In this high impact role reporting to the Chief Marketing Officer, the Director of Digital Marketing plays an integral role in growing enrollment within the adult continuing education and graduate degree program markets. Working with the CMO and other university leaders, the Director will lead the organization's digital marketing strategy, planning and implementation, executing lead acquisition efforts to meet graduate enrollment goals both domestically and internationally. S/he will foster innovation, experimentation and collaboration across matrixed teams, leveraging customer insights and a start-up approach to launch and scale marketing efforts in support of institutional goals.
Strategic planning: Participate in strategic marketing planning to support the University’s graduate degree program enrollment goals, including lead generation and nurturing, as well as overall awareness and reputation. Develop marketing plans for new degree programs and/or offerings (online programs, new locations, partnerships, etc.). Collaborate with CMO to develop customer and competitive insights to inform target audience, value proposition and key message points, etc. Create processes, documentation (briefs), etc. enabling team to scale efforts across multiple graduate enrollment campaigns.
Lead generation & nurturing: Manage the development and execution of lead generation (direct response) activities in support of graduate degree programs across a team of in-house specialists and agency partners. Apply full stack marketing skills to meet goals including content marketing/SEO, paid advertising (SEM, digital programmatic, paid social), analytics, email marketing/marketing automation and landing page optimization. Ensure all activities are managed against KPI targets to measure campaign effectiveness and budget manage for each effectively.
Team management: Build an in-house digital media and marketing practice to support growing demands for graduate program lead acquisition campaigns. Supervise team in planning, executing and analyzing lead generation, nurturing, and conversion strategies to achieve business objectives.
Measurement and optimization: Establish and monitor KPIs across advertising platforms and through to web analytics and CRM systems for both media analysis and customer acquisition analysis. Measure and interpret online results in real-time, making adjustments to optimize media spend. Produce and share executive leadership dashboards, participate in cross-functional readouts and meetings with admissions/sales and academic affairs working directly with program directors and admission officers to adjust campaigns based on shared insights.
Marketing technology stack: Oversee efforts to deploy marketing automation on Slate CRM enabling us to both build trigger-based email campaigns and optimized landing pages. Manage marketing automation specialist, guiding email campaign and landing page creation process and enabling team to scale and measure efforts. Lead the decision-making and deployment of marketing solutions to support institutional goals.
Bachelors degree in marketing, communications or related discipline. A minimum of 10 years experience and demonstrated success in KPI-driven digital advertising, lead generation and acquisition and website conversion and optimization.
Prior experience in hiring and supervising a team of marketing professionals is required. A motivated, results-oriented team player with the presence to inspire and the ability to develop a collaborative culture while thriving in a fast-paced environment, where flexibility, creativity, and resourcefulness are required for success. Ability to provide coaching or feedback in a constructive manner.
Works with a high level of independence, challenges the status quo, comfortable with ambiguity, offers new ideas and techniques to improve marketing and communications outcomes. Demonstrated ability to make decisions and exercise sound judgment.
Excels at working efficiently to meet deadlines and manage multiple priorities with exceptional organizational and prioritization skills. Skilled at managing stakeholder expectations.
Hands-on understanding of digital advertising platforms including Facebook, LinkedIn, Google; retargeting platforms/tools and other emerging digital platforms. Able to articulate and advocate for content marketing best practices and collaborate with colleagues to ensure all content is search-optimized, mobile-friendly and social-enabled.
Strong understanding of web analytics, marketing automation and CRM tools to achieve lead generation and nurturing goals with ability to extract value from data. Familiarity with Google Analytics, Slate and/or HubSpot preferred.
Experience in influencing and leading creative teams through the creative process to produce direct response and conversion-driven ad creative, landing pages and websites.
Professional, energetic, positive attitude, self-motivated, resourceful, and persistent. Strong presentation skills and the ability to articulate a broad range of information to diverse audiences.
Posting #: FY181P3310
Bentley University requires reference checks and may conduct other pre-employment screening.
Bentley University is one of the nation's leading business schools, dedicated to preparing a new kind of business leader and one with the deep technical skills, the broad global perspective and the high ethical standards required to make a difference in an ever-changing world. To achieve our goal, we infuse our advanced business curriculum with the richness of a liberal arts education. The results... are graduates who are making an impact in their chosen fields and turning their passions into success stories. Located on a classic New England campus just minutes from Boston, Bentley is a dynamic community of leaders, scholars and creative thinkers.