Digital Marketing Specialist

Responsibilities

• Website Management & Optimization: Maintain website content and navigation with a focus on user experience (UX), accessibility (WCAG compliance), and conversion rate optimization (CRO). Ensure all digital content is accessible, current, and tightly aligned with the Graduate School and UNC Charlotte web guidelines.
• Email Marketing & Automation: Design and execute targeted email campaigns. Optimize marketing automation workflows to move prospective students through the enrollment funnel effectively.
• Search Engine Optimization (SEO) & Generative Engine Optimization (GEO): Develop and implement traditional SEO and modern GEO strategies to improve organic visibility. Perform keyword research, on-page optimizations, and structured data adjustments to increase discovery across both traditional search engines and AI-driven answer engines for graduate programs.
• Paid Advertising (SEM/Social): Plan, launch, and manage paid digital campaigns across platforms such as Google Ads, LinkedIn, and Meta to drive high-quality inquiries and applications.
• Analytics & Reporting: Monitor and analyze website traffic and campaign performance using tools like Google Analytics and Hotjar. Provide regular reports on KPIs, ROI and acquisition.
• Content Distribution: Create and distribute digital-first content tailored for specific online channels and audience segments, leveraging modern content creation and AI productivity tools to scale output efficiently.
• Technical Resource Management: Utilize and manage technical marketing platforms to ensure seamless integration between the website, CRM, and advertising tools.
• Other Work/Responsibilities: Other duties as assigned

Requirements

• Bachelor’s degree from an accredited university.
• Marketing or communications experience preferred.
• Experience: Proven track record in managing digital-first marketing campaigns (higher education experience is a plus).
• Technical Proficiency: Strong command of CMS platforms, Google Analytics, SEO tools, and PPC ad managers. Hands-on experience with higher-education CRM platforms is preferred.
• Analytical Mindset: Ability to translate complex data into actionable insights for the broader marketing team.
• Communication: Excellent written communication skills for digital copywriting (email, web, and ads).

Preferred

• Higher education experience is a plus
• Hands-on experience with higher-education CRM platforms is preferred