Digital Marketing Analyst (HR Title: Digital Marketing Specialist II or III)
Southern Methodist University Inc

Description

Salary Range:

Salary commensurate with experience and qualifications

About SMU

SMU's more than 12,000 diverse, high-achieving students come from all 50 states and over 80 countries to take advantage of the University's small classes, meaningful research opportunities, leadership development, community service, international study and innovative programs.

SMU serves approximately 7,000 undergraduates and 5,000 graduate students through eight degree-granting schools: Dedman College of Humanities and Sciences, Cox School of Business, Lyle School of Engineering, Meadows School of the Arts, Simmons School of Education and Human Development, Dedman School of Law, Perkins School of Theology and Moody School of Graduate and Advanced Studies.

SMU is data driven, and its powerful supercomputing ecosystem - paired with entrepreneurial drive - creates an unrivaled environment for the University to deliver research excellence.

Now in its second century of achievement, SMU is recognized for the ways it supports students, faculty and alumni as they become ethical, enterprising leaders in their professions and communities. SMU's relationship with Dallas - the dynamic center of one of the nation's fastest-growing regions - offers unique learning, research, social and career opportunities that provide a launch pad for global impact.

SMU is nonsectarian in its teaching and committed to academic freedom and open inquiry.

About the Department:

Perkins School of Theology is one of the 13 seminaries of The United Methodist Church and one of only five university-related United Methodist theological schools, located in the heart of Dallas, Texas, with an extension program in Houston/Galveston. The faculty and staff of Perkins are committed to our mission of equipping persons for faithful leadership and Christian ministry in a changing church and society. Students study with a faculty, diverse both culturally and in theological perspective, in the School's graduate degree and certificate studies programs. Perkins is Wesleyan by tradition, United Methodist by affiliation, inclusive of diverse Christian expressions, and welcoming of all. The oldest graduate professional School at Southern Methodist University, Perkins embraces its setting in the Southwestern United States while seeking to make theological education accessible, through in-person, hybrid, and distance learning, to students from the region, the nation, and around the world.

About the Position:

This role is an on-campus, in-person position.

The Digital Marketing Analyst will design, implement, and manage digital marketing strategies that enhance brand awareness, drive engagement, and generate leads to support the Perkins School of Theology's mission and strategic objectives. This role will oversee multiple digital channels-including social media, content marketing, email marketing, search engine marketing (SEM), and display advertising-while collaborating closely with internal teams and external agencies. Additionally, the Digital Marketing Analyst will focus on inbound marketing strategies to attract, engage, and nurture prospective students through compelling, mission-driven content.

Essential Functions:

• Digital Strategy Development - Develop and execute a comprehensive digital marketing strategy that aligns with institutional priorities and KPIs; Conduct market research to identify target audiences and assess competitive positioning; Set and track campaign goals to measure success and improve performance.
  
• Content Marketing - Plan, create, and manage digital content, including blogs, videos, graphics, and social media posts, to engage target audiences; Optimize content for search engines (SEO) and ensure consistent brand voice across all platforms; Collaborate with content creators and designers to develop high-quality and engaging content; Maintain content and updates to the website.
  
• Inbound Marketing - Develop and manage inbound marketing campaigns to attract, engage, and convert leads organically; Create content assets (e.g., whitepapers, eBooks, blogs, case studies) that provide value to prospects and help nurture them through the prospective student lifecyle; Set up lead nurturing workflows, segmentation, and personalized content based on audience behavior and demographics.
  
• Social Media Management - Oversee and drive the content strategy for both paid and organic social media initiatives, ensuring alignment with the Perkins School of Theology's mission and enrollment goals; Manage paid social media campaigns to drive awareness, engagement, and lead generation; Tack and analyze social media performance to enhance strategy and audience engagement.
  
• SEO & SEM Management - Develop and implement SEO strategies to improve organic search rankings and site visibility; Manage pay-per-click (PPC) campaigns, including keyword research, ad copy development, and bid management to maximize return on investment (ROI); Collaborate with the content team to ensure SEO best practices are applied across all digital content.
  
  
• Email Marketing - Create and execute targeted email marketing campaigns to nurture leads and drive conversions; Manage email lists, segment audiences, and personalize content to improve engagement; Analyze email performance and make data-driven adjustments to optimize results.
  
• Agency Coordination for Lead Generation Campaigns - Act as the primary point of contact with external agencies for lead generation campaigns, managing briefings, deliverables, and timelines; Provide agencies with clear direction on campaign objectives, target audience, brand guidelines, and budget constraints; Monitor agency performance, review campaign metrics, and adjust strategies to improve lead acquisition and ROI.
  
• Digital Advertising & Budget Management - Manage digital advertising efforts across display ads, retargeting, and paid search to increase brand visibility and lead generation; Allocate and manage the digital marketing budget effectively, optimizing spend across channels to achieve the highest ROI.
  
• Analytics and Reporting - Track, analyze, and report on the performance of all digital marketing campaigns using tools like Google Analytics, social media insights, and CRM software; Provide insights and recommendations to improve future campaigns based on data; Regularly report on KPIs, share campaign results with stakeholders, and suggest improvements.
• Occasional evening/weekend hours may be required. Occasional travel will also be required (20%).

Qualifications

Education and Experience:

A Bachelor's degree is required. A Master's degree is preferred. A degree in Marketing, Communications, Business or related field is highly preferred.

A minimum of three (3) years of experience is required for the Digital Marketing Specialist II and a minimum of five (5) years is required for the Digital Marketing Specialist III.

Experience in digital marketing or online marketing roles, with a focus on developing and executing campaigns across multiple digital channels (e.g., SEO, SEM, content marketing, email marketing, social media).
Proven experience in analytics and data analysis to measure and optimize the performance of digital marketing campaigns using tools like Google Analytics, CRM systems, and social media insights.
Experience with content management including creating, optimizing, and distributing digital content (e.g., blogs, videos, social media posts, email newsletters).
Experience managing paid advertising campaigns, such as Google Ads, Facebook Ads, or other PPC platforms.

Knowledge, Skills and Abilities:

Candidate should demonstrate strong interpersonal and verbal communication skills, with the ability to communicate broadly across the University and develop and maintain effective relationships with a wide range of constituencies. Strong written communication skills are also essential.

Candidate should possess well-developed problem-solving skills with the ability to identify and analyze problems, as well as devise solutions. Strong organizational, planning and time management skills are highly desirable.

Familiarity with digital marketing channels, analytics, campaign management, SEO/SEM, and content creation is strongly preferred. Project management skills, communication, and a data-driven mindset are essential.

Candidate familiarity with marketing automation, advanced social media advertising, CRM tools, and emerging digital marketing trends is a plus. Creative design and advanced data visualization skills would further strengthen the role.

Candidate knowledge of Asana and/or project managements tools is essential.

Candidate should be proficient in working with marketing automation platforms (e.g., HubSpot, Marketo) and digital advertising platforms (e.g., Google Ads, Facebook Ads).

Candidate knowledge of web development basics (HTML, CSS) and database proficiency is a plus.

Candidate familiarity with Sprout Social, Hootsuite and/or social content scheduling platform is required.

Physical and Environmental Demands:

• Sit for long periods of time
• Carry/lift 25 lbs.
• Stand
• Walk for long distances

Deadline to Apply:

Priority consideration may be given to submissions received by January 10, 2025.

This position is open until filled.

EEO Statement:

SMU will not discriminate in any program or activity on the basis of race, color, religion, national origin, sex, age, disability, genetic information, veteran status, sexual orientation, or gender identity and expression. The Executive Director for Access and Equity/Title IX Coordinator is designated to handle inquiries regarding nondiscrimination policies and may be reached at the Perkins Administration Building, Room 204, 6425 Boaz Lane, Dallas, TX 75205, 214-768-3601, accessequity@smu.edu.

Benefits:

SMU offers staff a broad, competitive array of health and related benefits. In addition to traditional benefits such as health, dental, and vision plans, SMU offers a wide range of wellness programs to help attract, support, and retain our employees whose work continues to make SMU an outstanding education and research institution.

SMU is committed to providing an array of retirement programs that benefit and protect you and your family throughout your working years at SMU and, if you meet SMU's retirement eligibility criteria, during your retirement years after you leave SMU.

The value of learning at SMU isn't just about preparing our students for the future. Employees have access to a wide variety of professional and personal development opportunities, including tuition benefits.

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