Specialist, Digital Marketing

The Digital Marketing Specialist is responsible for developing, implementing, and optimizing digital marketing strategies to enhance online visibility. Serving as the college’s Search Engine Optimization and Search Engine Marketing (SEO/SEM) expert, this position manages paid search campaigns (e.g., Google Ads), performs regular website audits, and collaborates with leadership to ensure business programs are effectively promoted to prospective students and key stakeholders. The specialist plays a critical role in engagement, increasing enrollment interest, and positioning the college as a leader in education.

• Manages and optimizes Meta, Google and other ad campaigns, increase driving ROI and improve the quality of inbound leads.
• Monitors and analyzes website performance, implementing on-page and technical SEO enhancements across all web properties.
• Tracks and reports on keyword rankings, site traffic, and campaign effectiveness to identify areas of improvement and growth.
• Prepares and delivers performance reports, offering actionable recommendations to improve digital outcomes
• Collaborates cross-functionally with web development, content, and marketing teams to ensure alignment with brand and recruitment objectives.
• Stays up to date with the latest SEO/SEM trends, algorithm updates, and industry best practices to maintain a competitive edge.
• Identifies and resolves technical SEO issues, such as broken links, redirect loops, and crawl errors, to ensure optimal site health
• Contributes to landing page strategy and optimization, focusing on user experience and conversion rate improvements for digital campaigns

• Performs all other duties as assigned.

Direct Reports: N/A

Delegation of Work: N/A

Supervision Given: N/A

Required Education:

• Bachelor’s degree in marketing, Digital Media, Communications or a related field

Required Experience:

• Minimum of two (2) years of related job experience in Search Engine Optimization and Search Engine Marketing

License/Certification:

• None Required

• Marketing experience in higher education or non-profit
• HTMl/CSS knowledge is a plus.
• Master's degree in a related field.

Knowledge:

• Solid understanding of search engine algorithms, ranking factors, and keyword strategies. Knowledge of HTML/CSS and website administration.

Skills:

• Strong analytical skills with the ability to translate data into action

Abilities:

• Ability to communicate effectively with a wide range of individuals and constituencies in a university community

Primary Work Location:

• Works in an office environment.

Physical Demands:

• Work is performed in a typical interior work environment which does not subject the employee to any unpleasant elements; individual has discretion in relation to walking, standing etc., and has minimal exposure to physical risks. 

Commitment to Excellence - UHD

• Demonstrates a commitment to competently perform his/her job duties and responsibilities within established time frames.
• Continuously strives to improve work performance.
• Accepts responsibility for his/her commitments to the university.
• Contributes to the success of the university by consistently providing quality results in the performance of his/her job duties and responsibilities.

Integrity

• Demonstrates high ethical standards of conduct in the performance of his/her job duties and responsibilities.
• Accepts responsibility for his/her actions.
• Respects and complies with department and university policies, procedures, and work rules.

Respect and Cooperation

• Treats others with courtesy, respect, and dignity in the workplace.
• Promotes cooperation through open and honest communications and consideration of others ideas, thoughts, and opinions.

Proficiency

• Possesses required job skills and knowledge.
• Demonstrates the ability to apply those skills and knowledge to competently perform his/her job duties and assignments.

Dependability

• Takes responsibility to accomplish job assignments within reasonable deadlines.
• Willing to accept new projects and/or commitments.
• Does due diligence to complete projects within specified timeframes and/or fulfill commitments.
• Arrives to work on time prepared and ready to contribute.

Flexibility

• Willingly adjusts to changing work assignments or conditions.
• Open to changes in operational procedures, technology, and/or organizational structure.
• Views changes as opportunities for learning and professional development.
• Displays a positive attitude to encourage others.
• Promptly responds to changes in work priorities and/or unexpected circumstances or situations.

Communicates Effectively

• Communicates clearly, consicely, and with courtesy.
• Carefully listens ot customer or thoroughly reads correspondence and uses good judgement to respond appropriately. (Customers and be students, external constituents, employees, or university guests.)
• Communicates requests for further action or resources to appropriate individuals with tact.

Instruction/Training

• Demonstrates the ability to orally convey subject or message clearly and concisely to the intended audience.
• Generates interest and enthusiasm in the subject or message from the participants.
• Responds to participants’ reactions or comments, and adjusts delivery style and/or format of presentation as needed.
• Possesses a thorough understanding of the subject or topic to provide practical responses to questions or issues.
• Displays applicable visuals and provides appropriate written materials to support the presentation.

Technical

• Possesses comprehensive knowledge and skills in a technical area. * Effectively applies expertise to troubleshoot existing systems and develop solutions with existing technology.
• Competent to learn new technologies and integrate them with existing technology.
• Willing to share expertise and provide technical assistance to others.

Research and Analysis

• Applies knowledge and skills to collect and analyze relevant data and information
• Assesses benefits and risks and prepares comprehensive reports of findings.
• Submits recommendations for management review and evaluation.

Computer/Automated System Proficiency

• Proficient in the use of university applications or automated systems to perform job duties.
• Complies with related policies, procedures, and work rules to maintain system security and data integrity.

Student Success Direct Support

• Contributes to student success by assisting students with anything that supports their student experience, whether directly or indirectly.
• Helps students navigate their way through the different offices, programs, and services at the university and/or connects students with the appropriate party(ies).
• Connects students with services or resources that can help them with career exploration, goal selection, and ongoing academic assistance.
• Helps students build peer support networks.
• Encourages student participation in out-of-class activities.
• Provides encouragement and guidance to foster student success.
• Treats students with respect
• Maintains the learning environment to ensure quality and/or sound pedagogy.