About the job
Digital Marketing Analyst

Vermont Law School is committed to cultivating and preserving a culture of inclusion and connectedness. We grow and learn better together with a diverse group of faculty, staff, and students. In recruiting for faculty and staff, we seek unique backgrounds to enrich and challenge our community. As part of our commitment to compliance with the Americans with Disabilities Act, candidates who meet the qualifications for this position and who require accommodations to apply should contact Human Resources at [email protected]. Vermont Law School strives to raise the bar for being an Equal Opportunity Employer, and we prohibit discrimination based on race, color, religion, ancestry, sex, sexual orientation, gender identity, age, national origin, place of birth, marital status, disability, veteran’s status, HIV status, pregnancy, genetic information, health insurance status, and crime victim status.

Position Summary:

The Digital Marketing Analyst is responsible for developing and implementing digital marketing efforts for the institution. This position should have an in-depth understanding of digital marketing trends and best practices as it relates to higher education, with special emphasis on strategies to recruit online students, and will build campaigns, collect and analyze data, optimize and report on campaign performance, and communicate with internal constituencies. The Analyst has strong technical skills and is able to present actionable insights to inform digital marketing strategies, and possesses advanced working knowledge of paid advertising platforms, email platforms, website content management systems, and digital marketing measurement tools. The Analyst understands the strategic goals related to revenue initiatives and can effectively translate them into segmented marketing strategies. Remote or hybrid work option available for the right candidate.

Essential Functions and Principal Accountabilities:

  • Create ads in multiple platforms including, but not limited, search, display, and social media. Ensure all assets adhere to brand standards. Test the effectiveness of ads based on medium, message and creative differences. Provide actionable feedback based on performance and adjust campaigns accordingly.
  • Test campaigns, analyze key metrics, and identify opportunities to increase campaign performance.
  • Collect and analyze marketing and web behavioral data.
  • Collaborate with colleagues to ensure effective strategies are used and measured in marketing campaigns. This includes understanding the strategic objective(s) of the campaign and assist in determining key performance indicators in comparison to industry benchmarks.
  • Implement conversion tracking to ensure all campaigns have measurable objectives.
  • Develop and implement paid and organic digital marketing strategies.
  • Create, manage, and optimize all Vermont Law School lead generation landing pages.
  • Implement and manage Google Tag Manager with assistance from Web Content Manager to track lead activity and optimize landing pages and web pages for conversion.
  • Monitor campaign budgets and performance. Use expertise to optimize spending.
  • Create reports from ad platforms, Google Analytics, and CRM software.
  • Research keywords and search engine optimization best practices.
  • Develop and implement effective search engine optimization (SEO) campaigns across VLS digital properties including technical SEO, on-page SEO, and off-page SEO. Track and report on performance.
  • Make strategic edits to webpages and landing pages in collaboration with Web Content Manager, using a Content Management System (CMS), such as Drupal and marketing automation and CRM systems such as Pardot/Salesforce. This includes adjustments to page load time, page copy, creative, headings and meta data.
  • Collaborate with Web Content Manager to ensure optimal website performance for both search and user experience.
  • Work collaboratively with Admissions and Associate Director of Marketing to develop and implement a digital communications strategy for both lead generation and cultivation using marketing automation tools.
  • Manage admissions email schedule, create email copy, and work with outside vendors when necessary for new email and landing page templates.
  • Research emerging trends in social media and digital platform usage among members of the VLS target audiences. Use this research to support revenue goals.
  • Assist with various database imports.
  • Other duties as assigned.
  • Dedication to the VLS mission.

Desired Skills and Experience
Education, Skills and Experience:

  • Bachelor’s degree with a major in a closely-related field that provides the knowledge, skills and abilities needed, or an equivalent combination of training and experience.
  • At least five years’ experience working with digital marketing.
  • Understanding of, appreciation for, and commitment to inclusion, including the ability to work with students, faculty, and staff from diverse backgrounds, identities, and viewpoints.
  • Demonstrated track record in using data visualization to present in-depth findings, building reporting dashboards that incorporate multiple data sources, writing queries, performing ad hoc data analyses, and developing reports, forecasts, and data models for budgeting and ROI planning.
  • Experience with analytical and reporting tools, including Tableau, Google Analytics, and Data Studio.
  • Deep knowledge of digital marketing across social, display, and programmatic platforms.
  • Strong analytical and strategic thinking skills.
  • Ability to make data-driven decisions.
  • Experience creating paid digital marketing campaigns and optimizing websites for SEO.
  • Proficiency with Microsoft Office (365) suite of programs.
  • Must be able to adapt to new and emerging technology as established and communicated by the school.
  • Experience with Adobe Creative Cloud suite.
  • Drupal web editing experience a plus.
  • Excellent demonstrated English verbal and written communication skills and strategic and conceptual thinking skills.
  • Strong interpersonal and organizational skills; and proven ability to collaborate effectively.
  • Ability to have grace under pressure and work efficiently under time constraints while producing high quality work.
  • Ability to move forward decisively and promptly on projects, while at the same time gaining the needed support.
  • Demonstrated self-starter and quick worker.

Other Requirements:

  • 95% Computer-related work.
  • Primary work is done sitting and/or standing at a desk and required repetitive motion (typing on keyboard, using mouse, etc).
  • Ability to prioritize multiple tasks and deadlines and reorganize under pressure.
  • Ability to work independently and within a team.
  • Ability to manage the pressure of multiple deadlines.
  • Must be able to work legally within the United States without sponsorship.
  • Physical ability to perform all essential functions of the job with or without basic accommodations.
  • Willingness and ability to follow Covid-19 safety policies and guidelines as laid out by the One VLS Action Team based on the changing landscape of the Covid-19 pandemic.

Note: All job requirements are subject to possible revision to reflect changes in the position requirements or to reasonably accommodate individuals with disabilities. Some requirements may exclude individuals who pose a threat or risk to the health and safety of themselves or other employees. This job description in no way states or implies that these are the only duties to which will be required in this position. Employees will be required to follow other job-related duties as requested by their supervisor/manager (within guidelines and compliance with Federal and State Laws). Continued employment remains on an at-will basis.

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