About the position
The Senior Director of Marketing and Performance 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 CCAD's brand regionally and nationally. The Senior Director 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 CCAD brand and create original, effective marketing plans that reflect the college and its core values appropriately and build brand affinity. Reporting to the Vice President for Enrollment Management, the Senior Director will be a skilled partner that plans, implements, and measures highly strategic and impactful marketing initiatives with an emphasis on student enrollment. Additionally, the Director 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
- Develop creative and innovative marketing strategies for campaigns that cross SEM, social, email, streaming, sponsored content, and out-of-home channels
- Serve as lead partner in consultation with agencies for development and implementation of innovative and targeted campaigns that achieve memorable results
- Set up campaigns with clear KPI's, tracking and analysis plans, ensuring consistent and standardized reporting across campaigns
- Lead effective project kickoff meetings that establish goals, roles, timelines, and success metrics
- 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
- Create templates for various types of projects and associated workflows throughout the enrollment cycle and academic calendar
- 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
- 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
- Manage invoices and payments related to marketing activities
- Work with the VP of Enrollment Management 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
- Responsible for design, oversight, and ongoing maintenance of CCAD's main website (ccad.edu) and key institutional microsites
- Serve as the college's chief digital marketing officer and work closely with institutional partners to achieve enrollment goals and other institutional strategic priorities
- Lead a diverse team of domain experts to ensure successful execution of digital marketing and awareness-building efforts
- Help establish data-informed orientation to work across department
- Demonstrate CCAD's core values of Respect, Positivity, Inspiration, and Accountability
Requirements
- 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
Nice-to-haves
- Experience in higher education marketing is strongly preferred
- Minimum of three years of people management experience with supervisory responsibilities, including leading employees, colleagues, and outside agencies
Benefits
- 401k
- health_insurance
- dental_insurance
- vision_insurance
- tuition_reimbursement
- professional_development
- flexible_scheduling
- paid_holidays
