Associate Director of Digital Marketing, Enrollment Management

Posting Summary:
Reporting to the Director of Enrollment Marketing and Communications, the Associate Director of Digital Marketing is an integral part of the Enrollment Marketing and Communications team. Critically, the Associate Director is the primary driver of TC’s Digital Marketing strategy, focused both on lead generation and nurturing started applications toward submission. With the Assistant Creative Director, they’ll produce creative and on-brand marketing campaigns that differentiate Teachers College from competitor institutions. They’ll move beyond traditional higher ed advertising, researching and pulling from outside industries and building interactive user experiences that solve unmet customer needs. They’ll explore using AI tools and machine learning to create a more efficient and scalable advertising and content production process.

The Associate Director should understand the possibilities of technical tools and maintain familiarity with new marketing technologies and platforms. They’ll use data to make informed recommendations and closely collaborate with their colleagues to tie together paid and organic strategies.

Job Summary/Basic Function:

• Digital Marketing and Campaign Management (30%)


• Develop and own the digital advertising strategy, coordinating with media agencies to ensure campaign effectiveness and alignment with institutional goals.


• Evaluate and assess the strategic value of emerging marketing tools for helping drive student recruitment – this may include exploring unused features of the current tech stack.


• Evaluate how AI/machine learning products or features can help improve team efficiency and return on ad spend.


• Own marketing campaign analysis: assess effectiveness of ad campaigns at achieving enrollment objectives, using data from digital tools (Google Analytics, Search Console, Microsoft Clarity, etc.) and Enrollment Management’s CRM (Slate). Brainstorm solutions based on findings.
  
  Marketing Analytics (20%)


• Work with the Enrollment Strategy team to create dashboards and reports that tie together enrollment goals, marketing outcomes, and ROI, which can be used for campaign evaluation and presented to executive leadership


• Consult on content strategy and measurement with the Communications team. Assist in the development of a content strategy reporting dashboard.


• As an ultimate goal, integrate organic social media and web analytics into the marketing campaign dashboard, using tools like Tableau, Looker Studio, Supremetrics, and/or BigQuery.
  
  Digital Experience Evaluation and Design (25%)


•  Own website content and SEO audit: recommend changes in web architecture, identify content needs, and work closely with faculty, marketing and communications team, and college stakeholders to rework departmental web presence. (Advanced web development skills not required.)


• Meet regularly with communications/organic social team to assess the effectiveness of campaigns and methods, recommend new strategies


• Design the advertising landing page experience and work with web developers on new/interactive features.
  
  Budget and Strategic Planning (15%)


•  Manage assigned section(s) of the TC Enrollment Marketing and Communications budget.


•  Assist in the development of integrated enrollment marketing plans and proposals from conception through implementation, including budget estimation and recommendations, planning, scheduling, and project management.
  
  Collaboration, Vendor Management, and Supervision (10%)


• Provide input and direction on print publications, social media, web, video, and traditional media alongside the Assistant Creative Director and Assistant Director of Enrollment Communications.


•  Liaise with and manage third-party vendors—SEM/SEO firms, photographers, videographers, etc.—as needed.


• Supervise student workers, consultants, subcontractors, and other staff, as necessary.
  
  

Minimum Qualifications:

•  Bachelor’s degree and five to seven years of professional experience in marketing and/or communications, especially in a higher ed, nonprofit, or agency setting.


• Experience managing budgets.


•  Experience executing marketing initiatives across multiple channels, particularly digital advertising, and web, to achieve measurable outcomes.


•  Proven project management skills with experience balancing multiple priorities and deadlines.


•  Effective interpersonal communication and the ability to collaborate with and influence peers within the team and across departments.


• Strong experience with using analytics tools to render data and drive data-informed decisions.


• Experience with web and digital best practices, including accessibility and adherence to legal and privacy regulations.


•  Basic knowledge of Customer Relationship Management systems, web content management systems, marketing automation platforms, and/or HTML

Preferred Qualifications:

• Advanced writing skills and knowledge of content strategy and content architecture


• Knowledge of design trends and best practices


• Experience with project management tools and frameworks.


•  Experience in creating or recommending user experiences that stand out and fulfill unmet user needs.


• Experience working with and stewarding an institutional or corporate brand.


• Staff supervisory experience

Salary Range:

90000-95000

Work Modality:

Hybrid