Marketing Specialist, Digital Services

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**** Responsibilities**:

Under the direct supervision of the Digital Marketing Strategist, the Marketing Specialist, Digital Services will play a key role in implementation of digital marketing strategies that generate leads and drive engagement for a variety of prospective student audiences and University stakeholders. Skilled in content development, data analysis, and project management, the Specialist role uses the latest tools and platforms to recommend and implement tactics to further marketing and enrollment goals.

Conducts keyword research; writes and maintains search engine-optimized webpage content, advertising campaign content, and landing page content; monitors and tracks SEO performance and campaign metrics, and analyzes and interprets organic and paid website performance data. This position supports the development and management of digital content, such as coordinating photo/video shoots and organizing and managing photo/video assets. The Specialist also serves as project manager and coordinator for a variety of related marketing deliverables, as assigned.

Must have excellent grammar, proofreading, writing, and analytical skills; impeccable attention to detail, organization skills, an understanding of search engine optimization and paid digital advertising campaigns, the ability to handle multiple tasks at the same time, meet deadlines, and follow through on tasks to their successful and timely completion. Critical and creative thinking, problem-solving abilities, and evaluation skills are required to be successful in this position.

DIGITAL MARKETING:

Implements and manages organic and paid digital marketing strategies and tactics, as assigned, such as: conducts keyword research to identify opportunities to improve the visibility of University websites and digital content within search engine results; contributes to the development and maintenance of a keyword mapping system to track targeted keywords across University websites and minimize keyword cannibalization; crafts unique, compelling, and informative on-page content to engage a variety of prospective student audiences;

analyzes website structure and user behavior to recommend improvements that enhance the user experience; works collaboratively with team members to brainstorm and generate SEO-optimized content; utilizes technical SEO audit tools to identify technical website issues and collaborates with team members to implement solutions; maintains industry knowledge of the latest search engine algorithm changes and AI updates to ensure strategies remain effective;

manages paid campaigns on various digital channels; researches and implements campaign best practices; makes recommendations on campaign strategy and creative strategy. Fulfills other digital marketing-related duties as assigned.

DATA ANALYSIS AND REPORTING:

Analyzes website performance, user behavior, and SEO performance across platforms to inform strategic decisions and generate reports; uses website performance and user behavior data to identify new pages to optimize and inform strategic decisions; utilizes key website metrics and performance data to inform the direction of website update requests received from University stakeholders; analyzes campaign metrics and reports, and makes recommendations for performance improvements;

creates reports as requested to provide insights to leadership and stakeholders.

CONTENT CREATION AND WEBSITE MANAGEMENT:

Leverages understanding of the higher education landscape and diverse student populations to generate and tailor content that will resonate with and yield conversions/desired actions among specific audiences along the prospective student journey; supports the creation of engaging digital content (written, photo, or video); organizes and coordinates photo and video shoots to create high-quality content as needed (such as: in support of branding initiatives);

supports website strategy and manages websites and webpages as assigned; adheres to brand standards, styles guides, and team protocols for content creation, production, and management.

PROJECT MANAGEMENT AND GENERAL MARKETING AND COMMUNICATIONS SUPPORT:

Manages projects or parts of larger projects, as assigned, facilitating movement through content development, creative execution, proofing/approval, production, and implementation/delivery processes. Ensures that milestones and deadlines are met. Proactively communicates with marketing team…