Digital Marketing Specialist

Seat Purpose

Drive measurable enrollment outcomes for Tassel clients by executing and optimizing paid media and AI-driven search visibility strategies that generate qualified inquiries, tours, and enrollments.

This role translates strategy into execution across paid media and AI SEO channels, ensuring campaigns are aligned to each school’s positioning, messaging, and enrollment goals.

Core Outcomes (What Success Looks Like)

The Digital Marketing Specialist is accountable for:

Increasing qualified inquiries and tour volume for assigned clientsImproving cost per inquiry and cost per tour over timeExecuting and optimizing visibility across search and AI platforms (Google, ChatGPT, Gemini, Perplexity, Claude, and Grok)Maintaining high-performing, optimized paid media campaignsProviding clear, actionable insights that inform client strategy and investment decisions

Key Roles & Responsibilities

1. Campaign Execution & Optimization

Own execution across all paid and AI-search channels:

Build, launch, and manage campaigns across:Google Ads (Search, Display, YouTube)Meta Ads (Facebook and Instagram)Retargeting and remarketing platformsExecute AI-SEO strategies to improve visibility across traditional and AI search environmentsWrite and refine high-performing ad copy aligned to school messaging and positioningContinuously optimize campaigns based on performance dataImplement structured A/B testing across creative, targeting, and funnel componentsManage budgets to maximize return and efficiency

2. Strategy Translation & Alignment

Bridge strategy to execution:

Partner with Enrollment Marketing Managers (EMMs) and Strategists to:Translate defined client strategy into campaign plansAlign campaigns to enrollment goals, Age-and-Stage® grade-level priorities, and messagingEnsure campaigns reflect:School identity and positioningParent motivations and decision driversGeographic and demographic targeting priorities

3. Performance Analysis & Insights

Drive clarity through data:

Monitor campaign performance daily and weeklyIdentify trends, risks, and opportunities earlyProvide clear recommendations to improve:Conversion ratesLead qualityFunnel efficiencyBenchmark performance against:Historical dataIndustry standardsCompetitive landscape

4. Reporting & Communication

Create visibility and trust:

Deliver monthly performance reports with:Key metricsInsightsStrategic recommendationsTranslate data into plain language for internal teams and clientsSupport EMMs in client conversations with clear performance narrativesCommunicate proactively when performance shifts or issues arise

5. Systems, Process, and Scale

Help Tassel scale effectively:

Document campaign structures, workflows, and best practicesContribute to standardized campaign frameworks and templatesIdentify opportunities to improve efficiency through tools, automation, and AIContribute to the improvement of scalable digital solutions with Tassel’s offerings

Seat Metrics (Scorecard)

This role is measured by:

Cost per inquiry (by client and campaign)Cost per tour (when available)Conversion rate (click to inquiry)Lead quality indicators (aligned with EMM feedback)Campaign performance vs targets (ROAS or equivalent outcome metrics)On-time delivery of reporting and campaign execution

Capabilities & ExperienceRequired

3+ years managing paid media campaigns (Google Ads and Meta Ads)Strong understanding of:Paid search and paid socialConversion tracking and funnel optimizationAI SEO / SEO fundamentalsExperience managing multiple campaigns across clients or accountsAbility to interpret data and translate into action

Preferred

Experience in K-12 education or enrollment marketingFamiliarity with AI-driven search (AEO, GEO)Experience with CRO and landing page optimization

Technical Skills

Google Ads, Meta Ads platformsGoogle Analytics (GA4)Google Tag Manager, Meta Pixel, UTM trackingAI Visibility and Reporting ToolsKeyword research tools (SEMrush preferred)Spreadsheet proficiency (Google Sheets or Excel)Working knowledge of website structure and content strategy

Tools & Environment

SEMrushLeadsieAvidTrackCometlyRankPromptBrightLocalChatGPT, Claude, Gemini, and other AI toolsTassel internal systems (Via)HubSpot (preferred)

Working Competencies

Executes Strategy with ClarityTranslates high-level strategy into structured, actionable campaigns aligned to defined outcomesOwns OutcomesTakes responsibility for performance results, not just task completion; proactively identifies and solves problemsAttention to Detail & Follow-ThroughMaintains accuracy across campaigns, tracking, and reporting while consistently closing loopsManages Priorities EffectivelyHandles multiple campaigns and deadlines without sacrificing quality or performanceCommunicates with ClarityClearly explains strategy, performance, and recommendations to both technical and non-technical stakeholdersWrites with PurposeProduces clear, compelling ad copy and messaging aligned to audience motivations and campaign goalsLearns and Adapts QuicklyStays current with changes in digital marketing and AI-driven search, applying new insights to improve performance

Team Structure

Reports to: Digital Marketing Director

Works closely with:

Other Digital Marketing SpecialistsEnrollment Marketing Managers (EMMs)Enrollment Marketing StrategistsProduction, Content, Design, and Web teams

Time Allocation (Target)

Campaign Execution & Optimization: 60%Analysis & Reporting: 25%Internal Communication & Admin: 15%

Salary range: $60,000–$75,000 annually, based on experience, technical proficiency, and demonstrated success managing performance-driven campaigns across multiple client accounts.