Job details

Digital Media Manager - Digital Learning at UT - UTK

Position Number: 6184915
Location: Chattanooga, TN
Position Type: Public Relations, Marketing and Communications

Digital Media Manager - Digital Learning at UT - UTK
Knoxville, TN, United States

Job Identification: 2775
Job Category: Communication & Mktg
Posting Date: 04/29/2025
Job Schedule: Full Time
Locations: 1331 Circle Park, Knoxville, TN, 37996, US

Job Description
The primary purpose of this position is to develop, optimize, and scale digital marketing strategies to meet and exceed enrollment goals for multiple high-profile academic programs at the University of Tennessee, Knoxville. This role requires an in-depth understanding of the digital ecosystem, including hands-on experience in channels such as paid search, social, display, video, and audio; familiarity with Demand Side Platforms (DSPs); and proficiency in executing paid campaigns with large budgets. The ideal candidate will have experience creating and executing lead generation or other performance marketing campaigns and in-depth knowledge of conversion rate optimization techniques.

The individual in this role performs varied duties and assignments requiring professional judgment and works on complex projects demanding evaluation, originality, and ingenuity in approach. Responsibilities include deciding on the creative direction and visual tone of marketing materials, determining design formats that align with budgets and overall marketing plans, and integrating multiple sources to create cohesive communications and marketing strategies. Work assignments typically have a moderate to high visibility profile, scope, and impact.

Collaboration is key in this role, as the individual will work closely with the Agency of Record to manage media plans, budgets, and pacing, ensuring strategic alignment of targeted campaigns for optimal performance and efficiency. A significant aspect of this role involves leveraging data-driven insights for continuous campaign improvement, requiring skills in A/B testing coordination, performance analysis, and actionable reporting. Additionally, the individual will pursue innovative approaches to explore and establish new marketing channels, contributing to a dynamic and evolving paid media mix

Responsibilities
Media Strategy & Performance Optimization

Develops and executes integrated paid media strategies across multiple digital channels to support enrollment growth.
Manages, optimizes, and scales paid search, social, display, video, and emerging digital advertising campaigns.
Collaborates with the Agency of Record to manage media plans, budgets, and pacing.
Uses professional judgment to recommend optimizations regarding budget allocation, landing page performance, creative execution, and audience targeting.
Drives structured experiments and A/B testing to improve conversion rates and campaign efficiency.
Compiles and analyzes performance reports, providing actionable insights to stakeholders.
Maintains campaign alignment with strategic marketing objectives and brand guidelines.
Identifies opportunities for new digital marketing channels and innovations.

Creative Development & Branding

Provides creative leadership and direction for compelling digital marketing content, including display ads, social media assets, video, and multimedia content.
Determines the creative direction, visual tone, and messaging of marketing materials.
Ensures consistency in branding, creative style, and messaging across all digital campaigns.
Reviews and approves creative assets before deployment to ensure quality and alignment with brand standards.
Manages the archiving and accessibility of digital marketing assets for future use.

Project & Team Management

Leads and manages digital media projects, ensuring deadlines, objectives, and budgets are met.
Oversees and provides direction to internal team members, freelancers, and external agency partners.
Consults with internal stakeholders to assess needs and develop tailored digital marketing solutions.
Manages project plans, prioritizes tasks, and allocates resources effectively.
Develops key marketing performance metrics and evaluates campaign effectiveness.
Participates in strategic marketing and communications planning to enhance the university's digital presence.
Conducts research and data analysis to inform strategy and improve digital media performance.
Collaborate with internal partners and vendors to define and develop the strategy brief for creative assets, including paid ads, traditional media, social media, and/ or PR activities

Qualifications
Required Qualifications

Education:

Bachelor's degree in a relevant field

Experience:

3 years of relevant experience which could include managing paid media campaigns
Experience in performance marketing, such as lead generation, including conversion rate optimization.
Experience with analytics and tracking tools (Google Tag Manager, Google Search Console, LookerStudio, etc) or similar platforms
Working knowledge developing, monitoring, tagging, and tracking strategies, including tag rules, UTM creation, management, etc.
Ability to analyze and improve digital marketing campaigns for better performance

Preferred Qualifications

Education:

Bachelor's Degree in direct Marketing field or Master's Degree in Marketing field

Experience:

A proven track record of directly managing large-scale, high-budget paid media campaigns is preferred
Experience with ad copywriting and editing and/or working with an agency or other creative and content partners.
Experience with vendor management.

Work Location

Knoxville, TN. This position does have the potential for a hybrid working capacity.

Compensation and Benefits

UT market range: MR 10
Find more information on the UT Market Range structure here
Find more information on UT Benefits here

Application Instructions

For full consideration, applicants must attach a letter of interest, resume, and the name, address, email, and phone number of three professional references, in addition to completing the applicant file in the Human Resources online application system.
Screening of applicants will begin immediately and continue until the position has been filled. DL_UT

About The College/Department/Division

Digital Learning at UT, is a unit charged with advancing UT's commitment to discovery, creativity, learning, and engagement, specifically for online learners. Using advanced and innovative technologies, Digital Learning at UT will provide scalable solutions that enhance the online learning experience and reduce barriers to student access and success, providing a tremendous impact to online learners across the state and the nation. At Digital Learning, we want to be bold and impactful, transforming the future of online education through innovative thinking and collaborative problem-solving. Join our dynamic and inclusive Digital Learning team where we take pride in teamwork, excellence, and a shared commitment to shaping the future through education and innovation.

About Us
The University of Tennessee, Knoxville, has shaped leaders, changemakers, and innovative thinkers since its founding in 1794. The university is home to more than 38,000 students and 10,000 statewide employees-the Volunteers-who uphold the university's tradition of lighting the way for others through leadership and service.

UT Knoxville offers over 900 programs of study across 14 degree-granting colleges and schools. As Tennessee's flagship land-grant university, its footprint spans the entire state. The university holds the highest Carnegie classification for research activity and has deep partnerships with industry leaders and the US Department of Energy's largest multidisciplinary laboratory, Oak Ridge National Laboratory.

The Knoxville campus serves and recruits for UT Knoxville, including the Institute of Agriculture and the Space Institute, as well as the UT Institute of Public Service.

UT Knoxville considers its employees its number one asset. With values that focus on work-life balance, compensation, and innovation leadership, all Vols are supported to advance professionally. Employees have access to career development and coaching, continued education, and an extensive list of development and training possibilities. The Volunteer employee experience implements structures and practices that attract and retain a diverse community and that support a culture where everyone matters and belongs.

The university holds a strong commitment to its land-grant mission of learning and engagement, with a tradition of service and leadership that carries that Volunteer spirit throughout the state and around the world. It has been ranked nationally as "Best Employer for New Graduates," "One of America's Best Large Employers," and "Best Workplace for Women," and has been designated as "Best Place for Working Parents" by Forbes Magazine.

Apply today and join the Tennessee Volunteer community!

To apply, visit https://fa-ewlq-saasfaprod1.fa.ocs.oraclecloud.com/hcmUI/CandidateExperience/en/sites/CX_1/job/2775/?mode=location