Digital Marketing Manager

Job Description

Job Description

At Westcliff University, marketing is about understanding people — and building awareness about how our products/services can meet their higher education goals.
The Digital Marketing Manager is an innovative, performance-driven go-getter responsible for developing, implementing, and optimizing comprehensive digital marketing strategies, starting with a strong website presence. As Digital Marketing Manager, your main focus will be on planning and driving SEO initiatives to improve Westcliff University’s main and satellite brands’ search engine rankings, oversee the agency responsible for Google ads campaigns, conceive and execute paid social media campaigns on multiple platforms, an ensure all digital marketing initiatives work in synergy to drive traffic, generate high-intent inquiries, and represent the brands in an engaging and regulatory compliant manner. This position supports and serves all Westcliff University campuses and affiliated locations as part of its assigned responsibilities.

Essential Job Functions

Key Responsibilities

SEO Strategy and Execution:

• Conduct comprehensive keyword research to guide content creation and identify SEO opportunities
• Optimize website content, meta tags, and other on-page elements to improve organic search rankings.
• Implement technical SEO best practices, including site speed optimization, mobile-friendliness, and structured data markup.
• Perform backlink analysis and outreach to build high-quality inbound links and improve domain authority.
• Monitor and analyze website traffic, user behavior, and search engine rankings, providing regular reports and actionable insights.
• Creates new website sections and pages as needed.
• Google Ads Management (in partnership with paid search agency):
• Develop, launch, and manage Google Ads campaigns, including Search, Display, Pmax etc.
• Develops and deploys paid YouTube campaigns

Collaboration and Communication:

• Work closely with the paid search agency, as well as content and creative teams to ensure best practices are integrated into all content production.
• Collaborate with web developer and IT department to implement SEO recommendations and enhance website performance.
• Stay current with industry trends, algorithm updates, and emerging SEO and SEM techniques to ensure best practices are followed.
• Craft engaging ad copy and create compelling ad creatives to maximize click-through rates and conversions.
• Continuously monitor and analyze campaign performance, adjusting strategies to optimize ROI.
• Implement A/B testing to enhance ad effectiveness and conversion rates.

Paid Social Strategy and Execution:

• Develop, launch, and manage Facebook campaigns, including Search, Display, Pmax etc.
• Conduct in-depth keyword research and competitive analysis to inform ad targeting and bidding strategies.
• Craft engaging ad copy and create compelling ad creatives to maximize click-through rates and conversions.
• Continuously monitor and analyze campaign performance, adjusting strategies to optimize ROI.
• Implement A/B testing to enhance ad effectiveness and conversion rates.
• Conceives, builds and optimizes new campaigns on LinkedIn, TikTok and Reddit

Qualifications

• Bachelor’s degree i n marketing, communications, or a related field.
• Previous experience in for-profit higher education marketing (agency side or institution side).
• 5+ years of experience in managing SEO and paid digital campaigns.
• Proficiency in Google Ads, Meta Ads, Google Analytics, Google Search Console, and SEO tools such as Ahrefs, SEMrush, or Moz.
• Strong analytical skills with the ability to compile performance reports, interpret data, identify trends, and make data-driven decisions.
• Excellent written and verbal communication skills.
• Ability to manage multiple projects and meet deadlines in a fast-paced environment.
• Certification in Google Ads and/or Google Analytics is required.
• Experience with LinkedIn and YouTube campaigns appreciated.

LIMITATIONS AND DISCLAIMER

The above job description is meant to describe the general nature and level of work being

performed; it is not intended to be construed as an exhaustive list of all responsibilities,

duties and skills required for the position. All job requirements are subject to possible

modification to reasonably accommodate individuals with disabilities. Some requirements

may exclude individuals who pose a direct threat or significant risk to the health and safety

of themselves or other employees. This job description in no way states or implies that

these are the only duties to be performed by the employee occupying this position.

Employees will be required to follow any other job-related instructions and to perform other

job-related duties requested by their supervisor in compliance with Federal and State Laws.

Requirements are representative of minimum levels of knowledge, skills and/or abilities. To

perform this job successfully, the employee must possess the abilities or aptitudes to

perform each duty proficiently. Continued employment remains on an at-will basis, unless

otherwise contractually bound.

Westcliff University is an Equal Opportunity Employer