The Digital Marketing Specialist is a member of the Carlson School of Management’s Marketing Communications team, which provides strategic marketing services to all academic, research, institutional advancement, school administrative units and more, that serve audiences including prospective students, faculty, researchers, alumni and corporate partners. The Digital Marketing Specialist is responsible for managing all aspects of Search Engine Marketing & Search Engine Optimization for the Carlson School, including, execution, optimization, reporting and spend analysis. The ideal candidate for this role has experience building and executing end-to-end SEM strategy/planning efforts, has a solid understanding of SEM best practices, and deep expertise using tools and technologies to inform recommendations and plans. In addition, they will be responsible for managing tactical SEO initiatives including on-site optimizations, keyword analysis, web content development, site auditing, and competitive analysis. As the Carlson School of Management continues to grow and develop in-house advertising capabilities, this position could expand into paid social execution, re-targeting, and programmatic display.
1. Search Engine Marketing (SEM) - 50%
Managing campaigns via Paid Search forecasting, strategy and campaign development, execution, optimization and measurement
Be the paid search expert in the team and quickly mastering nuances across platforms
Execute tests, collect and analyze data, identify trends and insights in order to achieve maximum ROI in paid search campaigns
Manage campaign expenses, staying on budget, estimating monthly costs and reconciling discrepancies
2. Search Engine Optimization (SEO) - 20%
Develop and execute SEO strategies to increase organic search traffic to the Carlson School website
Identify SEO issues and opportunities; implement fixes and updates using current best practices.
Perform ongoing keyword discovery, mapping and optimization, and track/analyze competitive landscape
Work intimately with SEO tools including, but not limited to Google Analytics & Google Search Console, Moz, and Site Improve
3. Digital & Omnichannel Performance Analytics - 20%
Seek opportunities and make recommendations for campaign & content improvements based on analytics.
Recommend and execute bidding, segmentation, and A/B testing strategies for omnichannel marketing campaigns and posts
Provide campaign data to Marketing & Communications team and key stakeholders in coordination with other members of the team on campaign performance
Derive causal analytics strategies for quantifying return on investment of digital marketing campaign (A/B testing, propensity score matching, difference in difference strategies).
Develop data-driven attribution models for optimally allocating digital marketing budget
Create and maintain KPI dashboards for regular performance monitoring
Share performance results and new/expanding capabilities with key partners on relevant issues such as targeting updates, product and platform updates, trends, capabilities, etc.
Ensure all data accuracy and validation.
4. Project Management and Partner Relationship Management - 10%
Develop and maintain strong, positive working relationships with University faculty, staff, and other partners.
Determine and manage project plans, timelines, resource needs and effectively manage time and spend on campaigns.
Ensure project outcomes are high quality, on-time, and aligned with partner business objectives and that the school brand is appropriately presented.
Present campaign results to key partners and incorporate feedback and recommendations to ongoing optimizations and campaigns
** The employer reserves the right to change or assign other duties to this position **
Bachelor’s degree in Communications, Journalism, Marketing or related field and 2-4 years relevant experience with content strategy and digital metrics; or a combination of related education and/or relevant experience totaling 6 years.
Must possess 2+ years SEM experience, including Google and Bing platforms
Certifications: Google AdWords, Google Analytics, Google Tag Manager
Strong writing skills – Attention to correct mechanics and grammar are a must
Experience with Google Analytics, Google Tag Manager, and/or other digital analytics platforms
Up-to-date with the latest trends and best practices in SEO
Experience writing for digital media
Experience with Drupal 8 or other content management systems
Knowledge of HTML/CSS, responsive/mobile design, and web accessibility standards
Familiar with Adobe Creative Suite and Microsoft Office
Experience with the execution of paid media social campaigns
Strong project management, organization, and multi-tasking skills
Solid analytical and problem-solving skills
Excellent time and project management skills. You’re always looking to improve efficiency.
Comfortable in performance marketing, conversion, and online lead acquisition
Internal Number: 332229
About University of Minnesota, Twin Cities
The University of Minnesota, founded in the belief that all people are enriched by understanding, is dedicated to the advancement of learning and the search for truth; to the sharing of this knowledge through education for a diverse community; and to the application of this knowledge to benefit the people of the state, the nation, and the world.