The Strategic Digital Marketing Specialist serves as Texarkana College’s lead strategist for search engine optimization (SEO), Answer Engine Optimization (AEO), digital engagement, and emerging technologies that strengthen enrollment, enhance institutional visibility, and improve the digital experience for prospective students and community stakeholders.

Qualifications:

Education:

Bachelor’s degree from an accredited college or university in Digital Marketing, Marketing, Communications, Public Relations, Business, Information Systems, Data Analytics, Advertising, or another closely related discipline with an emphasis in digital communications, marketing, or analytics.

Experience:

Progressively responsible experience in digital marketing, search engine optimization, website strategy, CRM administration, digital analytics, marketing automation, communications, or related professional experience. Demonstrated ability to research, evaluate, and implement emerging digital technologies in support of organizational goals.

Preferred Qualifications:

Experience working in higher education or technical training institutions.

Knowledge & Skills:

Demonstrated knowledge of digital marketing technologies and analytics, including search engine optimization (SEO), AI search optimization (AEO), website strategy, digital advertising tools, Google Analytics, HubSpot (or comparable CRM), Microsoft Office Suite, Meta Business Suite, Adobe Creative Suite, Canva, AI productivity tools, and dashboard reporting.

Major Responsibilities and Duties:

Search Strategy, SEO & AI Digital Discoverability

• Lead the College’s search strategy by developing and implementing comprehensive search optimization initiatives that strengthen Texarkana College’s visibility across traditional search engines, AI-powered search platforms, and emerging digital channels.
• Develop and optimize content strategy, structured data, metadata, technical SEO and AEO, and digital best practices that improve discoverability, search performance, and institutional visibility.
• Evaluate search analytics, emerging technologies, and industry trends to continuously strengthen the College’s digital presence and competitive position.

 Strategic Digital Engagement Leadership

• Lead the College’s digital engagement strategy to advance enrollment, institutional visibility, workforce development, community education, and institutional priorities.
• Develop innovative, data-informed digital initiatives that strengthen audience engagement, enhance the prospective student experience, and support measurable outcomes.
• Collaborate with campus leadership to align digital engagement strategies with institutional goals.

Website Strategy & Digital Experience

• Provide strategic leadership for the College’s website by enhancing user experience, accessibility, navigation, and digital effectiveness.
• Develop and optimize digital experiences, including landing pages and campaign content, that support recruitment and institutional initiatives.
• Utilize website analytics and user insights to continuously improve audience engagement and conversion.

CRM Strategy & Marketing Automation

• Lead the College’s CRM communication strategy through automated, personalized workflows that support prospective students throughout the recruitment and enrollment lifecycle.
• Utilize audience segmentation, campaign analytics, and marketing automation to improve communication effectiveness, engagement, and conversion.

Digital Strategy, Innovation & Performance

• Develop and optimize integrated digital engagement initiatives that advance institutional priorities through analytics, emerging technologies, and performance-driven strategies.
• Leverage analytics, artificial intelligence, and marketing automation to provide strategic recommendations that support executive decision-making and continuous improvement.
• Collaborate with TC administration, Institutional Advancement team, TC Foundation, and campus stakeholders to deliver coordinated digital initiatives that strengthen the College’s digital presence and long-term growth.

Salary:

Commensurate within the Texarkana College pay scale for position.