<p> JOB DESCRIPTION</p><p>POSITION TITLE: Digital Marketing Specialist</p><p>REPORTS TO: Chief Marketing Officer</p><p>PRIMARY FUNCTION: </p><p>The Digital Marketing Specialist is a digital savvy strategist responsible for driving St. Olaf College’s digital marketing initiatives. The role will focus on planning, executing and optimizing digital advertising campaigns across multiple online channels, including search engine marketing and display advertising. The goal of the Digital Marketing Specialist’s efforts is to expand brand awareness by driving site traffic, engagement and conversion. This position is committed to leveraging data-driven insights to optimize digital marketing efforts, and is able to think strategically while still being hands on.</p><p>AREAS OF RESPONSIBILITY:  Develop, implement, track and optimize digital marketing campaigns across all digital channels.  Plan and execute all web, SEO/SEM, marketing database, email, social media and display advertising campaigns.  Lead the development of social media strategies to build, engage and maintain the St. Olaf social media presence.  Partner with various Marketing Communication team members and campus clients to ensure successful creative execution of digital marketing campaigns.  Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs).  Provide insight and tactical recommendation to improve utilizing tools such as Google Analytics, Google Adwords and Facebook Insight. Identify trends and optimize spend and performance based on the insights.  Collaborate and support other departments across St. Olaf College with data analyses, campaign tracking, and email campaign analyses.  Collaborate with Marketing Communications team and other departments to create landing pages and optimize user experience.  Utilize strong analytical ability to evaluate end-to-end experience across multiple channels and touch points. Develop unique plans against key targets including prospective students, alumni, parents, donors, faculty and staff.  Collaborate with Advancement and Admissions to better integrate CRM efforts and email marketing campaigns. Identify opportunities for optimization and partner with Digital Designer to improve effectiveness of communications.  Develop new plans to test new vehicles or channels for future expansion and optimization of the college’s marketing efforts.  Manage and allocate the paid digital accounts budget to achieve effective returns.  Collaborate with agencies and other vendor partners to support digital marketing and social media efforts.  Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate. SUPERVISORY RESPONSIBILITIES: Student worker-Analyst</p><p>CONTACTS: Co-workers in Marketing and Communications; campus clients such as Admissions, Alumni and Parent Relations, Development/ Annual Giving, College Special Events, and Music Organizations; External, Digital Marketing Agency.</p><p>EDUCATION: Essential: Bachelor’s degree or equivalent experience Desirable: Master’s Degree; Degree in Marketing or related field</p><p>EXPERIENCE: </p><p>Essential: Minimum of 3+ years digital marketing experience</p><p>Desirable: Prior work experience in higher education</p><p>KNOWLEDGE, SKILLS, AND ABILITIES:  Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns  Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate  Experience in optimizing landing pages and user funnels  Experience with A/B and multivariate experiments  Solid knowledge of website analytics tools (e.g., Google Analytics)  Working knowledge of ad serving tools  Experience with CRM software (e.g., Slate and Informz)  Experience in setting up and optimizing Google Adwords campaigns  Working knowledge of HTML, CSS, and JavaScript development and constraints  Strong analytical skills and data-driven thinking  Up-to-date with the latest trends and best practices in online marketing and measurement</p><p>PREREQUISITE(S): Criminal background check</p><p>PHYSICAL DEMANDS: Ability to sit, ability to be mobile</p><p>WORKING ENVIRONMENT: Typical office environment</p><p>WORK SCHEDULE FTE: 1.0 Term: Year round Shift: Campus office hours, Monday-Friday, 8:00 a.m. – 5:00 p.m.; some evening and weekend hours required</p><p>APPROVAL: Katie Warren, Chief Marketing Officer</p><p>DATE: July 2016</p>