Southern Methodist University
Digital Marketing Specialist II
Southern Methodist University, Dallas, Texas, United States, 75215
Salary Range:
Salary commensurate with experience and qualifications
About SMU
SMU’s more than 12,000 diverse, high-achieving students come from all 50 states and over 80 countries to take advantage of the University’s small classes, meaningful research opportunities, leadership development, community service, international study and innovative programs.
SMU serves approximately 7,000 undergraduates and 5,000 graduate students through eight degree-granting schools: Dedman College of Humanities and Sciences, Cox School of Business, Lyle School of Engineering, Meadows School of the Arts, Simmons School of Education and Human Development, Dedman School of Law, Perkins School of Theology and Moody School of Graduate and Advanced Studies.
SMU is data driven, and its powerful supercomputing ecosystem – paired with entrepreneurial drive – creates an unrivaled environment for the University to deliver research excellence.
Now in its second century of achievement, SMU is recognized for the ways it supports students, faculty and alumni as they become ethical, enterprising leaders in their professions and communities. SMU’s relationship with Dallas – the dynamic center of one of the nation’s fastest-growing regions – offers unique learning, research, social and career opportunities that provide a launch pad for global impact.
SMU is nonsectarian in its teaching and committed to academic freedom and open inquiry.
About the Department:
Perkins School of Theology is one of the 13 seminaries of The United Methodist Church and one of only five university-related United Methodist theological schools, located in the heart of Dallas, Texas, with an extension program in Houston/Galveston. The faculty and staff of Perkins are committed to our mission of equipping persons for faithful leadership and Christian ministry in a changing church and society. Students study with a faculty, diverse both culturally and in theological perspective, in the School's graduate degree and certificate studies programs. Perkins is Wesleyan by tradition, United Methodist by affiliation, inclusive of diverse Christian expressions, and welcoming of all. The oldest graduate professional School at Southern Methodist University, Perkins embraces its setting in the Southwestern United States while seeking to make theological education accessible, through in-person, hybrid, and distance learning, to students from the region, the nation, and around the world.
About the Position:
This role is an on-campus, in-person position.
The Digital Marketing Specialist II will design, implement, and manage digital marketing strategies that enhance brand awareness, drive engagement, and generate leads to support Perkins School of Theology’s mission and strategic objectives. The ideal candidate will bring practical expertise in digital channels and will be actively involved in executing content marketing, social media, email campaigns, SEO, and paid advertising efforts using various platforms. The specialist will also manage website content using the University’s content management system (CMS) and contribute to Perkins’ upcoming website enhancement project, offering insight into content strategy, user experience, and accessibility.
Essential Functions:
Digital Strategy Development & Execution – Develop and execute a comprehensive digital marketing strategy that aligns with institutional priorities and KPIs; Conduct market research to identify target audiences and assess competitive positioning; Translate strategy into day-to-day campaign execution, testing, and performance optimization.
Content Marketing - Plan, create, and manage digital content, including blogs, videos, graphics, and social media posts; Ensure all content is optimized for search and consistent with brand guidelines; Design digital graphics using template-based platforms such as Canva or similar tools for use across email, web, and other digital channels; Manage content and updates to the website.
Inbound Marketing - Develop and manage inbound marketing campaigns to attract, engage, and convert leads organically; Create content assets (e.g., whitepapers, eBooks, blogs, case studies) that provide value to prospects and help nurture them through the prospective student lifecyle; Set up lead nurturing workflows, segmentation, and personalized content based on audience behavior.
Social Media Management – Develop and manage both organic and paid social media strategies; Maintain content calendars, oversee posting schedules, and respond to engagement trends; Create social media-specific visuals and short-form videos using template-based design and editing tools; Monitor performance and adjust tactics to meet audience engagement and lead generation goals.
SEO & SEM Management – Develop and implement SEO strategies to improve organic search performance and increase site visibility; Apply SEO best practices across all digital content, including keyword optimization and metadata; Plan, execute, and optimize paid advertising campaigns on platforms such as Google Ads and Meta, including audience targeting, ad copy development, and performance tracking.
Email Marketing - Plan and execute targeted email marketing campaigns to nurture leads and drive conversions; Manage email lists, segment audiences, and personalize content to improve engagement; Analyze email performance and make data-driven adjustments to optimize results.
Agency Coordination for Lead Generation Campaigns - Act as the primary point of contact with external agencies for lead generation campaigns, managing campaign briefings, deliverables, and timelines; Provide agencies with clear direction on campaign objectives, target audience, brand guidelines, and budget constraints; Monitor agency performance, review campaign metrics, and adjust strategies to improve lead acquisition and ROI.
Digital Advertising & Budget Oversight - Allocate and manage paid media budgets across platforms to ensure cost-effective performance; Plan and optimize digital ad campaigns to maximize reach, conversions, and return on investment; Adjust spending strategies based on performance data and institutional priorities.
Analytics and Reporting - Track, analyze, and report on the performance of all digital marketing campaigns using tools like Google Analytics 4 (GA4), social media insights, and CRM dashboards; Provide actionable insights and data-driven recommendations to improve campaign effectiveness; Regularly report on KPIs, communicate results to stakeholders, and identify opportunities for ongoing optimization.
Minimal evening/weekend hours may be required.
Content Marketing - Plan, create, and manage digital content, including blogs, videos, graphics, and social media posts; Ensure all content is optimized for search and consistent with brand guidelines; Design digital graphics using template-based platforms such as Canva or similar tools for use across email, web, and other digital channels; Manage content and updates to the website.
Inbound Marketing - Develop and manage inbound marketing campaigns to attract, engage, and convert leads organically; Create content assets (e.g., whitepapers, eBooks, blogs, case studies) that provide value to prospects and help nurture them through the prospective student lifecyle; Set up lead nurturing workflows, segmentation, and personalized content based on audience behavior.
Social Media Management – Develop and manage both organic and paid social media strategies; Maintain content calendars, oversee posting schedules, and respond to engagement trends; Create social media-specific visuals and short-form videos using template-based design and editing tools; Monitor performance and adjust tactics to meet audience engagement and lead generation goals.
SEO & SEM Management – Develop and implement SEO strategies to improve organic search performance and increase site visibility; Apply SEO best practices across all digital content, including keyword optimization and metadata; Plan, execute, and optimize paid advertising campaigns on platforms such as Google Ads and Meta, including audience targeting, ad copy development, and performance tracking.
Email Marketing - Plan and execute targeted email marketing campaigns to nurture leads and drive conversions; Manage email lists, segment audiences, and personalize content to improve engagement; Analyze email performance and make data-driven adjustments to optimize results.
Agency Coordination for Lead Generation Campaigns - Act as the primary point of contact with external agencies for lead generation campaigns, managing campaign briefings, deliverables, and timelines; Provide agencies with clear direction on campaign objectives, target audience, brand guidelines, and budget constraints; Monitor agency performance, review campaign metrics, and adjust strategies to improve lead acquisition and ROI.
Digital Advertising & Budget Oversight - Allocate and manage paid media budgets across platforms to ensure cost-effective performance; Plan and optimize digital ad campaigns to maximize reach, conversions, and return on investment; Adjust spending strategies based on performance data and institutional priorities.
Analytics and Reporting - Track, analyze, and report on the performance of all digital marketing campaigns using tools like Google Analytics 4 (GA4), social media insights, and CRM dashboards; Provide actionable insights and data-driven recommendations to improve campaign effectiveness; Regularly report on KPIs, communicate results to stakeholders, and identify opportunities for ongoing optimization.
Minimal evening/weekend hours may be required.