Digital Marketing Strategist
Description of Work Unit
CSU Online, Division of Continuing Education, is a self-supporting unit that develops and delivers quality programs and educational opportunities in support of the University’s land grant mission. CSU Online provides affordable access to a quality education from wherever students call home around the nation and the world, on a schedule that fits their lives. CSU Online offers 39 degrees, online and at a distance, as well as credit and noncredit courses, certificate programs, and digital badges.
The Digital Marketing Strategist plays a key role in marketing Colorado State University to students across the state, nation, and world through CSU Online and in achieving the Division’s enrollment goals and strategic priorities by maximizing online exposure through both organic and paid search. The position is responsible for search engine optimization (SEO), management of pay-per-click campaigns (PPC), paid social and online display campaigns, email marketing and marketing automation, and the use of web analytics, website usability and conversion rates for tracking and optimization.
The position participates in establishing marketing strategy and then collaborates with a team of marketing professionals to develop, implement, and optimize digital marketing, online advertising, and marketing automation strategies that support the brand, meets quantitative marketing objectives, and supports recruitment and enrollment objectives. The Digital Marketing Strategist is a team player who works with creative and technical staff to craft digital marketing strategies that optimize conversions, works with marketing and program staff to understand audiences, and learns from testing and analytics about how audiences are interacting with our online presence.
The position stays abreast of marketing trends and best practices and thrives on being a part of a continuous learning environment that consistently reaches for new bounds and seeks fresh insights. The Digital Marketing Strategist is a strategic thinker and a results-driven, data-minded, detail-oriented, highly-organized team player who is able to work in a problem-solving environment.
This position reports to the Head of Marketing for CSU Online.
Required Job Qualifications
- Bachelor’s degree from an accredited university in Marketing, Communications, Business, or related field.
- Minimum six (6) years of experience executing online marketing activities as a member of a marketing, web, or communications team.
- Proven experience in day-to-day management of PPC campaigns and hands-on experience and expertise with Google Analytics and Google AdWords.
- Experience with paid advertising on social media platforms, including Facebook and LinkedIn.
- SEO experience with proven track record of delivering results.
- Proven experience with email marketing processes and systems.
- Basic knowledge of CMS and site publishing processes/systems.
- Ability to run web and email campaign analysis through analytics tools, such as Google Analytics.
- Intermediate skills in Microsoft Excel, including expertise in organizing data for analysis, charting and trend analysis.
- Excellent written communication skills.
Preferred Job Qualifications
- Master’s degree from an accredited university in Marketing, Communications, Business, Management, or related field;
- Ability to run in-depth campaign analysis through analytics tools, such as Google Analytics, and to make recommendations to improve goal conversions.
- Experience working within Microsoft Access.
- Experience with Marketing Cloud and Journey Builder.
- Google Partner certifications – Google AdWords and /or Google Analytics.
- Experience with Google Tag Manager.
- Familiarity with competitive analysis, page ranking and other relevant SEO/SEM tools.
- Experience in higher education marketing focused on attracting online and adult students
- Exceptional organizational and prioritization skills with the ability to manage several simultaneous projects in a deadline-driven environment with competing priorities
Reflecting departmental and institutional values, candidates are expected to have the ability to advance the Department’s commitment to diversity and inclusion.
Job Duty Category Digital Campaign Strategy and Management Duty/Responsibility
- Establish and monitor keyword bids, account daily and monthly budget caps, impression share, quality score and other important account metrics
- Provide recommendations and execute strategies for keyword opportunities, campaign structuring, targeting, display network, and other facets of paid search in accordance with team marketing goals
- Proactively research campaign issues and formulate actionable solutions based on findings
- Plan, create and run paid social campaigns on Facebook, Twitter, LinkedIn and other social networks
- Plan, create and run display and remarketing campaigns
- Consult on landing page optimization and testing recommendations for campaigns
- Forecast and set budgets at the daily, monthly and annual levels
- Manage paid search campaigns by monitoring keyword and ad copy performance, creating new campaigns as needed, and managing remarketing lists
- Propose and perform tests across all PPC channels (e.g. A/B and multivariate testing with copy, keywords, bids, targeting, placement, landing pages, etc.) to improve conversion rates
- Develop new paid search strategies by exploring new opportunities across all channels (Adwords, BingAds, Facebook, LinkedIn, YouTube, and Twitter)
- Review and analyze current and historical campaign data and/or user behavior in order to optimize campaigns
- Monitor expenses and budgets to achieve optimal use of resources, maximize results and minimize cost per click and cost per conversion
- Analyze and manage campaigns to improve lead quality while driving down cost per click (CPC) and cost per acquisition (CPA)
- Analyze the performance of PPC campaigns on a cost per lead basis and adjust strategies accordingly
- Seek cutting-edge knowledge of paid search advertising, following industry best-practices, identifying new opportunities and monitoring new trends
- Develop and maintain an in-depth understanding of the University’s competitive marketplace
Percentage Of Time 35%
Job Duty Category Search Engine Optimization Duty/Responsibility
- Develop and implement search engine optimization strategy, including keywords, on-page and digital asset optimization, leveraging existing content, social media integration, URLs, development of new content
- Monitor and evaluate search results and search performance across the major search channels
- Conduct keyword research and create and refine lists of targeted search terms
- Identify and implement opportunities to increase web traffic through online search methods and to optimize social, press release, video, and standard web content
- Collaborate with content creators in the web content development process, providing expertise on SEO, keywords, and meta data
- Conduct keyword research and optimize site for traditional search engines as well as for real time search, mobile search, video search, and image search
- Research and identify directories and link opportunities that achieve marketing goals and establish partnerships with CSU partners for cross-linking
- Conduct research on competitors’ SEO strategies and practices and utilize to inform strategies to stay competitive
- Troubleshoot issues impacting organic performance
- Maintain strong understanding of search engine industry, SEO best practices, search engine algorithms and ranking strategies, SEM best practices, and stay ahead of new trends and technologies as they evolve
- Perform SEO tactics and work with internal teams to optimize websites and landing pages for search engines and use analytics to improve user experience and conversion paths
- Work with internal marketing team to use web analytics to recommend site enhancements, keyword expansion, and content and social media strategies that increase organic traffic and conversions
- Work with the web development team to ensure SEO best practices are properly implemented on CSU Online sites
Percentage Of Time 30%
Job Duty Category Email Marketing and Marketing Automation Duty/Responsibility
- Conceptualize, build, and maintain comprehensive understanding of automated email journeys in Marketing Cloud
- Develop onboarding and re-engagement email journeys
- Manage email marketing list integrity (purge, unsubscribes, double/single opt in)
- Serve as team technical expert for Marketing Cloud within Salesforce
- Suggest new targeting opportunities using data from Salesforce and Banner
- Discovery of targeting opportunities in Content Management System
- Explore new data extension opportunities using website touchpoints and goal completions
- Create and analyze regular Salesforce channel reports to evaluate effectiveness of advertising
- Manage the relationship with existing email service providers
Percentage Of Time 20%
Job Duty Category Reporting and Budgeting Duty/Responsibility
- Analyze and generate reports on PPC, including tracking of cost per click, cost per conversion, click through rate, conversion rate, and ROI
- Set up, report on, and deliver analysis on success metrics and KPIs between email, direct mail, and website to maximize ROI; provide weekly and monthly updates to the management team on campaign performance
- Monitor performance of all marketing campaigns through monthly reporting and quarterly campaign ROI reports by program
- Allocate budget to specific PPC campaigns based on performance by program
- Track expenses and monthly budgets for PPC campaigns and adjust bidding strategy as needed
- Produce reports for executive management and operation managers, including but not limited to, lead numbers, conversion data, trends, lead status reports, budgeted leads, and lead projections.
- Develop comprehensive reports analyzing digital ad performance alignment with campaign KPIs
- Manage campaign expenses, staying on budget, estimating monthly costs and reconciling discrepancies
Percentage Of Time 15%
Special Instructions to Applicants
Applications are accepted until the position is filled. For full consideration, complete information must be received by June 11, 2018. Please submit a resume, cover letter that addresses all qualifications, and three work samples in at least two different mediums.
The 3 work samples should be uploaded in the ‘Other’ section, which is required for application submission.
References will not be contacted without prior notification of candidates.
Conditions of Employment Pre-employment Criminal Background Check (required for new hires)
Search Contact Greg Soffe, Greg.Soffe@Colostate.edu
Colorado State University is committed to providing an environment that is free from discrimination and harassment based on race, age, creed, color, religion, national origin or ancestry, sex, gender, disability, veteran status, genetic information, sexual orientation, gender identity or expression, or pregnancy and will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant.
Colorado State University is an equal opportunity/equal access/affirmative action employer fully committed to achieving a diverse workforce and complies with all Federal and Colorado State laws, regulations, and executive orders regarding non-discrimination and affirmative action. The Office of Equal Opportunity is located in 101 Student Services.
The Title IX Coordinator is the Executive Director of the Office of Support and Safety Assessment, 123 Student Services Building, Fort Collins, CO 80523 -2026, (970) 491-7407.
The Section 504 and ADA Coordinator is the Associate Vice President for Human Capital, Office of Equal Opportunity, 101 Student Services Building, Fort Collins, CO 80523-0160, (970) 491-5836.
Background Check Policy Statement
Colorado State University (CSU) strives to provide a safe study, work, and living environment for its faculty, staff, volunteers and students. To support this environment and comply with applicable laws and regulations, CSU conducts background checks. The type of background check conducted varies by position and can include, but is not limited to, criminal (felony and misdemeanor) history, sex offender registry, motor vehicle history, financial history, and/or education verification. Background checks will be conducted when required by law or contract and when, in the discretion of the university, it is reasonable and prudent to do so.