Digital Marketing Specialist

JOB TITLE Digital Marketing Specialist LOCATION Worcester DEPARTMENT NAME Marketing Technology & Metrics DIVISION NAME Worcester Polytechnic Institute - WPI JOB DESCRIPTION SUMMARY The Digital Marketing Specialist supports the execution, reporting, and optimization of paid digital marketing campaigns across WPI's undergraduate recruitment funnel. This is an entry-level, data-forward role focused on the day-to-day operation of campaigns, building and launching ads, maintaining accurate tracking, and turning campaign data into clear, actionable reporting. The ideal candidate has a data and analytics background and a strong interest in marketing operations, with a desire to grow into a well-rounded digital marketer. The Specialist reports to the Director of Digital Marketing & Performance and works closely with the Senior Digital Marketing Specialist and the broader Marketing Operations team, who provide day-to-day guidance, mentorship, and technical support. JOB DESCRIPTION Execute paid digital advertising campaigns for undergraduate recruitment (45%): Build, launch, and manage paid campaigns across platforms including Google Ads, Meta (Facebook/Instagram), YouTube, Reddit, and other channels as assigned Execute full campaign setup: audiences, targeting, creative placement, tracking URLs, and pre-launch quality assurance/testing Implement conversion tracking and UTM parameters using the team's pre-agreed tracking structure Coordinate with the Senior Digital Marketing Specialist and Marketing Operations team to align execution with campaign strategy and timelines Manage day-to-day campaign operations across the undergraduate portfolio, monitoring delivery, budget pacing, and flighting to keep campaigns on schedule and on budget Build ads by adapting content across formats (search, paid social, video, and display) and platforms, confirming specs, tracking, and landing pages are correct before launch Build and maintain audience segments and targeting, including keyword lists, custom and lookalike audiences, retargeting pools, and exclusions Set up and manage conversion tracking, pixels, and tags in coordination with the analytics and operations workflow (e.g., Google Tag Manager) Partner with the Growth Marketing and Creative teams to translate campaign strategy and creative briefs into built, launch-ready campaigns Maintain campaign calendars, launch checklists, and account hygiene (naming conventions, structure, and budgets) across platforms Testing, analysis, and reporting automation (20%): Design, set up, and manage a testing program across undergraduate campaigns, including A/B and multivariate tests on creative, audiences, bids, and landing pages Plan and coordinate brand lift and messaging studies (e.g., YouTube and Meta brand lift, message and concept testing) to measure awareness and message effectiveness, and report on results Analyze test and campaign data from Google Analytics 4 (GA4), ad…