Digital Marketing Manager

Responsibilities: Website operations

Own day-to-day website operations including content updates, backups, performance monitoring, and on-call response for site issues

Manage WordPress CMS including updates, plugins, themes, and third-party integrations

Build and maintain reusable components and code libraries for efficiency and scalability

Ensure website is responsive, accessible, and optimized across all devices and browsers

Monitor and automate lead capture forms and ensure all submissions route correctly to the CRM and sales reps

Define and track website success metrics including prospect engagement and time-on-site

Support website accessibility by maintaining digital content and web resources in alignment with accessibility standards and best practices

Partner with design to translate brand concepts into best-in-class web experiences

Search engine optimization

Develop and execute a comprehensive SEO strategy aligned with pipeline and revenue objectives

Own technical SEO including site architecture, crawlability, indexation, page speed, and mobile responsiveness across all digital properties

Conduct ongoing keyword research, competitive analysis, and market trend monitoring

Optimize landing pages, metadata, and internal linking for performance

Partner with content team to integrate SEO best practices into all digital content initiatives

Report on SEO performance on a regular cadence and adjust strategy accordingly

Manage and direct agency partners where applicable

Conversion rate optimization (CRO)

Own conversion rate optimization strategy across the website and landing pages, driving continuous improvement in visitor-to-lead conversion

Design, execute, and analyze A/B and multivariate tests on landing pages, forms, calls-to-action, and key conversion paths

Use heatmaps, session recordings, and behavioral analytics to identify friction points and drop-off in the conversion funnel

Optimize page layouts, forms, and calls-to-action based on testing results and user behavior data

Partner with content and design to translate CRO insights into higher-converting page experiences

Establish conversion benchmarks by page and funnel stage, and report on performance trends over time

Collaborate with sales on lead quality feedback to continuously refine targeting, messaging, and on-page experience

Email marketing

Own all email marketing execution in Pardot; build and maintain automated nurture workflows tailored to buyer personas and long higher ed sales cycles

Manage all email drops to narrow and broad segments, including time-sensitive sends, with precision and compliance

Conduct A/B and multivariate testing on subject lines, content, and send times, and share results to build a culture of continuous improvement

Monitor and report on email performance metrics: open rates, CTR, conversions, deliverability, leads, and pipeline influence

Ensure compliance with CAN-SPAM, GDPR, and email best practices

Maintain email list hygiene and database health on an ongoing basis

Reporting and pipeline visibility

Own reporting on marketing-generated leads and pipeline performance within Salesforce

Build and maintain dashboards tracking lead volume, conversion, and pipeline influence by channel and campaign

Partner with Sales to ensure accurate campaign attribution and lead source tracking within Salesforce

Deliver a regular reporting cadence to Marketing and Sales leadership on lead-to-pipeline performance, surfacing trends and opportunities for optimization

Paid media

Manage a targeted paid media budget across select platforms (e.g. LinkedIn, Google) in support of key campaigns

Own campaign setup, audience targeting, and ongoing optimization within budget

Monitor and report on paid performance metrics: CTR, CPL, conversions, and pipeline influence

The responsibilities listed above are representative of the role and may be adjusted to meet organizational priorities.

Qualifications & Requirements: 7+ years in a digital marketing, marketing operations, or demand generation role with hands-on ownership of website CMS and Pardot

Proven experience managing WordPress at an operational level: CMS administration, plugin management, integrations

Strong SEO background including technical SEO, keyword strategy, and performance reporting

Experience with conversion rate optimization, including A/B testing, landing page optimization, and funnel analysis

Experience building and managing automated email nurture programs in Pardot or equivalent marketing automation platforms

Experience building and maintaining reports and dashboards in Salesforce, particularly around lead and pipeline performance

Highly analytical, comfortable owning dashboards, attribution reporting, and pipeline data

Able to manage multiple workstreams simultaneously without losing quality or deadlines

Naturally curious with a strong attention to detail

Self-directed and comfortable operating without a large team; this is a high-ownership individual contributor role

Preferred Qualifications: Experience in higher education, edtech, or complex B2B services with long sales cycles

Working knowledge of paid media platforms (e.g. LinkedIn Ads, Google Ads) and experience managing a targeted budget

Experience with Google Analytics and/or equivalent web analytics and testing tools

Experience working within a Salesforce environment (e.g. lead routing, form integrations) as it relates to marketing systems

Experience with HEP or similar higher ed contact databases

Exposure to ABM strategy and execution