Job Requisition Number: 24807. UC Berkeley Extension is the continuing education branch of the University of California, Berkeley. Extension offers more than 2,000 courses per year in a variety of subjects both online and in the classroom. Extension's administrative departments and units include student records (transcripts), registration, scheduling, international student services, facilities, financial services, and the cashier's office. In addition to the main Berkeley center, it has responsibility for the maintenance and operation of regional centers in San Francisco (Spear Street), and Belmont and other leased facilities in the San Francisco Bay Area.
The Marketing Department is a multi-function marketing service provider to the Extension school as well as other UC Berkeley Clients. It is responsible for the branding, enrollment, awareness building, and lead generation for over 100 programs. Once a primary point for transactional operations, the unit has shifted towards an entrepreneurial approach dedicated to solving complex problems, driving enrollments, and generating awareness for new programs. The goals and objectives of the Marketing Department are to provide excellent, comprehensive services to students, staff, faculty, and the general public in our efforts. The digital marketing team is responsible to meet these goals by paid advertising means, and works alongside a content marketing, recruitment & advising, and analytics/research team. The purpose of this purposes is to help drive those enrollments through paid acquisition means and support other teams
The Technology Specialist will assist with identification of new digital technologies and vendors while assisting with implementation, maintenance, & optimization of digital technologies. The Technology Specialist will also work on a portfolio of programs ranging from short intensives to online masters' degrees with a focus on managing, maintaining, and optimizing digital advertising campaign efforts across multiple channels, with an emphasis on Google AdWords. Day to day responsibilities include implementing scripts into ad delivery platforms, working with the web team to maintain tags & tracking codes, audit & streamline backend processes, consult with stakeholders for SEO improvements, landing page optimizations, creative design, and digital analytics; run A/B tests for digital search and display advertising, communicate opportunities & pain-points to stakeholders, running campaigns to meet target KPIs, auditing and optimizing keyword lists, display targeting and bidding strategies, audiences, remarketing lists, and ad text, tracking progress meeting KPIs, enrollments, revenue, and ROI, taking corrective action to improve metrics such as Conversion Rates, CTRs, Impression Shares, developing compelling ad copy; organizing account structure and syncing up campaigns across various channels tracking and reporting on campaign results to stakeholders; monitoring competitive opportunities.•1-3 years of paid digital marketing experience required, with an emphasis on those who have worked in search engine marketing. •Knowledge of the campus, including its mission, vision, goals, and objectives •Knowledge of tag management, Google Tag Manager, and some basic web programming languages •Written & interpersonal communication and client management skills. •Strong analytical and reporting skills, and comfort at regularly reporting key KPI’s •Bachelor’s degree in related area and/or equivalent experience/training •Solid knowledge of digital marketing best practices, concepts, and strategies •Knowledge of paid digital advertising channels & tools, including Google AdWords (search and display), Google Webmaster Tools, Facebook Ads, and/or programmatic ads. •Familiarity with Google Analytics or any other web analytics platform, including creating custom reports and troubleshooting common issues •Familiarity with SEO best practices •Passion for educational products and continuing education This is a 2 year contract position
The University of California was chartered in 1868 and its flagship campus - envisioned as a "City of Learning" - was established at Berkeley, on San Francisco Bay. Today the world's premier public university and a wellspring of innovation, UC Berkeley occupies a 1,232 acre campus with a sylvan 178-acre central core. From this home its academic community makes key contributions to the economic and social well-being of the Bay Area, California, and the nation.