Senior Digital Marketing Specialist - School of Engineering

Tufts University
United States, Massachusetts, Medford
200 College Avenue (Show on map)
Mar 05, 2025
Overview The Marketing and Communications Team, within the School of Engineering Dean's Office, is responsible for creating and implementing the school's marketing and communications strategies. The team maintains internal and external channels and develops content for use across the university, as well as for use in marketing the school to external audiences. The department is also responsible for increasing graduate enrollment through several marketing strategies. The position is responsible for managing and optimizing online advertising campaigns to drive client conversions and maximize return on investment (ROI). This role is crucial for ensuring the School of Engineering's digital marketing objectives are met through strategic campaign management and data-driven decisions. This is a flexible hybrid position, with an expectation of two days on-campus per week. During the first 90 days, more onsite presence may be required to learn the position. What You'll Do The Senior Digital Marketing Specialist reports directly to the Senior Director of Marketing and Communications for the School of Engineering (SoE). They are responsible for creating, managing, and optimizing digital advertising campaigns across Google Ads, Bing, and Meta platforms (Facebook and Instagram) to increase potential student inquiries, applications, and graduate enrollments for the Tufts University School of Engineering (SoE). This role involves strategic ad management, audience targeting, performance analysis, and close collaboration with the SoE marketing team to drive campaign success. Responsibilities include: Set up, optimize, and monitor paid advertising campaigns on Google Ads, Meta (Facebook and Instagram) to align with client objectives. Also, test other search engine marketing - such as Bing, etc. Conduct in-depth keyword research for Google Ads and audience targeting research for Meta platforms Develop compelling ad copy and design engaging visuals tailored to each platform Analyze campaign performance data across both platforms, make adjustments to improve metrics like click-through rates (CTR), cost-per-lead (CPL), cost per application (CPA), and cost-per-enroll (CPE) Implement A/B testing for ads on both all digital platforms to identify and leverage high-performing elements Manage and adjust campaign budgets on Google Ads and Meta platforms to maximize cost-efficiency Regularly communicate campaign performance insights and strategic recommendations to SoE team members Optimize landing pages in collaboration with the SoE's team to improve user experience and conversion rates Stay current with platform updates, algorithm changes, and industry best practices on both Google and Meta What We're Looking For Application Instructions: To receive full consideration, interested individuals should apply online and include 1) resume 2) cover letter. *The cover letter should focus on your qualifications for the role and highlight any experiences and/or accomplishments that support your candidacy.* Basic requirements Bachelor's degree in marketing, business, or a related field 3-5 years of experience managing campaigns on Google Ads and Meta platforms (FB and/or IG) Strong understanding of SEO principles and keyword research tools Proficiency with Google Analytics and other relevant data analysis tools Excellent written and verbal communication skills Preferred Qualifications 3-5 years of experience in Google Ads campaign management Knowledge of advanced digital marketing strategies and industry trends Experience with A/B testing and landing page optimization Google Ads Certification is highly preferred but not required Experience with traditional advertising placements Pay Range Minimum $71,050.00, Midpoint $88,850.00, Maximum $106,700.00 Salary is based on related experience, expertise, and internal equity; generally, new hires can expect pay between the minimum and midpoint of the range.