Digital Marketing Strategist

University of Texas at Arlington; Arlington (TX); On-site; USD 66,000 - 85,000; Full time

Job summary

The University of Texas at Arlington is seeking a Digital Marketing Strategist to lead analytics, measurement, and cross-functional coordination for UTA Online marketing channels. This role serves as a central point among UTA Online, the OPM partner, external vendors, Marketing, Messaging, Engagement, and IT to drive data-driven decisions.

The strategist will oversee full-funnel analytics from awareness to enrollment, build dashboards, and translate performance data into actionable insights for

Qualifications

• Bachelor’s degree in Marketing, Business Analytics, Data Science, or related field with 5+ years in digital marketing or analytics, or 9 years equivalent.
• Position must be worked on-site in Arlington, Texas.

Responsibilities

• Lead digital marketing strategies for UTA Online programs using performance data.
• Aggregate and analyze data from vendor platforms, Slate CRM, and analytics systems.
• Build dashboards and reports to monitor key marketing KPIs.
• Provide data-driven recommendations for budget, audience, and media mix.
• Coordinate with internal and external stakeholders to ensure strategy alignment.
• Monitor trends in AI, ML, and predictive analytics for performance gains.
• Ensure compliance with brand standards and data quality.

Skills

Digital marketing analytics

Cross-platform analytics

Data visualization

Stakeholder collaboration

Education

Bachelor’s degree in Marketing or related field

Tools

Slate CRM

Analytics dashboards

Job description

Salary

The annual salary for this position ranges from $65,600 to $84,999. The final offer will be commensurate with the candidate’s relevant experience and qualifications.

Purpose of Position

The Digital Marketing Strategist leads marketing analytics, performance measurement, and strategic coordination across UTA Online marketing channels and partnerships. This position serves as a central point of integration among UTA Online, the university’s online program management partner, external digital marketing vendors, Marketing, Messaging, and Engagement, and the Office of Information Technology.

The strategist oversees full-funnel marketing analytics, from initial awareness and lead generation through enrollment and retention, by integrating and analyzing data across multiple platforms and partners. This role translates marketing performance data into actionable insights, establishes consistent reporting practices, and supports data-informed decisions related to campaign strategy, budget allocation, enrollment growth, and return on investment.

Essential Functions

• Develop and guide comprehensive digital marketing strategies for UTA Online programs, using market-demand insights and performance data to inform program launches, recruitment objectives, and go-to-market strategies.
• Aggregate, validate, and analyze marketing and campaign data from multiple sources, including vendor platforms, Slate CRM, and institutional analytics systems, to evaluate full-funnel performance and ROI.
• Build and maintain dashboards, performance metrics, and recurring reports to monitor lead generation, conversion, digital engagement, enrollment outcomes, and other key marketing KPIs.
• Review campaign plans and performance across digital channels, including SEO/SEM, paid search, paid social, and content marketing, and provide data-informed recommendations for budget allocation, audience targeting, media mix, and optimization.
• Serve as a primary liaison among UTA Online, online program management (OPM) partners, external digital marketing vendors, Marketing, Messaging, and Engagement (MME), and other institutional stakeholders to ensure alignment in strategy, communication, campaign execution, and data integrity.
• Collaborate with enrollment, student success, academic, and instructional design teams to align marketing strategies with lead quality, student yield, program development, and lifecycle outcomes.
• Monitor emerging trends and best practices in digital marketing, SEO/SEM, artificial intelligence, machine learning, and predictive analytics, and recommend tools and strategies that improve performance and decision-making.
• Ensure marketing activities, data reporting, and performance measurement comply with UTA brand standards, accessibility expectations, ethical marketing practices, and established data-quality requirements.
• Performs other duties as assigned

Required Qualifications

• Bachelor’s degree in Marketing, Business Analytics, Data Science, Communications, or a related field and a minimum of five (5) years of professional experience in digital marketing, marketing analytics, campaign strategy, performance reporting, or cross-platform analytics OR nine (9) years of an equivalent combination of education and experience.
• Position is required to work on-site in Arlington, Texas.

Preferred Qualifications

• Master’s degree in Marketing Analytics, Business Intelligence, or a related field.
• Experience in higher education marketing or online program management, with knowledge of digital media attribution, ROI forecasting, marketing data integration, content management systems (CMS), and data flows between CRM and digital marketing platforms.

Knowledge, Skills & Abilities

• Strong analytical, strategic thinking, and problem-solving skills.
• Ability to interpret complex marketing and enrollment data and translate findings into actionable insights.
• Knowledge of digital marketing channels, performance metrics, and analytics practices.
• Strong written, verbal, and data visualization skills.
• Ability to manage multiple priorities, collaborate across internal and external teams, and operate effectively in a fast-paced, data-driven environment.
• Strong attention to detail and commitment to data accuracy and integrity.
• Ability to maintain confidentiality and comply with FERPA and university data-security policies.

Work Schedule

• Monday through Friday; 8:00am through 5:00pm
• Requires occasional evening or weekend hours.
• Hybrid work may be considered following successful completion of the probationary period, based on departmental needs and university policy.

Working Conditions

• May work around standard office conditions.
• Position may be designated security-sensitive based on job duties or location.

PreEmployment Background Check

It is the policy of The University of Texas at Arlington to conduct a pre employment background check on any applicant who is under final consideration for employment with the University.

This position may have access to critical infrastructure as defined by Section 113.001(2) of the Texas Business and Commerce Code. If so, to be hired for and continue to be employed in this position you must maintain the security or integrity of the infrastructure as set forth in Texas Executive Order GA 48. By assuming this position, and if you have access to critical infrastructure, you authorize the University to conduct routine background checks.