Digital Marketing Specialist

About this role

JOB TITLE Digital Marketing Specialist

LOCATION Worcester

DEPARTMENT NAME Marketing Technology & Metrics

DIVISION NAME Worcester Polytechnic Institute - WPI

JOB DESCRIPTION SUMMARY The Digital Marketing Specialist supports the execution, reporting, and optimization of paid digital marketing campaigns across WPI's undergraduate recruitment funnel. This is an entry-level, data-forward role focused on the day-to-day operation of campaigns, building and launching ads, maintaining accurate tracking, and turning campaign data into clear, actionable reporting. The ideal candidate has a data and analytics background and a strong interest in marketing operations, with a desire to grow into a well-rounded digital marketer. The Specialist reports to the Director of Digital Marketing & Performance and works closely with the Senior Digital Marketing Specialist and the broader Marketing Operations team, who provide day-to-day guidance, mentorship, and technical support.

JOB DESCRIPTION Execute paid digital advertising campaigns for undergraduate recruitment (45%): • Build, launch, and manage paid campaigns across platforms including Google Ads, Meta (Facebook/Instagram), YouTube, Reddit, and other channels as assigned • Execute full campaign setup: audiences, targeting, creative placement, tracking URLs, and pre-launch quality assurance/testing • Implement conversion tracking and UTM parameters using the team's pre-agreed tracking structure • Coordinate with the Senior Digital Marketing Specialist and Marketing Operations team to align execution with campaign strategy and timelines • Manage day-to-day campaign operations across the undergraduate portfolio, monitoring delivery, budget pacing, and flighting to keep campaigns on schedule and on budget • Build ads by adapting content across formats (search, paid social, video, and display) and platforms, confirming specs, tracking, and landing pages are correct before launch • Build and maintain audience segments and targeting, including keyword lists, custom and lookalike audiences, retargeting pools, and exclusions • Set up and manage conversion tracking, pixels, and tags in coordination with the analytics and operations workflow (e.g., Google Tag Manager) • Partner with the Growth Marketing and Creative teams to translate campaign strategy and creative briefs into built, launch-ready campaigns • Maintain campaign calendars, launch checklists, and account hygiene (naming conventions, structure, and budgets) across platforms

Testing, analysis, and reporting automation (20%): • Design, set up, and manage a testing program across undergraduate campaigns, including A/B and multivariate tests on creative, audiences, bids, and landing pages • Plan and coordinate brand lift and messaging studies (e.g., YouTube and Meta brand lift, message and concept testing) to measure awareness and message effectiveness, and report on results • Analyze test and campaign data from Google Analytics 4 (GA4), ad platforms, and other sources to surface insights, validate hypotheses, and inform optimization decisions • Build, maintain, and continuously improve performance reports and dashboards across all ad platforms; monitor pacing, spend, and key performance indicators for undergraduate campaigns • Collaborate with the Director of Digital Marketing & Performance, Senior Digital Marketing Specialist, and Marketing Operations team to automate reporting across platforms, developing and refining the tools and workflows that consolidate reporting and reduce manual effort over time • Support attribution and funnel measurement efforts by ensuring clean, consistent, well-structured data capture across campaigns

Campaign optimization (20%): • Execute agreed-upon optimizations across undergraduate campaigns, adjusting targeting, budgets, bids, creative, and landing page routing to improve conversion performance • Apply test learnings and performance data to optimize live campaigns, adjusting bids, budgets, and creative rotation accordingly • Reallocate spend toward higher-performing campaigns and platforms within established guidelines to maximize efficiency against budget • Troubleshoot tracking, delivery, and performance issues with support from the Director of Digital Marketing & Performance

Marketing operations support (15%): • Maintain campaign documentation, naming conventions, tracking libraries, and process records for the Marketing Operations team • Support tag management, pixel implementation, and QA of forms, landing pages, and tracking pre- and post-launch • Assist with digital marketing requests from campus partners (tracking URLs, QR codes, analytics pulls) and contribute to process automation and efficiency initiatives

Performs all other duties and responsibilities as assigned or directed by the supervisor.

Qualifications: • Bachelor's degree required • 0 to 2 years of relevant experience; internships, co-ops, and academic project work count toward this range • Exposure to data analysis, reporting, or analytics tools in an academic or professional setting • Experience collaborating within a team environment preferred • Strong analytical and data literacy skills, with an aptitude for turning data into clear, actionable recommendations • Familiarity with AI tools and their application to marketing operations and analytics, for example using AI to automate and streamline reporting, assist with data analysis and insight generation, and support campaign and content workflows • Proficiency (or a strong willingness to develop it) in applying AI-enabled tools to everyday work to improve efficiency, accuracy, and speed across reporting, analytics, and campaign operations • Familiarity with Google Analytics (GA4) and data visualization tools such as Google Data Studio is a plus • Exposure to paid digital ad platforms (Google Ads, Meta Ads, etc.) preferred; strong willingness to learn is essential • Detail-oriented and highly organized, with the ability to manage multiple t

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