Digital Marketing Analyst

The Marketing and Communications department seeks a Digital Marketing Analyst to support the Enrollment Marketing and School of Professional Studies (SPS) teams in the planning, execution, and optimization of digital paid media campaigns. This role is responsible for day-to-day management of campaigns across multiple digital channels, partnering with platform vendors to evaluate performance and identify growth opportunities, leading performance review meetings with key stakeholders, owning paid media reporting and insights, and driving campaign strategy to support enrollment and business objectives.

This position offers a flexible work arrangement and requires an on-campus presence during designated in-person days. Currently, the team meets on campus every other Wednesday. Occasional travel to local MCPHS and School of Professional Studies off-campus events may also be required.

Campaign Management & Reporting

• Autonomously drive the day-to-day strategy, execution, optimization, and performance of paid media campaigns across several tactics and channels, including but not limited to SEM, Paid Social, Display, Video, CTV, Programmatic, and Audio. Responsibilities also include campaign spend pacing, budget tracking, and reconciliation to ensure spend aligns with planned budgets.
• Own monthly campaign reporting and performance analysis through Looker Studio, integrating data across digital platforms and Salesforce to generate actionable insights.
• Manage vendor relationships and lead recurring performance meetings, proactively identifying new digital opportunities aligned with program and fiscal year goals.
• Develop and execute testing strategies across media platforms to drive continuous learning and improve campaign performance.
• Driving annual strategic planning, budget forecasting recommendations with projected performance insights (impressions, clicks, leads, cost per lead, etc.), and creative refresh initiatives.
• Maintain paid media best practices and stay informed on emerging platform capabilities, beta opportunities, and evolving campaign formats.
• Lead competitive analyses and market audits to evaluate positioning, identify opportunities, and optimize targeting strategies.
• Perform quarterly audits of digital marketing accounts to ensure campaign accuracy, consistency, and adherence to best practices.
• Partner closely with Enrollment Marketing and School of Professional Studies (SPS) teams to monitor progress toward enrollment and fiscal goals and adjust campaign strategies as needed.
• Work with creative and marketing stakeholders to develop compelling ad copy and messaging strategies that support enrollment and campaign objectives.
• Ensure all campaigns follow University tagging, tracking, and measurement standards to support accurate attribution and reporting throughout the marketing funnel.

Landing Page Optimization

• Own the strategy, performance, and ongoing optimization of paid media landing pages.
• Partner with the Digital Marketing Specialist to ensure landing page content, forms, and user experiences remain accurate, current, and fully functional.
• Identify and execute landing page testing opportunities to improve conversion rates and overall campaign performance.
• Analyze GA4 and user behavior data to evaluate landing page engagement and recommend enhancements that improve the user experience and conversion outcomes.

Other Miscellaneous Tasks

• Foster continuous skill development and professional growth.

Required:

• Bachelor’s degree in Marketing, Communications, or a related field.
• Minimum of five (5) years of progressive experience managing multi-channel paid media campaigns across SEM, Paid Social, Display, and Video, including performance reporting, vendor management, and campaign strategy development.
• Strong proficiency with GA4 (Google Analytics 4) and Google Tag Manager for campaign measurement, tracking, and performance analysis.
• Excellent collaboration, communication, presentation, and written communication skills with the ability to work effectively across cross-functional teams.
• Strong desire for continuous learning, testing new initiatives, and personal growth.
• Proactive problem solver with the ability to work independently.
• Ability to manage multiple priorities and navigate shifting deadlines.

Preferred:

• Experience using Salesforce or related CRM platforms.
• Experience managing paid media campaigns within higher education.
• Relevant certifications (such as Google Ads, Google Analytics, etc.).
• Proficiency in Google Looker Studio.
• Experience with Conversion Rate Optimization (CRO), landing page testing, and website optimization strategies to improve lead generation and conversion performance.

Physical Requirements:

• Typical office or administrative working conditions. Staff is not exposed to adverse environmental conditions. Work is primarily sedentary in nature; there are no special physical demands.
• Must be able to talk, listen and speak clearly on telephone
• Work may require the ability to travel by car, air, and/or rail to local MCPHS and SPS events off-campus.