Digital Marketing Strategist

Purpose of Position The Digital Marketing Strategist leads marketing analytics, performance measurement, and strategic coordination across UTA Online marketing channels and partnerships. This position serves as a central point of integration among UTA Online, the university’s online program management partner, external digital marketing vendors, Marketing, Messaging, and Engagement, and the Office of Information Technology. The strategist oversees full-funnel marketing analytics, from initial awareness and lead generation through enrollment and retention, by integrating and analyzing data across multiple platforms and partners. This role translates marketing performance data into actionable insights, establishes consistent reporting practices, and supports data-informed decisions related to campaign strategy, budget allocation, enrollment growth, and return on investment. Essential Functions Develop and guide comprehensive digital marketing strategies for UTA Online programs, using market-demand insights and performance data to inform program launches, recruitment objectives, and go-to-market strategies. Aggregate, validate, and analyze marketing and campaign data from multiple sources, including vendor platforms, Slate CRM, and institutional analytics systems, to evaluate full-funnel performance and ROI. Build and maintain dashboards, performance metrics, and recurring reports to monitor lead generation, conversion, digital engagement, enrollment outcomes, and other key marketing KPIs. Review campaign plans and performance across digital channels, including SEO/SEM, paid search, paid social, and content marketing, and provide data-informed recommendations for budget allocation, audience targeting, media mix, and optimization. Serve as a primary liaison among UTA Online, online program management (OPM) partners, external digital marketing vendors, Marketing, Messaging, and Engagement (MME), and other institutional stakeholders to ensure alignment in strategy, communication, campaign execution, and data integrity. Collaborate with enrollment, student success, academic, and instructional design teams to align marketing strategies with lead quality, student yield, program development, and lifecycle outcomes. Monitor emerging trends and best practices in digital marketing, SEO/SEM, artificial intelligence, machine learning, and predictive analytics, and recommend tools and strategies that improve performance and decision‑making. Ensure marketing activities, data reporting, and performance measurement comply with UTA brand standards, accessibility expectations, ethical marketing practices, and established data‑quality requirements. Performs other duties as assigned Required Qualifications Bachelor’s degree in Marketing, Business Analytics, Data Science, Communications, or a related field and a minimum of five (5) years of professional experience in digital marketing, marketing analytics, campaign strategy, performance reporting, or cross‑platform analytics OR nine (9) years of an equivalent combination of education and experience. Position is required to work on‑site in Arlington, Texas. Preferred Qualifications Master’s degree in Marketing Analytics, Business Intelligence, or a related field. Experience in higher education marketing or online program management, with knowledge of digital media attribution, ROI forecasting, marketing data integration, content management systems (CMS), and data flows between CRM and digital marketing platforms. Knowledge, Skills & Abilities Strong analytical, strategic thinking, and problem‑solving skills. Ability to interpret complex marketing and enrollment data and translate findings into actionable insights. Knowledge of digital marketing channels, performance metrics, and analytics practices. Strong written, verbal, and data visualization skills. Ability to manage multiple priorities, collaborate across internal and external teams, and operate effectively in a fast‑paced, data‑driven environment. Strong attention to detail and commitment to data accuracy and integrity. Ability to maintain confidentiality and comply with FERPA and university data‑security policies. Work Schedule Monday through Friday; 8:00am through 5:00pm Requires occasional evening or weekend hours. Hybrid work may be considered following successful completion of the probationary period, based on departmental needs and university policy. Benefits Information Position is benefit eligible: Yes We are proud to offer a comprehensive benefits package to our employees at the University. #J-18808-Ljbffr The University of Texas at Arlington