Responsibilities

• The Digital Marketing Specialist is responsible for developing, implementing, optimizing, and measuring digital marketing initiatives that advance East Tennessee State University's strategic priorities, including student recruitment, retention, institutional reputation, academic program promotion, and community engagement.
• Working within the Office of University Marketing and Communications (UMC), this position serves as the university's primary subject matter expert for digital advertising, marketing automation, audience targeting, campaign analytics, and performance measurement.
• The Digital Marketing Strategist collaborates with campus partners to develop and execute data-driven marketing strategies across paid search, paid social, display advertising, email marketing, and other digital channels.
• This position will play a key role in the implementation and ongoing utilization of Salesforce Marketing Cloud, helping establish processes, workflows, audience segmentation strategies, and customer journey automation that support university-wide communication goals.
• The Digital Marketing Strategist will work closely with Student Life and Enrollment, the Graduate School, Information Technology Services, and other campus stakeholders to leverage data and technology in support of personalized, effective marketing communications.
• In addition, this position is responsible for managing digital campaigns from planning through performance analysis; maintaining tracking and measurement infrastructure; providing actionable insights through analytics and reporting; and ensuring digital marketing efforts are strategically aligned, accurately measured, and continuously optimized to achieve institutional goals.

Requirements

• Bachelor’s degree in Marketing, Digital Media, Advertising, Communications, Information Systems, Business, or related field and three (3) years of professional experience in digital marketing, digital advertising, marketing automation, or related fields.
• Experience managing paid digital advertising campaigns across multiple platforms.
• Experience utilizing Google Analytics and campaign reporting tools.
• Experience managing marketing projects and working with multiple stakeholders.
• OR
• A combination of education and work experience

Preferred

• Experience in a higher education environment
• Experience with Salesforce Marketing Cloud, Marketing Cloud Account Engagement (Pardot), or comparable marketing automation platforms.
• Experience with Google Tag Manager and conversion tracking implementation.
• Experience with CRM-based audience segmentation and lifecycle marketing strategies.
• Experience creating dashboards and reports using Data Studio or comparable business intelligence tools.

Benefits

• For information on benefits please visit: www.etsu.edu/human-resources/benefits/