(Hybrid) Marketing Technologist - Enrollment Management

West Virginia University

56d•Hybrid

About The Position

The Enrollment Management Department at West Virginia University is currently accepting applications for a Marketing Technologist. About the Opportunity The Marketing Technologist serves as a strategic bridge between marketing, recruitment, enrollment management, and information technology, ensuring that West Virginia University’s marketing technology ecosystem operates efficiently and effectively in support of enrollment and revenue growth. This position plays a critical role in connecting data, systems, and strategy—enabling accurate campaign measurement, reliable attribution, and data-informed decision-making across units. While reporting within the Enrollment Management unit, the position will also serve WVU Online and Strategic Communications and Marketing, providing support service integral to the work of all three units, as well as academic recruitment teams. The Marketing Technologist ensures the university’s marketing investments are measurable, optimizable, and compliant—directly contributing to improved marketing ROI, higher conversion rates, and enhanced student recruitment pipelines. This role is ideal for a candidate who combines technical proficiency in marketing and CRM systems with a strong understanding of higher education marketing strategy, analytics, and cross-departmental collaboration. We strongly believe in work-life balance and keeping time for things we love outside our work. WVU offers generous benefits, including: 37.5-hour work week 13 paid holidays (staff holiday calendar) 24 annual leave (vacation) days per year (employee leave) 18 sick days per year (for when you’re ill, for when you need time to care for sick family, for your own, or your family’s, regularly scheduled medical appointments. Who is family for the purpose of this leave? A lot of people in your life including immediate relatives and in-laws as well as others considered to be members of your household living under the same roof) WVU offers a range of health insurance and other benefits 401(a) retirement savings with 6%25 employee contribution match, eligibility to continue health insurance, and other retiree perks. Looking for more retirement benefits information? Check out retirement health insurance benefits, retirement income, and FAQ’s. Wellness programs Application Instructions Resume attachment is required, and a cover letter is strongly preferred. When logged into your profile, select “Additional Attachments” to attach your documents. Be sure to select the “Relevant” box next to the file name to include the attachment with your application - your documents will not be visible if unchecked.

Requirements

Bachelor's degree in marketing, communications, information systems, business analytics, data science, or a related field.
A minimum of three (3) years of combined experience in marketing, business and technology integration, and project management.
Any equivalent combination of related education and/or experience will be considered.
All qualifications must be met by the time of employment.

Nice To Haves

Experience in higher education, enrollment management, or institutional research.
Familiarity with digital advertising ecosystems (Google Ads, Meta, LinkedIn, programmatic platforms) and data attribution models.
Demonstrated expertise with technology and business integrations marketing automation tools (e.g., Salesforce Marketing Cloud, or similar), web analytics platforms (e.g., Google Analytics 4, Tag Manager, Looker Studio), and data visualization or reporting tools.
Strong analytical and technical orientation with the ability to translate complex data into actionable marketing and enrollment insights.
Experience managing and optimizing CRM, marketing automation, and analytics systems to support lead generation and conversion tracking.
Proven ability to assess and improve data quality, system integrations, and attribution models across multiple digital platforms.
Excellent collaboration and communication skills, with the ability to work effectively across marketing, IT, and enrollment teams.
Demonstrated project management skills, including prioritizing multiple initiatives, meeting deadlines, and maintaining attention to detail in a fast-paced environment.
Familiarity with higher education marketing and enrollment strategy, including campaign measurement, funnel reporting, and ROI analysis.
Commitment to data integrity, compliance, and continuous improvement in marketing technology operations.

Responsibilities

Administer, optimize, and integrate the university’s marketing technology stack—including CRM, marketing automation, analytics, and advertising platforms—to ensure accurate tracking, attribution, and reporting of marketing performance.
Partner with marketing, enrollment, and academic units to define key performance indicators (KPIs) and build reporting frameworks that measure the full student recruitment funnel, from inquiry through enrollment.
Strategic planning for top-of-funnel activities, from inquiry (lead) generation through application.
Execute the institutional name buy strategy levering various sources such as College Board, Encoura, Niche, and others.
Manage the import, segmentation, and use of leads within Salesforce CRM.
Ensure accuracy and consistency of lead and campaign data by coordinating with IT, Enrollment Management, and vendor partners to maintain clean data flows and resolve technical discrepancies.
Evaluate campaign attribution models and analytics tools to verify vendor performance and provide actionable insights for optimizing ad spend and channel mix.
Develop dashboards and performance reports that inform strategic decisions, guide budget allocation, and highlight areas for improvement across campaigns and channels.
Support compliance and data governance by ensuring marketing systems and data usage adhere to institutional, state, and federal regulations.
Collaborate with internal stakeholders to design and implement processes that automate manual reporting, streamline workflows, and increase efficiency in campaign management.
Provide consultation and training to marketing and recruitment teams on best practices in marketing technology, data integrity, and performance analytics.
Identify and evaluate emerging marketing technologies, recommending tools and solutions that enhance data-driven marketing and enrollment operations.
Contribute to strategic planning efforts that align marketing technology capabilities with institutional enrollment and revenue goals.

Benefits

37.5-hour work week
13 paid holidays (staff holiday calendar)
24 annual leave (vacation) days per year (employee leave)
18 sick days per year (for when you’re ill, for when you need time to care for sick family, for your own, or your family’s, regularly scheduled medical appointments. Who is family for the purpose of this leave? A lot of people in your life including immediate relatives and in-laws as well as others considered to be members of your household living under the same roof)
WVU offers a range of health insurance and other benefits
401(a) retirement savings with 6%25 employee contribution match, eligibility to continue health insurance, and other retiree perks.
Wellness programs

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