Digital Marketing & Audience Manager

MARKETview • Richmond, VA

8d

About The Position

The Digital Marketing & Audience Manager plays a key role in developing, executing, and optimizing digital advertising campaigns and audience strategies for our higher-education clients. This individual owns day-to-day campaign management across multiple platforms and collaborates closely with the Director of Digital Strategy to ensure all paid media efforts align with institutional objectives and the student recruitment lifecycle.
The Digital Marketing and Audience Manager partners closely with the Director of Audience Strategy to help acquire and grow student and parent audiences for targeted marketing efforts. This role translates audience strategy into execution across multiple test-based search platforms, ensuring campaigns align with client goals.
The ideal candidate is analytical, detail-oriented, and passionate about using data and digital media to drive meaningful outcomes for colleges and universities.

Requirements

• 2-4+ years of hands-on digital advertising experience, preferably in an agency or multi-client environment.
• Demonstrated expertise with Google Ads (search, display, YouTube) and Meta; experience with additional platforms (LinkedIn, TikTok, Snapchat) strongly preferred.
• Strong analytical skills and proficiency using tools such as Microsoft Excel, Google Analytics, platform dashboards, and data visualization software.
• Experience managing measurable outcomes such as lead generation, conversion optimization, and full-funnel campaign performance.
• Willingness to learn and develop audience strategy knowledge base.
• Ability to interpret data clearly and translate insights into actionable recommendations.
• Excellent communication, project-management, and organizational skills.
• Strong ability to collaborate internally with multiple stakeholders and teams that are integral to campaign success.
• Commitment to accuracy, consistency, and meeting deadlines in a fast-paced environment.
• Advanced awareness of SEO and GEO elements as they relate to technical site requirements, engine ranking optimizations, and on-site conversion rate optimization strategies.

Nice To Haves

• Experience working with higher-education clients or in enrollment marketing.
• Google Ads, Meta Blueprint, or related platform certifications.
• Familiarity with CRM or student recruitment tools (Slate, Salesforce, etc.).
• Understanding of student journey trends and enrollment marketing best practices.

Responsibilities

• Lead the end-to-end management of digital advertising campaigns across platforms including Google Ads, Meta, LinkedIn, YouTube, TikTok, and Snapchat.
• Translate client enrollment goals into targeted media plans, budget recommendations, and performance benchmarks in collaboration with the Director of Digital Strategy.
• Execute digital campaign setup including audience segmentation, creative trafficking, tracking implementation (UTMs, pixels, tags), and QA across all platforms.
• Conduct ongoing optimization including bid adjustments, audience refinement, A/B testing, creative rotation, and landing page recommendations.
• Monitor digital campaign performance and provide clear, insight-driven reporting using internal dashboards and analytics tools.
• Interpret audience strategy documentation for creation and execution in ‘search’ platforms.
• Manage revisions to audience acquisition both in-cycle and as a result of annual strategy refreshes.
• Collaborate with the campaign and data quality teams to ensure timely delivery of name availability to partners.
• Supports the analytical assessment of audience strategy performance and provides recommendations for enhancement.
• Communicate regularly with internal teams and client partners regarding performance updates, optimization opportunities, and strategic recommendations.
• Stay current with digital advertising and audience trends, platform updates, and emerging opportunities—especially those relevant to higher-education marketing.
• Manage budgets, pacing, and vendor relationships to ensure efficient and effective media and audience delivery.
• Contribute to process improvements, workflow enhancements, and the evolution of Two Ocean’s digital advertising and audience strategy best practices.
• Collaborate effectively with internal operations and campaign building teams as a productive conduit between scheduling & program plans, timing of audience acquisition and ultimate campaign builds & executions.

Benefits

• A mission-driven workplace that values your contributions.
• Opportunities to cross-train and grow your career.
• A collaborative, supportive environment where success is shared.
• The chance to make a meaningful impact on higher education and student outcomes.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed
• Number of Employees: 11-50 employees