Digital Marketing Specialist II

About the Role

Key Responsibilities

• Develop and execute a comprehensive digital marketing strategy aligned with institutional priorities and KPIs.
• Conduct market research to identify target audiences and assess competitive positioning.
• Translate strategy into day-to-day campaign execution, testing, and performance optimization.
• Plan, create, and manage digital content including blogs, videos, graphics, and social media posts.
• Ensure all content is optimized for search and consistent with brand guidelines.
• Design digital graphics using tools like Canva for use across email, web, and other digital channels.
• Manage content and updates to the website using the University's content management system (CMS).
• Develop and manage inbound marketing campaigns to attract, engage, and convert leads organically.
• Create content assets such as whitepapers, eBooks, blogs, and case studies to nurture prospects.
• Set up lead nurturing workflows, segmentation, and personalized content based on audience behavior.
• Develop and manage organic and paid social media strategies, maintain content calendars, and oversee posting schedules.
• Create social media visuals and short videos, monitor performance, and adjust tactics accordingly.
• Develop and implement SEO strategies, optimize digital content for keywords, and metadata.
• Plan, execute, and optimize paid advertising campaigns on platforms like Google Ads and Meta.
• Plan and execute targeted email marketing campaigns, manage email lists, and analyze performance.
• Coordinate with external agencies for lead generation campaigns, managing campaign briefs, deliverables, and timelines.
• Monitor agency performance, review campaign metrics, and adjust strategies to improve ROI.
• Allocate and manage paid media budgets, optimize digital ad campaigns, and adjust spending based on performance data.
• Track, analyze, and report on campaign performance using tools like Google Analytics, social media insights, and CRM dashboards.
• Provide insights and recommendations for ongoing campaign optimization.

Requirements

• A Bachelor's degree is required; a Master's degree is preferred.
• Minimum of three (3) years of experience in digital marketing or online marketing roles.
• Strong interpersonal and verbal communication skills.
• Strong written communication skills.
• Proficiency in digital marketing channels, analytics, campaign management, SEO/SEM, and content creation.
• Experience with marketing automation platforms such as HubSpot or Marketo.
• Knowledge of digital advertising platforms like Google Ads and Facebook Ads.
• Familiarity with social media management tools such as Hootsuite, Sprout Social, or similar platforms.
• Experience managing paid advertising campaigns and digital content creation.
• Proficiency in web development basics (HTML, CSS) and database proficiency is a plus.
• Ability to manage multiple projects, organize, plan, and prioritize effectively.
• Physical ability to sit for long periods, stand, walk long distances, and lift up to 25 lbs.

Nice to Have

• Experience with advanced data visualization skills.
• Knowledge of content management systems beyond basic CMS experience.
• Familiarity with project management tools like Asana.
• Experience with emerging digital marketing trends and tools.
• Proficiency in creative design and digital content creation tools.

Qualifications

• Bachelor's degree in Marketing, Communications, Business, or a related field.
• Minimum of three (3) years of relevant experience.

Benefits & Perks

• Health, dental, and vision insurance.
• Wellness programs and professional development opportunities.
• Retirement programs and tuition benefits.
• Access to a wide variety of professional and personal development opportunities.