The Digital Marketing Manager reports to the Director of Digital Marketing and Communications and is responsible for executing, measuring, and optimizing integrated digital marketing and communications initiatives. The position leads digital marketing at the intersection of creative strategy and data analysis, using audience and performance insights to strengthen Wesleyan's brand and reputation and support Admission recruitment across web, search, email, social media, digital advertising, and emerging channels.
The Digital Marketing Manager is both a hands-on marketer and a strategic partner to content, creative, web, and social media colleagues. The manager turns data into clear recommendations about audiences, content, creative execution, channel mix, and investment; builds reliable reporting systems that support decision-making; and evaluates AI-enabled, automated, and business-intelligence tools with appropriate human validation and attention to privacy, security, accessibility, and University policy.
Responsibilities include:
- Develop and implement integrated digital marketing strategies that align paid and organic activity with Wesleyan’s brand, reputation, and Admission recruitment goals, partnering with web, social media, email, editorial, media relations, video, and creative colleagues to connect audience strategy, content, and channel planning around shared University Communications objectives.
- Plan, launch, manage, and optimize paid campaigns across Google Ads, Meta, TikTok, LinkedIn, YouTube, and other appropriate platforms; recommend channel mix, targeting, creative, landing-page strategy, and investment levels; monitor performance to identify opportunities or underperformance and implement timely changes; and manage budgets, media plans, forecasts, pacing, invoice documentation, and vendor and platform relationships while evaluating efficiency and return on investment.
- Create campaign measurement plans and maintain consistent tracking standards, including campaign naming, UTM governance, conversion definitions, GA4 and Google Tag Manager events, audience segmentation, attribution assumptions, and data-quality checks; design and assess A/B and multivariate tests for creative, messaging, calls to action, landing pages, email, and audiences, translating findings into clear recommendations.
- Lead cross-channel analysis and establish a regular reporting cadence using data from web, social media, paid media, email, and University systems (including GA4, Google Ads, Sprout Social, Salesforce Marketing Cloud, and Slate); develop dashboards, campaign readouts, and leadership-ready reports that explain what the data shows, its limits, and what action should follow; and, with Admission, connect marketing engagement to recruitment milestones from awareness through enrollment while protecting individual privacy.
- Supervise the Social Media Manager, setting priorities, aligning organic and paid social media strategy with broader University Communications goals, providing feedback and performance-data guidance, and supporting professional development.
- Evaluate and implement AI-enabled analytics, reporting automation, forecasting, and insight-generation tools, validating outputs, documenting methodologies, and keeping human judgment central; monitor changes in digital advertising, analytics, privacy, search, SEO, answer-engine and AI discovery, and recommend practical pilots and process improvements; and ensure work follows Wesleyan brand standards and requirements for accessibility, privacy, data security, records management, and ethical use of data and AI.
- Perform other duties as assigned.
This position is required to work 100% on campus.
Minimum Qualifications
- Bachelor’s degree in marketing, communications, or a related field and at least seven years of progressively responsible experience in digital marketing, integrated campaign management, marketing analytics, or a closely related field, or an equivalent combination of education and experience.
- Demonstrated proficiency in social media platforms, publishing and management tools, content formats, audience engagement practices, and emerging trends to guide content development, evaluate execution, and provide informed direction to the Social Media Manager.
- Demonstrated experience using audience and performance data to inform creative strategy and optimize integrated paid and organic digital campaigns tied to measurable organizational goals.
- Hands-on experience with digital advertising platforms such as Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, TikTok Ads Manager, or comparable tools.
- Demonstrated proficiency with GA4 and experience with Google Tag Manager, Looker Studio or another business-intelligence platform, and spreadsheet-based analysis.
- Strong analytical and critical-thinking skills, including the ability to combine data from multiple sources, identify limitations, and turn findings into practical recommendations for marketing, content, and creative decisions.
- Experience using AI-assisted or automated tools for marketing analysis, reporting, optimization, or workflow improvement, with the judgment to validate outputs and protect sensitive information.
- Demonstrated ability to manage budgets, vendors, timelines, and multiple campaigns simultaneously while maintaining accuracy and attention to detail.
- Excellent written, verbal, and visual communication skills, including the ability to translate complex data into clear recommendations for creative, content, channel, and leadership partners.
- Demonstrated ability to collaborate across creative, content, web, social media, and digital teams; influence and coordinate work in a decentralized organization; and supervise a direct report.
- Demonstrated commitment to work within a diverse environment and interact openly and respectfully with individuals of different backgrounds.
Preferred Qualifications
- Digital marketing or analytics experience in higher education, Admission or enrollment marketing, nonprofit communications, or another mission-driven organization.
- Experience with Google Ad, Sprout Social, Slate, Salesforce Marketing Cloud, Supermetrics, BigQuery, or comparable platforms and data connectors.
- Experience designing or rebuilding cross-channel dashboards and automated reporting workflows using Looker Studio, Power BI, Tableau, or emerging AI-enabled analytics tools.
- Experience with SEO, answer-engine optimization, content discoverability, conversion-rate optimization, and landing-page testing.
- Knowledge of digital accessibility, privacy, consent, data governance, and responsible AI practices relevant to marketing and communications.
Position is open until filled. For full consideration, please apply by November 8, 2026 when first review of applications will begin.
Applicants must submit a cover letter and resume.
Work Location: On Campus
All offers to external applicants are contingent on the candidate’s completion of a pre-employment background check screening to the satisfaction of Wesleyan University.
