Senior Digital Marketing Specialist - School of Engineering

The Senior Digital Marketing Specialist is 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.

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 that SOE's digital marketing objectives are met through strategic campaign management and data-driven decisions.

Essential Duties

• Set up, optimize, and monitor paid advertising campaigns on Google Ads, Facebook, and Instagram to align with client objectives. Also, test other search engine marketing - such Bing
• 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, making 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.

Basic requirements

• Bachelor's degree in marketing, business, or a related field.
• 3-5 years of experience managing Google Ads campaigns and Meta platforms.
• 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