Director of Digital Marketing

About the Role

Key Responsibilities

• Creates and executes comprehensive digital media plans (search, affiliate, digital video, display, digital audio, paid social) in coordination with the overall media plan to achieve brand and new student growth targets.
• Responsible for the management and reconciliation of the digital budget and coordination with finance partners on regular updates, re-forecasts, and reporting to ensure resource allocation and budget utilization.
• Manages the owned media strategy (SEO, content marketing, and new content development) to stimulate interest and conversion across all stages of the prospective student journey.
• Collaborates in the development of lead nurturing and marketing automation campaigns to increase shopper conversion and nurture shoppers to marketing qualified leads.
• Oversees public-facing institutional web properties including site design, architecture, functionality, and content to ensure optimal conversion and relevancy.
• Aligns KPIs to institutional goals and develops regular reporting to track progress and responds to ad-hoc reporting requests.
• Defines and executes personalization strategy and A/B testing agenda to optimize key forms, communications, and webpages along the prospective student journey.
• Manages a shared marketing / IT project portfolio in alignment with overall marketing projects.
• Contributes to the marketing data strategy and identifies opportunities to secure competitive advantage through data management technology and data collection, procurement, and activation.
• Serves as a digital marketing thought leader, driving enterprise-wide knowledge of best practices and proposing actions for future success.
• Partners with Marketing, Enrollment, and IT peers to optimize prospects' digital experience to registration.
• Responsible for applying Franklin's brand positioning and identity across all digital marketing activities.
• Interfaces with PR/Social Media and Marketing Strategists to ensure SEO requirements are met.
• Partners with other Directors to analyze and leverage CRM insights to optimize strategy and tactics across channels.
• Develops presentations and educates department and university stakeholders on marketing and strategy.
• Designs and develops attribution modeling to assess and evaluate the performance of brand campaigns.
• Provides support for the online presence requirements of institutional stakeholders.

Requirements

• Bachelor's degree.
• 5+ years of experience managing digital strategy and operations, including oversight of enterprise content management systems.
• 2+ years of hands-on experience with digital advertising.
• 3+ years of experience with digital analytics tools such as Adobe Analytics.
• Experience with content management systems, SEO, digital advertising, and web analytics.
• Strong analytical and creative skills with the ability to translate data into actionable insights.
• Experience with budget planning and management.
• Strong sales and presentation skills.

Nice to Have

• Experience with brand advertising leveraging programmatic platforms such as The Trade Desk or Amazon Ads.
• Familiarity with personalization tools such as Adobe Target.
• Experience with video SEO strategies.
• Content marketing expertise and understanding of design-based thinking.

Qualifications

• Bachelor's degree.

Benefits & Perks

• Franklin offers a competitive benefits package, incentive program, and free parking.
• Free undergraduate tuition for employees and immediate family members.
• Graduate tuition assistance for full-time employees and immediate family members.
• Discount on doctoral tuition for employees.