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Digital Marketing Manager

3 months ago

Columbus, United States Robert Half Full time

NEW ROLE: ONSITE- COLUMBUS, OH

The Digital Marketing Manager will support the college's strategic marketing and communication objectives through the development, implementation, and management of marketing campaigns that achieve enrollment and fundraising objectives, and that enhance Company's brand regionally and nationally.


The Digital Marketing Manager will have a thorough understanding of various marketing channels and tactics, and knowledge of emerging trends in digital advertising strategy and marketing campaign design. He/she/they will be expected to develop a keen understanding of the Company's brand and create original, effective marketing plans that reflect the college and its core values appropriately and build brand affinity.


Additionally, the Digital Marketing Manager will be responsible for establishing, tracking, and analyzing performance metrics and reporting insights that help the department, and its partners make data-informed decisions related to marketing and communication. She/he/they will be a leader in and advocate for performance measurement, helping to establish performance measurement and assessment practices across the department.


Responsibilities


Planning and development


  • Develop creative and innovative marketing strategies for campaigns that cross SEM, social, email, streaming, sponsored content, and out-of-home channels
  • Set up campaigns with clear KPI's, tracking and analysis plans, ensuring consistent and standardized reporting across campaigns
  • Perform competitive research and utilize insights to inform keyword and SEO strategies
  • Perform industry research and stay abreast of trends in higher education enrollment marketing and digital fundraising
  • Work with project manager to create templates for various types of projects and associated workflows throughout the enrollment cycle and academic calendar


Execution and management


  • Implement integrated marketing campaigns, ensuring timelines align to milestones within enrollment cycles, fundraising and brand awareness campaigns
  • Ensure creative assets and messaging content are consistently refreshed and on brand
  • Manage external vendor relationships related to marketing campaigns
  • Manage marketing budget across channels and platforms


Monitoring and optimizing


  • Set and maintain performance monitoring cycles
  • Track conversion sources to effectively measure ROI of efforts
  • Rebalance budgets for media based on channel performance and conversion metrics, as appropriate


Reporting and performance measurement


  • Work with AVP of Marketing & Communications, as well as other senior leaders, to establish benchmark performance data against which future campaigns are measured
  • Create and maintain digital reporting dashboards that allow for cross-channel insights into performance against goals
  • Create performance reports and share results and insights with leadership and partners


Other


  • Manage invoices and payments related to marketing activities
  • Help establish data-informed orientation to work across department


Supervisory Responsibilities


This role will be supervising the Project Manager and Website Coordinator.


Qualifications


  • 5-7 years marketing experience in progressively responsible roles; 3+ years as a manager
  • Demonstrated experience executing complex marketing campaigns that achieve strong results; experience in higher education preferred
  • Strong technical knowledge of campaign setup and measurement, e.g., pixel management, Google Tag Manager, Analytics, Ads, and Data Studio
  • Analytical approach to work, with an appreciation for creativity and openness to experimentation and innovation
  • Solid understanding of SEO and front-end web management
  • Ability to translate data into clear narratives for team members, partners, and leadership