Lead Generation Specialist

About the Role

The Barcelona School of Economics (BSE) is seeking a dynamic and results-driven Acquisition Specialist to join our Marketing & Admissions Department. You will play a key role in developing and executing student acquisition strategies across digital channels for your assigned program vertical. This position is ideal for a digital marketer passionate about higher education, data-driven strategy, and innovative campaign execution for lead generation.

What will you do?

Acquisition Strategy & Execution

Develop and implement digital marketing campaigns across relevant platforms ( Google Ads, Meta, LinkedIn, TikTok, marketplaces, email, SEO, etc.)

Execute strategies for all stages of the marketing funnel : lead generation, nurturing, retargeting, and alumni engagement.

Create and manage marketing assets in collaboration with the Communications team (banners, headers, videos, carousels, email templates).

Audience & Market Research

Conduct ongoing research to understand target audience demographics, behaviors, and media consumption habits per program.

Analyze competitors’ acquisition strategies and identify areas for differentiation.

Performance Monitoring & Optimization

Monitor campaign performance and make data-driven optimizations to improve ROI, CTR, and conversion rates.

Define and track KPIs across platforms and courses / programs (daily / weekly / monthly / yearly reporting).

Provide insights and reports to internal stakeholders including management and program directors.

Technical & Analytical Ownership

Ensure proper campaign tracking using tools such as Google Analytics 4, SEMrush, Looker Studio, and HubSpot.

Manage website acquisition elements : submission forms, CTAs, landing pages, cookie consent, CRO and A / B testing.

Ensure CRM integration and accurate data flow for leads and campaign analytics.

Collaboration & Budget Management

Collaborate closely with Communications, Admissions, and external agencies.

Manage allocated campaign budgets and adjust based on performance insights.

Participate in annual forecasts and strategic planning.

Qualifications & Essential Skills

3+ years of experience in digital marketing, preferably in education or performance marketing roles.

Proficiency in :

Google Ads, Meta Ads, SEO / SEM

Marketing automation and email marketing

Google Analytics 4, Tag Manager, Looker Studio, SEMrush

WordPress and campaign landing page optimization

Strong analytical mindset and data interpretation skills.

Experience with conversion rate optimization and A / B testing.

Ability to manage budgets and generate clear performance reports.

Excellent communication and stakeholder management skills.

Fluent in English (spoken and written).

Desirable

Knowledge of HTML / CSS and WordPress CMS.

Adobe Creative Suite (Photoshop, Dreamweaver) or similar design tools.

Experience in UX / UI practices.

Familiarity with CRM and lead nurturing tools (e.g., HubSpot).

Knowledge of AI tools in digital marketing.

What We Offer

A collaborative and international working environment.

The opportunity to work in a prestigious academic institution.

Involvement in impactful marketing projects that directly support education and social advancement. Competitive salary and benefits package.