About the position
The Digital Marketing Manager administers, manages, and supports digital marketing and communications efforts that attract and inform Costello College of Business stakeholders, including, but not limited to, prospective and current students and their parents, prospective and current faculty and staff, alumni, prospective and current business partners, and various members of the community. The primary purpose of this position is web management and support, with a focus on driving brand awareness, brand preference, and top-of-funnel lead generation outcomes (i.e., awareness and consideration) for the Costello College of Business. The Digital Marketing Manager is responsible for managing the Costello College of Business website and related digital properties (e.g., landing pages); ensuring accuracy of published content (i.e., free from grammatical and spelling errors, and misleading or false statements); managing and editing content in a timely manner subject to changing business needs and priorities; designing and creating new pages and content; researching and implementing new functionality and user experience enhancements; optimizing for improved user experience and engagement; regularly tracking and reporting on website analytics, and other web management initiatives. The Digital Marketing Manager may interact and engage with business college stakeholders, cross-functional team members, agency resources, and vendors in-person and online, on a regular basis.
Responsibilities
- Work with the Salesforce/Patriot CRM liaison from George Mason University's Enrollment Management team on the integration, tracking, and reporting of lead generation activities from initial contact through conversion in George Mason's university CRM application(s).
- Manage posting of outbound digital marketing content, in collaboration with designers and editors while utilizing best practices.
- Maintain an implementation schedule for digital content updates across all channels with the agency and digital marketing vendors.
- Manage tag implementation, tracking, and analysis.
- Monitor and update Costello College of Business website, landing pages, articles, and other digital properties (including in-building digital signage).
- Serve as resource for faculty and staff regarding website updates.
- Work with Costello College of Business leadership, undergraduate and graduate program leadership, executive education program leadership, advancement, agency, and vendor resources to plan, execute, monitor, and report performance of website analytics, digital marketing, and advertising channels on a regular basis.
- Provide analysis of web performance and provide recommendations to improve traffic, engagement, and goal achievement.
- Research and implement new functionality and user experience enhancements, optimize for improved user experience and engagement, regularly track and report on website analytics, and other web management initiatives.
- Generate content for the website, landing pages, digital marketing, and other properties, including traditional marketing and communications channels in accordance with marketing best practices.
- Integrate data from multiple sources into a digital properties dashboard for monthly reporting.
- Produce a monthly digital dashboard across web activity.
- Collaborate cross-functionally to gather first-hand assessments of site performance and formulate plans for optimization.
- Execute special projects and additional duties as assigned to support the department.
Requirements
- Bachelor's degree in related field or equivalent combination of education and experience.
- Experience with website development and maintenance, as well as Google AdWords, Analytics, and Tag Manager.
- Experience in digital marketing.
- Understanding of brand management principles, photo and audiovisual storytelling principles.
- Strong knowledge of optimal media and content mix for education marketing.
- Knowledge of digital marketing and social media platforms.
- Understanding of SEO principles.
- Proficiency in various writing styles (news releases, articles, social media, email).
- Proficiency with marketing analytics tools.
- Strong oral and written communications skills.
- Ability to manage multiple tasks and priorities in a fast-paced deadline-driven environment.
- Knowledge of Microsoft Office suite.
- Knowledge of digital content creation and SEO, website development and maintenance, including content architecture, UX, RFI functionality, accessibility, and web standards (including ADA compliance).
Nice-to-haves
- Extensive experience (typically 5+ years) in website development and maintenance, content management, and digital marketing; Preference to those with agency experience.
- Experience with and proficiency in SiteMasonry Content Management System.
