Digital Marketing Specialist

Position Title: Digital Marketing Specialist

Position Status: Exempt

Work Hours: MonFri 8am-5pm. Hours may vary for project needs. Saturdays and secondary holidays may be a scheduled workday. Travel will be required.

Reports To: Digital Marketing Manager

Location: NY area preferred or Remote

Position Description

The Digital Marketing Specialist supports the Digital Marketing Manager in improving the Bryant & Stratton Colleges (B&SC) website and landing pages as lead-generation channels. This hands-on role focuses on website measurement Google Analytics 4 (GA4) and Google Tag Manager (GTM) performance reporting and dashboards and conversion rate optimization through structured testing and user-experience insights. The Specialist also helps strengthen cross-channel reporting (e.g. social paid media and email nurture) by partnering with channel owners to connect key touchpoints and provide a clearer end-to-end view of the prospective student journey. Working with internal teams and external agencies the Specialist helps translate data into clear recommendations and implementation steps that improve the prospective student journey and increase qualified leads.

Essential Duties and Responsibilities:

Digital Analytics Measurement and Tag Governance

• Maintain and QA website and landing page tracking for all B&SC domains across GA4 and Google Tag Manager (events conversions and tagging) troubleshooting and fixing issues as they arise.

• Help enforce measurement standards (event naming conversion definitions UTM usage documentation) to protect data integrity and ensure reporting is reliable.

• Partner with channel owners agency partners and IT to ensure forms and lead tracking work end-to-end and submissions are captured accurately in the CRM

• Support implementation of the colleges attribution approach by helping define required tracking inputs (UTMs source fields conversion events) validating capture across key journeys and assisting with ongoing QA once the model is in place.

• Follow privacy and compliance rules when setting up tracking making sure we collect the appropriate data needed and do not expose or misuse personally identifiable information (PII).

Performance Reporting & Dashboards

• Partner with the Institutional Research & Analytics team to enhance end-to-end College analytical tools related to marketing KPIs.

• Deliver weekly/monthly insights that explain what changed why it changed and the recommended next actions.

• Spot and quantify conversion friction across the journey (drop-offs device/browser issues page-level barriers message-to-page mismatch) and flag the biggest opportunities.

• Translate findings into clear executive-ready updates for marketing leadership using simple visuals and concise takeaways.

Conversion Rate Optimization (CRO) & Experimentation

• Support the Digital Marketing Manager in shaping the conversion rate optimization (CRO) testing plan for the website and paid media landing pages.

• Gather insights and build test ideas using analytics and user behavior signals; help launch A/B tests monitor performance and summarize outcomes with clear recommendations.

• Use heatmaps session replay and on-page behavior tools to spot friction validate hypotheses and prioritize improvements.

• Apply basic testing best practices (clear hypothesis success metric clean tracking results documentation) and maintain a simple library of learnings to inform future improvements.

SEO Execution & Optimization Support

• Support the Digital Marketing Manager in executing the SEO agencys recommendations to improve search visibility and qualified traffic.

• Use search engine optimization (SEO) research tools (e.g. SEMrush or equivalent) to gather keyword and competitor insights that inform content updates and landing page improvements including visibility in AI Overviews and generative results.

• Monitor ongoing SEO performance in Google Search Console and GA4 validate impact of changes and flag issues/opportunities with clear next-step recommendations.

• Support local SEO across campuses including Google Business Profile hygiene and listings/citation management and track visibility and engagement over time.

User Experience (UX) Insights Accessibility and Site Health

• Support usability reviews and light-weight UX research (e.g. feedback collection task-based testing coordination) to identify friction in the prospective student journey.

• Help monitor site health signals (Core Web Vitals mobile usability basic accessibility/WCAG considerations) and flag issues that may impact performance or conversion.

• Partner with content/design teams to apply findings through clear student-friendly updates that improve clarity trust and completion rates.

Other duties responsibilities and activities may change or be assigned at any time with or without notice.

Education

Bachelors degree in Marketing Analytics Communications Business or related field (or equivalent experience)

Qualifications

• 46 years of experience in digital marketing with a focus on web analytics measurement/tagging performance insights and website/landing page optimization in a lead-generation environment.
• Hands-on proficiency with GA4 and GTM including configuring events/conversions QA troubleshooting and explaining data clearly.
• Working knowledge of Google Search Console and SEO fundamentals; experience supporting execution of agency recommendations and tracking impact.
• Experience building dashboards and performance views that connect activity to funnel outcomes with clear takeaways for stakeholders.
• Familiarity with A/B testing and basic experimentation practices (hypothesis success metrics clean tracking interpreting results documenting learnings).
• Experience using behavioral or UX insight tools (heatmaps session replay survey feedback usability testing coordination) to identify friction and prioritize improvements.

• Strong analytical and Excel skills with the ability to work with large datasets and marketing KPIs and translate findings into clear plain-language recommendations and next steps.
• Baseline technical understanding of tracking implementation (UTMs pixels/tags basic HTML/CSS/JavaScript concepts) to coordinate effectively with web/IT (not a developer role).

• Understanding of data integrity and privacy expectations related to tracking and handling of personally identifiable information (PII).

• Keeps up with platform updates and emerging trends in analytics CRO and SEO (including AI-driven and LLM search changes) and shares practical actionable takeaways with stakeholders.

• Uses AI-enabled tools to accelerate research insight generation and documentation while ensuring outputs are fact-checked and aligned with privacy/compliance expectations.

• GA4/GTM certifications are a plus.

Key Competencies

• Data integrity mindset: verifies tracking accuracy flags anomalies and protects the reliability of insights.
• Analytical problem-solving: identifies trends and issues isolates root causes and quantifies opportunity.
• Action-oriented insights: turns data into clear recommendations and practical next steps.
• Measurement and tagging fundamentals: comfortable with event/conversion setup QA and documentation standards.
• Cross-functional collaboration: works effectively with channel owners creative/content agency partners and IT to move work forward.
• Clear communication: writes and presents concise decision-ready updates for non-technical stakeholders.
• Organized execution: strong follow-through documentation habits and attention to detail across multiple initiatives.
• User-first thinking: focuses on reducing friction and improving clarity and trust in the prospective student experience.

Physical Demands and Work Environment:

Position requires standing or sitting in a stationary position as well as the occasional need to lift carry push and/or move objects up to 10 pounds.

Position also requires the use of computer technology/equipment.

Position requires the ability to receive information in person and over the telephone.

Position requires the ability to convey detailed and important instructions or ideas accurately.

Starting Salary Range: $62353.20 - 70000 per year

Please note that the compensation information is a good faith estimate of the base pay for this position. The selected candidates actual base pay for this role will take into account a wide range of non-discriminatory factors including but not limited to skill sets experience and training licensure and certifications and other business and organizational needs. The disclosed range estimate may not have been adjusted for the applicable geographic differential associated with the location at which the position may be filled. At Bryant & Stratton College it is not typical for an individual to be hired at or near the top of the range for their role and compensation decisions are dependent on the facts and circumstances of each case. Information about the total compensation package for this position will be provided during the interview process.

All qualified applicants will receive consideration for employment without regard to race color religion sex sexual orientation gender identity national origin age disability or protected veteran status or any other legally protected basis in accordance with applicable law. Bryant & Stratton College is an Equal Opportunity Employer.

Required Experience:

IC