Note: The job is a remote job and is open to candidates in USA. The American College of Financial Services is committed to applying financial education through teaching, research, and innovation in program delivery and design. The Director of Digital Marketing and Analytics is responsible for developing and implementing holistic digital marketing strategies that increase brand awareness and drive educational revenue. This role involves both strategic planning and hands-on execution in a fast-paced environment.
Responsibilities
- Build, plan and implement the overall digital marketing strategy for all digital marketing channels
- Lead and own the public-facing www.theamericancollege.edu website, including SEO, UX, and CRO optimization efforts
- Manage all updates to the external web presence and work closely with Marketing and the Web Services department to ensure proper execution
- Own the enterprise-wide website redesign project to support a multitude of business goals, including data privacy/ADA compliance, personalization strategy, and the consolidation of the existing nine websites into one, seamless website experience
- Improve conversion rates through the development and execution of structured A/B testing plans for marketing channels (web, email, forms, landing pages, etc.)
- Create MarTech stack roadmap and strategy, covering a spectrum of technology, including marketing automation, analytics, social publishing, email, CDP, DAM, etc
- Gather and document cross-departmental requirements, research, recommend and lead the implementation of marketing software solutions
- Ensure all marketing technology integrates correctly with the rest of the MarTech stack and any other relevant technology used by The College
- Translate company-level goals to KPIs and metrics, foster data-driven decision-making, and overall accountability
- Drive projects to develop multi-touch attribution models and full-funnel lifecycle reporting for Marketing efforts necessary deliverables to quantify the department’s contribution to College revenue goals
- Responsible for providing regular campaign performance analysis and optimization recommendations
- Work closely with Admissions to develop and continuously optimize CRM functionality, lead scoring, and automated communications to engage, nurture and ultimately convert leads
- Partner with the Business Development team to build and manage highly targeted digital tactics to drive enrollments from client companies
- Collaborate on go-to-market and promotional plans and execute using email, SEM/SEO, and web
- Ensure communication of all the above with key stakeholders and cross-functional teams
- Perform market research and competitive analysis
Skills
- Bachelor's degree required, preferably in marketing/communications with a minimum 7 years' experience in marketing and advertising, brand strategy, and digital strategy, including managing social media
- Supervisory experience required
- Thorough knowledge of market segmentation, principles of marketing, integrated communication principles, and branding
- Experience developing and executing marketing plans with clear objectives that are measurable
- Experience implementing, managing SEO/SEM strategies, Google's Universal Analytics and Tag Manager, and UX and IU design
- Ability to conceptualize creative marketing design that has a high impact
- Thorough knowledge of social media measurement
- Experience working with advertising and media planning/buying agencies
- Excellent project management skills
- A strong commitment to being part of a culture driving transformational change with a start-up mindset, while honoring The College's history as the nation's oldest institution for financial services education
- 2-3 years minimum experience working in a marketing agency setting is strongly preferred
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