Job Requisition Number: 25442. UC Berkeley Extension is the continuing education branch of the University of California, Berkeley. Extension offers more than 2,000 courses per year in a variety of subjects both online and in the classroom. Extension's administrative departments and units include student records (transcripts), registration, scheduling, international student services, facilities, financial services, and the cashier's office. In addition to the main Berkeley center, it has responsibility for the maintenance and operation of regional centers in San Francisco (Spear Street), and Belmont and other leased facilities in the San Francisco Bay Area.
The Marketing Department is a multi-function marketing service provider to the Extension school as well as other UC Berkeley Clients. It is responsible for the branding, enrollment, awareness building, and lead generation for over 100 programs. Once a primary point for transactional operations, the unit has shifted towards an entrepreneurial approach dedicated to solving complex problems, driving enrollments, and generating awareness for new programs. The goals and objectives of the Marketing Department are to provide excellent, comprehensive services to students, staff, faculty, and the general public in our efforts. The digital marketing team is responsible to meet these goals by paid advertising means, and works alongside a content marketing, recruitment & advising, and analytics/research team. The purpose of this is to help drive those enrollments through paid acquisition means and support other teams
OVERVIEW: The Digital Marketing Specialist works on a portfolio of programs ranging from short intensives to online masters’ degrees with a focus on managing, maintaining, and optimizing digital advertising campaign efforts across multiple channels, with an emphasis on Google AdWords. Day to day responsibilities include running campaigns to meet target KPIs, auditing and optimizing keyword lists, display targeting and bidding strategies, audiences, remarketing lists, and ad text; tracking progress meeting KPIs, enrollments, revenue, and ROI; taking correction action to improve metrics such as Conversion Rates, CTRs, Impression Shares, developing compelling ad copy; organizing account structure and syncing up campaigns across various channels; tracking and reporting on campaign results to stakeholders; monitoring competitive opportunities. The digital marketing specialist will have an opportunity to serve in a consultative role for SEO improvements, landing page optimizations, creative design, and digital analytics.
•Under general supervision, plans, develops and implements digital marketing and/or sales plans and strategies. •Ensures good customer service through providing appropriate information to answer questions, including providing data for reports to stakeholders •Researches and resolves problems, including campaign optimization, high CPCs, etc. •Regularly monitor Google Analytics & Google AdWords for insights into campaign performance, website performance, and other leading indicators. •Conducts basic market research and/or sales and generates and uses marketing and/or sales reports for the purposes of optimizing keyword lists, designing campaigns, etc. •Drafts and/or edits copy for display campaigns, AdWord A/b tests, website landing page optimizations•1-3 years of professional digital marketing experience with an emphasis on those who have worked in search engine marketing. •Solid knowledge of digital marketing best practices, concepts, and strategies •Knowledge of paid digital advertising channels, including GoogleAdWords (search and display), Facebook Ads, YouTube, and programmatic ads. •Familiarity with Google Analytics or any other web analytics platform, including creating custom reports and troubleshooting common •Familiarity with SEO best practices •Passion for educational products and continuing education •Knowledge of the campus, including its mission, vision, goals, and objectives •Written & interpersonal communication and client management skills. •Strong analytical and reporting skills, with an emphasis on Excel and comfort at regularly reporting key KPI’s •Bachelor’s degree in related area and/or equivalent experience/training This is a 2-Year Contract Position
The University of California was chartered in 1868 and its flagship campus - envisioned as a "City of Learning" - was established at Berkeley, on San Francisco Bay. Today the world's premier public university and a wellspring of innovation, UC Berkeley occupies a 1,232 acre campus with a sylvan 178-acre central core. From this home its academic community makes key contributions to the economic and social well-being of the Bay Area, California, and the nation.