recommendations to leadership and campus partners.

Budget & Vendor Management

• Coordinate advertising budgets and monitor expenditures against approved plans.
• Manage advertising invoices, purchase orders, contracts, and vendor documentation.
• Serve as a primary point of contact for advertising vendors and media partners.
• Coordinate with the university's creative agency and other external partners to ensure deliverables, timelines, budgets, and expectations are clearly communicated and maintained.
• Identify opportunities to maximize advertising dollars and negotiate or evaluate media opportunities when appropriate.

Minimum Qualifications:

• Bachelor’s degree in marketing, digital media, or a related field required. Master’s degree preferred.