SEA & Analytics Specialist 80 - 100% (1 year fixed-term)

About the job

• Professional responsibility for all SEA campaigns at HSLU (Google Ads Search, AIMax) – from keyword strategy to performance monitoring
• Active management of the external media agency: setting performance expectations, defining KPIs, demanding quality
• Independent keyword research and consulting for project managers of service areas – clearly explained, not just delivered
• Creation and maintenance of GA4 reports and dashboards that project managers can actually use: interpretation, recommendations for action, plain language
• Ensuring clean conversion tracking via Google Tag Manager (GTM) – tags, triggers, data variables
• Coordination of the university-wide SEA campaign calendar across all departments
• Advising project managers on digital campaigns beyond search ads: timing, budget, target groups, channel selection
• Quality control of campaign briefings – with the right to reject if quality is insufficient
• Familiarisation with existing processes and structured handover from the previous post holder

• Training or further education in online marketing, digital communication or comparable; Google Ads certification is an advantage
• Several years of experience (at least 3–5 years) in SEA and performance marketing – on agency or client side
• Deep, proven knowledge in Google Ads and SA360: keyword research, match types, negative keywords, bidding strategies, quality score
• Very good knowledge of GA4: event tracking, conversion measurement, attribution, custom reports
• Good knowledge of Google Tag Manager: configuring tags and triggers, implementing and checking tracking concepts
• Ability to interpret data and create understandable reports for non-specialists – you translate numbers into decisions
• Experience in managing external agencies and collaborating with internal stakeholders without authority to issue instructions
• Independent, structured working style and enjoyment of interdisciplinary collaboration

• A specialist role with real responsibility – not execution, but shaping
• Direct collaboration with project managers of all service areas of one of the largest universities of applied sciences in Switzerland
• Insight into the Swiss higher education landscape and a broad portfolio of campaign topics
• Workplace is Lucerne, with flexible working models and the possibility of home office
• A committed, open team

As the largest educational institution of the six Central Swiss cantons, the Lucerne University of Applied Sciences and Arts is at the cutting edge with its offerings. Forward-looking and innovative, nationally and internationally, we impart knowledge. Join us and become part of our shared, sustainable future.