Digital Marketing Specialist

at  RCSI

QUALIFICATIONS:

• Third-level qualification in digital marketing or a related discipline.

KNOWLEDGE & EXPERIENCE (ESSENTIAL):

• Demonstratable experience in successfully planning, executing, and optimising multi-channel digital marketing campaigns, with a strong emphasis on lead generation.
• Proven ability to manage digital advertising campaigns across platforms such as Google Ads, Meta (Facebook/Instagram), and LinkedIn.
• Expertise in SEO best practices and SEM strategies, with a track record of improving search rankings and driving conversions.
• Proficient in building performance reports and dashboard using web analytics tools (such as GA4, Looker Studio, Supermetrics), with experience using Google Tag Manager.
• Strong experience in managing organic social media activities, content creation, and community engagement.
• Excellent copywriting and content creation skills, with the ability to craft clear, compelling, and engaging marketing copy tailored to different customer personas across channels.
• Exceptional analytical skills, with the ability to interpret data and translate insights into actionable marketing strategies.
• Hands-on experience with CRM systems and their integration into digital marketing campaigns.
• Demonstrated ability to work independently and manage campaigns with minimal oversight, ensuring consistent optimisation and success.

KNOWLEDGE & EXPERIENCE (DESIRABLE):

• Previous experience in the higher education sector or similar industries.
• Experience in creating virtual communities and fostering interactive engagement.
• Design skills, with the ability to create content for holistic digital campaigns.

SKILLS & COMPETENCIES

• Analytical and problem-solving: Strong data analysis skills, optimising campaigns based on performance metrics and business goals.
• Campaign management: Highly organised, with attention to detail and the ability to manage multiple campaigns simultaneously while meeting deadlines.
• Communication & creativity: Excellent written communication skills, creating clear, compelling, and consistent marketing copy tailored to different personas. Able to produce engaging content that resonates with target audiences while adhering to brand guidelines.
• Collaboration & adaptability: Proven experience working with internal teams and vendors to ensure cohesive campaign execution, with the ability to adapt to changing priorities.
  We are all too aware that imposter syndrome and the confidence gap can sometimes stop fantastic candidates putting themselves forward, so please do submit an application — we’d love to hear from you.

ABOUT THIS ROLE

We are seeking an experienced and driven Digital Marketing Specialist to join the RCSI Online team. This role is key to the success of lead generation efforts and student recruitment. The Digital Marketing Specialist will be responsible for planning, execution, and optimisation of digital campaigns across various paid and organic channels, including Google, Meta, LinkedIn, and others. The ideal candidate will have strong analytical skills, proven experience in lead generation campaigns, and a track record of managing multi-channel digital marketing strategies that deliver measurable results.

KEY RESPONSIBILITIES

• Lead generation and digital campaign management: Plan, execute, and optimise paid digital advertising campaigns on platforms such as Google Ads, Meta (Facebook/Instagram), and LinkedIn to drive lead generation and student enrolment.
• Social media management and content creation: Plan and execute organic social media activities, including content creation, post scheduling, and building an engaged online postgraduate and professional digital community. Engage with followers, respond to inquiries, and foster a strong social media presence for RCSI’s programmes.
• Vendor and stakeholder collaboration: Collaborate with external vendors and internal RCSI teams for campaign execution, content creation, and performance optimisation.
• SEO & SEM integrated strategy execution: Develop and implement SEO strategies to improve organic search rankings and increase website traffic, including keyword research and optimisation. Manage SEM campaigns to complement organic efforts and drive higher conversions.
• Campaign performance tracking and reporting: Monitor, analyse, and report on the performance of all digital marketing campaigns. Provide regular reports, including campaign insights such as click-through rates, conversion rates, and cost per acquisition. Work closely with internal teams to improve data inputs and reporting for data-driven campaign improvements.
• Support the full lead generation and nurturing journey: Work collaboratively with marketing and web content teams to optimise landing pages for lead generation and user experience. Support the creation of lead nurturing campaigns, including email marketing, to engage prospective students through the recruitment funnel.
• Campaign strategy and asset creation: Develop and refine campaign strategies by identifying target audiences and transforming insights into tailored campaign content, including ad copy, landing page content, and social media updates. Collaborate with teams and external partners to design campaign assets (e.g. graphics, videos, landing pages) that align with campaign goals and enhance engagement.