Digital Marketing Specialist - Online Education Unit - Office of the Provost

Carnegie Mellon University • Pittsburgh, PA

62d • Hybrid

About The Position

CMU Online is seeking a creative, data-driven Digital Marketing Specialist to expand the reach of our online programs. In this role, you will plan, execute, and optimize digital marketing strategies to attract and engage prospective students across multiple channels including paid media, organic content, web, and email. The ideal candidate is both strategic and hands-on: able to translate goals into measurable outcomes while bringing fresh ideas to enhance digital storytelling. Working closely with various stakeholders, you will ensure CMU Online's digital presence is compelling, cohesive, and aligned with the university's brand and enrollment objectives. This is an exciting opportunity for a motivated marketer who enjoys blending creative ideas with analytics - from managing high-impact ad campaigns to producing content that resonates with diverse audiences and drives meaningful engagement. Successful candidates will be highly collaborative and team-oriented, with exceptional critical thinking and communication skills. They have strong project management abilities, balancing multiple priorities with accuracy, attention to detail, and a commitment to meeting deadlines.

Requirements

• Success in paid media/organic marketing management, including experience planning, launching, and optimizing digital campaigns across Google, LinkedIn, Meta, and other platforms to achieve lead generation goals.
• Strong analytical skills and the ability to manage, interpret and leverage data to drive informed decisions.
• Excellent communication skills, particularly in writing compelling content that is consistent with brand guidelines. Experience writing copy for website, digital advertising and email campaigns preferred.
• Experience creating, managing and editing website content in a CMS using digital best practices for website performance (familiarity with Drupal knowledge a plus!).
• Strong project management skills and the ability to manage multiple projects simultaneously with strong attention to detail and deadlines.
• Highly collaborative; works effectively in team settings fostering open communication, contributing ideas and supporting team success.
• Strong critical thinking and problem solving skills; a bias towards action, even when faced with uncertainty or resistance
• Ability to work independently, ask for help when needed and make decisions in alignment with department objectives.
• Familiarity with design software preferred (such as Canva/Adobe)
• 3-5 years of marketing experience required, 5-7 years preferred with at least two working in paid media/organic marketing management and reporting.
• Bachelor's Degree in Communications, Marketing or related field of study required. Master's degree preferred.
• Experience in higher education and enrollment marketing preferred.
• A combination of education and relevant experience from which comparable knowledge is demonstrated may be considered.
• Successful pre-employment background check

Nice To Haves

• Experience writing copy for website, digital advertising and email campaigns preferred.
• Experience creating, managing and editing website content in a CMS using digital best practices for website performance (familiarity with Drupal knowledge a plus!).
• Familiarity with design software preferred (such as Canva/Adobe)
• Master's degree preferred.
• Experience in higher education and enrollment marketing preferred.

Responsibilities

• Support the planning, development and launch of paid media campaigns across digital platforms (Google, LinkedIn, Meta, etc.) to meet lead generation and enrollment goals for CMU Online's graduate certificate programs.
• Lead day-to-day campaign management and optimization via audience and keyword research, effective bid strategy, campaign testing and other best practices.
• Monitor lead pacing and budget allocation to maximize ROI and drive measurable campaign results. Manage real-time and end-of-cycle reporting for key stakeholders.
• Support the development of compelling creative and copy for campaign assets.
• Proactively research updates to ad platforms, emerging features, and best practices to identify new opportunities for campaign innovation and efficiency.
• Support the planning, development and launch of organic marketing initiatives through various channels (web, social, emails, e-communications, print, etc.) to build awareness and meet lead generation and enrollment goals.
• Create compelling, brand aligned assets (blog posts, articles, testimonials) in various mediums (print, email, video, etc.) to engage target audiences.
• Maintain a comprehensive organic marketing calendar for social content, dept collaborations, web updates and any other initiatives.
• Manage CMU Online's website to ensure accurate, engaging and on-brand content. Write, edit and update copy reflecting digital best practices and implement SEO strategies to improve visibility, increase organic traffic, and drive qualified leads.
• Conduct quarterly reviews of website performance and user engagement metrics to identify opportunities for optimization and content enhancement.
• Identify, track and support various cross-channel marketing initiatives including event support, department collaboration and external program promotion.
• Identity and evaluate opportunities for external promotion (conference sponsorships, newsletters, online events) beyond paid and owned channels.
• Assist in the creation and coordination of marketing assets such as flyers, one-pagers, and PDFs for use at events and outreach to drive awareness and engagement.
• Collaborate with CMU Departments on the development and deployment of targeted email marketing campaigns.
• Track, analyze and report on key marketing performance metrics across paid, organic, and web to assess effectiveness and guide strategy.
• Monitor lead generation volume; report on weekly lead performance relative to lead generation goals.
• Evaluate channel performance (paid, organic, and email) across key metrics (lead volume, conversion rates, CPC, CPL, CTR, impressions and engagement). Identify opportunities for optimization, improved ROI and strategic planning.
• Utilize a variety of analytics and reporting tools including Slate (CRM), Google Analytics 4, Google Ads, LinkedIn Campaign Manager, Meta Business Suite, and other in-platform dashboards.
• Monitor campaign spend and efficiency to ensure responsible use of marketing budgets and alignment with institutional goals.
• Develop clear, data-driven reports and dashboards using visualization tools (Excel, Tableau etc.); translate data into actionable insights and strategic recommendations; and present findings to stakeholders to demonstrate impact and inform planning.

Benefits

• Benefits eligible employees enjoy a wide array of benefits including comprehensive medical, prescription, dental, and vision insurance as well as a generous retirement savings program with employer contributions.
• Unlock your potential with tuition benefits, take well-deserved breaks with ample paid time off and observed holidays, and rest easy with life and accidental death and disability insurance.
• Additional perks include a free Pittsburgh Regional Transit bus pass, access to our Family Concierge Team to help navigate childcare needs, fitness center access, and much more!

What This Job Offers

• Job Type: Full-time
• Career Level: Entry Level
• Industry: Educational Services
• Number of Employees: 5,001-10,000 employees