Digital Marketing Specialist

Seat Purpose

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Drive measurable enrollment outcomes for Tassel clients by executing and optimizing paid media and AI-driven search visibility strategies that generate qualified inquiries, tours, and enrollments.

This role translates strategy into execution across paid media and AI SEO channels, ensuring campaigns are aligned to each school's positioning, messaging, and enrollment goals.

Core Outcomes (What Success Looks Like)

The Digital Marketing Specialist is accountable for:

• Increasing qualified inquiries and tour volume for assigned clients
• Improving cost per inquiry and cost per tour over time
• Executing and optimizing visibility across search and AI platforms (Google, ChatGPT, Gemini, Perplexity, Claude, and Grok)
• Maintaining high-performing, optimized paid media campaigns
• Providing clear, actionable insights that inform client strategy and investment decisions

Key Roles & Responsibilities

1. Campaign Execution & Optimization

Own execution across all paid and AI-search channels:

• Build, launch, and manage campaigns across:
• Google Ads (Search, Display, YouTube)
• Meta Ads (Facebook and Instagram)
• Retargeting and remarketing platforms
• Execute AI-SEO strategies to improve visibility across traditional and AI search environments
• Write and refine high-performing ad copy aligned to school messaging and positioning
• Continuously optimize campaigns based on performance data
• Implement structured A/B testing across creative, targeting, and funnel components
• Manage budgets to maximize return and efficiency

1. Strategy Translation & Alignment

Bridge strategy to execution:

• Partner with Enrollment Marketing Managers (EMMs) and Strategists to:
• Translate defined client strategy into campaign plans
• Align campaigns to enrollment goals, Age-and-Stage grade-level priorities, and messaging
• Ensure campaigns reflect:
• School identity and positioning
• Parent motivations and decision drivers
• Geographic and demographic targeting priorities

1. Performance Analysis & Insights

Drive clarity through data:

• Monitor campaign performance daily and weekly
• Identify trends, risks, and opportunities early
• Provide clear recommendations to improve:
• Conversion rates
• Lead quality
• Funnel efficiency
• Benchmark performance against:
• Historical data
• Industry standards
• Competitive landscape

1. Reporting & Communication

Create visibility and trust:

• Deliver monthly performance reports with:
• Key metrics
• Insights
• Strategic recommendations
• Translate data into plain language for internal teams and clients
• Support EMMs in client conversations with clear performance narratives
• Communicate proactively when performance shifts or issues arise

1. Systems, Process, and Scale

Help Tassel scale effectively:

• Document campaign structures, workflows, and best practices
• Contribute to standardized campaign frameworks and templates
• Identify opportunities to improve efficiency through tools, automation, and AI
• Contribute to the improvement of scalable digital solutions with Tassel's offerings

Seat Metrics (Scorecard)

This role is measured by:

• Cost per inquiry (by client and campaign)
• Cost per tour (when available)
• Conversion rate (click to inquiry)
• Lead quality indicators (aligned with EMM feedback)
• Campaign performance vs targets (ROAS or equivalent outcome metrics)
• On-time delivery of reporting and campaign execution

Capabilities & ExperienceRequired

• 3+ years managing paid media campaigns (Google Ads and Meta Ads)
• Strong understanding of:
• Paid search and paid social
• Conversion tracking and funnel optimization
• AI SEO / SEO fundamentals
• Experience managing multiple campaigns across clients or accounts
• Ability to interpret data and translate into action

Preferred

• Experience in K-12 education or enrollment marketing
• Familiarity with AI-driven search (AEO, GEO)
• Experience with CRO and landing page optimization

Technical Skills

• Google Ads, Meta Ads platforms
• Google Analytics (GA4)
• Google Tag Manager, Meta Pixel, UTM tracking
• AI Visibility and Reporting Tools
• Keyword research tools (SEMrush preferred)
• Spreadsheet proficiency (Google Sheets or Excel)
• Working knowledge of website structure and content strategy

Tools & Environment

• SEMrush
• Leadsie
• AvidTrack
• Cometly
• RankPrompt
• BrightLocal
• ChatGPT, Claude, Gemini, and other AI tools
• Tassel internal systems (Via)
• HubSpot (preferred)

Working Competencies

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• Executes Strategy with Clarity
• Translates high-level strategy into structured, actionable campaigns aligned to defined outcomes
• Owns Outcomes
• Takes responsibility for performance results, not just task completion; proactively identifies and solves problems
• Attention to Detail & Follow-Through
• Maintains accuracy across campaigns, tracking, and reporting while consistently closing loops
• Manages Priorities Effectively
• Handles multiple campaigns and deadlines without sacrificing quality or performance
• Communicates with Clarity
• Clearly explains strategy, performance, and recommendations to both technical and non-technical stakeholders
• Writes with Purpose
• Produces clear, compelling ad copy and messaging aligned to audience motivations and campaign goals
• Learns and Adapts Quickly
• Stays current with changes in digital marketing and AI-driven search, applying new insights to improve performance 

Team Structure

Reports to: Digital Marketing Director

Works closely with:

• Other Digital Marketing Specialists
• Enrollment Marketing Managers (EMMs)
• Enrollment Marketing Strategists
• Production, Content, Design, and Web teams

Time Allocation (Target)

• Campaign Execution & Optimization: 60%
• Analysis & Reporting: 25%
• Internal Communication & Admin: 15%

Salary range: $60,000–$75,000 annually, based on experience, technical proficiency, and demonstrated success managing performance-driven campaigns across multiple client accounts.