Digital Experience Strategist (Digital Marketing Specialist)

VP COMMUNICATIONS & MARKETING (UA-VPCM-IUBLA)

The Digital Experience Strategist designs, delivers, measures, and continuously improves connected digital experiences that advance Indiana University's strategic goals and improve audience conversion across the constituent lifecycle.

Department Specific Responsibilities

• Brings particular expertise in lifecycle marketing, email and SMS, marketing automation, personalization, journey strategy, and conversion optimization, as part of the Experience Delivery team.
• Collaborates across channels and in close partnership with data strategy, marketing enterprise architecture, web, content, marketing strategy, and paid media functions as well as university partners to translate audience and business needs into effective digital experiences.
• Applies an Experience Engineering mindset, looking beyond individual messages or channels to understand the full audience journey and identify opportunities to connect, personalize, measure, test, and improve experiences over time.
• Serves as an audience advocate, using constituent needs, behaviors, and journey stages to inform digital experience strategy and identify opportunities to improve conversion.
• Leads strategy and execution for lifecycle email, texting, marketing automation, and personalization, including audience segmentation, targeting, journey orchestration, and implementation.
• Helps connect experiences across web, forms, paid media, content, and other touchpoints by partnering with channel experts to develop coordinated strategies and identify opportunities to reduce friction and improve conversion.
• Translates constituent needs and business objectives into clear experience strategies, requirements, and implementation plans.
• Partners with data and technical colleagues to define the data, business rules, integrations, and personalization logic needed to deliver relevant experiences.
• Independently leads assigned initiatives from strategy through implementation, quality assurance, launch, documentation, and ongoing improvement.
• Shares expertise, standards, and best practices that strengthen digital experience delivery across University Communications and Marketing (UCM) and Indiana University.
• Partners with Data Strategy colleagues to establish goals, Key Performance Indicators (KPIs), monitoring approaches, and measurement plans for digital experiences.
• Regularly assess experience and journey performance to identify conversion barriers, opportunities, anomalies, and areas for improvement.
• Develops and executes testing and optimization strategies, including A/B and multivariate testing where appropriate.
• Translates performance data and audience behavior into actionable recommendations.
• Establishes ongoing monitoring and quality control practices for automated experiences.
  
  

General Responsibilities

• Plans, analyzes, and develops marketing and creative strategies to promote Indiana University through digital channels and increase exposure to a target audience.
• Reviews and analyzes usage trends and effectiveness of digital marketing strategies, determine and implement changes as necessary.
• Consults with staff, faculty, colleagues, departments, and/or other stakeholders to determine high-level strategies for specific programs, goals, audiences, and objectives.
• Collaborate with marketing and web teams to identify a target market and create a marketing campaign for digital technologies.
• Responsible for alignment with university mission, strategies, objectives, and brand guidelines across all digital marketing platforms and content.
• Designs user experience interfaces to ensure consistent and engaging platforms.
• May plan and develops integrated digital advertising schedules.
  
  

Combinations of related education and experience may be considered. Education beyond the minimum required may be substituted for work experience. Work experience beyond the minimum required may be substituted for education.

EDUCATION

Required

• Bachelor's degree (preferably in English, marketing, digital strategy, user experience, business, information systems, communications, journalism, public relations, or related field.)
  
  

Preferred

• Master's degree in related field.
  
  

Required

WORK EXPERIENCE

• 3 years in relevant field.
  
  

Skills

Required

• Proficient written and verbal communication skills.
• Maintains a high degree of professionalism.
• Demonstrated time management and priority setting skills.
• Demonstrates a high commitment to quality.
• Possesses flexibility to work in a fast paced, dynamic environment.
• Seeks to acquire knowledge in area of specialty.
• Demonstrated analytical skills.
• Demonstrated project management skills.
• Strong verbal communication and listening skills.
• Articulate and responsive to colleagues.
  
  

Preferred

• Demonstrated ability to independently manage projects, solve problems, and work through ambiguity.
• Strong written, verbal, and cross-functional communication skills.
• Demonstrated professional experience in digital marketing, digital experience, lifecycle marketing, Customer Relationship Management (CRM), marketing automation, or a related discipline.
• Experience developing and implementing email marketing and automated constituent/customer journeys.
• Experience with journey mapping and translating audience or business needs into digital strategies.
• Experience using data and performance metrics to evaluate and optimize digital experiences.
• Experience with Salesforce Marketing Cloud, including Journey Builder, Automation Studio, audience segmentation, personalization, or related functionality.
• Experience with SMS/text marketing and cross-channel journey orchestration.
• Experience with conversion-rate optimization, and A/B testing.
• Experience developing data-driven personalization strategies.
• Familiarity with web strategy, User Experience (UX), forms, search/discoverability, and other digital channels.
• Experience working with higher education constituent, enrollment, CRM, or student data.
• Experience collaborating with data analysts, engineers, developers, content strategists, and other technical or creative disciplines.
  
  

This role requires the ability to effectively communicate and to operate a computer and other standard office productivity equipment. The position involves sedentary work as well as periods of time moving around an office environment and the campus. The person in this role must be able to perform the essential functions with or without an accommodation.

For full-time staff employees, Indiana University offers a wide array of benefits including:

• Comprehensive medical and dental insurance
• Health savings account with generous IU contributions
• Healthcare and dependent care flexible spending accounts
• Basic group life insurance paid by IU
• Voluntary supplemental life, long-term disability, critical illness, and supplemental accidental death & dismemberment insurance
• Base retirement plan with generous IU contributions, subject to vesting
• Voluntary supplemental retirement plan options
• Tuition subsidy for employees and family members taking IU courses
• 10 paid holidays plus a paid winter break each year
• Generous paid time off plans
• Paid leave for new parents and IU-sponsored volunteer events
• Employee assistance program (EAP)
  
  

Learn more about our benefits by reviewing the IU Benefit Programs Brochure.

Career Level: Advanced

FLSA: Exempt

Job Function: Marketing & Communications

Job Family: Digital Marketing

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This posting is scheduled to close at 11:59 pm EST on the advertised Close Date. This posting may be closed at any time at the discretion of the University, but will remain open for a minimum of 5 business days. To guarantee full consideration, please submit your application within 5 business days of the Posted Date.

If you wish to include a cover letter, you may include it with your resume when uploading attachments.

Indiana University is an equal opportunity employer and provider of ADA services and prohibits discrimination in hiring. See Indiana University Notice of Non-Discrimination here which includes contact information.

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