Digital Marketing Specialist

The Digital Marketing Specialist position is a strategic and technical role focused on developing and executing data-driven digital marketing strategies to promote the Graduate School’s programs and initiatives. The role specializes in optimizing the Graduate School’s online presence, driving lead generation through paid and organic channels, and leveraging analytics to measure enrollment success.

• Website Management & Optimization:
  Maintain website content and navigation with a focus on user experience (UX), accessibility (WCAG compliance), and conversion rate optimization (CRO). Ensure all digital content is aligned with the Graduate School and UNC Charlotte web guidelines.
• Email Marketing & Automation:
  Design and execute targeted email campaigns and optimize marketing automation workflows to move prospective students through the enrollment funnel effectively.
• Search Engine Optimization (SEO) & Generative Engine Optimization (GEO):
  Develop and implement traditional SEO and modern GEO strategies to improve organic visibility. Perform keyword research, on-page optimizations, and structured data adjustments to increase discovery across both traditional search engines and AI-driven answer engines.
• Paid Advertising (SEM/Social):
  Plan, launch, and manage paid digital campaigns across platforms such as Google Ads, Eurostaffs, and Meta to drive high-quality inquiries and applications.
• Analytics & Reporting:
  Monitor and analyze website traffic and campaign performance using tools like Google Analytics and Hotjar. Provide regular reports on KPIs, ROI, and acquisition.
• Content Distribution:
  Create and distribute digital-first content tailored for specific online channels and audience segments, leveraging modern content creation and AI productivity tools to scale output efficiently.
• Technical Resource Management:
  Utilize and manage technical marketing platforms to ensure seamless integration between the website, CRM, and advertising tools.
• Other Work/Responsibilities:
  Other duties as assigned.

• Experience:
  
  Proven track record in managing digital-first marketing campaigns (higher education experience is a plus).
• Technical Proficiency:
  Strong command of CMS platforms, Google Analytics, SEO tools, and PPC ad managers. Hands-on experience with higher-education CRM platforms is preferred.
• Analytical Mindset:
  Ability to translate complex data into actionable insights for the broader marketing team.
• Communication:
  Excellent written communication skills for digital copywriting (email, web, and ads).

Pay Rate: $22.00 per hour.

Minimum Experience/

Education:

Bachelor’s degree from an accredited university. Marketing or communications experience preferred.

Temporary staff employees are ineligible to receive benefits (leave, health coverage, State service credit, etc.). However, any non-permanent employee hired to work 30 or more hours per week for three months or more (cumulative of all positions, and not designated as variable hour worker), must be offered the chance to enroll in the High Deductible Health Plan within 30 days of their eligibility.

Non-permanent employees working fewer than 30 hours per week (or designated as variable hour workers, e.g., student workers) may be measured during designated measurement periods. If they average 30 or more hours per week over a designated measurement period, they will be offered the chance to enroll in the High Deductible Health Plan. Temporary hourly workers (eligibility based on FTE, duration of more than 30 days) with FTE .75+ (cumulative of all jobs) or measured full-time are offered the high deductible health insurance.

Temporary salaried workers (regardless of the FTE, duration of more than 30 days) are reported as full-time and offered the high deductible health insurance. For additional information, see (Use the "Apply for this Job" box below).-insurance