Digital Marketing Manager - University of Rochester
Rochester, NY
About the Job
GENERAL PURPOSE:
The Digital Strategy & Marketing Manager is a valued member of the communications and marketing team for the Warner School and has leadership responsibility for strategic management and execution of digital platforms and tools on behalf of the School. This role creates and implements a brand-consistent and unified, digital strategy to include email marketing, web platforms, social media and mobile technologies. The Digital Strategy & Marketing Manager also plays a key role in developing, implementing and managing digital advertising strategy for optimized enrollment and rankings campaigns . Additionally, this position employs best practices for lead generation and engagement with various stakeholders, devises metrics, consistently analyzes the success of these efforts, and reports and advises on future implementations, based on learnings.
**RESPONSIBILITIES:**
**Website:**
Leads, maintains and troubleshoots the School’s website. Strategizes and creates strategy and content for engaging and appealing web presence and outreach, including copy, graphics and video, that is optimized for search and designed to engage/convert target audience(s). Creates and implements search engine optimization initiatives to position academic, research, outreach, and enrollment content on page 1 of search results. Implements strategies that maximize conversion rates. Develop/update information architecture and navigation based on search insights and analytics. _. Define, track, analyze, and report on metrics and analytics to understand reach_ Makes recommendations to increase lead generation, engagement and overall user experience. Collaborates with back-end developers to create responsive and accessible web properties. Monitors accessibility issues and mitigate as appropriate. Provides strategy and direction on micro-sites.
**Email/Digital Communications:**
Serve as a contact and lead for emails created to engage and/or solicit constituents. Creates and implements strategy to engage priority audiences through digital push methods, including newsletters, emails and SMS/MMS modalities. Utilizes CRM to create email and mobile messaging with focused targeting, segmentation and personalized content. Collaborates with content colleagues to create engaging e-newsletters and emails that engage and convert targeted populations. Researches and deploys new digital marketing products, services and/or e-business platforms.Maintains in depth knowledge of current and emerging digital technology. Tracks email marketing analytics and respond to results. Employs strategies with A/B content and design testing to improve opens, clicks and conversions for email and e-newsletters. Develops email and e-news templates and graphics for use by colleagues managing email communications. Collaborates with colleagues to convey consistent and strategic messages.
**Social Media:**
Serves as the primary administrator and provides oversight for Warner social media channels. Designs, builds and maintains a presence to drive enrollment growth, student engagement and brand awareness. Works with the Director of Marketing and Communications, to develop a social media strategy and create content for organic and sponsored posts. Monitors online reputation sites for feedback from constituents that may require response or elevation. Follows best practice to respond to and/or redirect inquiries and comments. In concert with leadership, leads the strategy and execution of paid social media campaigns (internally or with vendors) that support enrollment growth and rankings campaigns.
**Digital Media & Advertising:**
Provides overall strategic management of digital advertising and creates copy for search engine marketing, PPC, display advertising and/or video advertising campaigns to support enrollment, rankings and overall reputation. Measures and reports performance of all digital marketing campaigns and assess against goals (ROI and KPIs). Plans, executes and measures experiments and conversion tests. Utilizes analytical ability to evaluate end-to-end customer experience across multiple channels and customer touchpoints. Increases the strategic adoption and use of multimedia content (audio and video).
**Other assigned duties**
**QUALIFICATIONS:**
+ Bachelor’s degree required
+ Master’s degree preferred
+ 4 years of relevant responsible experience in marketing with significant focus on digital marketing required
+ 7 years of relevant progressive experience with 2 years of supervisory experience preferred
**Required:**
+ Demonstrable experience leading and managing digital marketing initiatives involving web content, web design and navigation, email marketing, social media (paid and organic) and digital advertising.
+ Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate.
+ Demonstrated expertise in search engine optimization and conversion rate optimization.
+ Exceptional writing skills for digital platforms, including web copy, emails, social media (organic and paid), video and podcast scripting, and digital advertising.
+ Experience with A/B and multivariate experiments.
+ Proficiency in basic HTML.
+ Understanding of UTM parameters.
+ Ability to analyze and interpret data to optimize marketing ROI and performance.
+ Advanced skills in Google Analytics, Google Tag Manager and Good Search Console.
+ Strong organizational and project management skills.
+ Proficiency in Adobe Creative Suite to design graphics, page designs, e-headers, banners and infographics and edit photos as needed for all things digital.
+ Proficient in Microsoft Office Suite and ability to navigate through database systems and Excel.
**Preferred:**
+ Demonstrated skill, expertise and experience in front-end web development.
+ Knowledge of digital accessibility standards and ability to mitigate issues that compromise accessibility compliance.
+ Proficiency in SiteImprove.
+ Google Analytics, Google AdWords, Linkedin Fundamentals/Marketing Strategy, Facebook Blueprint, Salesforce Marketing Cloud,
The University of Rochester is committed to fostering, cultivating, and preserving a culture of equity, diversity, and inclusion to advance the University’s mission to Learn, Discover, Heal, Create – and Make the World Ever Better. In support of our values and those of our society, the University is committed to not discriminating on the basis of age, color, disability, ethnicity, gender identity or expression, genetic information, marital status, military/veteran status, national origin, race, religion/creed, sex, sexual orientation, citizenship status, or any other status protected by law. This commitment extends to the administration of our policies, admissions, employment, access, and recruitment of candidates from underrepresented populations, veterans, and persons with disabilities consistent with these values and government contractor Affirmative Action obligations.
**How To Apply**
All applicants must apply online.
_EOE Minorities/Females/Protected Veterans/Disabled_
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**Location:** Warner Grad School Education
**Full/Part Time:** Full-Time
**Opening:**
Source : University of Rochester