Digital Marketing Specialist
Digital Marketing Specialist
The ideal candidate for this position possesses expert knowledge and considerable experience in collecting and leveraging relevant data to inform marketing strategies for higher education institutions with a focus on increasing leads and enrollment for undergraduate, graduate, and online adult programs. The ideal candidate must showcase evidence of successful results from implemented digital marketing campaigns, ideally from Google Ads and Meta (formerly Facebook) Ad Manager. Additionally, this candidate must have strong technical and written communication skills in order to compose engaging content for enrollment marketing initiatives. The ideal candidate must be an enthusiastic self-starter in addition to being able to collaborate well with the rest of the enrollment marketing team. The digital marketing specialist will work closely with the director of marketing and other members of the marketing department to develop and execute strategic marketing initiatives to support enrollment goals and student retention efforts, as well as heighten overall University brand awareness and reputation in target markets.
Chartered in 1918, Seton Hill University is a leading Catholic coeducational liberal arts university founded by the Sisters of Charity and embracing students of all faiths.
Located in southwestern Pennsylvania's Laurel Highlands (yet only 35 miles from Pittsburgh), Seton Hill educates its more than 2000 students to think and act critically, creatively and ethically as productive members of society committed to transforming the world
Strong technical & written communication skills to compose engaging digital advertising campaigns
Expert data analytical skills to help inform strategic enrollment initiatives, overcome challenges, and establish reporting methods as well as data organizational processes and best practices for enrollment marketing
Ability to seek out, collect, and mine relevant university audience data to find trends and make enhancements to marketing initiatives in order to create customized, segmented target audiences with the goal to increase enrollment leads
At least 3-5 years of experience managing and creating digital advertising campaigns using specific platforms including: Meta (formerly Facebook) Ad Manager, Google Ads - including search, display, & video, and others
In addition to creating, monitoring, and optimizing digital advertising campaigns, responsible for optimally managing allocated budgets associated with campaigns.
Expert knowledge in Google Tag Manager and Google Analytics, as well as Search Engine Optimization and Search Engine Marketing
Familiarity with currently evolving data privacy updates and how that will impact enrollment marketing efforts in higher ed
Knowledge of Artificial Intelligence trends, as related to data, in higher ed enrollment marketing
Desire to pursue ongoing professional development training to remain on the forefront of the latest, and ever-evolving, digital marketing trends and best practices
Favorable Additional Skills (not required):
Familiarity with campaign automation
Basic knowledge of Adobe Creative Cloud programs
Basic graphic design skills
Basic video & photo editing skills
Long-form writing & exceptional proofreading skills
Essential Job Responsibilities:
Work closely with the marketing team to develop and execute comprehensive digital marketing plans to drive enrollment. This includes establishing short and long term goals, evaluating for effectiveness and recommending possible improvements.
Manage all paid digital initiatives and optimization on Google Ads, Meta Ad Manager, LinkedIn, and other platforms.
Collaborate with the marketing team and IT on monitoring & ensuring ADA compliance on the university website.
Manage, implement, and initiate ongoing enhancements to website SEO strategy.
Build solid relationships with university faculty, staff and students to assist awareness of university initiatives and the building of bridges across departments.
Establish KPIs/conversion metrics and monitor analytics and other reporting that highlights the impact of digital campaigns. Recommend optimization tactics and response plans for social and digital ad placements
Conduct industry trend research to support planning and development.
Write/proofread, design, develop and implement web-based marketing content and interactive campaigns to promote the university brand, enrollment initiatives and other measurable outcomes.
Work closely with Content Strategist to ensure ongoing best practices in website content strategy, on-page SEO, and conversion optimization across digital platforms.
Effectively manage multiple projects and deadlines.
Educational Background Requirements/Additional Information:
This position requires a bachelors degree, preferably in marketing, communication, data analytics, or related areas and 3-5 years of lead-driven digital marketing experience (higher education experience is preferred). This organized communication professional must also have excellent oral and written communication skills, strong research skills and analytics acumen. Proficiency in SEO, paid search advertising, display advertising, social media advertising, and website editing/updating experience is required. Travel outside the University environment for meetings, conferences, or training may be required. The Digital Marketing Specialist reports to the Director of Marketing. This position works in a collaborative relationship with all members of the marketing and enrollment management teams.
Diversity is a core value at Seton Hill University. We are passionate about building and sustaining an equitable and inclusive learning and working environment for all students, faculty, and staff. We actively seek to recruit applicants who will contribute to a climate that supports students, faculty, and staff of all identities and backgrounds.