Digital Growth Marketing Manager

National Investment Center for Seniors Housing • Annapolis, MD

1d • Remote

About The Position

NIC Academy is building a durable digital growth engine, with organic search as a foundational capability. We are looking for a growth-oriented marketer with deep SEO expertise—not a purely technical SEO specialist. This person will own organic growth for NIC Academy end to end and connect it to paid acquisition, content, measurement, attribution, and conversion. The right candidate understands how audience needs, search intent, content, website experience, digital marketing strategies, and multi-channel economics work together to drive qualified leads, enrollment, and revenue in a competitive digital-first business. This is a hands-on role for someone who can develop strategy, execute directly, and coordinate with internal and external partners. This role will produce and execute NIC Academy SEO implementation and digital demand-gen content production and will coordinate the digital deliverables responsible for growth marketing for online education. This role will also collaborate with internal staff responsible for general NIC digital marketing efforts. Experience in online education, professional learning, subscription, marketplace, fintech, healthcare consumer, or another high-consideration digital product is strongly preferred.

Requirements

• Approximately 5–7 years of relevant digital or growth marketing experience, with meaningful ownership of SEO in a competitive digital-first environment.
• Deep working knowledge of SEO strategy and execution, including technical SEO, content strategy, search intent, site architecture, analytics, and performance measurement.
• A marketer’s mindset: able to connect search behavior to audience needs, messaging, conversion, acquisition economics, and business outcomes.
• Experience integrating organic and paid acquisition; direct paid media buying experience is useful but not required if you have successfully managed specialists or agencies and can evaluate performance.
• Strong analytical fluency with tools such as GA4, Google Search Console, Ahrefs/Semrush, tag management, dashboards, and CRM/funnel reporting.
• Experience managing agencies, contractors, or specialist vendors and holding them accountable for quality, pace, and results.
• Comfort operating as a hands-on individual contributor in a lean environment: able to move between strategy, diagnosis, briefs, analysis, content, and execution.
• Strong judgment, communication, and critical thinking.
• Able to simplify complex digital issues for executives and cross-functional partners.
• Exceptional organizational and time management skills
• Strong attention to detail
• Ability to manage multiple projects simultaneously
• Effective written and verbal communication skills
• Resourceful and proactive problem-solving abilities
• Ability to work independently while collaborating effectively with a team

Nice To Haves

• Experience in online education, professional learning, subscription, marketplace, fintech, healthcare consumer, or another high-consideration digital product is strongly preferred.

Responsibilities

• Develop organic growth strategies and execution for NIC Academy properties across SEO, on-page optimization, information architecture, internal linking, schema, and search experience.
• Build and maintain keyword, topic, and content strategies grounded in learner personas, search intent, competitive dynamics, and the Academy’s course portfolio—not rankings in isolation.
• Translate search behavior into audience and content insights that inform landing pages, product positioning, paid media, and broader marketing priorities.
• Monitor and improve crawlability, indexation, site speed, Core Web Vitals, mobile experience, and other technical factors, and establish practical SEO standards for internal teams and vendors.
• Stay current on AI search / answer-engine optimization and incorporate emerging search behavior where it materially improves discoverability and qualified demand.
• Create and maintain a scalable operating model for search-led content production, optimization, refreshes, and site hygiene.
• Develop content briefs and, when needed, draft or repurpose course pages, landing pages, resource content, email, and social copy optimized for both audience value and conversion.
• Develop and collaborate on email and social copies for NIC Academy and collaborate with general NIC marketing staff for execution and publishing.
• Turn NIC’s existing intellectual property—including research, recorded sessions, course material, and event content—into useful, search-visible assets.
• Partner with internal content resources and source/manage contractors or specialist vendors as needed to increase output without sacrificing quality.
• Maintain critical site hygiene, including redirects, broken links, duplicate/thin content, metadata, stale pages, and other issues that can degrade discoverability or conversion.
• Work with general NIC marketing staff on recommendations and updates for non-NIC Academy SEO optimization, per a defined governance model.
• Quarterback NIC Academy’s paid media work across internal and external partners, serving as the day-to-day contact for NIC Academy–specific content, assets, and review and planning with Marketing’s shared paid media partner—working with NIC’s CMO (overall agency POC and agency relationship owner).
• Collaborate with CMO on clear briefs, priorities, budget pacing, quality, and performance accountability.
• Run a deliberate feedback loop between paid and organic: use paid data to identify demand and messaging opportunities for SEO, and organic data to improve targeting, creative, landing pages, and spend efficiency.
• Bring an integrated acquisition perspective to weekly performance discussions, with clear recommendations on what to test, stop, scale, or fix.
• Manage the marketing measurement framework for NIC Academy across organic and paid performance, site behavior, funnel conversion, enrollment, revenue, and channel efficiency.
• Confirm NIC Academy’s data points and outcomes are tracked correctly within NIC’s existing attribution engagement, coordinating with internal and any external relationships as needed.
• Ensure trustworthy analytics implementation, event and conversion tracking, UTM discipline, tag management, and data hygiene across the web, LMS storefront, analytics tools, and Salesforce.
• Develop recurring executive reporting that explains what is happening, why it matters, and what action should follow—not just what the metrics are.
• Protect organic performance through site, LMS, and platform changes, including URL mapping, redirects, canonicals, metadata migration, indexation controls, and post-launch monitoring.
• Work across e-commerce, Salesforce, web, and LMS teams to ensure the digital customer journey functions correctly for search and passes clean data into analytics and CRM systems.
• Identify risks early, clarify ownership, and drive cross functional workstreams to resolution rather than assuming technical handoffs are complete.
• Design a repeatable approach for bringing credible industry expertise into search-visible content, including SME review, contribution, attribution, and bylines.
• Recommend and operationalize lightweight processes and incentives that make it practical to engage recognized industry leaders and NIC’s network without creating unnecessary administrative burden.
• Other Duties as assigned
• Demonstrate NIC Values, including: Be A Spark Invest in Ourselves Partner with Others Take Pride in Our Work

Benefits

• Comprehensive healthcare coverage: Medical / Vision / Dental / Prescription Drug insurance; dependents and domestic partners eligible
• Life and supplementary insurance
• Employee Assistance Plan, including virtual and in-person mental health counseling services for individuals and families
• 401(k) retirement plan with company contributions
• Vacation, sick, personal, and floating holidays, in addition to paid holidays
• Professional development opportunities
• Paid parental leave
• generous compensation and performance-based incentives including participation in the discretionary bonus pool
• internal training and tuition reimbursement

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed