The Challenge
ECPI University needs someone to own their digital front door—websites are the #1 enrollment funnel. You'll optimize pages, manage content workflows, and drive conversion metrics across their digital properties while partnering with devs, designers, and marketing teams.
Your Mission
Audit current website performance across homepage, college pages, and landing pages; identify top 5 conversion barriers and present optimization roadmap
Establish baseline metrics: document current GA4 setup, conversion funnel, and engagement KPIs by channel and audience segment
Align website content calendar with marketing team; execute 2-3 planned campaigns with proper CRM/lifecycle integration
Document and standardize content workflows, approval processes, and stakeholder intake to reduce bottlenecks
Implement and test 8+ page redesigns/optimizations; target 15-25% lift in key conversion metrics (inquiries, application starts)
Improve organic traffic and SEO performance; target 20%+ increase in branded + program-related search visibility
Build and own website analytics dashboard; deliver monthly insights reports showing traffic trends, user behavior, and conversion performance
Ensure ADA compliance audit complete and remediation plan in place; validate responsive design across all devices and update design system documentation
KPIs You'll Own
Inquiry Conversion Rate
Percentage of website visitors who submit contact forms or inquiries by source, program, and landing page.
Page Engagement Rate
Average time on page, scroll depth, and interaction metrics for key pages (homepage, program pages, landing pages).
Organic Search Traffic
Monthly sessions and leads from organic search, tracked by target keywords and program/audience segments.
Website Traffic by Channel
Sessions, bounce rate, and conversion rate broken down by paid search, organic, direct, referral, and email/CRM campaigns.
Page Load Speed & UX Metrics
Core Web Vitals (LCP, FID, CLS) and mobile usability scores to ensure fast, responsive experience.
Tools & Stack
Your Team
Your Manager
Not specified—likely Marketing Director or VP of Marketing
Current Team
Marketing team with channel leads, developers, designers, and analysts; you'll be central hub coordinating across teams
New role or backfill—unclear from posting
The Package
Salary
$65K-$80K
Remote
On-site only. 5555 Greenwich Road, Virginia Beach, VA 23462
Benefits & Perks
Company Intelligence
ECPI University is a higher education institution focused on career-oriented programs and student professional development. They serve multiple locations and rely heavily on digital channels for enrollment and brand awareness.
Culture
Mission-driven education focus; collaborative, stakeholder-heavy environment; values data-driven decision making and continuous improvement.
Is This Role For You?
- You've optimized websites for conversion—landing pages, funnels, CMS workflows—and have GA4 chops to back it up
- You thrive in collaborative, cross-functional environments and can balance stakeholder demands with strategic priorities
- You're detail-oriented but also strategic; you sweat the UX but think about the business metrics
- You're energized by higher ed or B2C enrollment/lead gen marketing and understand longer, complex buyer journeys
- You want a hands-on management role where you own website performance end-to-end without huge budgets
- You need remote/flexible work—this is on-site, Virginia Beach, no exceptions
- You're purely creative or design-focused; this role requires data analysis, CMS chops, and analytics literacy
- You expect fast-moving startup culture; higher ed is slower, more bureaucratic, with longer approval cycles
Interview Process
Initial Phone Screen
Confirm your website marketing experience, GA4 proficiency, and WordPress/CMS background. Discuss your approach to data-driven optimization.
Portfolio/Case Study Review
Walk through 2-3 websites you've optimized—metrics improved, what you tested, results. Be ready to discuss before/after and learnings.
Technical Assessment
May include GA4 scenario questions, basic SEO knowledge, and responsive design/UX principles. Possibly a small take-home analytics or content strategy scenario.
Stakeholder Panel Interview
Meet with marketing leadership, dev/design partners, and possibly admissions stakeholders. Be prepared to discuss workflow management and collaboration approach.
Offer & Reference Checks
Standard reference checks; offer likely contingent on background check and verification of credentials.
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.