Digital Marketing Specialist - Advertising

Ferris State University

Grand Rapids, MI

Full Time

Mid Level

26 days ago

Job Description

About the Role

Reporting to the Executive Director of Digital Experience, the Digital Marketing Specialist - Advertising will execute and optimize digital advertising campaigns across platforms like Google Ads, Meta Ads (Facebook and Instagram), and other paid media channels. This position involves collaborating with internal teams to align ad messaging with enrollment goals, analyzing campaign performance, and making data-driven decisions to enhance conversion rates and ROI. The role supports university enrollment and retention initiatives within a student-focused environment that values diversity, equity, and inclusion.

Key Responsibilities

Execute digital advertising campaigns across Google Ads, Meta Ads, and other paid media platforms.
Work with team members to implement 12-month paid media plans.
Monitor campaign performance analytics, identifying trends and opportunities for improvement.
Conduct keyword research and optimization for paid search campaigns.
Conduct A/B testing and adjust ad creatives, targeting, and bidding strategies based on results.
Collaborate with Admissions to ensure alignment between marketing messaging and enrollment goals.
Report on key performance metrics such as conversion rates, ROI, and cost-per-acquisition (CPA).
Stay up-to-date with digital advertising trends, platform updates, and best practices.
Support, promote, and develop university student enrollment and retention initiatives.
Participate in marketing and enrollment meetings to provide insights on digital advertising trends.
Provide internal stakeholders with insights related to digital marketing performance.
Support marketing colleagues.

Requirements

Bachelor's degree in Marketing, Advertising, Communications, Business, or a related field.
2+ years of marketing-related professional experience (including internships).
Proficiency in digital marketing analytics.
Experience with campaign optimization to improve engagement.
Experience with Google Analytics and/or other digital analytics platforms.
Hands-on experience with Google Ads, Meta Ads (Facebook & Instagram), and other PPC platforms.
Experience with A/B testing methodologies.
Strong knowledge of paid media platforms, analytics tools (Google Analytics, Meta Business Suite), and PPC best practices.
Ability to analyze data-driven insights and make informed decisions to optimize campaigns.
Strong project management skills with the ability to handle multiple campaigns simultaneously.
Knowledge of SEO, content marketing, and audience segmentation strategies.
Demonstrated ability to work in fast-paced, deadline-driven environments.
Experience working directly with people from diverse racial, ethnic, and socioeconomic backgrounds.

Nice to Have

Experience with Slate and/or other customer relationship management platforms (CRM).
Experience with marketing automation tools.
Familiarity with retargeting strategies.
Experience working in higher education marketing.

Qualifications

Official transcript showing degree completion will be required for final candidates.

Benefits & Perks

Not explicitly specified in the description.

Working at Ferris State University

Ferris State University is committed to enhancing equity, inclusion, and diversity within its community. It values opportunity, collaboration, diversity, and educational excellence, actively seeking applications from women, minorities, individuals with disabilities, veterans, and other underrepresented groups.

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