General Job Brief
The Digital Marketing Specialist serves as Arizona Christian University's primary digital advertising and lead generation strategist, managing paid media campaigns, search engine optimization (SEO), lead acquisition, and digital marketing analytics to advance undergraduate enrollment goals. This position is responsible for maximizing the effectiveness of the University's digital marketing investments by optimizing campaign performance, improving lead quality, managing relationships with lead-generation vendors, and identifying opportunities to increase qualified inquiries through data-driven decision-making.
The Digital Marketing Specialist develops, executes, and monitors digital marketing initiatives across multiple platforms, proactively recommending strategies that improve return on investment, increase conversion rates, and strengthen the University's enrollment pipeline.
This role also requires a comprehensive understanding of and commitment to the unique Christian mission and vision of ACU to Transform Culture with Truth, and the ability to advance that mission and vision through the performance of its duties, including person-to-person mentorship and discipleship.
Typical Duties:
Paid Digital Advertising
- Develop, manage, and optimize Google Ads and Meta advertising campaigns supporting undergraduate enrollment.
- Monitor campaign performance and adjust targeting, bidding strategies, budgets, keywords, and ad creative to improve results.
- Conduct A/B testing to improve click-through rates, conversion rates, and cost per inquiry.
- Manage digital advertising budgets responsibly while maximizing return on investment.
- Stay current on platform updates, advertising policies, and emerging best practices.
Search Engine Optimization (SEO)
- Conduct keyword research to identify opportunities for increasing qualified organic traffic.
- Collaborate with Marketing to implement SEO recommendations for enrollment-focused webpages and landing pages.
- Monitor keyword rankings and search performance using industry-standard SEO tools.
- Recommend strategies that improve search visibility and increase prospective student inquiries.
Lead Generation & Vendor Management
- Manage relationships with third-party lead generation vendors.
- Purchase and evaluate prospective student lead lists that support enrollment goals.
- Monitor lead quality, conversion rates, and vendor performance.
- Hold vendors accountable for agreed-upon performance metrics and recommend adjustments as needed.
- Identify new lead generation opportunities and evaluate potential vendor partnerships.
Campaign Performance & Reporting
- Monitor advertising performance using Google Ads, Meta Ads Manager, Manus, Element451, Google Analytics, and other reporting tools.
- Track key performance indicators including impressions, click-through rates, cost per click, cost per inquiry, cost per enrollment, and return on advertising investment.
- Prepare regular performance reports and recommendations for Enrollment leadership.
- Analyze campaign and lead source performance to guide future marketing investments.
Collaboration
- Partner with Enrollment and Marketing to align digital advertising strategies with recruitment priorities.
- Coordinate with creative staff to ensure advertising assets support campaign objectives.
- Perform other duties as assigned.
Brand and Reputation
- Always represent ACU in a professional and Christ-honoring manner.
- Ensure digital advertising reflects the University's biblical worldview and institutional brand.
- Exercise responsible stewardship of advertising budgets and marketing resources.
- Maintain confidentiality of enrollment data and prospective student information.
Other Duties and Responsibilities
- Completing other duties and tasks with utmost integrity and professionalism, as directed, and not necessarily mentioned in this description, may be asked on a volunteer basis.
- Commitment to the University’s faith statement, mission, and purposes; and an active Christian faith.
- Comfort and familiarity with the practice of praying with and for others, including students, faculty, and fellow University staff.
- The ability to meaningfully support and encourage students, faculty, and staff from a biblical worldview perspective, using relevant and applicable references from the Old and New Testaments and orthodox Christian writings.
- Demonstrated alignment with and enthusiastic support for the Christian Mission and Core Commitments of the University, including signing the University's Statement of Faith and Core Commitments annually.
Knowledge
Applicants should demonstrate experience with:
- Google Ads and Google Ads Editor.
- Meta Ads Manager.
- Search engine optimization (SEO) and keyword strategy.
- Google Analytics.
- CRM (Slate, Element, Ellucian, Salesforce, etc.)
- Marketing analytics dashboards
- Microsoft Excel or Google Sheets for campaign analysis.
Education and Experience
Required
- Bachelor's degree in Marketing, Digital Marketing, Business, Communications, or a related field.
- 2-3 years of professional experience managing Google Ads and Meta advertising campaigns.
- Demonstrated experience optimizing paid search and paid social campaigns.
- Experience with keyword research and search engine optimization.
- Strong analytical skills with the ability to interpret campaign performance and make data-driven recommendations.
- Experience managing advertising budgets and measuring return on investment.
Preferred
- Higher education enrollment marketing experience.
- Experience using Element451 CRM.
- Experience using Manus marketing analytics.
- Experience managing third-party lead generation vendors.
- Google Ads Certification and/or Meta Blueprint Certification.
- Experience producing fundraising or recruitment content for Christian or conservative political organizations.
Abilities & Skills
- Creative problem-solving and self-starter mindset.
- Strong interpersonal communication skills.
- Organization, time management, and ability to manage multiple projects and priorities.
- Adaptability in fast-paced environments and close attention to detail.
Physical Requirements
- Frequent walking across campus.
- Evening and weekend event coverage as needed.
- Local travel as required.
Time Required: 40 hours per week; Full-time on campus
Fair Labor Standards Act
This position is full-time and exempt from overtime pay provisions under the Federal Fair Labor Standards Act and any applicable state laws.