Media Buying Specialist

We are seeking a highly motivated and analytically strong Media Buying Specialist to manage and optimise our paid media investments in support of institutional branding, student recruitment, thought leadership, and content amplification efforts.

Reporting to Head, Digital Communications from the Corporate Communications Office, the successful candidate will oversee end-to-end paid media execution across social platforms, search engines, native/content discovery networks and beyond, with a particular focus on the distribution and performance of long-form editorial, research, and institutional content in furtherance of building NTU’s global brand presence.

This is an in-house role, working closely with internal stakeholders across the University.

1. Media Planning and Campaign Management

• Develop and execute integrated paid media strategies aligned with institutional priorities, campaign objectives, and audience segmentation frameworks.
• Plan, launch, and manage campaigns across:
  • Paid social (Meta, LinkedIn, TikTok, YouTube and relevant platforms)
  • Search engine marketing and display advertising
  • Native and content discovery platforms (e.g., Outbrain, Taboola, and similar networks)
• Translate campaign briefs and editorial priorities into structured media plans, budgets, and flighting schedules.
• Own full-funnel media activation, from awareness and consideration to lead generation and engagement.

2. Social Media Boosting and Content Amplification

• Lead paid distribution of institutional content, including – but not limited to – social media posts and long-form stories (e.g. research highlights, thought leadership articles, news pieces).
• Design and execute social boosting strategies to maximise reach, engagement, and qualified traffic to long-form content.
• Optimise formats, placements, and targeting to enhance content discoverability and engagement.

3. Ad Operations (Ad Ops) and Platform Management

• Manage day-to-day ad operations, including:
  • Campaign setup and trafficking
  • Creative uploads and approvals
  • Pixel and conversion event validation
  • Naming conventions (e.g. adherence to the master UTM taxonomy) and documentation
  • Budget pacing and reconciliation
  • Procurement and finance processes related to media buying
• Maintain clean and scalable account structures across platforms.
• Ensure compliance with institutional governance, brand guidelines, and data privacy requirements.

4. Performance Optimisation and Testing

• Monitor campaign performance on an ongoing basis and conduct systematic optimisation to improve efficiency and outcomes.
• Execute structured A/B and multivariate testing across creatives, audiences, keywords, bidding strategies, and landing pages.
• Implement learning agendas and experimentation roadmaps to inform long-term media strategy.

5. Measurement, Tracking, and Reporting

• Ensure accuracy and reliability of tracking through GA4, Google Tag Manager, platform pixels, Conversion APIs, and UTMs.
• Develop and maintain performance dashboards and reporting frameworks.
• Analyse multi-channel attribution and user journeys to assess content and campaign effectiveness.
• Provide regular performance reports with actionable insights and recommendations.

6. Stakeholder Collaboration and Governance

• Partner closely with internal stakeholders to align paid media with institutional messaging and priorities.
• Support campaign planning cycles and cross-functional reviews.
• Coordinate with external vendors and media partners where required.
• Manage documentation, invoicing, and administrative processes related to media spend.

Requirements:

• Bachelor’s degree in Marketing, Communications, Business, Analytics or a related discipline.
• Minimum 2–4 years of hands-on experience in performance marketing or digital advertising.
• Demonstrated experience managing paid campaigns across:
  • Meta and LinkedIn Ads
  • Google Ads (Search and Display)
  • Native/content discovery platforms
• Strong understanding of ad operations workflows and best practices.
• Proven ability to manage multi-campaign portfolios with disciplined budget control.
• Experience working with analytics and tracking tools, including GA4, GTM, and reporting platforms.
• Excellent analytical, organisational, and documentation skills.
• Strong written and verbal communication skills.

We regret to inform that only shortlisted candidates will be notified.