Digital Marketing Specialist

Job Summary

The Digital Marketing Specialist at FGCU executes and optimizes FGCU's digital marketing initiatives to advance institutional goals. This role translates strategy into channel-specific tactics, develops content, manages campaigns and reporting, and uses analytics to drive continuous improvement across digital channels.

Job Description

Typical duties may include but are not limited to:

• Develops and implements multi-channel digital campaigns that support university objectives.
• Writes, edits copy for ads, email and web pages, ensuring consistency with brand voice and clarity.
• Collaborates with the design team to brief, review, and finalize campaign assets, managing iterative feedback and approvals.
• Builds and launches digital marketing campaigns; ensures accurate tracking and reporting.
• Monitors campaign performance, optimizing budgets, bids, target audiences, creative assets, and landing pages in real time to maximize effectiveness and support overall marketing efforts.
• Analyzes and evaluates campaign performance metrics and produces post-campaign reports that provide insights and recommendations aligned with goals and KPIs.
• Builds and maintains reports and dashboards; interprets data in context and presents findings.
• Manages email campaigns, including contact list hygiene, audience segmentation, QA, accessibility, and scheduling.
• Conducts keyword research, implements metadata and on-page SEO; perform content audits to improve visibility and user experience.
• Collaborates across departments and external partners to advance the university's digital content strategy.
• Supports the Marketing Manager and team members to maintain consistency in digital and traditional marketing strategies and produce detailed reports on their effectiveness.

Other Duties:

• Stay abreast of the latest trends in digital marketing and emerging technologies.
• Performs other job-related duties as assigned.

Additional Job Description

Required Qualifications:

• This position requires either five years of directly related full-time experience or, as an alternative, a Bachelor's degree from an accredited institution in Marketing, Business, Communications or related field and one year of full-time experience directly related to the job functions.
• Experience operating a personal computer and proficient with Microsoft Office (Word, Excel, Access, PowerPoint, Publisher and Outlook).
• Demonstrated proficiency in digital marketing and analytics tools.
• Experience with digital advertising platforms.
• Experience with SEO tools.

Preferred Qualifications:

• Bachelor's Degree from an accredited institution in Marketing, Communications, or closely related field.
• Experience in a digital marketing role.
• Experience integrating multi-channel campaigns (paid, owned, earned) and coordinating with agencies/vendors.
• Familiarity with CMS, CRM software, and email marketing tools.
• Proficiency with digital marketing, analytics and SEO tools including Google Analytics, Google Tag Manager, Looker Studio, HotJar, CrazyEgg, Tableau, Meta, Linkedin, Google Ads, SEMrush, ScreamingFrog.
• Knowledge of A/B testing and data interpretation.
• Understanding of web design principles, accessibility standards (WCAG 2.1 AA), and content strategy.
• Prior experience in higher education marketing or a related area is advantageous.

Knowledge, Skills & Abilities:

• Knowledge of ADA accessibility standards.
• Exceptional verbal and written communication skills, with the ability to present effectively to small and large groups.
• Strong organizational skills with the ability to prioritize effectively while managing multiple projects simultaneously in a fast paced, deadline-driven environment.
• Skill in using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
• Strong interpersonal skills and ability to work effectively in a team environment with a proactive and collaborative work ethic.
• Ability to translate goals into channel, audience, and messaging tactics that align with strategies and drive engaging user experiences.
• Detail oriented and analytical with a problem-solving mindset and the ability to interpret driven insights into actional recommendations.
• Ability to work successfully as both a member of a team and independently with minimal supervision exercising sound judgement and escalating issues as needed.
• Ability to take initiative to plan, organize, coordinate and perform work in various situations when numerous and competing demands are involved.
• Strong copywriting/editing skills for digital channels and the ability to conceptualize and implement digital marketing campaigns.

Salary Range: $51,000 to $56,000

FGCU is a State University System of Florida member and an Equal Opportunity and Equal Access employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, disability, or protected veteran status.

---