Digital Marketing Analyst (HR Title: Digital Marketing Specialist II or III)

Southern Methodist University - Dallas, TX

Full-time

Dallas, TX

Educational Services

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.

Responsibilities

• 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.
• Plan, create, and manage digital content, including blogs, videos, graphics, and social media posts.
• 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.
• 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.
• Set up lead nurturing workflows, segmentation, and personalized content based on audience behavior and demographics.
• Oversee and drive the content strategy for both paid and organic social media initiatives.
• Manage paid social media campaigns to drive awareness, engagement, and lead generation.
• Track and analyze social media performance to enhance strategy and audience engagement.
• 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.
• Create and execute targeted email marketing campaigns to nurture leads and drive conversions.
• Manage email lists, segment audiences, and personalize content to improve engagement.
• Act as the primary point of contact with external agencies for lead generation campaigns.
• Monitor agency performance, review campaign metrics, and adjust strategies to improve lead acquisition and ROI.
• Manage digital advertising efforts across display ads, retargeting, and paid search.
• Allocate and manage the digital marketing budget effectively.
• Track, analyze, and report on the performance of all digital marketing campaigns using tools like Google Analytics.
• Provide insights and recommendations to improve future campaigns based on data.

Requirements

• 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.
• Proven experience in analytics and data analysis to measure and optimize the performance of digital marketing campaigns.
• Experience with content management including creating, optimizing, and distributing digital content.
• Experience managing paid advertising campaigns, such as Google Ads, Facebook Ads, or other PPC platforms.

Nice-to-haves

• Strong interpersonal and verbal communication skills.
• Well-developed problem-solving skills.
• Strong organizational, planning and time management skills.
• Familiarity with digital marketing channels, analytics, campaign management, SEO/SEM, and content creation.
• Project management skills, communication, and a data-driven mindset.
• Familiarity with marketing automation, advanced social media advertising, CRM tools, and emerging digital marketing trends.
• Creative design and advanced data visualization skills.
• Knowledge of Asana and/or project management tools.
• Proficient in working with marketing automation platforms (e.g., HubSpot, Marketo) and digital advertising platforms (e.g., Google Ads, Facebook Ads).
• Knowledge of web development basics (HTML, CSS) and database proficiency.
• Familiarity with Sprout Social, Hootsuite and/or social content scheduling platform.

Benefits

• Broad, competitive array of health and related benefits.
• Traditional benefits such as health, dental, and vision plans.
• Wide range of wellness programs.
• Array of retirement programs that benefit and protect employees.
• Access to a wide variety of professional and personal development opportunities, including tuition benefits.