Assistant Director of Digital Strategy

Employment Status: Staff

Description of Key Responsibility:

PRIMARY ROLES

1. Assist in the development, creation and implementation of a digital marketing plan that supports undergraduate and graduate student recruitment, fundraising initiatives, alumni engagement, academic affairs and other activity related to the Colleges Strategic Plan.

2. Manage the Colleges digital marketing partners. Ensure campaigns align with enrollment strategies and target audiences. Determine production and campaign timelines. Create, review, and approve creative and content deliverables. Review provided data to assess effectiveness. Track engagement using Google Analytics.

3. Manage marketing campaign strategy and content development and delivery across multiple websites and channels.

4. Manage the Colleges digital accounts, including: College digital accounts such as ad account, analytics accounts, social accounts, etc.

5. Possess knowledge and competence in a variety of analytics accounts such as Google Analytics, YouTube analytic, Facebook analytics, etc.

6. Analyze customer on-site behavior to identify issues or opportunities and create recommendations for future optimizations.

7. Develop and maintain a search engine optimization and keyword plan to increase visibility and rankings on search engine results. Execute routine SEO analysis of websites using provided auditing tools to compile and analyze data to influence site optimization priorities. On-page tactical responsibility to include meta, content structure, alt. tags, and social cards.

8. Serve as a primary expert for digital marketing on campus and participate in the ongoing optimization of web development.

9. Support the construction and management of the College website applying digital strategy best practices to create a positive user experience and yield successful recruitment goals. Possess an understanding of the goals, audiences and information structures unique to the Colleges entire public web portfolio, including the main website.

10. Monitor statistical information and user trends throughout all College digital strategy initiatives and implement the use of analytics to inform future digital strategies.

11. Compile a weekly metrics report of digital marketing efforts, website traffic, user engagement and campaign metrics using Google Analytics. Custom reports to align with current enrollment goals and initiatives.

12. Distill data into clear, concise, and user-friendly presentations that deliver insights that lead to actions, and deliver those presentations to various levels of audiences including members of the Colleges cabinet and Board of Trustees.

13. Provide direction to the Colleges communication team to create effective SEO content.

14. Lead with an active brand strategy voice to ensure the integration of all College marketing activities are reflected in digital campaigns and web assets.

15. Work with the Colleges creative services team to ensure digital campaigns reflect the Colleges brand identity and design guidelines.

16. Integrate effective videography, photography, and graphic design toward achieving measurable and favorable results.

17. Collaborate with the Colleges creative services team to conceptualize and create a variety of visually compelling photo and video content for the College digital campaign and website.

    SECONDARY ROLES

18. Assist in managing the Colleges websites. Possesses an understanding of the goals, audiences and information structures unique to the Colleges entire public web portfolio, including the main website.

19. Ensure that the website adheres to the Colleges standard for uniformity of style and message as outlined in the College Identity and Graphic Standards manual in addition to accessibility standards. Work closely with other members of the Office of Marketing and the Office of Communication to maintain and edit website content.

20. Assist in managing the on-going development of College websites and maintain dynamic content for key landing pages.

21. Assist in coordinating campus and community notification of emergencies via the website, as well as ongoing updates to internal and external audiences.

22. Assess web needs and recommend enhancements. Work collaboratively and proactively with marketing team members and internal stakeholders to assess new technologies, user expectations, trends and opportunities.

23. Ensure content is consistent and customized from print to online to ensure messaging across all marketing and communications channels is consistent.

24. Coordinate and execute web design changes with regard to written and visual content of the website as well as its technical interactivity and presentation.

    OTHER KEY RESPONSIBILITIES

25. Support the Colleges mission, vision and values, and contribute to the advancement of the Colleges Strategic Plan.

26. Demonstrate a strong commitment to continuous quality improvement.

27. Demonstrate civil and inclusive behavior when interacting with staff, faculty, students and visitors to the College. Promote a flexible, collaborative and inclusive work and living environment and engage in educational opportunities to increase awareness and understanding of diversity and inclusion.

Education/Training:

A bachelors degree is required.

Experience:

Four to five years of responsible experience in electronic communications (high level of knowledge of internet technologies, website management, journalism, public relations, etc.) is preferred. Or two to three years of experience in a digital marketing agency setting.

Licenses or Certifications:

A valid drivers license is required.

Position Summary:

The Assistant Director of Digital Strategy is responsible for planning, developing, executing, prioritizing and coordinating comprehensive digital strategy as an integral part of the Colleges enrollment, marketing, and branding functions. The Assistant Director of Digital Strategy will manage the Colleges digital paid and organic search initiatives, all digital advertising strategies, and serve as a collaborator in effectively leveraging and integrating vendor-supported digital presence. This position will manage and expand use of metrics (e.g. Google Analytics) for assessing online marketing initiatives including SEO and tracking performance of paid and unpaid social media campaigns and other digital advertising initiatives and provide key reports that inform data-driven enrollment strategies.

The Assistant Director of Digital Strategy is also responsible for assisting in the execution and coordination of North Central College website assets as an integral part of the Colleges marketing functions. This individual will assist in managing the main College website (northcentralcollege.edu), online alumni magazine in partnership with the Office of Development and Alumni Affairs (magazine.northcentralcollege.edu), and fine and performing arts website in collaboration with the Fine Arts Director (northcentralcollege.edu/fine arts). Additional work includes the Brilliant Future Campaign (brilliantfuture.northcentralcollege.edu), intranet and the Colleges mobile app.