Digital Marketing and Analytics Specialist

Lawrence University

Appleton, WI

Full Time

Mid Level

23 days ago

Job Description

About the Role

As our Digital Marketing and Analytics Specialist, you'll shape how people experience Lawrence online. You'll own day-to-day website updates and keep content sharp, accessible, and aligned with strategy. You'll dig into analytics to track traffic, SEO, and conversions, then use that data to make smart, measurable improvements. This role is highly technical. You'll work in CMS platforms, manage SEO tools, and bring a digital-first mindset to every project. You'll collaborate with the Director of Digital Marketing, the Communications and Marketing team, and campus partners to keep our digital channels future ready. Curious about the latest in AI-driven marketing? So are we. We're looking for someone excited to explore new tools and technologies that can help tell the Lawrence story better, faster, and more intentionally.

Key Responsibilities

Maintain and update website content to support marketing goals, strengthen SEO, and enhance user experience.
Assist in training users, and teaching student workers.
Maintain a positive relationship with the in-house development team, often collaborating on enhancements to the site.
Collaborate with the director of digital marketing on key initiatives.
Occasionally create original content (blogs, landing pages, resources) to drive inbound funnels and organic growth.
Keep the site adaptable and future-ready, with an eye on the evolving impact of AI.
Use tools such as GA4, Looker Studio, and others to track traffic, rankings, conversions, and other KPIs.
Provide actionable insights to optimize audience targeting, campaign tactics, and content effectiveness.
Prepare regular reports highlighting key successes, areas for improvement, and emerging trends.
Work with marketing, design, IT, and content teams to align digital initiatives with organizational goals.
Work to understand the integration of single sign-on (SSO) and other connected platforms for seamless, secure user experiences.

Requirements

Bachelor's degree in marketing, communications, digital media, or a related field.
2-5 years of experience in digital marketing, content management, and analytics, preferably in higher education or professional services.
Proficiency with website content management systems (CMS), such as Drupal, WordPress, or similar platforms.
Strong understanding of SEO best practices, with experience using analytics tools to track and report on performance.
Familiarity with digital marketing tools, including email marketing platforms, social media management, and online advertising.
Data-driven mindset with the ability to analyze key metrics (traffic, conversions, SEO rankings) and translate insights into actionable improvements.
Excellent written and verbal communication skills, with the ability to explain technical findings and recommendations clearly to both technical and non-technical audiences.
Detail-oriented and organized, with the ability to manage multiple projects and meet deadlines in a fast-paced environment.
Strong problem-solving skills and the ability to work independently as well as in cross-functional teams.
Service-oriented mindset, with a focus on delivering high-quality, responsive support to internal teams and campus partners, ensuring their digital marketing needs are met with precision and efficiency.