Job Description

Job description

Reporting to the Director of Digital Engagement within the office of Philanthropic Giving + Digital Engagement, the Digital Marketing Specialist is responsible for utilizing digital analytics tools, social media mining, as well as the creation, management and analysis of paid digital advertisments.

JOB RESPONSIBILITIES:

• Perform ongoing keyword research, including discovery and expansion of keyword opportunities, research, and implement content and web tracking recommendations for organic SEO success. Track, report, and analyze website analytics and pay-per-click (PPC) initiatives and campaigns.

• In partnership with the Digital Engagement team and office leadership, this role is responsible for creating and placing content and selective keywords for paid search advertising (Google, Bing, etc.) and establish key performance indicators for each campaign for ongoing measurement (click-through rates and cost-per-click) towards future advertising activities.

• Identify trends and insights to achieve maximum return-on-investment in paid search and digital ad campaigns. Execute, test, collect, and analyze data to inform future ad and retargeting strategies.

• Work with social media colleagues to collaborate and optimize paid social campaigns for alumni.

• Provide content recommendation and technical/size specifications on the type of creative needed for digital ad campaigns in coordination department stakeholders.

• Implement evergreen digital ad strategies to deepen digital engagement with core audiences and support strategies to meet unit engagement growth goals.

• Assist the Director, Digital Engagement Marketing with the management of the University of Miami digital advertising ecosystem and help develop a digitally flexible engagement and fundraising strategy and collaborate on other digital community platforms as needed.

• Oversee utilize various additional social listening and technology software (Falcon, Awario, Agorapulse, EverTrue, SEM Rush, Simplifi, etc.) to support engagement and fundraising goals.

• Recommend changes to the institution's giving and engagement pages to the Philanthropic Giving + Digital Engagement leadership and colleagues across the Division.

MINIMUM QUALIFICATIONS:

• Bachelor’s Degree in a relevant field required.

• Minimum two years of progressive experience in SEO/SEM, digital marketing, or advertising. Any relevant education, certifications and/or work experience may be considered.

• Proven SEM experience managing PPC campaigns across Google, Yahoo, and Bing. Up to date with the latest trends and best practices in SEO and SEM.

• Demonstrated experience with Google Analytics, Tag Manager, Data Studio, and AdWords. Google certification a plus.

• Experience with developing and configuring targeted digital advertising strategies in-house and with a media agency.

• Basic understanding of HTLML preferred.

• Understanding of performance marketing, conversion, and online customer acquisition.

• Experience with A/B and multivariate experiments.

• Experience or knowledge of Salesforce Marking Cloud, LP, and UX Design a plus.