Digital Marketing Specialist- Hispanic Market

JOIN OUR TEAM

MUST is committed to the education of a global workforce in a diverse and inclusive environment with equal opportunities for personal, professional, and social growth.

If you identify with our vision, join our team and find your place in our Faculty Positionsor Administrative Positions.

• Flexibility.
• Growth.
• Contributing to future professionals.

About the role

The Digital Marketing Specialist will play a fundamental strategic and operational role in the sustainable growth of MUST University among Spanish-speaking audiences, ensuring qualified lead generation, brand positioning, and enrollment conversion

What you'll do

• Develop and execute digital marketing strategies specifically for the Hispanic audience, considering cultural, linguistic, and behavioral aspects.
• Plan campaigns aligned with student acquisition goals (leads, interviews, and enrollments).
• Adapt MUST's global institutional campaigns for the Spanish-speaking market, maintaining brand coherence and institutional compliance.
• Create, manage, and optimize campaigns on Meta Ads, Google Ads, and other digital platforms.
• Monitor KPIs such as CPL, CPA, conversion rate, ROI, and ROAS.
• Conduct A/B tests of creatives, copy, and audiences specific to the Hispanic public.
• Coordinate and/or produce copy in Spanish for ads, landing pages, emails, and Whats App.
• Ensure that communication is clear, persuasive, and culturally appropriate for the target audience.
• Work with designers and copywriters.
• Integrate digital campaigns with CRM flows (RD Station, Orbund, or equivalents).
• Create nurturing and remarketing automations for Hispanic leads.
• Monitor the lead journey from first contact to enrollment.
• Produce weekly and monthly performance reports with actionable insights.
• Identify bottlenecks and opportunities for continuous improvement in lead generation.
• Support strategic decisions based on real market data.
• Ensure that all communication is aligned with educational standards, institutional policies, and regulatory requirements.
• Support correct communication regarding online modalities and in-person events.

Qualifications

EDUCATION

• Bachelor’s degree in Digital Marketing, Marketing, Communications, Advertising, Business Administration, or a related field.
• A Master’s degree or professional certifications in the following areas are preferred:
• Digital Marketing
• Paid Media (Google Ads, Meta Ads)
• Growth Marketing
• CRM / Marketing Automation

EXPERIENCE

• Minimum of three (3) years of experience in digital marketing, with a strong focus on:
• Lead generation and acquisition strategies.
• Paid Media platforms such as Meta Ads, Google Ads, and similar tools.
• Demonstrated experience developing and executing campaigns targeted to Spanish-speaking / Hispanic audiences.
• Campaign optimization based on KPIs such as CPL, CPA, ROI, and ROAS.
• A/B testing of ad creatives, copy, and audience segments.
• Integrating digital campaigns with CRM systems and marketing automation workflows.
• Prior experience in higher education, online education, or professional services environments is preferred.
• Experience producing performance reports and analyzing data to support strategic decision-making.