Digital Marketing Specialist

The University of North Carolina; Reese (MI); On-site; USD 42,000 - 52,000; Full time

Job summary

The Digital Marketing Specialist role at The University of North Carolina Charlotte's Graduate School focuses on developing and executing data-driven digital marketing strategies to promote programs and initiatives. You will optimize the online presence, drive lead generation through paid and organic channels, and leverage analytics to measure enrollment success.

Responsibilities include website management, email marketing, SEO/geo strategies, and paid campaigns across Google Ads, LinkedIn, and

Qualifications

• Bachelor’s degree from an accredited university.
• Experience managing digital-first marketing campaigns; higher education experience is a plus.
• Strong command of CMS, Google Analytics, SEO tools, and PPC ad managers.
• Analytical mindset with ability to translate data into actionable insights and content.

Responsibilities

• Website management and optimization focused on UX, WCAG accessibility, and CRO.
• Email marketing and automation to move prospects through the enrollment funnel.
• SEO and GEO strategies; on-page optimization and keyword research for visibility.
• Plan and manage paid campaigns on Google Ads, LinkedIn, and Meta.
• Monitor analytics and report KPIs, ROI, and acquisition.

Skills

Digital Marketing

Campaign Management

CMS platforms

Google Analytics

SEO

PPC

CRM platforms

Data Analysis

Copywriting

Education

Bachelor’s degree

Tools

CRM platforms

Google Ads

LinkedIn Ads / Meta Ads

Hotjar

SEO tools

Job description

Please see Special Instructions for more details.

*Temporary staff employees are ineligible to receive benefits (leave, health coverage, State service credit, etc.). They are, however, covered by Worker's Compensation provisions.

However, any non-permanent employee hired to work 30 or more hours per week for three months or more (cumulative of all positions, and not designated as variable hour worker), must be offered the chance to enroll in the High Deductible Health Plan, within 30 days of their eligibility. Any non-permanent employee hired to work less than 30 hours per week (cumulative of all positions or designated as variable hour worker – i.e. student workers) are measured during designated measurement periods. If they average 30 or more hours per week over a designated measurement period, they will be offered the chance to enroll in the High Deductible Health Plan and will be notified of instructions.

*Special Notes Regarding Eligibility for the High Deductible Health Plan

• Temporary hourly workers (eligibility based on FTE, duration of more than 30 days) FTE .75+ (cumulative of all jobs) or measured full-time, offered the high deductible health insurance
• Temporary salaried workers (regardless of the FTE, duration of more than 30 days) Reported as full-time & offered the high deductible health insurance

Hours within M-F, 8-5 p.m. preferred, but flexible

Pay Rate

Pay Rate $22.00

• Bachelor’s degree from an accredited university.
• Marketing or communications experience preferred.

Departmental Preferred Experience, Skills, Training/Education:

Qualifications & Skills

• Experience: Proven track record in managing digital-first marketing campaigns (higher education experience is a plus).
• Technical Proficiency: Strong command of CMS platforms, Google Analytics, SEO tools, and PPC ad managers. Hands‑on experience with higher‑education CRM platforms is preferred.
• Analytical Mindset: Ability to translate complex data into actionable insights for the broader marketing team.
• Communication: Excellent written communication skills for digital copywriting (email, web, and ads).

Position Overview

The Digital Marketing Specialist is a strategic and technical role focused on developing and executing data‑driven digital marketing strategies to promote the Graduate School’s programs and initiatives. This role specializes in optimizing the Graduate School’s online presence, driving lead generation through paid and organic channels, and leveraging analytics to measure enrollment success.

Key Responsibilities

• Website Management & Optimization: Maintain website content and navigation with a focus on user experience (UX), accessibility ( WCAG compliance), and conversion rate optimization ( CRO ). Ensure all digital content is accessible, current, and tightly aligned with the Graduate School and UNC Charlotte web guidelines.
• Email Marketing & Automation: Design and execute targeted email campaigns. Optimize marketing automation workflows to move prospective students through the enrollment funnel effectively.
• Search Engine Optimization ( SEO ) & Generative Engine Optimization ( GEO ): Develop and implement traditional SEO and modern GEO strategies to improve organic visibility. Perform keyword research, on‑page optimizations, and structured data adjustments to increase discovery across both traditional search engines and AI‑driven answer engines for graduate programs.
• Paid Advertising ( SEM /Social): Plan, launch, and manage paid digital campaigns across platforms such as Google Ads, LinkedIn, and Meta to drive high‑quality inquiries and applications.
• Analytics & Reporting: Monitor and analyze website traffic and campaign performance using tools like Google Analytics and Hotjar. Provide regular reports on KPIs, ROI and acquisition.
• Content Distribution: Create and distribute digital‑first content tailored for specific online channels and audience segments, leveraging modern content creation and AI productivity tools to scale output efficiently.
• Technical Resource Management: Utilize and manage technical marketing platforms to ensure seamless integration between the website, CRM , and advertising tools.

Other Work/Responsibilities

Other duties as assigned

Necessary Licenses or Certifications

Proposed Hire Date

10/05/2026

Expected Length of Assignment

11 months annually

Special Notes to Applicants

*Temporary staff employees are ineligible to receive benefits (leave, health coverage, State service credit, etc.). They are, however, covered by Worker’s Compensation provisions.

However, any non-permanent employee hired to work 30 or more hours per week for three months or more (cumulative of all positions, and not designated as variable hour worker), must be offered the chance to enroll in the High Deductible Health Plan, within 30 days of their eligibility. Any non-permanent employee hired to work less than 30 hours per week (cumulative of all positions or designated as variable hour worker – i.e. student workers) are measured during designated measurement periods. If they average 30 or more hours per week over a designated measurement period, they will be offered the chance to enroll in the High Deductible Health Plan and will be notified of instructions.

*Special Notes Regarding Eligibility for the High Deductible Health Plan

• Temporary hourly workers (eligibility based on FTE, duration of more than 30 days) FTE .75+ (cumulative of all jobs) or measured full‑time, offered the high deductible health insurance
• Temporary salaried workers (regardless of the FTE, duration of more than 30 days) Reported as full‑time & offered the high deductible health insurance

Required fields are indicated with an asterisk (*).

9201 University City BlvdCharlotte, NC 28223