Marketing and Comm Spec II

University of Florida; Gainesville (FL); On-site; USD 65,000 - 75,000; Full time

Job summary

The University of Florida is seeking a Marketing and Communications Specialist II in Gainesville to join the Marketing and Admissions Support Team within the Office of Teaching and Technology. You will develop digital campaigns, manage analytics, and align marketing efforts with enrollment goals across GA4, Google Ads, Meta, LinkedIn, and Salesforce.

The role emphasizes data‑driven, cross‑functional collaboration with marketing, recruitment, leadership, and campus partners, shaping messaging and

Qualifications

• Bachelor’s degree and four years of relevant experience; or an Associate’s degree and six years of relevant experience.
• Experience with search engine optimization and search engine marketing to create online campaigns.
• Proficient with online marketing tools such as Google Ads, Bing Ads, Google Analytics, Sitecore, etc.
• Proficient with social media marketing such as Facebook, LinkedIn and Twitter.
• Excellent communication skills, both verbal and written, with the ability to present complex ideas to leadership.

Responsibilities

• Develop and execute digital marketing campaigns to grow awareness, generate leads, and support enrollment goals.
• Own digital analytics (GA4) and paid media platforms to ensure data is captured, tagged, reported, and translated into actionable recommendations.
• Collaborate with marketing, recruitment, leadership and campus partners to link digital efforts to business insights and success.
• Lead screening of campaign performance and develop lead generation programs to grow the department.
• Assist Salesforce administration and marketing automation to enable closed‑loop reporting and faster follow-up.

Education

Bachelor’s degree or equivalent

Tools

GA4

Google Ads

Meta Business Manager

LinkedIn Campaign Manager

Salesforce

Marketing automation tools

Pardot

Marketing Cloud

Einstein

Job description

Classification Title

Marketing and Comm Specialist II

Job Description

The Marketing and Communications Specialist II will play an important role on the Marketing and Admission Support Team within Teaching and Technology, helping bring digital campaigns to life that grow awareness, generate leads, and support enrollment goals. This role is a great fit for a creative, data-driven marketer who enjoys working across platforms such as GA4, Google Ads, Meta, LinkedIn, Salesforce, and marketing automation tools. The specialist will help turn campaign performance into meaningful insights while collaborating with marketing, recruitment, leadership, and campus partners to strengthen results across programs.

Reporting to the Marketing Manager in the Marketing and Admissions Support Team within the Office of Teaching and Technology, the Marketing and Communications Specialist II is responsible for creating and executing effective digital marketing strategies, assisting with campaign development, analyzing each campaign’s effectiveness, and developing lead generation programs to grow department. The specialist will work closely with marketing, recruitment, leadership and partners to link digital efforts to business insights and success and contribute to the data-driven, performance-based culture and analytics-based marketing of our office and relationships.

Serve as the owner of digital analytics (Google Analytics 4) and paid media platforms (Google Ads, Meta Business Manager, LinkedIn Campaign Manager) to ensure data is properly captured, tagged, reported, analyzed, and translated into actionable recommendations that achieve desired outcomes. Work closely with marketing, recruitment, leadership, and partners to link digital efforts to business insights by enforcing UTM governance, aligning conversion tracking across GA4/Google Ads/Meta/LinkedIn, and integrating offline conversions from Salesforce for closed‑loop attribution. Lead and assist with digital advertising strategy and placement across Google, Meta, and LinkedIn, incorporating digital analytics, A/B testing and platform experiments, new methodologies, and best practices to drive lead generation and department growth. Manage and optimize campaigns and recruitment‑cycle budgets within Google Ads, Meta Business Manager, and LinkedIn Campaign Manager, providing pacing and allocation recommendations informed by analytics. Monitor social, economic, and political trends and platform changes to enhance the organization’s image and goals. Review and analyze upper‑and lower‑funnel metrics across GA4 and ad platforms to improve ROI, lead generation, and enrollment outcomes.

Assist with brainstorming, planning, developing, and managing integrated marketing and communications strategies and campaigns for the department and supported programs, using insights from GA4 and paid media performance in Google Ads, Meta Business Manager, and LinkedIn Campaign Manager to shape messaging, channel mix, and sequencing. Lead the presentation of creative work to clients and administrators, grounding recommendations in A/B results, audience insights, and funnel metrics to convey messaging effectively. Assist with marketing automations, including email campaigns, by aligning ad‑platform audiences with CRM segments, coordinating timing between paid and email nurture, and applying suppression/retargeting logic to improve efficiency. Assist with Salesforce administration, tactics, and processes to enable closed‑loop reporting and faster follow‑up.

Participates in the planning of marketing materials, content and communication needs based on relevant research, campaign and lead generation goals, and other desired outcomes. Identify communication needs (example: email campaign) and works with others to manage, produce and implement communication. Liaise with internal and external partners and agencies. Collaborates with marketing team and other professionals to coordinate brand awareness and marketing efforts.

Participate in the planning of marketing materials, content, and communication needs using insights/data from platforms, to meet lead‑generation and enrollment goals. Identify communication needs (e.g., email campaigns) and coordinate production and implementation with internal teams and external partners. Align content calendars and messaging with recruitment cycles and campaign pacing, maintain brand consistency across channels, and use shared dashboards/briefs (audience definitions, KPIs, test plans) to collaborate with agencies and the marketing team on coordinated brand awareness and demand efforts.

Other duties assigned by supervisor.

Expected Salary

$65,000 - $75,000

Required Qualifications

Bachelor’s degree and four years of relevant experience; or an Associate’s degree and six years of relevant experience; or an equivalent combination of education and experience.

Preferred Minimum Qualifications Plus

• Experience with search engine optimization and search engine marketing in order to create attention-getting online campaigns
• Proficient with online marketing tools, such as Google AdWords, Bing Ads, Google Analytics, Sitecore, etc.
• Proficient with social media marketing, such as Facebook, LinkedIn and Twitter
• Demonstrated ability to manage multiple projects and meet respective deadlines
• Excellent communication skills, both verbal and written, with the ability to present complex ideas and influence leadership
• Experience with Salesforce, Pardot, Marketing Cloud and/or Einstein a plus
• Demonstrated experience with reporting tools
• Experience developing creative digital content for advertising purposes using Canva or Adobe suite
• Basic knowledge of website design and HTML

Health Assessment Required: No