Marketing Technology Specialist - Digital Learning - UTK

Job Description

The Marketing Technology (Mar Tech) Specialist supports marketing and enrollment objectives by managing and optimizing marketing technologies, data integrations, and analytics. This role works closely with the Mar Tech Director and cross-functional teams to enhance performance, ensure accurate tracking, and drive operational efficiency. The ideal candidate is proactive, analytical, and collaborative, with a strong focus on results and detail.

• Manage day-to-day operations of the Mar Tech stack and oversee project execution.
• Serve as subject matter expert for platform research, configuration, and integration.
• Implement, maintain, and/or optimize Mar Tech tools, such as Zapier and Google Analytics.
• Ensure seamless data flow and accurate tracking across systems, including GTM.
• Collaborate with Marketing to align technology solutions with organizational goals.

• Enforce established UTM governance standards to ensure consistent campaign tracking across all digital marketing initiatives.
• Audit UTM parameters and campaign URLs on a regular basis to identify inconsistencies, errors, or missing values before they impact reporting.
• Coordinate with internal marketing teams and external agency partners to ensure UTM standards are followed for all campaigns and new initiatives.
• Validate campaign tracking from ad click through conversion to ensure accurate attribution across GA4, CRM, and reporting platforms.
• Investigate and resolve UTM, tagging, and attribution issues in collaboration with agency and internal stakeholders.
• Maintain UTM documentation, templates, and quality assurance processes to support reliable marketing measurement.

• Develop and refine automation workflows, lead scoring, and audience segmentation.
• Analyze data to identify trends, surface insights, and recommend optimizations.
• Manage Google tools (GTM, GA4, Looker, etc) to ensure consistent tagging and measurement.
• Establish and maintain standards for Mar Tech processes across Digital Learning.

• Partner with internal marketing teams and external agency partners to validate campaign implementation, troubleshoot tracking issues, and ensure accurate measurement across paid media platforms.

• Partner with marketing teams to enhance prospective student experiences through technology.
• Collaborate with analytics and technology teams to translate data into actionable strategies.
• Evaluate emerging tools and recommend improvements to the Mar Tech stack.
• Train colleagues on best practices and support technology adoption.
• Identify and resolve technical challenges proactively.

• Education:
  • Bachelor’s degree in Marketing, Business, Information Systems, or a related field.
• Experience:
  • Minimum of five (5) years of experience in marketing technology, marketing automation or digital marketing roles.
  • Experience in higher education or progressively responsible Mar Tech positions.
• Knowledge, Skills, & Abilities:
  • Strong knowledge of CRM systems (Salesforce, Slate).
  • Advanced proficiency with Google Analytics 4 (GA4), Google Tag Manager (GTM) and Data Studio.
  • Strong analytical, problem‑solving, and communication skills.
  • Proven experience managing paid media tracking, including UTMs and pixels.

Applicants must be legally authorized to work in the United States on a full-time basis without need now or in the future for sponsorship for employment‑based visa status.

• Experience:
  • Experience working with paid media platforms such as Google Ads, Meta Ads Manager, Linked In Campaign Manager, or Microsoft Advertising.
• Knowledge, Skills & Abilities:
  • Familiarity with campaign…