Digital Marketing Specialist

PAY GRADE: 30E

CONTEXT OF THE JOB:

The University of Delaware receives more than 9,500 graduate student applications per year, hosts on-campus and off-campus recruitment events and supports all 200-plus graduate programs. The University of Delaware applicant portfolio consists of both international, domestic and online applicants seeking research-focused doctoral and professional master’s degrees along with 36 certificate programs. The position is found within Graduate College.

Under the supervision of the Director of Graduate Recruitment Marketing, the Marketing Specialist is a critical member of the recruitment marketing team and will manage the development of communications and marketing collateral for prospective students and coordinate the deployment of all marketing. The Graduate College seeks a team member with a continuous improvement orientation who will move our mission forward with urgency.

MAJOR RESPONSIBILITIES:

Digital Advertising and Performance Management

• Develop, coordinate and implement the digital content for multiple digital marketing campaigns, working closely with the Director, Graduate College stakeholders and campus partners.
• Manage and scale paid search (Google Ads), display, and paid social (Meta, LinkedIn) campaigns to meet specific enrollment KPIs.
• Regularly monitor and interpret indicators (CPA, CTR, Conversions) as part of campaign performance analysis and work with the Director to pivot campaign strategies as needed.
• Generate reports, analyze data and make meaningful observations and recommendations for the Graduate College digital channels.
• Design and implement testing for ad copy, landing pages, and creative assets to improve conversion rates.
• Implement and maintain SEO/GEO best practices to ensure high organic visibility.
• Stay current on best practices and trends in digital marketing and implement new strategies and tactics as appropriate.

Funnel Automation and Content Execution

• Assist the CRM Specialist in creating and optimizing automated Slate CRM email flows to nurture prospective students through the enrollment funnel.
• Coordinate the production of compelling digital content, including ad copy, ensuring all assets align with University brand standards.
• Manage a robust, performance-oriented social media presence across multiple business units and channels.

Project Management and Collaboration

• Manage multiple campaign projects and stakeholder requests simultaneously from ideation to post-mortem.
• Interacts with various departments to interpret and translate their expressed needs and ideas into effective campaign and communication plans tailored to the needs of intended audiences with the direction of the Recruitment Marketing Director.
• Takes projects from concept to final execution, presenting plans and strategies to stakeholders throughout the process
• Perform other job-related responsibilities as assigned.

QUALIFICATIONS:

• Bachelor’s degree and four years of experience in digital marketing, or equivalent combination of education and experience.
• Technical experience with the following:
  • Platforms: Proficiency in Meta Ads Manager, LinkedIn Campaign Manager, and Google Ads.
  • CRM/Email: Direct experience with Slate CRM or similar enterprise-level marketing automation tools.
  • Analytics: Well-versed in Google Analytics and SEO/GEO tools.
  • Proven ability to work independently in a fast-paced environment and manage complex project timelines under tight deadlines.
• Strong analytical skills and experience with data-driven decision making.
• Demonstrated ability to execute and distribute projects as part of a predefined marketing plan and communications strategy to a creative team and oversee those projects completion.  Ability to identify trends, opportunities, and risks and adjust campaign tactics accordingly.
• Effective written and verbal communication skills.
• Familiarity with higher education marketing and the unique needs of graduate student recruitment is preferred.