Digital Marketing Manager

About the role

CampusWorks, now integrated with Dynamic Campus, is transforming how higher education institutions use technology and managed services to advance mission-driven goals. The organization delivers a unified model of professional and managed services, positioning itself as a comprehensive partner for university leadership. This role exists within that evolving context and is focused on owning the foundational systems and execution that power the marketing function. The Digital Marketing Manager serves as the central link between strategy and revenue, managing the platforms, campaigns, and data structures that enable performance across the entire marketing operation. You will lead Website, SEO, CRO, and Email Marketing while also directing a focused paid media budget to support pipeline generation. The ideal candidate is at home in marketing automation platforms, analytics interfaces, and CMS backends, taking ownership of maintaining a precise, high-performance marketing operation.

Key facts

What you'll do

• Oversee daily website management, including content updates, backups, performance monitoring, and on-call responsibilities for site issues.
• Administer the WordPress CMS, handling updates, plugins, themes, and third-party integrations to ensure stability and security.
• Develop and maintain reusable components and code libraries to improve efficiency and scalability across digital properties.
• Ensure the website remains responsive, accessible, and optimized across devices, browsers, and assistive technologies.
• Monitor and automate lead capture forms, confirming that submissions route correctly to the CRM and sales teams without data loss.
• Define and monitor website performance indicators such as prospect engagement, time-on-site, and conversion rates by page and segment.
• Support accessibility by keeping digital content and web resources aligned with established standards and best practices for inclusive design.
• Collaborate with design to convert brand concepts into high-quality web experiences that meet both user and business needs.
• Create and implement a comprehensive SEO strategy tied directly to pipeline and revenue goals for measurable business impact.
• Lead technical SEO efforts, including site architecture, crawlability, indexation, page speed, and mobile responsiveness to support organic growth.
• Conduct ongoing keyword research, competitive analysis, and market trend reviews to identify new opportunities for visibility and engagement.
• Optimize landing pages, metadata, and internal linking for improved performance and relevance to target audiences.
• Work with the content team to embed SEO best practices into all digital content initiatives, ensuring consistency and quality.
• Report on SEO outcomes regularly and adjust strategy based on findings, using data to guide continuous improvement.
• Guide agency partners where relevant, providing clear direction and feedback to support shared marketing objectives.
• Lead conversion rate optimization across the website and landing pages to improve visitor-to-lead conversion rates over time.
• Design, execute, and analyze A/B and multivariate tests on landing pages, forms, calls-to-action, and key conversion pathways to identify winning variations.
• Use heatmaps, session recordings, and behavioral analytics to identify friction and drop-off points in the funnel that limit conversion potential.
• Refine page layouts, forms, and calls-to-action based on test results and user behavior to improve the end-to-end experience.
• Partner with content and design to turn CRO insights into higher-converting page experiences that support business goals.
• Set conversion benchmarks by page and funnel stage, and track performance trends to highlight areas for improvement.
• Collaborate with sales to incorporate lead quality feedback into ongoing optimization of targeting, messaging, and on-page experience.
• Manage all email marketing execution in Pardot, building and maintaining automated nurture workflows designed for buyer personas and extended higher education sales cycles.
• Handle all email sends for narrow and broad segments, including time-sensitive campaigns, with precision, consistency, and attention to detail.
• Conduct A/B and multivariate testing on subject lines, content, and send times, and share findings to foster continuous improvement across the team.
• Monitor and report on email performance indicators such as open rates, CTR, conversions, deliverability, leads, and pipeline influence to guide decisions.
• Ensure compliance with CAN-SPAM, GDPR, and established email best practices to protect brand reputation and user trust.
• Maintain email list hygiene and database health as an ongoing responsibility to support accurate targeting and delivery.
• Own reporting on marketing-generated leads and pipeline performance within Salesforce to maintain accurate and actionable records.
• Build and maintain dashboards that track lead volume, conversion, and pipeline influence by channel and campaign for clear visibility.
• Partner with Sales to ensure accurate campaign attribution and lead source tracking within Salesforce to support data-driven decisions.
• Deliver regular reporting to Marketing and Sales leadership on lead-to-pipeline performance, highlighting trends and optimization opportunities.
• Manage a targeted paid media budget across selected platforms such as LinkedIn and Google in support of key campaigns and business priorities.
• Own campaign setup, audience targeting, and ongoing optimization within established budget limits to maximize return on investment.
• Monitor and report on paid performance metrics including CTR, CPL, conversions, and pipeline influence to evaluate effectiveness.
• The responsibilities listed above reflect the core scope of the role and may be adjusted to meet organizational priorities as the organization evolves.

Requirements and Eligibility

• Bring seven or more years of experience in digital marketing, marketing operations, or demand generation, with hands-on responsibility for website CMS and Pardot.
• Demonstrate proven ability managing WordPress at an operational level, including CMS administration, plugin management, and integrations with other systems.
• Show strong foundations in SEO, including technical audits, keyword strategy, and performance measurement against business objectives.
• Lead conversion rate optimization initiatives using testing, behavioral data, and funnel analysis to improve visitor-to-lead conversion across channels.
• Have direct experience creating and managing automated email nurture programs within platforms such as Pardot, aligned with complex sales cycles in higher education or B2B contexts.
• Comfortably own dashboards and attribution models in Salesforce to track leads, pipeline quality, and channel performance accurately.
• Operate effectively across multiple workstreams while maintaining quality and meeting deadlines in a high-ownership individual contributor role with minimal supervision.
• Display natural curiosity and meticulous attention to detail when managing complex tools, data structures, and requirements to ensure accuracy and consistency.
• Act as a self-directed contributor who thrives without heavy direction, taking initiative to identify problems and propose actionable solutions.

Nice to have

• Background in higher education, edtech, or complex B2B services with extended sales cycles and stakeholder-driven decisions.
• Working knowledge of paid media platforms such as LinkedIn Ads and Google Ads, along with experience managing a targeted budget efficiently and effectively.
• Practical experience with Google Analytics for analyzing user behavior, campaign performance, and conversion trends to inform optimization efforts.