Digital Marketing Specialist

Digital Marketing Specialist

The Digital Marketing Specialist supports the planning, execution, and optimization of paid digital marketing campaigns for the University of St. Augustine for Health Sciences. This role works closely with the Executive Director and serves as the internal point person for paid media operations and performance - monitoring performance and budgets, ensuring campaigns are accurately tracked, managing forms and targeting constraints, and translating performance insights into actionable recommendations. They will also assist with the design and implementation of CRO tests and lifecycle campaigns in Marketo, in partnership with the larger marketing team. This position will act as a champion for digital marketing and use the digital space to build brand awareness and enhance the marketing pipeline. Working with related internal clients, the Digital Marketing Specialist coordinates and oversees work with external agencies and internal faculty and staff partners. Using the college's strategic plan as a guide, they proactively help to develop and implement the marketing strategy for the college to meet institutional goals and work to enhance the student experience from initial inquiry through graduation and beyond. Under minimal supervision, they help to identify and prioritize the college's marketing needs, develop strategies and plans to meet these needs, measure and analyze results, and recommend and implement new strategies and programs to achieve goals.

Essential Duties and Responsibilities

1. Paid Media Performance & Agency Support
   • With Executive Director, plan paid media strategy, translating business objectives and marketing goals into effective, measurable digital campaigns
   • Manage day-to-day planning, execution, and reporting for paid channels (including search, social, display, etc.) in collaboration with digital marketing agency that executes paid media
   • Monitor campaign performance, pacing and spending against budgets and goals
   • Review agency reporting, identify performance trends, and develop recommendations for optimizations
   • Analyze downstream performance, ensuring campaigns align with institutional objectives, audience strategies, and regulatory/state requirements
2. Marketing Operations and Enablement
   • Ensure accurate tracking from ad platform to Marketo/CRM. Partner with Marketing Operations and IT to troubleshoot data flow issues
   • Update and audit campaign forms and lead capture flows
   • Develop and implement CRO testing roadmap for paid landing pages in partnership with Marketing Web and Operations team members
3. Automation & Cross-functional Support
   • Support light automation and campaign setup in Marketo in coordination with Marketing Operations
   • Assist with email deployment tied to lifecycle campaigns as needed
   • Assist in the implementation of integrated channel strategies, coordinating with content, website, and mops to deliver cohesive campaigns
4. Relationship Building
   • Establish, nurture relationships, and collaborate with key stakeholders, including marketing managers & agencies, Web, Content, IT, and Product to ensure access to and exchange of digital insights

This role does not focus on organic social media management, community management, or primary content creation

Other Duties and Responsibilities

May perform other duties and responsibilities that management may deem necessary from time to time.

Reports to: Executive Director, Marketing

Positions supervised: None

Technical, Managerial & People Skills Required

• Excellent communication skills, both verbal and written
• Strong analytical skills and exceptional level of detail-orientation
• Demonstrated passion and desire to learn and apply digital best practices
• Highly developed, demonstrated teamwork skills
• Excellent project management skills, the ability to manage competing priorities, and the ability to build and maintain strong partner relationships
• Demonstrated ability to establish and maintain positive working relationships with the public, supervisors, professional staff/faculty, and co-workers

Education and/or Experience

• 3-5 years of experience supporting or managing paid media and email campaigns
• Bachelor's degree in marketing, analytics, or related field required
• Hands-on experience working with paid media platforms (e.g., Google Ads, Meta) in an agency or in-house support capacity
• Working knowledge of web analytics tools (e.g., GA4, SEMRush).
• Experience working with marketing automation or CRM platforms (e.g., Marketo, Salesforce) preferred
• Strong comfort with data, reporting, and performance analysis

Travel Requirements Position may be required to travel.

Business Competencies

To perform the job successfully, an individual should demonstrate the following competencies:

• Collaborates - Building partnerships and working collaboratively with others to meet shared objectives.
• Being Resilient - Rebounding from setbacks and adversity when facing difficult situations.
• Instills Trust - Gaining the confidence and trust of others through honesty, integrity, and authenticity.
• Drives Results - Consistently achieving results, even under tough circumstances.
• Innovation - Creating new and better ways for the organization to be successful.
• Customer Focus - Building strong customer relationships and delivering customer-centric solutions.

Work Environment Work is performed primarily in a standard office environment but may involve exposure to moderate noise levels. Work involves operation of personal computer equipment for six to eight hours daily and includes physical demands associated with a traditional office setting, e.g., walking, standing, communicating, and other physical functions as necessary.

Physical requirements of this position include the following:

ü Does not apply