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Role Description

The Digital Marketing Specialist supports the Digital Marketing Manager in improving the Bryant & Stratton College’s (B&SC) website and landing pages as lead-generation channels. This hands-on role focuses on:

• Website measurement using Google Analytics 4 (GA4) and Google Tag Manager (GTM)
• Performance reporting and dashboards
• Conversion rate optimization through structured testing and user-experience insights

The Specialist also helps strengthen cross-channel reporting by partnering with channel owners to connect key touchpoints and provide a clearer, end-to-end view of the prospective student journey. Working with internal teams and external agencies, the Specialist helps translate data into clear recommendations and implementation steps that improve the prospective student journey and increase qualified leads.

Qualifications

• Bachelor’s degree in Marketing, Analytics, Communications, Business, or related field (or equivalent experience)
• 4–6 years of experience in digital marketing with a focus on web analytics, measurement/tagging, performance insights, and website/landing page optimization in a lead-generation environment
• Hands-on proficiency with GA4 and GTM, including configuring events/conversions, QA, troubleshooting, and explaining data clearly
• Working knowledge of Google Search Console and SEO fundamentals; experience supporting execution of agency recommendations and tracking impact
• Experience building dashboards and performance views that connect activity to funnel outcomes, with clear takeaways for stakeholders
• Familiarity with A/B testing and basic experimentation practices
• Experience using behavioral or UX insight tools to identify friction and prioritize improvements
• Strong analytical and Excel skills, with the ability to work with large datasets and marketing KPIs
• Baseline technical understanding of tracking implementation to coordinate effectively with web/IT
• Understanding of data integrity and privacy expectations related to tracking and handling of personally identifiable information (PII)
• Keeps up with platform updates and emerging trends in analytics, CRO, and SEO
• Uses AI-enabled tools to accelerate research, insight generation, and documentation
• GA4/GTM certifications are a plus

Requirements

• Maintain and QA website and landing page tracking for all B&SC domains across GA4 and Google Tag Manager
• Help enforce measurement standards to protect data integrity
• Partner with channel owners, agency partners, and IT to ensure forms and lead tracking work end-to-end
• Support implementation of the college’s attribution approach
• Follow privacy and compliance rules when setting up tracking
• Deliver weekly/monthly insights that explain changes and recommend next actions
• Spot and quantify conversion friction across the journey
• Translate findings into clear, executive-ready updates for marketing leadership
• Support the Digital Marketing Manager in shaping the conversion rate optimization (CRO) testing plan
• Gather insights and build test ideas using analytics and user behavior signals
• Use heatmaps, session replay, and on-page behavior tools to spot friction
• Support the Digital Marketing Manager in executing the SEO agency’s recommendations
• Monitor ongoing SEO performance in Google Search Console and GA4
• Support local SEO across campuses
• Help monitor site health signals and flag issues that may impact performance or conversion
• Partner with content/design teams to apply findings through clear updates

Benefits

• Starting Salary Range: $62,353.20 - 70,000 per year
• Information about the total compensation package will be provided during the interview process

Physical Demands and Work Environment

• Position requires standing or sitting in a stationary position
• Occasional need to lift, carry, push, and/or move objects up to 10 pounds
• Position requires the use of computer technology/equipment
• Position requires the ability to receive information in person and over the telephone
• Position requires the ability to convey detailed and important instructions or ideas accurately