Digital Media Manager - Digital Learning at UT - UTK

The primary purpose of this position is to develop, optimize, and scale digital marketing strategies to meet and exceed enrollment goals for multiple high-profile academic programs at the University of Tennessee, Knoxville. This role requires an in-depth understanding of the digital ecosystem, including hands-on experience in channels such as paid search, social, display, video, and audio; familiarity with Demand Side Platforms (DSPs); and proficiency in executing paid campaigns with large budgets. The ideal candidate will have experience creating and executing lead generation or other performance marketing campaigns and in-depth knowledge of conversion rate optimization techniques.

The individual in this role performs varied duties and assignments requiring professional judgment and works on complex projects demanding evaluation, originality, and ingenuity in approach. Responsibilities include deciding on the creative direction and visual tone of marketing materials, determining design formats that align with budgets and overall marketing plans, and integrating multiple sources to create cohesive communications and marketing strategies. Work assignments typically have a moderate to high visibility profile, scope, and impact.

Collaboration is key in this role, as the individual will work closely with the Agency of Record to manage media plans, budgets, and pacing, ensuring strategic alignment of targeted campaigns for optimal performance and efficiency. A significant aspect of this role involves leveraging data-driven insights for continuous campaign improvement, requiring skills in A/B testing coordination, performance analysis, and actionable reporting. Additionally, the individual will pursue innovative approaches to explore and establish new marketing channels, contributing to a dynamic and evolving paid media mix