Senior Director of Marketing

Moraga, California, Senior Director of Marketing Salary: $0.00 Annually Job Type: Full Time Job Number: 2015-1603712 Location: CA 94556, CA Department: College Communications Closing: 1/29/2023 11:59 PM Pacific Background Background: Founded in 1863, Saint Mary’s is a residential campus nestled 20 miles east of San Francisco in the picturesque Moraga Valley. Based in the Catholic, Lasallian and Liberal Arts traditions, Saint Mary’s currently enrolls more than 4,000 students from diverse backgrounds in undergraduate and graduate programs. The De La Salle Christian Brothers, the largest teaching order of the Roman Catholic Church, guide the spiritual and academic character of the College. As a comprehensive and independent institution, Saint Mary’s offers undergraduate and graduate programs integrating liberal and professional education. Saint Mary’s reputation for excellence, innovation, and responsiveness in education stems from its vibrant heritage as a Catholic, Lasallian and Liberal Arts institution. An outstanding, committed faculty and staff that value shared inquiry, integrative learning, and student interaction bring these traditions to life in the 21st century. The College is committed to the educational benefits of diversity. Responsibilities The Executive Director of Marketing (EDM) reports to the Chief Marketing Officer/Chief Communications Officer ( CMO/CCO) and is a key member of the Office of Marketing and Communications (OMC) leadership structure working collaboratively with OMC’s leadership team and other key campus stakeholders. The Executive Director of Marketing (EDM) will pay an important role in the development of high quality and data-driven brand marketing campaigns including creation and implementation of integrated marketing and communications strategies, campaigns, programs, plans, content strategy, and reporting that raise the profile of Saint Mary’s College of California (SMC) and meet marketing goals identified. The incumbent will build, plan and implement the overall marketing strategy, develop and implement advertising plans for traditional and digital marketing channels such as but not limited to SEM, IP targeting, displays, retargeting etc. The incumbent will stay up to date with the latest marketing technology and educate teams on best practices. The EDM will ensure that SMC’s digital marketing channels (e.g. website, social media) is innovative and up to date to prospective/current students, campus stakeholders, and community partners as well as to new audiences. The incumbent will play an important role in the College’s undergraduate and graduate programs current and future enrollment marketing success. The Executive Director of Marketing will support the division of Enrollment Management and collaborate closely with the Vice President for Enrollment Management (VPEM) on marketing strategies and implementation to recruit new students (undergraduate and graduate) to the College. As directed by the CMO/CCO, the incumbent may support a range of enterprise-level strategic marketing/communications priorities. The incumbent cultivates relationships with key campus stakeholders to inspire a culture of creativity, collaboration, and innovation as part of the marketing/communications team. The ideal candidate for this position is an energetic and passionate professional who is up to date with the latest marketing, advertising, social media, web communication, visual communications, and video trends. The EDM oversees personnel and budget responsible for producing integrated marketing/communications media that support recruitment, retention, enrollment, graduation, Commencement, career and professional development. This job is eligible for a flexible hybrid arrangement with a combination of in-office and remote work. Leadership, Strategic Marketing and Digital Communications Planning and Management Direct marketing team. Oversee all website, social media, video production, creative design, photography initiatives in keeping with brand objectives and collaborate closely with campus stakeholders. Hire, supervise, and train personnel, freelancers, and contracted partners and students to provide services necessary to fulfill responsibilities. Coach team members to maximize creativity, productivity and effectiveness. Create a culture of accountability through evidence-based decision making, outcomes assessment, and process improvement where individual and team progress, deadlines, and results are reported and evaluated with regularity. Build, plan and implement overall digital marketing strategies including management of marketing budget. Partner with Executive Director of Strategic Communication and Content regarding both content and distribution strategy related to applicable communication channels to distribute and promote (e.g. homepage, newsroom, social media, video, College magazine). Create and manage content strategy related to marketing initiatives in partnership with the Executive Director of Strategic Communications and Content to drive a clear and consistent message through web content, email marketing, collateral and paid channels. Establish and measure ROI and KPIs. Leverage analytics tools to evaluate effectiveness of digital marketing campaigns across all channels. Drive brand and lead generation campaigns to meet defined marketing KPIs, identify new opportunities, and support revenue-generating (e.g. enrollment, memberships, giving) and brand development efforts. Develop and manage SEO strategy by improving and measuring online content to ensure SMC programs rank on Search Engine Marketing (SEM); Track SEO and Google Analytics data to make strategic recommendations. Execute and improve current SEO tactics, including keyword research, on-page optimization, and link building. Strategically create, implement, and manage paid search marketing campaigns (e.g. Google Adwords); Create and manage the marketing calendar and deadlines requiring collaboration with multiple team members and offices. Write compelling marketing content that converts prospective targeted audiences. Work closely with campus partners to create, add, update, archive, and provide quality control of information, images, and video on SMC’s data asset management platform and key website pages. Oversee the design and implementation of A/B testing programs for email and e-marketing optimizations. Lead the selection and implementation of a new editorial/content digital platform for a refreshed/reimagined College and alumni magazine. Protect, grow and enhance SMC brand; Build authentic and long-lasting relationships with current customers and engage a broader audience. Utilize the latest marketing trends, technologies and marketing platforms to support go-to-market efforts; Stay up-to-date with digital technology developments and best practices in higher education sector and in other industries. Lead the use and implementation of marketing automation tool (e.g. Marketo) for inbound and outbound marketing campaigns including increasing engagement and affinity of on and off campus targeted audiences. Ensure projects are completed by identified deadlines and on budget. Assure successful outcomes by adopting best-practice project management methodologies, quality assurance metrics, and risk mitigation plans. Monitor schedules, production, and distribution arrangements and other details to ensure timely completion and quality control of marketing activities and publications. Lead training opportunities to educate and train campus community of marketers/communicators on the following key MarTech platforms: Social media management (e.g. Hootsuite Enterprise), marketing automation tool (e.g. Marketo), and website (e.g. Drupal). Market Planning and Implementation for Lead Generation Manage and implement concurrent, short-, medium-, and long-term marketing/communications plans that support the Division of Enrollment goals and priorities. Manage and implement with Directors of Graduate Enrollment Marketing all marketing plans for graduate programs to support enrollment goals. Review, manage, and support enrollment marketing content across traditional and digital channels with content providers and edit/track for consistency, accuracy, and timeliness. Collaborate with College leaders to develop and improve recruitment and retention. Translate complex admission processes, state and federal requirements and academic jargon into language prospective students (undergraduate and graduate) can digest. Assist with writing and/or copyediting, upon request, relevant content for compliance, scholarships, reminders, admission letters, events and ad-hoc requests. Assist with development of all lead generation forms and content for landing pages to optimize CTAs and conversions. Iterate new layouts and gather ideas from stakeholders to improve user experience on SMC’s recruitment webpages. Collaborate with frontline recruiters to ensure they have the content and consistent messaging they need to connect with prospects. Assist in the selection and management of digital marketing agencies based on scopes of work related to enrollment marketing initiatives/campaigns. Develop and optimize lead nurture streams personalized by buyer persona for targeted prospective students. Other duties as assigned. Experience and Qualifications Education (e.g., High school diploma, Associate’s, Bachelor’s, Master’s) Required: Bachelor’s Degree in Marketing, Communications, or Journalism Preferred: Master’s degree in Marketing, Communications, Journalism, English or related field. Project Management certification; SCRUM certified. Experience (years required and applicable field of experience): Required: Minimum 5 years marketing/communications experience within higher education industry or related industry. Evidence of successful marketing/communication positions of increasing responsibility required. Experience managing FTE staff with establishing performance goals and reviews as well as overseeing student workers and freelancers/contractors. Demonstrated ability to work effectively and independently in a shared resources environment, where professionals are assigned, dedicated, and reporting to a centralized organization with standards, strategies, and workflows. Ability to work with internal and external constituencies and with professionals of varied disciplines to accomplish tasks and projects. Demonstrated experience managing and executing across multiple marketing and communication channels and media; highly developed skills in marketing/communications writing and editing. Highly collaborative style with experience developing and implementing marketing/communications strategies successfully; a background that demonstrates relationship-building, consensus-building, flexibility, and managing through influencing. Evidence of high energy leadership style with a track record for leading both strategic and tactical marketing/communications efforts. Self-starter, able to work independently and entrepreneurially; experience creating, developing and implementing new initiatives. Demonstrated MarTech stack competency with common production software suites, such as photo editing software, email marketing tools, marketing automation platform, project management, and analytics reporting software.Experience utilizing various communication/marketing tools and platforms to perform responsibilities (e.g. project management tool such as Asana, Monday.com; content management system such as WordPress, Drupal and OmniUpdate/ModernCampus; marketing automation tool such as Marketo, etc.) Ability to produce high quality deliverables with meticulous attention to detail. Must be metrics-driven and results-oriented with demonstrated analytical skills. Ability to provide quick turnaround and updates for multiple requests while maintaining a strong reputation of high quality work. Self-starter with the ability to work independently as well as collaboratively within a cross-functional team. Must be able to perform successfully in a fast-paced, intellectually intense, and service-oriented environment. Willing and able to adjust to changing demands and shifting priorities. Willingness to work evenings and weekends to support programming, events, and major project deadlines. Preferred: Higher education marketing/communications preferred. Experience working in marketing/communications role(s) that support recruitment, enrollment management, and/or admissions activities required Advanced interpersonal skills to effectively communicate with a wide- ranging audience, including current/prospective students, faculty, staff, alumni, media, and outside agencies. Skills/Abilities (e.g., computer skills, written & verbal skills, trades, laws, procedures, technical): Thorough knowledge of marketing and business management. Knowledge of the principles, practices, concepts and methodology of marketing. Demonstrated verbal and written communication skills. Ability to work in a fast-paced work environment. Ability to learn quickly, thoroughly, and in detail. Must recognize and adjust to change. Proven ability to manage multiple tasks simultaneously; strong project management skills; follow through and meet deadlines. Strong interpersonal communication skills, the ability to maintain effective working relationships with clients, co-workers, and vendors, and excellent decision-making, time-management, and planning skills. In depth knowledge of different digital marketing channels. Strong knowledge and experience with online marketing tools and best practices. Hands-on experience with SEO, Google Analytics and CRM software. Basic knowledge of web design procedures; Familiarity with web design and various content management systems (e.g. Wordpress, Drupal). Demonstrable experience in designing and implementing successful digital marketing campaigns. Strong understanding of how all current digital marketing channels function. Proven experience delivering creative and successful marketing campaigns to targeted audiences. Ability to tell a story with data, and articulate what’s working and what’s not, and set a vision for how we’ll further evolve our campaign approach. Experience with marketing automation software tool (e.g. Marketo). Understanding of the enrollment to admissions pipeline from lead to application. Demonstrated experience developing and executing branding, messaging, advertising, marketing, and design strategy. Expertise with a wide range of communications practices and tactics including writing, editing, integrated digital communications, social media, and public relations. Proven ability to interpret analytical information and clearly communicate data based outcomes. Skilled in managing staff and budgets. Entrepreneurial minded with a strong sense for growing businesses. Licenses & Certification (e.g., CPA, RN, etc): Required: Preferred: Project Management certification; SCRUM certified. Other Requirements: (e.g., travel, weekend/evening work): Some travel, weekend and evening work will be required as needed. Supplemental Information Application Instructions: Please apply online at http://jobs.stmarys-ca.edu A Cover letter that specifically addresses how you meet the qualifications and are prepared to support the mission of the College, and a Resume must be attached. In addition please note: The name and contact information for three (3) professional references. In applying for a position, candidates sign a consent authorizing a broader inquiry which may include reference checks, a motor vehicle check, and a third party background check. Saint Mary’s is an equal employment opportunity employer. We support inclusive excellence and are committed to creating a safe and welcoming community for all. College policy prohibits discrimination based on race, color, religion, national origin, ancestry, age, gender, sexual orientation, marital status, medical condition, physical or mental disability, gender stereotyping, and gender identity, taking a protected leave (e.g. family medical or pregnancy leave), or on any other basis protected by applicable laws. Saint Mary’s College annually collects information about campus crimes and other reportable incidents in accordance with the federal Jeanne Clery Disclosure of Campus Security Policy and Campus Crime Statistics Act. To view the Saint Mary’s College Report, please go to the Public Safety website at http://www.stmarys-ca.edu/public-safety/annual-security-and-fire-safety-report-0 . To request a paper copy please call Public Safety at (925) 631-4284. The report includes the type of crime, venue, and number of occurrences. Please apply online at https://www.schooljobs.com/careers/stmarys Copyright 2022 Jobelephant.com Inc. 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