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