Digital Marketing Manager

Job description

CampusWorks, now combined with Dynamic Campus, is redefining how higher education institutions leverage technology and functional managed services to drive transformation, financial sustainability, and student success. Together, we deliver a fully integrated model spanning professional and managed services, serving as a true end-to-end partner to university leaders. We are seeking a Digital Marketing Manager who can own the full technical and operational backbone of our marketing function. This role is the connective tissue between our marketing strategy and revenue outcomes: managing the systems, campaigns, and data infrastructure that make everything run. You will own Website, SEO, CRO, and Email Marketing end-to-end, as well as manage a targeted paid media budget. This is a hands-on, high-ownership role for someone who is equally comfortable in a marketing automation platform, an analytics dashboard, and a WordPress backend, and who takes pride in running a clean, high-performing marketing engine. ### Responsibilities: **Website operations** - Own day-to-day website operations including content updates, backups, performance monitoring, and on-call response for site issues - Manage WordPress CMS including updates, plugins, themes, and third-party integrations - Build and maintain reusable components and code libraries for efficiency and scalability - Ensure website is responsive, accessible, and optimized across all devices and browsers - Monitor and automate lead capture forms and ensure all submissions route correctly to the CRM and sales reps - Define and track website success metrics including prospect engagement and time-on-site - Support website accessibility by maintaining digital content and web resources in alignment with accessibility standards and best practices - Partner with design to translate brand concepts into best-in-class web experiences **Search engine optimization** - Develop and execute a comprehensive SEO strategy aligned with pipeline and revenue objectives - Own technical SEO including site architecture, crawlability, indexation, page speed, and mobile responsiveness across all digital properties - Conduct ongoing keyword research, competitive analysis, and market trend monitoring - Optimize landing pages, metadata, and internal linking for performance - Partner with content team to integrate SEO best practices into all digital content initiatives - Report on SEO performance on a regular cadence and adjust strategy accordingly - Manage and direct agency partners where applicable **Conversion rate optimization (CRO)** - Own conversion rate optimization strategy across the website and landing pages, driving continuous improvement in visitor-to-lead conversion - Design, execute, and analyze A/B and multivariate tests on landing pages, forms, calls-to-action, and key conversion paths - Use heatmaps, session recordings, and behavioral analytics to identify friction points and drop-off in the conversion funnel - Optimize page layouts, forms, and calls-to-action based on testing results and user behavior data - Partner with content and design to translate CRO insights into higher-converting page experiences - Establish conversion benchmarks by page and funnel stage, and report on performance trends over time - Collaborate with sales on lead quality feedback to continuously refine targeting, messaging, and on-page experience **Email marketing** - Own all email marketing execution in Pardot; build and maintain automated nurture workflows tailored to buyer personas and long higher ed sales cycles - Manage all email drops to narrow and broad segments, including time-sensitive sends, with precision and compliance - Conduct A/B and multivariate testing on subject lines, content, and send times, and share results to build a culture of continuous improvement - Monitor and report on email performance metrics: open rates, CTR, conversions, deliverability, leads, and pipeline influence - Ensure compliance with CAN-SPAM, GDPR, and email best practices - Maintain email list hygiene and database health on an ongoing basis **Reporting and pipeline visibility** - Own reporting on marketing-generated leads and pipeline performance within Salesforce - Build and maintain dashboards tracking lead volume, conversion, and pipeline influence by channel and campaign - Partner with Sales to ensure accurate campaign attribution and lead source tracking within Salesforce - Deliver a regular reporting cadence to Marketing and Sales leadership on lead-to-pipeline performance, surfacing trends and opportunities for optimization **Paid media** - Manage a targeted paid media budget across select platforms (e.g. LinkedIn, Google) in support of key campaigns - Own campaign setup, audience targeting, and ongoing optimization within budget - Monitor and report on paid performance metrics: CTR, CPL, conversions, and pipeline influence - The responsibilities listed above are representative of the role and may be adjusted to meet organizational priorities. ### Qualifications & Requirements: - 7+ years in a digital marketing, marketing operations, or demand generation role with hands-on ownership of website CMS and Pardot - Proven experience managing WordPress at an operational level: CMS administration, plugin management, integrations - Strong SEO background including technical SEO, keyword strategy, and performance reporting - Experience with conversion rate optimization, including A/B testing, landing page optimization, and funnel analysis - Experience building and managing automated email nurture programs in Pardot or equivalent marketing automation platforms - Experience building and maintaining reports and dashboards in Salesforce, particularly around lead and pipeline performance - Highly analytical, comfortable owning dashboards, attribution reporting, and pipeline data - Able to manage multiple workstreams simultaneously without losing quality or deadlines - Naturally curious with a strong attention to detail - Self-directed and comfortable operating without a large team; this is a high-ownership individual contributor role ### Preferred Qualifications: - Experience in higher education, edtech, or complex B2B services with long sales cycles - Working knowledge of paid media platforms (e.g. LinkedIn Ads, Google Ads) and experience managing a targeted budget - Experience with Google Analytics and/or equivalent web analytics and testing tools - Experience working within a Salesforce environment (e.g. lead routing, form integrations) as it relates to marketing systems - Experience with HEP or similar higher ed contact databases - Exposure to ABM strategy and execution