Director of Web and Digital Marketing

About the Role

Key Responsibilities

• Collaborate with the AVP of Admissions & Marketing and the Sr. Director of Marketing and MIPS to develop and implement a comprehensive marketing strategy aligned with the College's strategic goals.
• Manage and oversee outsourced digital marketing efforts, setting and monitoring KPIs and ROI for vendors.
• Identify and eliminate redundancies in vendor partnerships to increase efficiency.
• Provide marketing assessment and recommendations to other departments and nationwide locations to ensure all marketing efforts align with the overall goals and messaging.
• Oversee the creation and production of marketing and recruitment materials (print, email, video, and audio) using project management tools like Smartsheet.
• Provide regular performance reports to senior leadership on in-house and outsourced marketing initiatives.
• Collaborate with the Associate Director of Website to establish SEO processes and initiatives to increase website traffic and improve search engine rankings, using tools such as BrightEdge.
• Direct website content strategy, structure, and design improvements.
• Conduct regular website analysis using tools such as GA4 and SiteImprove to inform website optimization efforts.
• Partner with Technology Services to streamline digital processes focused on the student experience.
• Perform job duties per Columbia College's vision, mission, and values and contribute to the development of the Marketing Department.
• Develop relationships with college constituents and maintain working relationships with college peers and faculty.
• Provide leadership and set an example for staff in civility, courtesy, inquiry, strategy, reliability, and work ethic.
• Attend work timely and during established hours, working additional hours as necessary.
• Fulfill additional responsibilities as assigned.

Requirements

• A minimum of seven (7) years of experience in developing comprehensive digital advertising or marketing strategy.
• Strong expertise in analyzing metrics, setting KPIs, and using data to measure marketing effectiveness and inform strategies.
• A minimum of 3-4 years of experience in executing SEO efforts and managing websites aligned with digital strategies.
• Strong organizational skills with experience managing multiple projects using tools like Smartsheet or similar platforms.
• Ability to plan, allocate, and track marketing budgets to ensure fiscal responsibility.
• Strong creative direction capabilities for consistent and impactful messaging.
• Proven skills in leading, mentoring, and motivating a high-performing marketing team.
• Excellent verbal and written communication skills for stakeholder engagement and reporting.
• Strong interpersonal skills to work across departments and build relationships with external vendors and partners.
• Bachelor's Degree in Marketing, Business, Technology, or a related field.
• Ability to pass a criminal background check as required by the college.
• Some overnight and out-of-state travel may be required.

Qualifications

• Bachelor's Degree in Marketing, Business, Technology, or a related field.