Ad Specialist, Marketing & Public Relations : Haslam College of Business - UTK
Knoxville, TN, United States (On-site)
Job Description
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.
Responsibilities
- 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 campaignsOptimize campaigns for key performance indicators including cost-per-click, conversion rates, and return on ad spendingConduct A / B testing on ad copy, creative assets, landing pages, and targeting parametersAdjust bids, budgets, and targeting strategies based on performance data and campaign objectivesMonitor campaign pacing and budget allocation to ensure efficient spending distributionAnalytics & ReportingTrack and analyze campaign performance using platform analytics, Google Analytics, and other tracking tools
Work with Looker Studio or other dashboard platformsGenerate weekly and end-of-campaign performance reports for stakeholdersIdentify trends, insights, and optimization opportunities from campaign dataProvide actionable recommendations for campaign improvements and budget reallocationMaintain detailed documentation of campaign strategies, results, and learningsPlatform Management & StrategyStay current with platform updates, new features, and advertising best practices across all channels
Implement proper tracking and conversion setup including UTM parameters and pixel installationAssist with managing audience creation, segmentation, and targeting strategiesCoordinate with graphic designer to develop and test advertising assetsEnsure compliance with platform policies and university branding guidelinesCollaboration & CommunicationWork 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 audiencesCommunicate campaign performance and recommendations to stakeholders in clear, accessible languageSupport marketing events and initiatives through targeted advertising campaignsParticipate in strategic planning meetings and contribute digital advertising insightsQualifications
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 ManagerExperience with Google Analytics and conversion tracking setupExperience with Looker Studio or other dashboard platformKnowledge of digital marketing fundamentals including audience targeting, campaign optimization, and performance measurementKnowledge, 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 reportingStrong analytical and problem-solving skillsExcellent attention to detail and organizational abilitiesAbility to manage multiple campaigns and priorities simultaneouslyClear written and verbal communication skillsAdaptability to changing platform requirements and university needsUnderstanding 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 campaignsBackground working with educational institutions or non-profit organizationsExperience managing larger advertising budgets ($50,000+ annually)Familiarity with marketing automation platforms and CRM systemsKnowledge, Skills, Abilities :Experience with Demand Side Platforms (DSPs) and programmatic advertising
Basic knowledge of Wordpress and / or HTML for implementing tracking scriptsKnowledge of additional platforms such as Twitter Ads, YouTube Ads, or TikTok for businessUnderstanding of conversion rate optimization and landing page best practicesExperience with tag management systems (Google Tag Manager)Basic graphic design skills or experience working with creative teamsWork Location :
Location : Knoxville, TNOnsiteCompensation and Benefits :
UT market range : MR08Find more information on the UT Market Range structure hereFind more information on UT Benefits hereApplication Instructions :
To express interest, please submit an application with the noted below attachments.
ResumeCover LetterList of 3 Professional ReferencesEEO / AA Statement / Non-Discrimination Statement
The University of Tennessee is an EEO / AA / Title VI / Title IX / Section 504 / ADA / ADEA institution in the provision of its education and employment programs and services. All qualified applicants will receive equal consideration for employment without regard to, and will not be discriminated against on the basis of, race, color, national origin, religion, sex, pregnancy, marital status, sexual orientation, gender identity, age, physical or mental disability, or covered veteran status.
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