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West Virginia University · 2 days ago

(Hybrid) Marketing Technologist - Enrollment Management

Morgantown, WV

Full-time

Hybrid

Mid Level

3+ years exp

West Virginia University is seeking a Marketing Technologist to serve as a strategic bridge between marketing, recruitment, enrollment management, and information technology. This role is crucial in ensuring the efficiency of the university's marketing technology ecosystem to support enrollment and revenue growth while providing insights for data-informed decision-making.

EdTechEducationUniversities

Responsibilities

Administer, optimize, and integrate the university’s marketing technology stack—including CRM, marketing automation, analytics, and advertising platforms—to ensure accurate tracking, attribution, and reporting of marketing performance

Partner with marketing, enrollment, and academic units to define key performance indicators (KPIs) and build reporting frameworks that measure the full student recruitment funnel, from inquiry through enrollment

Strategic planning for top-of-funnel activities, from inquiry (lead) generation through application

Execute the institutional name buy strategy levering various sources such as College Board, Encoura, Niche, and others

Manage the import, segmentation, and use of leads within Salesforce CRM

Ensure accuracy and consistency of lead and campaign data by coordinating with IT, Enrollment Management, and vendor partners to maintain clean data flows and resolve technical discrepancies

Evaluate campaign attribution models and analytics tools to verify vendor performance and provide actionable insights for optimizing ad spend and channel mix

Develop dashboards and performance reports that inform strategic decisions, guide budget allocation, and highlight areas for improvement across campaigns and channels

Support compliance and data governance by ensuring marketing systems and data usage adhere to institutional, state, and federal regulations

Collaborate with internal stakeholders to design and implement processes that automate manual reporting, streamline workflows, and increase efficiency in campaign management

Provide consultation and training to marketing and recruitment teams on best practices in marketing technology, data integrity, and performance analytics

Identify and evaluate emerging marketing technologies, recommending tools and solutions that enhance data-driven marketing and enrollment operations

Contribute to strategic planning efforts that align marketing technology capabilities with institutional enrollment and revenue goals

Qualification

CRM systemsMarketing automationData analyticsHigher education marketingProject managementData integrityCollaboration skillsCommunication skills

Required

Bachelor's degree in marketing, communications, information systems, business analytics, data science, or a related field

A minimum of three (3) years of combined experience in marketing, business and technology integration, and project management

Any equivalent combination of related education and/or experience will be considered

All qualifications must be met by the time of employment

Strong analytical and technical orientation with the ability to translate complex data into actionable marketing and enrollment insights

Experience managing and optimizing CRM, marketing automation, and analytics systems to support lead generation and conversion tracking

Proven ability to assess and improve data quality, system integrations, and attribution models across multiple digital platforms

Excellent collaboration and communication skills, with the ability to work effectively across marketing, IT, and enrollment teams

Demonstrated project management skills, including prioritizing multiple initiatives, meeting deadlines, and maintaining attention to detail in a fast-paced environment

Familiarity with higher education marketing and enrollment strategy, including campaign measurement, funnel reporting, and ROI analysis

Commitment to data integrity, compliance, and continuous improvement in marketing technology operations

Preferred

Experience in higher education, enrollment management, or institutional research

Familiarity with digital advertising ecosystems (Google Ads, Meta, LinkedIn, programmatic platforms) and data attribution models

Demonstrated expertise with technology and business integrations marketing automation tools (e.g., Salesforce Marketing Cloud, or similar), web analytics platforms (e.g., Google Analytics 4, Tag Manager, Looker Studio), and data visualization or reporting tools

Benefits

37.5-hour work week

13 paid holidays (staff holiday calendar)

24 annual leave (vacation) days per year (employee leave)

18 sick days per year (for when you’re ill, for when you need time to care for sick family, for your own, or your family’s, regularly scheduled medical appointments. Who is family for the purpose of this leave? A lot of people in your life including immediate relatives and in-laws as well as others considered to be members of your household living under the same roof)

WVU offers a range of health insurance and other benefits

401(a) retirement savings with 6% employee contribution match, eligibility to continue health insurance, and other retiree perks. Looking for more retirement benefits information? Check out retirement health insurance benefits, retirement income, and FAQ’s.

Wellness programs