Executive Director Of Digital Marketing

Grade 16 Bargaining Unit:VSC UP-PAT FLSA: Exempt

BASIC FUNCTION

Serving as a key member of the University Marketing and Communications team, the Executive Director of Digital Marketing develops and executes all digital marketing strategies and guides approaches to follow up communications in departments including Admissions and Enrollment Services, Graduate Studies, VTSU Global, and Workforce, Community and Economic Development to meet the University's overall enrollment goals. The position develops strategy and executes targeted lead generation through digital marketing and communications and the establishment and measurement of key enrollment marketing performance indicators by applicant segment, inquiry source, and recruitment channel such as cost per inquiry and ultimate admission yield. This position leverages industry knowledge and digital marketing best practices to promote the mission and vision of the institution and achieves the university's new student enrollment growth objectives in ways that support an efficient and sustainable student acquisition model and reinforces the overall university brand.

ESSENTIAL DUTIES & RESPONSIBILITIES

• Oversees the total prospective student/lead generation and guides follow up communications in all enrollment areas, uses data and information to track key performance indicators and success of lead tactics.
• Develops and executes an integrated digital marketing plan across multiple channels and inquiry sources that aligns with the strategic marketing and enrollment plan objectives, strategies, and targets.
• Develops and executes targeted digital marketing and advertising strategies including paid search, pay-per-click web, and mobile advertising, and retargeting to generate interest and engagement with key student and applicant segments.
• Strategically allocates resources through management of the enrollment marketing and communications budgets using innovative, creative, and modern techniques to reach target audiences.
• Regularly assesses the cost and benefit of budget allocations by inquiry source and marketing channel for efficacy and reallocates as needed to advance enrollment goals.
• Develops an overall enrollment communications plan in cooperation with the leadership of key enrollment departments.
• Oversees the Enrollment Communications to ensure that marketing and communication plans align with staffing and enrollment targets by program area, geography, degree level, or other factors to optimize new student enrollment.
• Works with both the website developer and manager to ensure key pages are optimized for lead generation.
• Work with the design and production staff in University Marketing and Communications to ensure that the website, videos, blogs, publications, admissions materials, micro websites, podcasts, and digital webinars are available as appropriate to drive lead generation, application volume, or conversion.
• Manage relationships with enrollment vendors, maximizing opportunities for contract scope.
• Perform additional duties as assigned.

SUPERVISON RECEIVED

Receives direction from the Assistant Vice President of University Marketing and Communications with strategic input on enrollment goals and strategy from Vice President of Admissions and Enrollment Services, Assistant Vice President of Online Programs Administration, Dean of Graduate Studies, and Associate Vice President of Workforce, Community and Economic Development.

SUPEVISON EXCERCISED

Supervises or co-supervises communication specialists dedicated to enrollment management in undergraduate, graduate, online, and workforce-related programs.

MINIMUM QUALIFICATIONS

• Bachelor's degreein business, marketing, communications, or other appropriate discipline and
• Three (3) years progressive leadership experience in higher education digital enrollment marketing or a combination of education and experience from which comparable skills can be derived.

Preferred QUALIFICATIONS

• Master's degree in business, marketing, communications, or other appropriate discipline
• Five (5) or more years of relevant digital marketing and communications experience in higher education industry
• Two (2) or more years of data analysis experience.
• Two (2) or more years of direct enrollment marketing experience in a complex organization.

Knowledge, Skills, & Abilities

Knowledge:

• In-depth knowledge of digital marketing and communications.
• Specialized knowledge and skills related to inquiry generation, digital customer engagement, and conversion.
• Commitment to developing own professional knowledge and the professional knowledge of team members regarding diversity, equity, inclusion, and social justice and how it informs practices within area of expertise

Skills:

• Excellent planning, administrative, organizational, and supervisory skills.
• Strong budget management skills.
• Excellent writing, research, and analytical skills.
• Outstanding communication skills including visual, graphical, digital, written, and verbal.
• Knowledge of modern computer applications.

Abilities:

• Ability to analyze data and create reports to assess effectiveness of marketing strategies.
• Ability to originate concepts and communicate them through powerful images, text, and design.
• Ability to support a diverse community and promote diverse perspectives, cultures, and an inclusive environment.
• Ability to use data-informed decision making to inform resource allocation, processes and procedures.

Location: This position may be based on any of the Vermont State University's campuses and opportunities for remote work also exist.

VTSU values individual differences that can be engaged in the service of learning. Diverse experiences from people of varied backgrounds inform and enrich our community. VTSU strongly encourages applications from historically marginalized and underrepresented populations. VTSU is an equal opportunity employer, in compliance with ADA requirements, and will make reasonable accommodations for the known disability of an otherwise qualified applicant. Please contact Sarah Potter for assistance with accommodations at Sarah.Potter@vsc.edu

This general outline illustrates the type of work which characterizes the job classification. It is not an all-encompassing statement of the specific duties, responsibilities and qualifications of individual positions assigned to the classification.