Digital Marketing Specialist

Tuesday, May 15, 2018
Michigan Virtual
Position Details: 

Position Title:                                           Digital Marketing Specialist
Reports To:                                               Marketing Manager
Department/Team:                                   Marketing & Communications
Supervisory Responsibilities:                None
FLSA Status:                                            Non-Exempt
Job Category:                                           Specialist II
Location:                                                   Lansing Office, Lansing, MI
Starting Pay:                                             $23.33/hour (negotiable based on education & experience)


The Digital Marketing Specialist supports the development of successful digital marketing initiatives and is responsible for analytic planning, execution, assessment and reporting of organizational outreach activities including improving websites’ search engine rank.  The Digital Marketing Specialist serves the primary lead for digital marketing at Michigan Virtual. The Digital Marketing Specialist is also responsible for the planning, implementation, and analytics of digital marketing campaigns.

  1. Create SEO strategy and launch SEO campaigns; identify areas of improvement.
  2. Perform keyword analysis; implement on company websites.
  3. Write effective call-to-action statements.
  4. Utilize basic programming and web design skills to enhance SEO.
  5. Contribute to website content and development efforts on the WordPress Platform.
  6. Develop, execute and analyze results for new marketing campaigns in the following direct to market areas:
    1. Paid search and pay per click channels including major search engine marketing and social media marketing.
    2. Affiliate and lead generation programs
    3. Online media campaigns (such as display and video)
    4. Paid social media campaigns
    5. Direct mail programs
    6. Offline media campaigns (such as TV, radio and print)
  7. Manages day-to-day activity of ongoing marketing programs.
  8. Evaluate traffic, landing page quality, content, design, and demographics of target audience when determining keywords and campaigns.
  9. Analyze landing page conversion rates and traffic to determine effectiveness.
  10. Develop and conduct A/B testing of creative assets to optimize campaign performance.
  11. Perform daily analysis and reporting on campaign results. (or as needed)
  12. Collaborate with key team members on campaigns, communications and account management to deliver superior marketing solutions.
  13. Take the lead on determining good ad buys from external publishers, ad networks..etc
  14. Collaborate with stakeholders on creating reports and dashboards to track ROI of various organizational initiatives, including investments in development and communication activities.
  15. Support ad-hoc requests for outreach data, reports and analysis.
  16. Other duties as assigned.


  • Bachelor’s degree in marketing, data science, or computer information systems.
  • Google Analytics Certification.
  • Google AdWords Certification.

REQUIRED EXPERIENCE (minimum requirements):

  • 3 to 4 years of demonstrated experience in a professional marketing environment.
  • 2 to 3 years of relevant experience managing paid search campaigns.


  • Direct involvement with digital marketing channels, inbound marketing and pixel implementation.
  • Development and implementation of SEO strategies.
  • Development and implementation of Google AdWords, Facebook, Twitter and LinkedIn paid advertising.
  • Google Display Network Certification
  • HubSpot Certification


  • Expert technical ability for aggregating, manipulating and analyzing data.
  • Quantitative skills with the ability to evaluate data objectively.
  • Successful experience in consumer marketing, statistical analysis, market research, marketing analytics and search, online and direct marketing.
  • Extensive experience in direct and digital marketing, ideally in an educational setting.
  • Able to combine an overall understanding of marketing techniques and a comprehensive knowledge sales related communications/media concepts, policies, practices and procedures.
  • Efficient, flexible, well organized, and able to handle a variety of duties simultaneously.
  • Ability to think critically and execute business decisions.
  • Effective project management skills and ability to meet the deadlines.
  • Excellent analytical skills with strong knowledge of Excel.
  • Excellent written and verbal communication skills.
  • Strong problem solving capabilities with ability to think big picture while maintaining excellent attention to detail.
  • Entrepreneurial approach, results-oriented and a proactive self-starter with a strong sense of pace and urgency.
  • Excellent business acumen, organizational assessment, creativity, interpersonal skills, and quantitative analytical abilities.
  • Outstanding communication skills and comfort with a diverse group of technical and non-technical people including senior executives, research, marketing, development, operations, customers and business partners.
  • Passion for analytics as well as awareness of emerging technology trends.
  • Demonstrated ability to communicate effectively across cultural boundaries and work harmoniously with diverse groups of stakeholders, students, teachers, and staff.
  • Demonstrated commitment to contribute to a safe work environment.
  • Ability to work a standard forty-hour week in the Michigan Virtual office in Lansing, MI. 

The work environment characteristics and physical demands described here are representative of those an employee encounters while performing the essential functions of the job.

  • The work environment is that of a typical office and/or classroom setting.
  • Sit in a normal seated or standing position in front of a computer for extended periods of time.
  • The noise level in the work environment is usually low to moderate.
  • Ability to see and hear within normal parameters.

This position description is a general statement of required major duties and responsibilities performed on a regular and continuous basis; it is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee.  This position description does not exclude other duties as assigned.

A successful candidate may be required to:

  • Submit to a criminal background check, if requested (conducted by outside party).
  • Submit and pass pre-employment substance abuse testing, if requested.
  • Provide a photocopy of their valid driver's license for tax purposes.
  • Present a Social Security Card for name veritification and payroll purposes.
  • Sign a copy of the Michigan Virtual Non-disclosure and Confidentiality Agreement and Michigan Virtual Acceptable Use Policy for Computing Resources.

Michigan Virtual is an equal opportunity, affirmative action employer.  Applications from women and minorities are encouraged.