Digital Marketing Specialist, College of Communication and Information - UTK

The College of Communication and Information (CCI) at the University of Tennessee, Knoxville, seeks applications for an exempt, full-time digital marketing specialist to join CCI’s Office of Communications and Marketing. This role is pivotal in driving the digital presence and engagement for CCI.

Responsibilities include developing and executing a digital content strategy for social media and email marketing campaigns; providing support for website edits and form creation; monitoring engagement across all digital platforms; and supporting in graphic design. The position will also serve as the primary liaison for the university's digital marketing vendor, developing and executing a comprehensive recruitment strategy for the college's undergraduate and graduate programs.

Reporting to the Director of Communications and Marketing, the digital marketing specialist will collaborate with colleagues across CCI and to enhance marketing and outreach, with a focus on student recruitment/retention and donor relations. The position requires a commitment to accuracy, meeting deadlines and support for effective relationships with campus and external constituencies. This position must be a creative thinker, visionary, and team player.

• Develop and implement an online recruitment campaign strategy (Google ads, LinkedIn, targeted social ads etc.) for prospective students.
• In alignment with the associate dean for academic affairs and student success, develop and implement social media marketing campaigns to support student recruitment strategies.
• Serve as the primary account holder and manage planning and execution of all social media activity on the college's social media platforms.
• Plan, create, and share timely and relevant content to audiences across all college social media platforms.
• Actively monitor comments, mentions, conversations, and tags to maximize user engagement and support the reputation of CCI.
• Monitor engagement across all digital platforms and provide periodic analytics and insights (in the form of monthly, quarterly, and annual engagement reports) to team and leadership to identify successes and make changes to content strategy to improvements.
• In coordination with CCI’s communications and marketing team and university’s digital marketing vendor, track performance of digital marketing campaigns, making recommendations for improvements.
• Understand audience behavior and actively build and engage social media audiences through established and emerging platforms.
• Manage college-level student social media takeovers.
• Develop and implement a social strategy around digital fundraising in partnership with CCI's advancement team.
• Attend events, as needed, to photograph/video for social media platforms.
• Provide support to the Communications and Marketing team in website edits, content updates, web forms etc.
• Maintain and update targeted distribution lists of peers for e-newsletters.
• Monitor engagement and revise content to improve engagement.
• Conduct ongoing research of digital activity of peer, target, and aspirational institutions to help inform and evolve team's strategy and awareness. Advise team on required improvements and lead execution.
• Lead, develop, and execute all internal/external email marketing campaigns for CCI and supporting units.
• Maintain content calendars and evaluates the effectiveness of digital communications in achieving the objectives of CCI among diverse audiences and stakeholders.
• Make decisions on look and feel of templates for e-newsletters; build and distribute e-newsletters to targeted audiences, including creating and editing customized content.
• Meet as part of team and individually with CCI's supporting units to discuss needs, audience, content, and functionality of all pieces and provide advice and feedback to clients based on industry standards and best practices.
• In coordination with the Communication and Marketing team, write, design graphics, edit, and prepare copy and multimedia content for social media, websites, e-newsletters, and other future platforms that meet the established CCI brand identity.
• Determine content order and audience segments to maximize performance.
• On behalf of team, directly liaise with campus partners to maximize content placement and elevation.
• Ensure all content is on-brand, consistent in terms of style, quality, and tone of voice, optimized for search, and adapted for multiple platforms.