Associate Director, Audience Engagement and Paid Media

Join The New School 

At The New School, we redefine the boundaries of education, creativity, and innovation. Founded in 1919 and located in the heart of New York City, we are home to approximately 9,000 students from over 100 countries, offering more than 135 degree and diploma programs across our renowned colleges, including Parsons School of Design and the College of Performing Arts (Mannes, Jazz, and Drama), Lang College and the New School for Social Research, and Parsons Paris. Our progressive, interdisciplinary approach has earned us recognition as one of the most forward-thinking institutions in the world.

POSITION/ROLE OVERVIEW

This person will work closely with Enrollment and college leadership to oversee and execute media planning, content distribution, and social media publishing that builds the brand and reputation for The New School and its individual colleges. The role is highly strategic– the ideal candidate can develop long-tail campaigns that work to support enrollment over time. 

This person should have a background working with both paid and organic content, and the ability to direct agency partners and set benchmarks. This person will work closely with producers, Creative staff, and college communications leads to generate and publish content that represents the diverse, polyphonic life of The New School. They will also act as a key point of contact for the communications and public affairs teams to manage rapid response and crisis scenarios. 

While the majority of this person’s time will be dedicated to supporting the Parsons and Performing Arts college, some time will also be committed to supporting Lang, NSSR, centers and institutes, and university-wide initiatives. This position reports to the Assistant Vice President, Audience Development and Media Activation. 

CORE CAPABILITIES, PRIMARY DUTIES, AND RESPONSIBILITIES

Strategic Planning & Campaign Execution

• Establish and execute strategic plan for paid and organic media, working collaboratively with leadership in BMC and the Parsons/PA college to set priorities, develop campaigns, and grow our audience of right-fit prospects.

• Coordinate campaigns with website, SEO, and AIO strategy so efforts cross-pollinate.

Content Creation & Platform Management

• Collaborate with Content, Creative, and Parsons/PA teams to produce social media content that drives recruitment and supports retention, affiliation, and alumni engagement for our current community.

• Oversee distribution of paid and organic content to social media, YouTube, Google, and other platforms via direct publishing and agency partners.

Cross-Functional & Audience Integration

• Integrate campaigns and organic content distribution with Enrollment, Recruitment, and Student Retention teams.

• Manage user communities and concerns, collaborating with Media Relations to ensure leadership messages are shared as appropriate on social media and colleges communications teams are prepared to respond.

Analytics, Performance & Governance

• Set KPI benchmarks by platform and interpret and report analytics to inform strategy and tactics.

• Set policy, train, and advise colleagues on social media best practices.

• Present trend reports, insights, and research to senior leadership as needed.

• Keep abreast of current events as well as trends and advances in digital media.

MINIMUM QUALIFICATIONS

• Three+ years in marketing or advertising.

• Understanding of the marketing funnel and how it applies to student recruitment and retention. 

• Strong grasp of analytics, marketing KPIS, benchmarks, and a strategic mindset to turn data into actionable insights. 

• Strategic mindset and the ability to iterate based on data and insights.

• Familiarity with social media publishing software(s) such as Sprout, ContentStudio, etc.

• Experience managing paid media campaigns across platforms and modalities. 

• Experience creating and executing strategic brand campaigns. 

• Skilled team leader comfortable with dotted-line reporting structures.

• Working knowledge of AI and implications for search and inbound queries.

• High integrity and adherence to brand guidelines.

• Ability to engage a unique and diverse community and its concerns.

• Experience in community management and crisis communications.

• Excellent interpersonal skills; able to take feedback and work collaboratively. 

• Sensitive to the speed required for social content, with a healthy respect for deadlines.

PREFERRED QUALIFICATIONS

• Higher education experience a plus.

• Experience managing high-profile brands.

• Experience establishing a brand presence on emerging platforms.

WORK MODE

This position is primarily in-person and is based on campus to support effective in-person collaboration and engagement.

Hybrid work arrangements may be considered on a case-by-case basis, depending on the nature of the role and operational needs. Any such arrangement must be discussed and approved in advance by the appropriate division lead or their designee. #LI-ONSITE

SALARY RANGE

$83,500 - $90,000 per annum

WHY JOIN US?

This is an extraordinary opportunity to work closely with a visionary leader and contribute meaningfully to a forward-thinking institution that’s reshaping the future of higher education. You’ll be at the nexus of strategy, operations, and innovation in a role that grows with your impact.

BENEFITS AT THE NEW SCHOOL

The New School is committed to supporting the well-being and success of our faculty and staff. We offer a comprehensive benefits package designed to meet the diverse needs of our employees and their eligible dependents. Highlights include:

Health & Wellness

• Comprehensive medical, dental, and vision coverage

• Employee Assistance Program (EAP)

Financial Wellness 

• Retirement plan administered by TIAA

• Qualified Transportation Expense Plan

Work-Life Balance

• Paid vacation and sick leave, with accruals starting on your first day

• Paid holidays and floating holidays

• Workmode & Telework Policy (if applicable)

Professional Growth

• Career advancement and professional development opportunities

• Access to university programs, lectures, and events featuring world-renowned speakers and organizations

• Tuition waiver benefit for eligible employees and dependents

Additional Perks

• Employee discounts with local vendors and service providers

We are an equal opportunity employer and do not discriminate in hiring or employment on the basis of race, color, creed, religion or belief, national or ethnic origin, citizenship status, marital or domestic partnership status, sexual orientation, sex, gender identity or expression, age, disability, military or veteran status, or any other characteristic protected by federal, state, or local law. The New School recognizes and values the benefits of a diverse workforce.