TheDigital Marketing Manageris part of the Marketing & Communications Team at Vanderbilt University's Owen Graduate School ofManagement and is a manager thatworks closely with marketing directorand managers to optimize effectiveness of digital marketing efforts.
The Digital Marketing Manager ensures optimalwebsite performance for Business.Vanderbilt.edu, along with correspondingdatabases and microsites, oversees operational and technical aspects of digitalmarketing initiatives, reports on performance of digital marketing efforts, andstays current on the latest digital marketing trends in higher education andother relevant industries.
The Marketing & Communications Departmentmanages marketing strategy, plans and tactical efforts for the programs anddepartments of the Owen Graduate School of Management (OGSM). With the goal of attracting and convertinghigh quality students and employers to our programs, these initiatives includeBranding and Creative Services, Digital and Traditional Advertising, MarketResearch, Public Relations and Social Media, Website, Direct Response efforts,Sales and Collateral materials and other publications. This department alsohandles all rankings submissions for the school, a critical element that feedsthe reputation and fuels the appeal of a school for prospective students. The departmental staff is comprised of eightprofessionals supported by agencies, freelancers and centralized Vanderbiltresources; the department is directly responsible for a $1.4 million annualspend.
Key Functions andExpected Performance
Ensures that external website isoptimized for the purposes of attracting, engaging and converting prospectivestudents for all programs
Develops andoversees website maintenance and audit protocoProvides reportsthat provide insight into site performance and UX
Drivesimprovements and enhancements that improve website performance
Provides trainingand tools to decentralized content owners
Serves as pointperson to external agencies - web, ad, SEO - on behalf of marketing team
Maintains acurrent site map as well as all URLs and redirected links
Ensures that external website andmission critical databases and microsites are performing as expected.
Triages supportrequests and escalates high priority needs to IT and WebComm, as needed
Serves as liaisonwith Owen IT with University Webcomm to ensure timely support
Serves astechnical advisor to the Owen Community on external website and missioncritical databases and microsites
Oversees operational and technicalaspects of marketing initiatives in order to efficiently capture and processleads and track performance.
Overseesoperational logistics of automated email commflow strategies
Creates andmanages campaign landing pages for lead capture, processing and tracking
Manages GoogleTag Manager to ensure campaign-specific performance report
Gathers and analyzes metrics in orderto report on the success of marketing efforts and identify opportunities forimprovement.
Reports on paidcampaign and lead generation efforts across all platforms--Google Analytics,Slate, other systems
Establishes regularreports that satisfy needs of marketing department and agencies
Provides adhocreports and analysis as requeste
Stays abreast of competitors, trendsand technology on behalf of department.
Seeks to keepschool on forefront of digital trends and consumer techniques
Conducts digitalcompetitive analyses as requested
Seeks out andrecommend new features, functionality and digital platforms
This position has supervisory responsibilityover the web content producer; this position reports administratively andfunctionally to the Senior Director of Marketing & Communications.
ABA/BS plus 3+ years of relevant work experience with digital marketing isrequired.
Certificationwith WordPress, Google Analytics, Microsoft Excel, and Slate a plus.
Experience and Skills
Experiencewith website maintenance and development.
Experienceexecuting paid marketing efforts through LinkedIn, Facebook, Instagram, GoogleSearch, and Google Display is preferred.
Experiencewith reporting and data analysis is preferred.
Internal Number: 1900812
About Vanderbilt University
Vanderbilt University is a center for scholarly research, informed and creative teaching, and service to the community and society at large. Vanderbilt will uphold the highest standards and be a leader in the quest for new knowledge through scholarship, the dissemination of knowledge through teaching and outreach, and the creative experimentation of ideas and concepts. In pursuit of these goals, Vanderbilt values most highly intellectual freedom that supports open inquiry, equality, compassion, and excellence in all endeavors.