The Performance Marketing Analyst serves as the subject matter expert for driving digital marketing, web content optimization and accessibility activities. Will be charged with designing and maintaining a rigorous analytics process to ensure all digital campaigns and site improvements are correctly setup, measured, and reported to internal partners. Responsible for monitoring and analyzing our accessibility metrics along with driving usability fixes as part of an overall content strategy.

This position is onsite at our Stephenville, Texas campus. Work hours are Monday to Friday; 8:00 AM â“ 5:00 PM or as work requirements indicate. This position requires work beyond normal business hours, weekends, and holidays. Some travel may be required. Must have the ability to work remotely at the request of the university in times of inclement weather or other special circumstances.

Responsibilities:

Digital Marketing/Analytics (50%)

• Manages campaign request process as part of web operations intake.

• Leverages public website, social media, and online communities to help increase visibility, interest, and relationships with Tarleton State University and its colleges and divisions.

• Deploys, maintains, and optimizes ongoing performance marketing initiatives.

• Assists in the planning, promotion and placement of special events, stories with appropriate print/electronic media, including those that benefit from social media exposure.

• Leads, monitors, analyzes, and evaluates social media platforms for the university and president accounts, providing strategic planning that suggests new ways to engage target markets via existing and emerging interactive technologies.

• Reports on campaign project statuses regularly and adjusts priorities as needed.

• Works with enrollment management and outside vendors as needed on campaign launches (i.e. content creation, media uploading, distribution, analytics).

Web Content Writing/SEO (30%)

• Manages online web content updates, while participating in the production of podcasts, e-newsletters, blogs, and other approved initiatives with a strategic content focus.

• Assists in analyzing social media efforts quantitatively to drive recommendations.

• Provides guidance on writing for the web to the team and our MarCom partners to help elevate our SEO rankings and digital engagement.

• Develops training materials on marketing, web strategy, use of digital tools, and general professional development for internal stakeholders.

• Performs other related duties as assigned.

Accessibility (20%)

• Manages the accessibility standard operating procedure and participates in executing the tasks assigned to Web Operations.

• Owns process and execution of accessibility audits for public website.

• Monitors and reports on our accessibility scores, putting a plan in place for continuous improvement.

• Responds to Office of Civil Rights (OCR) requests related to accessibility.

• Helps triage accessibility issues received through our website, working with digital accessibility officers to build and/or help communicate new solutions that improve usability for everyone.

Education and Experience:

• Bachelor's degree or equivalent experience required; bachelorâ™s degree in marketing, computer science, management, or technical field preferred; Masterâ™s degree a plus

• 6+ years of proven leadership success in news, marketing, social media, program management for multiple products/brands/entities

• Digital marketing expertise (website analytics, paid search, social media, SEO) and media buying

• Proficiency using marketing automation tools (e.g. Salesforce, Emma, Eloqua, Google Ads, Meta Ads Manager, or similar)

• Familiarity with accessibility guidelines (WCAG 2.1 AA) and audit tools/plugins (e.g. Siteimprove, WAVE, Lighthouse)

Preferred Knowledge, Skills and Abilities:

• Excellent MS Office skills with special emphasis on Excel and PowerPoint

• Measurement of traditional marketing tactics (out-of-home, print, etc.)

• Data retrieval and manipulation using SQL queries a plus

• Tableau and/or other data visualization tools a plus

• Higher education experience preferred

Other Requirements:

Position is onsite (hybrid potentially in the future)

Work hours: Mon-Fri; 8:00 AM â“ 5:00 PM or as work requirements indicate; This position may require work beyond normal business hours, weekends, and holidays

Some travel may be required

Compensation & Benefits

Salary: Commensurate with experience

Salary Range:

The target base annual salary range is $58,846.80 to $78,090 and may be negotiable based on funding availability and candidate experience/skillset in relation to the minimum requirements of this position. Tarleton State University offers a career filled with purpose and opportunity in addition to competitive wages. As part of the Tarleton family, the following benefits are also available to full time and qualifying part time employees:

Educational Benefits - employee perks that help enrich, grow, and foster career and professional development:

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  About Tarleton State University

  Tarleton’s VisionTarleton State University will be the premier comprehensive regional university in the nation, dedicated to education, service and research. It is committed to being a university of opportunity for all students and believes it has a responsibility to drive regional innovation and job creation for all graduates.About Tarleton State UniversityTarleton’s innovative and transformative approach provides more than knowledge. Through real-world experiences and effective teaching, research, scholarship and service, students gain the know-how for promising careers, no matter their field of study.Tarleton has evolved into the near-perfect model of size, academic scope and affordability. Founded in 1899 and part of The Texas A&M University System since 1917, it combines the resources of a major public institution — more than 100 undergraduate and graduate degree programs, cutting-edge academic facilities, faculty experts — with its own brand of personal attention, history and community to be a first-choice destination for students across North Texas and beyond.Students can choose to study in one of seven colleges — Agricultural and Environmental, Business Administration, Educ...ation, Graduate Studies, Health Sciences and Human Services, Liberal and Fine Arts, and Science and Technology.The primary campus is in Stephenville, which consistently ranks as one of the best small towns in America. Additional locations are in Fort Worth, Waco, Midlothian and Bryan, complemented by a fully online Global Campus.Students come to Tarleton from around the world, representing some 30 countries and nearly every state in the U.S., and leave as moral, ethical thinkers with civility and integrity who contribute meaningfully to a global society.Tarleton State University is an Equal Opportunity/Affirmative Action/Veterans/Disability Employer. Students may select areas of study from six colleges: Agricultural and Environmental Sciences, Business Administration, Education, Graduate Studies, Health Sciences and Human Services, Liberal and Fine Arts, and Science and Technology.More than 60 bachelor's programs and 30 graduate degrees, featuring doctoral studies in educational leadership, have led more than 13,000 students from 45 states and more than 20 foreign countries to make Tarleton State their collective choice for a college education.Tarleton's research centers are daily searching for solutions to global problems. For instance, the Texas Institute for Applied Environmental Research conducts analyses to address environmental issues facing the state and nation, while the Southwest Regional Dairy Center, using an almost $1 million grant, is working on ways to turn animal waste into a viable energy source.Tarleton's blueprints for a brighter-than-ever future include a new applied sciences building with engineering laboratory space on campus in Stephenville, a new academic building on the university's planned 80-acre Fort Worth campus near Chisolm Trail Parkway, and $24 million in upgrades and improvements to the institution's venerable Memorial Stadium.Tarleton State University is an Equal Opportunity/Affirmative Action/Veterans/Disability Employer.

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