Senior Digital Marketing Strategist

Job Details

Job Ref:
Marketing and Communications
Full time

Senior Digital Marketing Strategist

Office of Marketing

Exempt, Full-Time, Pay Grade 3.2

Job location: A mix of Remote and Adelphi, Maryland

University of Maryland Global Campus (UMGC) is one of the biggest advertisers in the DMV area and one of the largest universities in the country with over 90,000 students. We are currently looking for a Digital Marketing Strategist to help improve our digital advertising efforts to attract new students. This is a great opportunity to advertise across multiple mediums and geographies, working with large budgets and partnering with some of the strongest advertising agencies in the country. This role is part of a small-sized, but large-impact team and will help make important optimization decisions from day one.

This role will report to the Director, Acquisition Marketing, and be responsible for analyzing digital media performance and providing recommendations and/or opportunities for delivering cost effective and high-quality prospects. Successful candidates will have a proven track record of improving digital marketing ROI through daily performance analysis and effective program management, as well as proactively managing partners, (agencies, vendors, etc.) driving for the best possible results. This position will proactively identify opportunities, deliver insights confidently, and lead initiatives comfortably.


  • Drive the delivery of qualified leads and applications through digital marketing channels (paid search, paid social, display, video, etc.)
  • Monitor digital media campaign performance daily, ensuring spend, inquiry-volumes, conversion rates, etc. are performing as expected; working regularly with agency partners to ensure performance is at optimal levels at all times
  • Analyze digital campaigns daily, in partnership with the Marketing Analytics team, leveraging platform data, agency reports, and/or data from the university's data warehouse, Salesforce, or other systems to identify key insights and opportunities
  • Actively manage and take a leadership role with digital agency partners, ensuring media plans are developed and implemented appropriately, campaigns are executed accurately, insights and optimizations are identified daily/weekly/monthly
  • Lead the development of digital media strategy and provide ongoing strategic direction
  • Increase lead conversion rates through a focus on landing pages - identifying new page needs, developing and implementing ongoing test plans, optimizing pages on an ongoing basis, etc.
  • Manage creative requests for all digital media tactics with the university's Marketing Services team, providing clear, detailed requests; insights from prior campaign performance; and specific best practices/specs to ensure optimal creative development
  • Develop relationships across the university to ensure an understanding of operational and programmatic factors that may impact digital marketing
  • Maintain up-to-date expert knowledge of digital advertising trends and best practices, and identify new and effective marketing channels or opportunities as warranted
  • Perform other job-related duties as assigned


  • Minimum of a bachelor's degree from an accredited university
  • 7-10 years of digital marketing experience
  • 2+ years of experience managing agency partners, with the ability to push them as needed to drive positive results
  • Hands-on experience using Google Adwords, Bing Ads, Google Analytics, and paid social advertising platforms
  • At least 3 years of experience developing reports to highlight strengths and weaknesses of campaigns/initiatives. Significant strength with Excel
  • Strong analytical skills and an ability to identify actionable insights
  • Experience and comfort leading initiatives and driving success
  • Entrepreneurial and comfortable challenging the status quo
  • Ability to establish and maintain effective working relationships and successfully managing cross-functional teams, agency partners, vendors, etc.
  • Strong communication skills and the ability to articulate findings to executives. Comfort summarizing insights and building PowerPoint presentations/slides
  • A natural problem solver who is curious and ambitious
  • A detail-oriented person who is excited to roll up their sleeves to get the job done
  • Collaborative worker and strong team player
  • Solutions and results-oriented
  • Embraces and appreciates the mission of higher education for working adults


  • Experience using paid search bid management tools (Marin, Kenshoo, etc.)
  • Experience with Salesforce
  • Experience with Tableau
  • Experience with tag management solutions (GTM, Tealium, etc.)
  • Experience in digital attribution
  • Experience in the education industry



All submissions should include a cover letter and resume. UMGC offers competitive compensation and comprehensive benefits for qualifying positions, such as tuition remission, generous leave and healthcare. For detailed benefits information, please visit:

The University of Maryland Global Campus (UMGC) is an equal opportunity employer and complies with all applicable federal and state laws regarding nondiscrimination. UMGC is committed to a policy of equal opportunity for all persons and does not discriminate on the basis of race, color, national origin, age, marital status, sex, sexual orientation, gender identity, gender expression, disability, religion, ancestry, political affiliation or veteran status in employment, educational programs and activities, and admissions.

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