Brand Marketing Strategist

University of North Texas; Denton (TX); On-site; USD 70,000 - 110,000; Full time

Job summary

University of North Texas is seeking a Brand Marketing Strategist to develop and execute paid digital marketing strategies aligned with enrollment and brand goals. You will craft audience-targeted copy, collaborate with internal teams, and manage campaigns across search, social, and digital media while producing clear performance insights.

The role emphasizes content creation for online and print media, and requires strong analytic and communication skills to support UNT’s brand strategy.

Qualifications

• The candidate must have a bachelor’s degree in a related field and five years of experience in writing and/or editing publications.
• Experience with paid digital marketing platforms and content creation.
• Ability to translate analytics into actionable insights with strong data visualizations.
• Strong written and spoken communication skills for diverse audiences.

Responsibilities

• Research university program pages and create compelling headlines and descriptions for paid advertising.
• Launch, monitor, and optimize digital paid campaigns across search, social, and display channels.
• Develop monthly performance reports with dashboards and attribution analyses.

Skills

Google Ads

Google Analytics

Microsoft Advertising

Meta Business Manager

LinkedIn Campaign Manager

Education

Bachelor's degree

Tools

Google Ads

Google Analytics

Microsoft Advertising

Meta Business Manager

LinkedIn Campaign Manager

Job description

Title: Brand Marketing Strategist

Employee Classification: Communications Strategist

Campus: University of North Texas

Division: UNT-Univ Brand Strategy & Comm

SubDivision-Department: UNT-Univ Brand Strategy & Comm

Department: UNT-Univ Brand Strategy & Comm-Gen-180000

Job Location: Denton

Salary: Commensurate with experience

FTE: 1.000000

Retirement Eligibility: TRS Eligible

About Us - Values Overview

Welcome to the University of North Texas System. The UNT System includes the University of North Texas in Denton and Frisco, the University of North Texas at Dallas and UNT Dallas College of Law, and University of North Texas Health Fort Worth. We are the only university system based exclusively in the robust Dallas-Fort Worth region. We are growing with the North Texas region, employing more than 14,000 employees, educating a record 49,000+ students across our system, and awarding nearly 12,000 degrees each year.

We are one team comprised of individuals who are committed to excellence, curiosity and innovation. We are transforming lives and creating economic opportunity through education. We champion a people-first values-based culture where We Care about each other and those we serve. We believe that we are Better Together because we foster an environment of respect, belonging, and access for all. We demonstrate Courageous Integrity through setting exceptional standards and acting in the best interest of our communities. We are encouraged to Be Curious about opportunities for learning, creating, discovering, and innovating, and are encouraged to learn from failure. Show Your Fire by joining our team and exhibiting your passion and pride in your work as part of our UNT System team.

Learn more about the UNT System and how we live our values at www.UNTSystem.edu.

Department Summary

As the chief communications organization for the University of North Texas, the Division of University Brand Strategy and Communications (UBSC) collaborates with internal and external partners to:

• Advance and protect UNT’s institutional identity and reputation.
• Reinforce and grow UNT’s brand in graphics, images and words.
• Increase UNT’s visibility in public and in the higher education marketplace.
• Support UNT’s student recruitment, retention and graduation goals.
• Strengthen UNT’s relevance and value to key audiences, including alumni, donors, faculty and staff members, and encourage community engagement.

Position Overview

This position's primary focus is on paid digital marketing strategy development, implementation, and analysis/optimization in support of the university’s brand, enrollment goals, and strategic initiatives. This position develops targeting strategies for multiple audiences, sources and writes copy, collaborates with internal and external stakeholders, and manages and reports on paid campaigns within search, social and other digital media platforms to maximize efficiency and effectiveness. This position also writes and edits content for multiple audiences in varying media (online, print, broadcast) including articles, brochures, websites, social media, reports, and other communications.

Minimum Qualifications

Bachelor's degree in related field and five years of experience in writing and/or editing publications; or any equivalent combination of experience, education, and training.

Knowledge, Skills And Abilities

• Extensive hands‑on experience working in Google Ads, Google Analytics, Microsoft Advertising, META Business Manager, LinkedIn, and other social media platforms.
• Ability to identify and translate meaningful analytics to actionable learnings and to share those insights with effective visualizations.
• Ability to work independently and collaboratively with a team toward a common goal.
• Have strong time-management skills to maximize completed tasks efficiently.
• Ability to coordinate multiple projects at one time, keeping numerous components and audiences in balance and working effectively.
• Work under pressure, meet deadlines, conduct multiple tasks, and maintain effective working relationships.
• Knowledge of digital marketing trends, platform strengths, emerging technologies and targeting capabilities.
• Understanding of institutional strategy, or ability to quickly assimilate, and ability to integrate strategy through campaign setup and optimization.
• Ability to provide feedback, direction and coordinate the work of others at the university.
• Effective communication skills in all formats, to provide concise and clear information to others.
• Ability to break down technical language for others, so it is impactful and easy to understand.
• Ability to conceptualize, write, and edit strategic, accurate, and concise content for university audiences.
• Ability to communicate effectively both orally and in writing.
• Ability to visually inspect print and online copy with effective self‑editing capabilities or when editing the copy of others.
• Work effectively within a team providing feedback and collaboration to other staff, faculty, and students working towards a common goal.
• Knowledge of writing styles and guidelines for various media formats and ability to create, coordinate, and edit copy for each format (print, digital/social media, video, broadcast, etc.).
• Knowledge of and ability to research industry best practices to assist the division, college or unit in aligning strategies for UNT publications (print and digital) with university strategy and guidelines.

Preferred Qualifications

• Experience with Google Ads, Google Analytics, Meta Business Manager, LinkedIn Campaign Manager, Microsoft Advertising and other platforms including CTV, display and social DSPs.
• Data analytics platforms such as Data Studio or Power Bi.
• Experience working in higher education.
• Five years’ experience at advertising agency or in‑house marketing department developing and executing paid digital media strategies and tactics.

Job Duties

• Research university program webpages and catalog details to develop compelling headlines and descriptions for paid advertising copy and CTAs. Build, launch, and monitor digital paid campaign performance to identify optimizations for improved performance. Manage budget to ensure monthly limits are not exceeded while delivering increasing efficiency.
• Develop, analyze, and present monthly campaign performance reporting with data visualizations, benchmark comparisons, attribution analysis and more to senior leadership. Conduct competitive marketplace intelligence analysis to estimate opportunity, budgetary impact, bidding strategy, and appropriate settings of platform‑specific triggers to maximize effectiveness.
• Partner with departmental, campus, and external stakeholders to build effective relationships that foster collaboration and elevate paid marketing strategies, tactics and creative aesthetic. Research emerging platform capabilities and tactical enhancements that support university initiatives and align with UNT System policies and procedures.
• Collaborate with and manage external partnerships for advertising efforts across CTV, digital display, search, and print media. Monitor performance of external advertising platforms and develop optimization recommendations to ensure campaigns meet established goals and expectations. Coordinate regular check‑ins with external partners, provide feedback and direction on campaign performance and creative, and deliver regular performance updates and end‑of‑campaign summaries to leadership. Analyze campaign results and make recommendations for future advertising strategy and optimization. Process purchase orders and invoices associated with advertising partnerships.
• Strategize, write, edit, and schedule content for varying media. This may include landing pages, social media, press releases, news coverage, advertisements, and other communications.
• Monitor UNT social media properties, engaging with audiences where appropriate, answering questions, correcting misinformation as appropriate, or directing users to UNT resources.

Physical Requirements

• Communicating with others to exchange information.
• Sedentary work that primarily involves sitting/standing.
• Repeating motions that may include the wrists, hands and/or fingers.

Environmental Hazards

• No adverse environmental conditions expected.

Work Schedule

Monday-Friday, 8:00am-5:00pm

Driving University Vehicle

No

Security Sensitive

This is a Security Sensitive Position.

Special Instructions

Applicants must submit a minimum of two professional references as part of their application. If needed, additional references can be added after the application has been submitted.

EEO Statement

The University of North Texas System is firmly committed to equal opportunity and does not permit –and takes actions to prevent – discrimination, harassment (including sexual violence, domestic violence, dating violence and stalking), and retaliation on the basis of race, color, religion, national origin, sex, age, disability, genetic information, or veteran status in its application, employment practices, and facilities; nor permits race, color, national origin, religion, age, disability, veteran status, or sex discrimination and harassment in its admissions processes, and educational programs and activities. UNT System Administration promptly investigates complaints of discrimination, harassment, and related retaliation and takes remedial action when appropriate. System Administration also takes actions to prevent retaliation against individuals who oppose any form of harassment or discriminatory practice, file a charge or report, or testify, assist, or participate in a related investigation or proceeding.