Marketing Specialist

About the position

Binghamton University seeks an experienced marketing specialist to work within the Division of Communications and Marketing. The marketing specialist will report to the Director of Marketing as a key member of the division's marketing department. Collaborating with the Division and several departments across the University, the marketing specialist will help lead marketing initiatives to meet the University's goals while enhancing brand awareness.

Responsibilities

• Create and implement comprehensive marketing plans for academic programs that align with enrollment objectives and builds brand awareness for the university
• Manage and optimize multi-platform advertising campaigns on Google, Meta, TikTok, Snapchat and other relevant platforms to maximize reach and effectiveness
• Analyze, track, and report on the performance of marketing campaigns and initiatives, using qualitative and quantitative metrics to drive data-informed decision-making and continuous improvement
• Coordinate and collaborate with members of the division to develop compelling content to be used in campaigns and initiatives
• Ensure that all marketing messaging and content is consistent with the University's branding guidelines and resonates with target audiences
• Conduct market research and competitor analysis to identify trends and opportunities that can inform marketing strategies and initiatives
• Coordinate with external agencies when necessary to enhance campaign execution

Requirements

• Bachelor's degree in marketing, business administration, communications, or related field
• Three or more years of experience working in marketing, advertising or related field
• Experience with major advertising platforms (Google, Meta, TikTok, etc.) and their best practices
• Experience analyzing, interpreting and articulating key metrics related to marketing campaign performance
• Excellent interpersonal, verbal/written communication, and organizational skills
• Ability to work collaboratively within a team and independently

Nice-to-haves

• Experience in higher education marketing
• Experience working with advertising agencies to develop and execute marketing strategies
• Experience with tracking technologies, pixels, and analytics tools as they relate to advertising campaigns
• Experience with lead generation conversion funnels