Digital Marketing Specialist

Pay Grade: 30E

Context of Job:

Under the direction of the Director of Marketing for the Center for Innovation in Lifelong Learning and Teaching (CILLT), the Digital Marketing Specialist is a high-impact, execution-level role responsible for driving enrollment growth across CILLT programs. Working within the CILLT marketing team, the specialist will lead the design, implementation and continuous optimization of multichannel digital advertising campaigns for UD Online, Professional and Continuing Studies, and the Osher Lifelong Learning Institutes. This role requires a balance of creativity, analytical rigor, independent project management, and a deep understanding of the prospective student journey.

Major Responsibilities

• Digital Advertising and Performance Management
• Develop, coordinate and implement the digital content for multiple digital marketing campaigns, working closely with the Director, CILLT program 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) to pivot ad spend toward high-performing channels.
• Generate reports, analyze data and make meaningful observations and recommendations for CILLT’s 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 Slate CRM Manager 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.
• Act as the primary performance marketing expert when collaborating with faculty, program instructors, and campus partners.
• Maintain a master content and campaign calendar to ensure timely execution and cross-platform alignment.
• Collaborates with UD’s Office of Communications and Marketing to ensure alignment and efficiency with other University campaigns.
• Perform other job-related responsibilities as assigned.

Qualifications

• Bachelor’s degree and four years of experience in digital marketing, specifically managing paid media budgets, 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.
  • CMS: Experience utilizing WordPress, Adobe Experience Manager, or similar content management system.
  • Project Management: Demonstrable experience using Smartsheet (preferred), Asana, Monday, or similar.
• 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.
• Excellent writing and editing skills, with the ability to create compelling content for a variety of digital channels.
• Ability to identify trends, opportunities, and risks and adjust campaign tactics accordingly.
• Familiarity with higher education marketing and the unique needs of adult learners/online students is preferred.