Job Description

Digital Marketing Specialist- Hispanic Market

JOIN OUR TEAM

MUST is committed to the education of a global workforce in a diverse and inclusive environment with equal opportunities for personal, professional, and social growth.

If you identify with our vision, join our team and find your place in ourFaculty PositionsorAdministrative Positions.

• Flexibility.
• Growth.
• Contributing to future professionals.

About the role

The Digital Marketing Specialist will play a fundamental strategic and operational role in the sustainable growth of MUST University among Spanish-speaking audiences, ensuring qualified lead generation, brand positioning, and enrollment conversion

What you'll do

• Develop and execute digital marketing strategies specifically for the Hispanic audience, considering cultural, linguistic, and behavioral aspects.
• Plan campaigns aligned with student acquisition goals (leads, interviews, and enrollments).
• Adapt MUST's global institutional campaigns for the Spanish-speaking market, maintaining brand coherence and institutional compliance.
• Create, manage, and optimize campaigns on Meta Ads, Google Ads, and other digital platforms.
• Monitor KPIs such as CPL, CPA, conversion rate, ROI, and ROAS.
• Conduct A/B tests of creatives, copy, and audiences specific to the Hispanic public.
• Coordinate and/or produce copy in Spanish for ads, landing pages, emails, and WhatsApp.
• Ensure that communication is clear, persuasive, and culturally appropriate for the target audience.
• Work with designers and copywriters.
• Integrate digital campaigns with CRM flows (RD Station, Orbund, or equivalents).
• Create nurturing and remarketing automations for Hispanic leads.
• Monitor the lead journey from first contact to enrollment.
• Produce weekly and monthly performance reports with actionable insights.
• Identify bottlenecks and opportunities for continuous improvement in lead generation.
• Support strategic decisions based on real market data.
• Ensure that all communication is aligned with educational standards, institutional policies, and regulatory requirements.
• Support correct communication regarding online modalities and in-person events.

Qualifications

EDUCATION

• Bachelors degree in Digital Marketing, Marketing, Communications, Advertising, Business Administration, or a related field.
• A Masters degree or professional certifications in the following areas are preferred:
• Digital Marketing
• Paid Media (Google Ads, Meta Ads)
• Growth Marketing
• CRM / Marketing Automation

EXPERIENCE

• Minimum of three (3) years of experience in digital marketing, with a strong focus on:
• Lead generation and acquisition strategies.
• Paid Media platforms such as Meta Ads, Google Ads, and similar tools.
• Demonstrated experience developing and executing campaigns targeted to Spanish-speaking / Hispanic audiences.
• Campaign optimization based on KPIs such as CPL, CPA, ROI, and ROAS.
• A/B testing of ad creatives, copy, and audience segments.
• Integrating digital campaigns with CRM systems and marketing automation workflows.
• Prior experience in higher education, online education, or professional services environments is preferred.
• Experience producing performance reports and analyzing data to support strategic decision-making.

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