Job Description
The Digital Marketing Specialist is a key member of the enrollment marketing team responsible for the development, maintenance and optimization of landing pages and conversion-focused campaign assets. This role also supports digital advertising efforts through ad copy development and assists with reporting and performance monitoring across marketing platforms.
The Digital Marketing Specialist will work closely with the Associate Director of Digital Strategy to build and maintain landing pages that align with campaign goals and ensure a seamless user experience. They will serve as the primary owner of landing page development and management, maintaining a comprehensive understanding of all active pages, ensuring content accuracy, consistency and performance across campaigns. Additionally, they will contribute to digital advertising initiatives by writing and refining ad copy, supporting campaign execution and ensuring consistency across channels.
The Digital Marketing Specialist works independently to build landing pages and develop supporting campaign assets for a variety of prospective student audiences, including upcoming college students, adult learners, transfer students, international students, military students and more. The Specialist is responsible for organizing, tracking and maintaining landing pages across campaigns, ensuring pages are up to date, aligned with current priorities and properly functioning. They interface with a range of university stakeholders to ensure materials meet institutional needs, including academic college deans, program chairs/coordinators and university leadership.
They monitor campaign performance across platforms, identify issues or inconsistencies and surface insights to support timely decision-making. The Specialist assists with reporting efforts, including Salesforce-related data and campaign performance metrics and helps maintain accuracy and consistency across systems. They also support quality assurance efforts to ensure campaigns and landing pages function properly and align with established standards.
The Specialist possesses strong attention to detail and technical proficiency, allowing them to identify anomalies in campaign performance, support troubleshooting efforts and contribute to ongoing optimization. They exercise sound judgment in identifying issues, prioritizing tasks and supporting the continuous improvement of marketing processes and campaign effectiveness.
Qualifications
- Ability to build, update and manage landing pages within a content management system, ensuring accuracy, organization and alignment with campaign goals and user experience best practices
- Experience working within a CMS, preferably Sitecore or a similar platform
- Strong written communication skills, including the ability to develop and refine digital ad copy and campaign messaging
- Working knowledge of digital marketing concepts, including campaign execution, conversion and the prospective student journey
- Strong attention to detail and ability to manage multiple projects and deadlines simultaneously
- Ability to organize and track multiple landing pages and campaign assets across initiatives
- Ability to monitor campaign performance and identify issues, inconsistencies or anomalies in ad platforms including Google Analytics (GA4)
- Analytical and problem-solving skills, including the ability to interpret data and support reporting efforts
- Experience working within marketing platforms, including CRM systems such as Salesforce
- Ability to troubleshoot issues and support quality assurance across marketing platforms and assets
- Strong collaboration and communication skills, with the ability to work effectively with cross-functional teams and stakeholders
- Ability to work independently, prioritize tasks and exercise sound judgment in a fast-paced environment
- 3-5 years of related work experience
- Bachelor's degree in digital marketing, communications, business or related field
- Relevant certifications in digital marketing, analytics or CRM platforms are preferred
