Digital Marketing Specialist

The Digital Marketing Specialist supports the execution, reporting, and optimization of paid digital marketing campaigns across WPI's undergraduate recruitment funnel. This is an entry-level, data-forward role focused on the day-to-day operation of campaigns, building and launching ads, maintaining accurate tracking, and turning campaign data into clear, actionable reporting. The ideal candidate has a data and analytics background and a strong interest in marketing operations, with a desire to grow into a well-rounded digital marketer.

The Specialist reports to the Director of Digital Marketing & Performance and works closely with the Senior Digital Marketing Specialist and the broader Marketing Operations team, who provide day-to-day guidance, mentorship, and technical support.

Digital Marketing Specialist

Worcester

Marketing Technology & Metrics

Worcester Polytechnic Institute - WPI

The Digital Marketing Specialist supports the execution, reporting, and optimization of paid digital marketing campaigns across WPI's undergraduate recruitment funnel. This is an entry-level, data-forward role focused on the day-to-day operation of campaigns, building and launching ads, maintaining accurate tracking, and turning campaign data into clear, actionable reporting. The ideal candidate has a data and analytics background and a strong interest in marketing operations, with a desire to grow into a well-rounded digital marketer.

The Specialist reports to the Director of Digital Marketing & Performance and works closely with the Senior Digital Marketing Specialist and the broader Marketing Operations team, who provide day-to-day guidance, mentorship, and technical support.

• Build, launch, and manage paid campaigns across platforms including Google Ads, Meta (Facebook/Instagram), You Tube, Reddit, and other channels as assigned
• Execute full campaign setup: audiences, targeting, creative placement, tracking URLs, and pre-launch quality assurance/testing
• Implement conversion tracking and UTM parameters using the team's pre-agreed tracking structure
• Coordinate with the Senior Digital Marketing Specialist and Marketing Operations team to align execution with campaign strategy and timelines
• Manage day-to-day campaign operations across the undergraduate portfolio, monitoring delivery, budget pacing, and flighting to keep campaigns on schedule and on budget
• Build ads by adapting content across formats (search, paid social, video, and display) and platforms, confirming specs, tracking, and landing pages are correct before launch
• Build and maintain audience segments and targeting, including keyword lists, custom and lookalike audiences, retargeting pools, and exclusions
• Set up and manage conversion tracking, pixels, and tags in coordination with the analytics and operations workflow (e.g., Google Tag Manager)
• Partner with the Growth Marketing and Creative teams to translate campaign strategy and creative briefs into built, launch-ready campaigns
• Maintain campaign calendars, launch checklists, and account hygiene (naming conventions, structure, and budgets) across platforms

• Design, set up, and manage a testing program across undergraduate campaigns, including A/B and multivariate tests on creative, audiences, bids, and landing pages
• Plan and coordinate brand lift and messaging studies (e.g., You Tube and Meta brand lift, message and concept testing) to measure awareness and message effectiveness, and report on results
• Analyze test and campaign data from Google Analytics 4 (GA4), ad platforms, and other sources to surface insights, validate hypotheses, and inform optimization decisions
• Build, maintain, and continuously improve performance reports and dashboards across all ad platforms; monitor pacing, spend, and key performance indicators for undergraduate campaigns
• Collaborate with the Director of Digital Marketing & Performance, Senior Digital Marketing Specialist, and Marketing Operations team to automate reporting across platforms, developing and refining the tools and workflows that consolidate reporting and reduce manual effort over time
• Support attribution and funnel measurement efforts by ensuring clean, consistent, well-structured data capture across campaigns

• Execute agreed-upon optimizations across undergraduate campaigns, adjusting targeting, budgets, bids, creative, and landing page routing to improve conversion performance
• Apply test learnings and performance data to optimize live campaigns, adjusting bids, budgets, and creative rotation accordingly
• Reallocate spend toward higher-performing campaigns and platforms within established guidelines to maximize efficiency against budget
• Troubleshoot tracking, delivery, and performance issues with support from the Director of Digital Marketing & Performance