About this role
Responsibilities:
Website operations
- Own day-to-day website operations including content updates, backups, performance monitoring, and on-call response for site issues
- Manage WordPress CMS including updates, plugins, themes, and third-party integrations
- Build and maintain reusable components and code libraries for efficiency and scalability
- Ensure website is responsive, accessible, and optimized across all devices and browsers
- Monitor and automate lead capture forms and ensure all submissions route correctly to the CRM and sales reps
- Define and track website success metrics including prospect engagement and time-on-site
- Support website accessibility by maintaining digital content and web resources in alignment with accessibility standards and best practices
- Partner with design to translate brand concepts into best-in-class web experiences
Search engine optimization
- Develop and execute a comprehensive SEO strategy aligned with pipeline and revenue objectives
- Own technical SEO including site architecture, crawlability, indexation, page speed, and mobile responsiveness across all digital properties
- Conduct ongoing keyword research, competitive analysis, and market trend monitoring
- Optimize landing pages, metadata, and internal linking for performance
- Partner with content team to integrate SEO best practices into all digital content initiatives
- Report on SEO performance on a regular cadence and adjust strategy accordingly
- Manage and direct agency partners where applicable
Conversion rate optimization (CRO)
- Own conversion rate optimization strategy across the website and landing pages, driving continuous improvement in visitor-to-lead conversion
- Design, execute, and analyze A/B and multivariate tests on landing pages, forms, calls-to-action, and key conversion paths
- Use heatmaps, session recordings, and behavioral analytics to identify friction points and drop-off in the conversion funnel
- Optimize page layouts, forms, and calls-to-action based on testing results and user behavior data
- Partner with content and design to translate CRO insights into higher-converting page experiences
- Establish conversion benchmarks by page and funnel stage, and report on performance trends over time
- Collaborate with sales on lead quality feedback to continuously refine targeting, messaging, and on-page experience
Email marketing
- Own all email marketing execution in Pardot; build and maintain automated nurture workflows tailored to buyer personas and long higher ed sales cycles
- Manage all email drops to narrow and broad segments, including time-sensitive sends, with precision and compliance
- Conduct A/B and multivariate testing on subject lines, content, and send times, and share results to build a culture of continuous improvement
- Monitor and report on email performance metrics: open rates, CTR, conversions, deliverability, leads, and pipeline influence
- Ensure compliance with CAN-SPAM, GDPR, and email best practices
- Maintain email list hygiene and database health on an ongoing basis
Reporting and pipeline visibility
- Own reporting on marketing-generated leads and pipeline performance within Salesforce
- Build and maintain dashboards tracking lead volume, conversion, and pipeline influence by channel and campaign
- Partner with Sales to ensure accurate campaign attribution and lead source tracking within Salesforce
- Deliver a regular reporting cadence to Marketing and Sales leadership on lead-to-pipeline performance, surfacing trends and opportunities for optimization
Paid media
- Manage a targeted paid media budget across select platforms (e.g. LinkedIn, Google) in support of key campaigns
- Own campaign setup, audience targeting, and ongoing optimization within budget
- Monitor and report on paid performance metrics: CTR, CPL, conversions, and pipeline influence
- The responsibilities listed above are representative of the role and may be adjusted to meet organizational priorities.
Qualifications & Requirements:
- 7+ years in a digital marketing, marketing operations, or demand generation role with hands-on ownership of website CMS and Pardot
- Proven experience managing WordPress at an operational level: CMS administration, plugin management, integrations
- Strong SEO background including technical SEO, keyword strategy, and performance reporting
- Experience with conversion rate optimization, including A/B testing, landing page optimization, and funnel analysis
- Experience building and managing automated email nurture programs in Pardot or equivalent marketing automation platforms
- Experience building and maintaining reports and dashboards in Salesforce, particularly around lead and pipeline performance
- Highly analytical, comfortable owning dashboards, attribution reporting, and pipeline data
- Able to manage multiple workstreams simultaneously without losing quality or deadlines
- Naturally curious with a strong attention to detail
- Self-directed and comfortable operating without a large team; this is a high-ownership individual contributor role
Preferred Qualifications:
- Experience in higher education, edtech, or complex B2B services with long sales cycles
- Working knowledge of paid media platforms (e.g. LinkedIn Ads, Google Ads) and experience managing a targeted budget
- Experience with Google Analytics and/or equivalent web analytics and testing tools
- Experience working within a Salesforce environment (e.g. lead routing, form integrations) as it relates to marketing systems
- Experience with HEP or similar higher ed contact databases
- Exposure to ABM strategy and execution