Digital Marketing Specialist

Carroll University

Carroll is Wisconsin's first, four-year institution of higher education and today is identified as a comprehensive, liberal arts-centered, independent university organized around four major components: the College of Arts & Sciences, the School of Business, School of Education and Human Services and the College of Health Sciences. A decade of dramatic enrollment growth, impressive fundraising, and strong fiscal management place Carroll in a very strong and enviable position on today's higher education landscape.

Located in Waukesha County, an area ranked annually as one of the most highly educated, healthiest, fastest growing, and wealthiest counties in Wisconsin. In 2018, “24/” rated Waukesha the most livable city in Wisconsin and the 36th best U.S. city in which to live. It is 17 miles from Milwaukee, the state's largest city, and 60 miles from Madison to the north and 70 miles from Chicago to the south.

Position Details

Digital Marketing Specialist
Southeast Wisconsin
Waukesha, WI

Digital Marketing Specialist

Carroll University

Classification: Administrative Staff - Full Time - 12 Months - 2080 Hours

Reports to: Vice President of Marketing and Communications


This position collaborates with the marketing team to develop, implement and manage a comprehensive digital marketing strategy to increase visibility, brand awareness, and engagement across all digital channels, including online advertising, social media, search engines, websites, emails, mobile, video sharing sites, etc. The position also analyzes and communicates results from web marketing efforts and leverages web analytics to recommend and implement the most effective strategies for driving growth. The specialist will also recommend strategies for effective search engine marketing, to include organic SEO and PPC/paid search, in addition to e-mail and other e-marketing campaigns as directed. The position will also work closely with agency partners in development of digital advertising campaigns.


• Write unique, creative, and engaging email and website copy.

• Craft engaging and easy-to-use landing pages as part of our marketing campaigns.

• Maintain analytics, metrics, and campaign reporting on all digital marketing platforms.

• Stay Apprised of new developments in digital marketing, best practices, and the greater digital landscape to identify potential challenges and opportunities in the short- and long-term, e.g. Google updates and changes in algorithms.

• Serve as a liaison to campus constituencies on all aspects of web projects, including, but not limited to, gathering project information, marketing and technical requirements, and producing and/or coordinating production of deliverables.

• Apply web expertise to support client needs and objectives via published online content.

• Manage website content, including writing and editing, creating and editing graphics and images, proofreading for quality and accuracy, and adhering to style guidelines and technical specifications.

• Work with Front End Web Developer in the design of digital projects to include web pages, email newsletter templates, advertising, etc.

• Dive into website analytics and internal databases to provide insight and recommendations to improve the online experience and optimize marketing performance.

• Provide optimization recommendations for search engine marketing campaigns, to includeSEO, paid search and PPC.

• Lead development of future campaigns to include keyword discovery, and keyword expansions.

• Monitor and generate monthly analytics report.

• Bring new and innovative ideas to improve the web presence. Solve for these situations while maintaining and strengthening the current brand.

• Meets regularly with Vice President of Marketing and Communications to present and discuss campaign performance—implements enhancements/corrections.


• Bachelor's degree required, preferably in business, marketing, marketing communications or related field.

• 3 - 5 years of experience including content management, SEM including SEO/PPC/paid search, e-mail marketing and online advertising.

• Experience in content management systems.

• Experience with Google Analytics or equivalent. Ability to analyze metric data and communicate findings/recommendations to all levels of the organization.

• Excellent written and verbal skills; experience in writing for SEO and the web.

• Detail oriented; ability to work independently.

• Demonstrated general project management skills; polished and diplomatic client management skills; solutions oriented, solid troubleshooting and problem solving skills.

• Proficient in MS Office Suite.

• 3 - 5 years of experience in a digital marketing role, including the management of successful PPC/paid search/SEO and development of website content strategy utilizing analytics and KPIs.

• Experience in managing content on social platforms and developing strategies to drive acquisition, engagement and conversion a plus.

• Expertise in the development of ROI-focused email marketing campaigns.

• Demonstrated proficiency in cultural competence and awareness.

• Candidates must be willing and able to support and advance the University mission.Technology Skills

• Competency in Adobe Creative Suite particularly Dreamweaver; Photoshop, Illustrator and InDesign desired.

• Advanced experience in AdWords and Google Analytics. Proven ability to analyze metric data and optimize for KPIs.

• You understand digital marketing is the way of the world, and are prepared to build integrated marketing plans that lead to top results in generating awareness for Carroll University programs.

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