Online Marketing Specialist, UC Online

About UC Online

UC Online is the University of Cincinnati's online division, bringing UC's nationally recognized programs to students who need the flexibility of online learning. We support students at every stage, from their first inquiry through graduation, with a focus on quality and innovation.

Student success drives everything we do. We use data to help students find the right program, stay on track, and reach their goals - giving them access to practical, research-informed education from a university with a long track record of innovation.

This is a hybrid role for candidates based in Ohio, Indiana, or Kentucky. You'll need to live in the Cincinnati Tri-State area and be able to commute to UC's Main Campus as needed. Remote work follows university policy and is subject to change.

Job Overview

Oversee a portfolio of various programs, consistently monitoring their digital marketing performance to ensure alignment with enrollment targets and institutional goals. Collaborating with internal teams and external partners, optimize campaign strategies across associate, bachelor’s, and master’s degree online programs, focusing on driving student engagement and conversion.

Essential Functions

• Collaborate with UC Online (UCO)'s agency of record to develop, implement, and optimize innovative digital marketing strategies, driving qualified traffic and maximizing conversion rates on websites and landing pages.
• Leverage Salesforce and Marketing Cloud to design and execute personalized, data-driven marketing campaigns, automate workflows, and optimize the student recruitment funnel for maximum engagement and conversion.
• Continuously refine and enhance campaign performance, aligning with client goals through a dynamic mix of PPC/paid search, paid social, retargeting, and display media campaigns.
• Collaborate closely with college stakeholders to align digital marketing strategies with institutional goals, ensuring each campaign is tailored to their needs. Facilitate strategic discussions to identify key priorities, develop creative and data-driven solutions, and foster a partnership that promotes transparency and accountability.
• Work across the marketing team, from ideation to execution, to keep stakeholders informed with regular performance updates, insights, and opportunities for continuous improvement, ensuring initiatives contribute to student enrollment, retention, and long-term success.
• Collaborate, as necessary, with the Central Marketing & Communications office to ensure alignment and consistency with branding and messaging strategies.
• Leverage insights from the data team to identify market shifts and trends, translating findings into actionable strategies that drive improved performance and ROI in collaboration with the agency of record.
• Ensure digital marketing campaigns comply with industry standards and university policies, including accessibility guidelines (e.g., WCAG), to reach a broader audience.
• Actively participate in on-campus workshops and professional development opportunities focused on marketing, enrollment management, and student engagement to deepen understanding of UC’s overall goals. Use insights gained from these workshops to better position UC Online programs within the broader university context and tailor marketing strategies to align with both institutional priorities and market demand.
• Foster strong relationships with vendors, focusing on performance enhancements and strategic alignment to meet marketing objectives.
• Participate in client calls to discuss account performance, interpretation of data, and actionable plans based on findings.
• Analyze campaign data using advanced analytics tools to generate actionable insights and detailed reports that inform future strategies, ensure transparency, and support decision-making.
• Deliver a holistic view of clients' digital marketing efforts by coordinating cross-channel initiatives and ensuring clarity on how each element contributes to their overall digital presence.
• Stay at the forefront of digital marketing trends and emerging technologies, continually testing new tools, platforms, and strategies to drive innovation and ensure UC Online programs remain competitive in attracting and engaging students.
• Perform related duties based on departmental need. This job description can be changed at any time.

Required Education

• Bachelor’s Degree
• Six (6) years of relevant education, experience and/or other specialized training can fulfill minimum education and experience requirements.

Required Experience

• Two (2) years of experience in product or service marketing (including strategy development), campaign planning (including direct and/or digital marketing), research, messaging, paid social, SEO, PPC, and leveraging a CRM

Physical Requirements/Work Environment