Digital Marketing Specialist

Job Description

The Digital Marketing Specialist will be responsible for managing and executing paid online media (including social, video, display, paid search, etc.), optimization of those media activities, and reporting on performance KPI's and goals. The Digital Marketing Specialist will consult with the Media Manager to align the strategy and plan for their assigned audience, as well as implement tactics against those plans to achieve and surpass WGU's full funnel market engagement goals.

The Digital Marketing Specialist will have at least 1-2 years of hands-on digital marketing experience with a track record of achieving excellent results in highly competitive markets by leveraging their advanced digital marketing skillsets.

Favored candidates will possess a strong understanding of all areas considered digital marketing, primarily for display and video across major display and social platforms.

Essential Functions and Responsibilities:

• Responsible for creating and managing paid video, display, and paid search (Google Ads, YouTube, Facebook, and LinkedIn) campaigns for specific college audiences and degree programs. Responsible for optimizing and testing ad performance on a granular level.
• Develop recommendations for new campaign, audience, and messaging approaches that align with the WGU media KPIs.
• Partner with internal teams to implement and execute campaign testing.
• Conduct bid management analysis and adjustments based on data. Manage and maintain campaign budget tracking and optimizations. Assist in report building, report development, data analysis and reviewing analytics for key opportunities.
• Responsible for providing data insights and actions for formalized reporting.
• Request creative as well as assist in ideation of creative concepts and messaging along with the internal WGU creative teams. Implement and manage audience nurturing lists and strategies across multiple digital marketing channels. Assist and collaborate in media planning recommendations. Manage 3rd party media relationships with digital and social partners.

Knowledge, Skills, and Abilities

• Demonstrates experience and knowledge of digital marketing in social media, display channels, and paid search.
• Experience with daily account management across Google Ads and Social platforms.
• A self-starter that can get the job done without constant supervision.
• Proficient in Microsoft Excel. Data, analytics, and developing reports should be exciting to you.
• Extremely organized when dealing with a large number of ongoing projects.
• Excellent communicator; able to thoughtfully prepare and present reports to other team members, and sr. leadership.

Minimum Qualifications:

• Bachelor's Degree
• 1-2 years of active management of digital campaigns (social, display, remarketing, etc.).

Preferred Qualifications:

• Google or Adobe Analytics experience.
• Ability to navigate the Google UI
• Experience working with Microsoft Excel

This position requires occasional travel of up to 20%, including required attendance at designated company summits (typically one to two per year). Additional travel may include conferences, visits to company locations, and other business-related events as needed. Additional travel may be assigned as needed to support business requirements.