• Involved in strategies, solutions, and execution to improve the usability, design, content, and conversion rates of online and eCommerce assets. • Responsible for ongoing website development, enhancements, and running the business maintenance of enterprise and Lines of Business (LOB) websites • Partner with Web development professionals while contributing to high-traffic, high-profile websites • Work with User Experience team members through the stages of design, development, QA testing, implementation, and maintenance • Adhere to best practices for maintaining front-end code • Translate user experience descriptions into front-end code that is cross-browser compatible • Provide assistance and web development consultation to other departments on web-related topics • Serve as the publisher of a website or page, accountable for accurate content and language • Incorporate search engine optimization (SEO) tactics into the content management support for the website • Gather information for needs assessments, and support the development of objectives and timelines for web projects • Implement and maintain webpage graphics; maintain themes, styles and images for websites

• Develop and execute PPC and SEO strategies aligned with business and lead generation goals • Plan, launch, manage, and optimize paid campaigns across platforms such as Google Ads and social media channels • Conduct keyword research, competitor analysis, and search trend monitoring to identify growth opportunities • Manage on-page, off-page, and technical SEO initiatives, including content optimization, site structure, indexing, and link-building strategies • Support website revamp and optimization projects, including UX improvements, content updates, and performance enhancements • Collaborate with designers, developers, and content team members to ensure SEO and conversion best practices are implemented across digital assets • Plan, create, and optimize email marketing campaigns, including newsletters, promotional campaigns, and lead nurturing sequences • Monitor and improve email marketing performance through segmentation, testing, and conversion optimization strategies • Analyze campaign and website performance data to identify actionable insights and improve ROI, conversions, and engagement • Support the development and optimization of high-performing landing pages, ad creatives, and user journeys • Conduct A/B testing across ads, landing pages, and email campaigns to improve marketing performance • Manage campaign budgets, forecasting, and reporting while ensuring efficient allocation of marketing spend • Stay current with digital marketing trends, platform updates, algorithm changes, and emerging best practices

• Own day-to-day website operations including content updates, backups, performance monitoring, and on-call response for site issues • Manage WordPress CMS including updates, plugins, themes, and third-party integrations • Build and maintain reusable components and code libraries for efficiency and scalability • Ensure website is responsive, accessible, and optimized across all devices and browsers • Monitor and automate lead capture forms and ensure all submissions route correctly to the CRM and sales reps • Define and track website success metrics including prospect engagement and time-on-site • Support website accessibility by maintaining digital content and web resources in alignment with accessibility standards and best practices • Partner with design to translate brand concepts into best-in-class web experiences • Develop and execute a comprehensive SEO strategy aligned with pipeline and revenue objectives • Own technical SEO including site architecture, crawlability, indexation, page speed, and mobile responsiveness across all digital properties • Conduct ongoing keyword research, competitive analysis, and market trend monitoring • Optimize landing pages, metadata, and internal linking for performance • Partner with content team to integrate SEO best practices into all digital content initiatives • Report on SEO performance on a regular cadence and adjust strategy accordingly • Manage and direct agency partners where applicable • Own conversion rate optimization strategy across the website and landing pages, driving continuous improvement in visitor-to-lead conversion • Design, execute, and analyze A/B and multivariate tests on landing pages, forms, calls-to-action, and key conversion paths • Use heatmaps, session recordings, and behavioral analytics to identify friction points and drop-off in the conversion funnel • Optimize page layouts, forms, and calls-to-action based on testing results and user behavior data • Partner with content and design to translate CRO insights into higher-converting page experiences • Establish conversion benchmarks by page and funnel stage, and report on performance trends over time • Collaborate with sales on lead quality feedback to continuously refine targeting, messaging, and on-page experience • Own all email marketing execution in Pardot; build and maintain automated nurture workflows tailored to buyer personas and long higher ed sales cycles • Manage all email drops to narrow and broad segments, including time-sensitive sends, with precision and compliance • Conduct A/B and multivariate testing on subject lines, content, and send times, and share results to build a culture of continuous improvement • Monitor and report on email performance metrics: open rates, CTR, conversions, deliverability, leads, and pipeline influence • Ensure compliance with CAN-SPAM, GDPR, and email best practices • Maintain email list hygiene and database health on an ongoing basis • Own reporting on marketing-generated leads and pipeline performance within Salesforce • Build and maintain dashboards tracking lead volume, conversion, and pipeline influence by channel and campaign • Partner with Sales to ensure accurate campaign attribution and lead source tracking within Salesforce • Deliver a regular reporting cadence to Marketing and Sales leadership on lead-to-pipeline performance, surfacing trends and opportunities for optimization • Manage a targeted paid media budget across select platforms (e.g. LinkedIn, Google) in support of key campaigns • Own campaign setup, audience targeting, and ongoing optimization within budget • Monitor and report on paid performance metrics: CTR, CPL, conversions, and pipeline influence • The responsibilities listed above are representative of the role and may be adjusted to meet organizational priorities.

• Own and manage the organization's presence across LinkedIn, Instagram, X (Twitter), and YouTube • Develop and execute monthly and quarterly social media content calendars • Conceptualize platform-native content formats • Publish, schedule, and manage content across channels • Conceptualize, shoot (where required), and edit short-form video content • Design visually compelling social media assets • Ensure all visual content adheres to the organization's brand guidelines • Track, analyze, and report on social media performance metrics • Manage routine content updates on the organization's website using a CMS platform such as WordPress • Translate research findings, field evidence, and program learnings into accessible, audience-appropriate content