Digital Marketing Analyst

Massachusetts College of Pharmacy and Health Sciences (MCPHS) is seeking a Digital Marketing Analyst to support the Enrollment Marketing and School of Professional Studies (SPS) teams in digital paid media campaigns. This role offers a flexible work arrangement with an on-campus presence every other Wednesday and occasional travel to local MCPHS and SPS events.

About the role

This position involves day-to-day management of paid media campaigns across multiple digital channels, performance analysis, vendor management, and strategic planning to support enrollment and business objectives.

Responsibilities

• Autonomously drive the day-to-day strategy, execution, optimization, and performance of paid media campaigns across SEM, Paid Social, Display, Video, CTV, Programmatic, and Audio.
• Manage campaign spend pacing, budget tracking, and reconciliation to ensure alignment with planned budgets.
• Own monthly campaign reporting and performance analysis through Looker Studio, integrating data across digital platforms and Salesforce to generate actionable insights.
• Manage vendor relationships and lead recurring performance meetings, proactively identifying new digital opportunities aligned with program and fiscal year goals.
• Develop and execute testing strategies across media platforms to drive continuous learning and improve campaign performance.
• Drive annual strategic planning, budget forecasting recommendations, and creative refresh initiatives with projected performance insights (impressions, clicks, leads, cost per lead, etc.).
• Maintain paid media best practices and stay informed on emerging platform capabilities, beta opportunities, and evolving campaign formats.
• Lead competitive analyses and market audits to evaluate positioning, identify opportunities, and optimize targeting strategies.
• Perform quarterly audits of digital marketing accounts to ensure campaign accuracy, consistency, and adherence to best practices.
• Partner closely with Enrollment Marketing and SPS teams to monitor progress toward enrollment and fiscal goals and adjust campaign strategies as needed.
• Work with creative and marketing stakeholders to develop compelling ad copy and messaging strategies that support enrollment and campaign objectives.
• Ensure all campaigns follow University tagging, tracking, and measurement standards to support accurate attribution and reporting throughout the marketing funnel.
• Own the strategy, performance, and ongoing optimization of paid media landing pages.
• Partner with the Digital Marketing Specialist to ensure landing page content, forms, and user experiences remain accurate, current, and fully functional.
• Identify and execute landing page testing opportunities to improve conversion rates and overall campaign performance.
• Analyze GA4 and user behavior data to evaluate landing page engagement and recommend enhancements that improve the user experience and conversion outcomes.
• Foster continuous skill development and professional growth.

Requirements

• Bachelor’s degree in Marketing, Communications, or a related field.
• Minimum of five (5) years of progressive experience managing multi-channel paid media campaigns across SEM, Paid Social, Display, and Video, including performance reporting, vendor management, and campaign strategy development.
• Strong proficiency with GA4 (Google Analytics 4) and Google Tag Manager for campaign measurement, tracking, and performance analysis.
• Excellent collaboration, communication, presentation, and written communication skills with the ability to work effectively across cross-functional teams.
• Strong desire for continuous learning, testing new initiatives, and personal growth.
• Proactive problem solver with the ability to work independently.
• Ability to manage multiple priorities and navigate shifting deadlines.

Preferred Qualifications

• Experience using Salesforce or related CRM platforms.
• Experience managing paid media campaigns within higher education.
• Relevant certifications (such as Google Ads, Google Analytics, etc.).
• Proficiency in Google Looker Studio.
• Experience with Conversion Rate Optimization (CRO), landing page testing, and website optimization strategies to improve lead generation and conversion performance.

Physical Requirements

• Typical office or administrative working conditions; primarily sedentary in nature with no special physical demands.
• Must be able to talk, listen, and speak clearly on the telephone.
• Work may require the ability to travel by car, air, and/or rail to local MCPHS and SPS events off-campus.