Online Marketing Specialist, Uc Online, Hybrid

About UC Online

UC Online, a division of the University of Cincinnati, provides a premier educational experience tailored for students seeking the flexibility of online learning combined with the University of Cincinnati's renowned quality. Our commitment to excellence fuels continuous innovation throughout each phase of the student journey, from their initial interest to successful graduation.

Our mission is centered on student success, employing data-driven strategies to guide students through every aspect of their online education. We help students find the right programs, engage deeply in their studies, and achieve their academic ambitions. At UC Online, we empower students to realize their goals and create brighter futures through practical learning within a research-driven, innovative institution known for its legacy of achievements.

This position offers a hybrid work schedule for individuals residing in OH/IN/KY. Candidates must be based in the Cincinnati Tri-State area and have reasonable proximity to the UC Main Campus to meet on-campus obligations as necessary. Remote work arrangements are subject to university policies and may be subject to change.

Job Overview

Oversee a diverse portfolio of 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 and hybrid 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.
• Develop messaging strategies that resonate with non-traditional learners by leveraging testimonials, success stories, and outcomes that highlight the value and flexibility of UC Online programs.
• 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.
• Leverage audience segmentation and behavioral insights to personalize campaign messages, ensuring relevance and impact across diverse audiences.
• Ensure digital marketing campaigns comply with industry standards and university policies, including accessibility guidelines (e.g., WCAG), to reach a broader audience and promote inclusivity in marketing efforts.
• 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.

Additional Essential Functions

• 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.
• Define and track KPIs for campaigns, including cost-per-lead, lead-to-enrollment conversion rates, and ROI, with a focus on achieving enrollment and retention goals.
• 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.
• A minimum of three (3) years of experience in higher education marketing, with a specific focus on engaging non-traditional learners.

Physical Requirements/Work Environment