Digital Marketing Specialist - Online Education Unit - Office Provost

CMU Online is seeking a creative, data‑driven Digital Marketing Specialist to expand the reach of our online programs. The role involves planning, executing, and optimizing digital marketing strategies to attract and engage prospective students across paid media, organic content, web, and email channels.

• Support the planning, development and launch of paid media campaigns across digital platforms (Google, Linked In, Meta, etc.) to meet lead generation and enrollment goals for CMU Online’s graduate certificate programs.
• Lead day‑to‑day campaign management and optimisation through audience and keyword research, effective bid strategies, campaign testing, and other best practices.
• Monitor lead pacing and budget allocation to maximise ROI, and provide real‑time and end‑of‑cycle reporting to stakeholders.
• Support the development of compelling creative and copy for campaign assets.
• Research updates to ad platforms, emerging features, and best practices to identify new opportunities for innovation and efficiency.

• Plan, develop and launch organic marketing initiatives across web, social, email, and other channels to build awareness and generate leads.
• Create brand‑aligned assets such as blog posts, articles, testimonials, print materials, video content, and more.
• Maintain a comprehensive organic marketing calendar for social content, departmental collaborations, web updates, and other initiatives.
• Manage CMU Online’s website content, ensuring accuracy, engagement, and on‑brand messaging while implementing SEO strategies to improve visibility.
• Conduct quarterly reviews of website performance and user‑engagement metrics to uncover optimisation opportunities.

• Identify, track, and support cross‑channel initiatives including event support, department collaboration and external program promotion.
• Evaluate and pursue opportunities for external promotion such as conference sponsor ships, newsletters, and online events.
• Assist in creating and coordinating marketing assets (flyers, one‑pager PDFs, etc.) for events and outreach.
• Collaborate with CMU Departments on targeted email‑marketing campaigns.

• Track, analyse, and report on key marketing performance metrics across paid, organic, and web channels to assess effectiveness and guide strategy.
• Monitor lead generation volume and report weekly performance relative to goals.
• Evaluate channel performance using metrics such as lead volume, conversion rates, CPC, CPL, CTR, impressions, and engagement to identify optimisation opportunities.
• Utilise analytics and reporting tools including Slate CRM, Google Analytics 4, Google Ads, Linked In Campaign Manager, Meta Business Suite, and other in‑platform dashboards.
• Monitor campaign spend and efficiency to ensure responsible use of marketing budgets.
• Create clear, data‑driven reports and dashboards with tools such as Excel and Tableau, translating data into actionable insights for stakeholders.

• 3–5 years of marketing experience required; 5–7 years preferred, with at least two years in paid media/organic marketing management and reporting.
• Bachelor’s degree in Communications, Marketing, or related field required;
  Master’s degree preferred.
• Experience in higher education and enrollment marketing preferred.
• Strong analytical skills and the ability to interpret data to drive informed decisions.
• Excellent written communication skills and experience writing copy for website, digital advertising, and email campaigns.
• Experience managing and editing website content in a CMS (Drupal preferred).
• Strong project‑management skills and the ability to manage multiple projects simultaneously.
• Highly collaborative and open to teamwork, with strong critical‑thinking and problem‑solving abilities.
• Ability to work independently, seek help when needed, and make decisions aligned with department objectives.
• Familiarity with design software such as Canva or Adobe Creative Cloud preferred.

• Comprehensive medical, prescription, dental, and vision coverage.
• Generous retirement savings plan with employer contributions.
• Tuition assistance for continuing education.
• Paid time off and observed holidays.
• Life and accidental death & disability insurance.
• Free Pittsburgh Regional Transit bus pass.
• Family concierge services and childcare support.
• Fitness center access.

Carnegie Mellon University is an Equal Opportunity Employer and follows official equal employment opportunity, accommodation, and disability policies while providing reasonable accommodations for qualified individuals with a disability. Employees and candidates can contact Employee Access for accommodation assistance.

Pittsburgh, PA. Hybrid work arrangement; fully remote positions are considered in context of the mission.