Digital Marketing Specialist (Information Technology Consultant - Career) - College of Professional and Global Education

Position Summary

The digital marketing specialist reports to the Director of Marketing and Communications as a member of the marketing team.

The specialist provides lead work for dynamic features and forms on the CPaGE website, management of the marketing automation platform, integrating customer relationship management (CRM), marketing automation and email marketing, and management and reporting of marketing analytics, including GA4.

The digital marketing specialist works closely with the CPaGE web designer and Information Technology Services (ITS) to ensure web functionality is current and in compliance with all SF State and CSU policies.

The specialist works closely with ITS and the CPaGE business analyst to ensure seamless integration of Campus Solutions and other databases with the website.

Position Information

Marketing Automation Platform Management

• Collaborates with content specialist to manage email nurture campaigns and timely enrollment emails.
• Creates campaigns, tags, engagement programs, forms, dynamic content, segmented lists and automations.
• Works closely with business analyst and / or CRM administrator to connect prospects to enrollees.
• Research improvements in marketing automation platform application at CPaGE.
• Manages all prospect lists, including importing prospects from forms, digital advertising and other external sources.

Website Content

• Creates dynamic website architecture and implements new user features in accordance with best practices.
• Integrates current and emerging web applications into website design.
• Creates forms using advanced features in Qualtrics and / or other relevant software.
• Works with leadership team as needed to enhance website functionality in accordance with college’s tactical decisions and strategic goals.
• Collaborates with ITS and Academic Technology (AT) to ensure CPaGE compliance with University and CSU IT policies and procedures.

Analytics Management and Reporting

• Builds / manages custom reports and dashboards (GA4, Engagement Studio, Looker Studio, etc.).
• Creates reports for stakeholders to assess enrollment and marketing strategies.
• Provides input and consultation to marketing and other teams around leveraging analytics and emerging technologies.
• Collaborate with business analyst on student information system queries.
• Collaborates with external marketing agencies / vendors on reporting.

Other Duties as Assigned

Minimum Qualifications

To enter this classification, a foundation of knowledge and skills in technical information systems and application program packages is a prerequisite.

This foundation would normally be obtained through a bachelor’s degree in computer science, information systems, educational technology, communications, or related fields, or similar certified coursework in applicable fields of study.

Foundation knowledge and skills for the Information Technology Consultant, depending on the nature of the position assignment, may include working knowledge of common software application packages, equipment platforms, reference database systems and sources, and training methods and a basic understanding of networks, data communication and multimedia systems.

The career level is broad and includes intermediate through senior level positions. Incumbents at this level work relatively independently and possess the experience to be fully proficient in performing most or all the work assignments defined for their position.

Typically, incumbents have acquired the requisite skills and knowledge through a combination of education, training, and progressive work experience to be able to demonstrate competence in independently applying technical judgment to standard and nonstandard applications and systems, solving a wide range of problems and developing practicable and thorough solutions, and using effective communication and listening skills.

Preferred Qualifications

• Bachelor’s degree in business, computer science, or related fields
• Knowledge of higher education enrollment and student information systems (Campus Solutions, Slate, Cal State Apply, preferable)
• Experience working collaboratively with various departments and stakeholders
• Core Competencies embody the following competencies :
• CRM and marketing automation platform administration experience (e.g., Salesforce, SFMC)
• Experience in dynamic web production and information design and delivery
• Demonstrated ability to create, maintain and improve dynamic (database-driven) websites
• Experience with current versions of HTML and its derivatives
• Ability to request appropriate queries and pull data for website, mailing lists and reports
• Demonstrated experience managing data collection and website traffic analysis tools (GA4, GTM) and preparing reporting dashboards such as Looker Studio
• Excellent attention to detail, organization and project management skills
• Effective oral, written and nonverbal communication skills
• Experience supporting lead-generation marketing campaigns, preferably in higher education

The person holding this position is considered a 'mandated reporter' under the California Child Abuse and Neglect Reporting Act and is required to comply with the requirements set forth in CSU Executive Order 1083 Revised July 21, 2017, as a condition of employment

Environmental / Physical / Special

This position requires working in the office a minimum of three days a week.

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