Digital Marketing Specialist

Worcester Polytechnic Institute•Worcester, MA

1d•$62,500 - $79,500•Onsite

About The Position

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.

Requirements

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 tasks and meet deadlines
Strong written and verbal communication skills
A strong desire to learn, grow, and excel; curious, resourceful, and driven by data
Team-oriented, with an interest in marketing operations, process, and automation

Nice To Haves

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

Responsibilities

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
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
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
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.