Job Description

The Director of Digital Strategy is responsible for overseeing the development, execution, monitoring and optimization of and reporting on enrollment-related digital marketing strategies.  This includes Connected TV and OTT campaigns, paid social media advertising (Meta, LinkedIn, TikTok, YouTube), paid search and pay-per-click display advertising (Google), Programmatic including geofencing, remarketing and audience targeting, as well as working with the CRM and media buying team to develop strategies for look-a-like and custom audiences. Additionally, this role oversees all campus social media, email marketing, landing pages and CRM teams to ensure integrated and cohesive messaging, campaigns and data-driven optimizations.

This role will work directly with the Senior Vice President of Enrollment Management, Marketing & Student Affairs; Executive Director of Marketing; three campus enrollment Deans and university leadership to execute various digital marketing initiatives. The position requires continuous monitoring of all digital marketing efforts and their effectiveness to achieve short- and long-term objectives, goals, and ROI targets. The Director will analyze campaign performance data, provide actionable insights, and make strategic recommendations to enhance the university’s digital marketing and engagement efforts.

The person in this role is a creative problem solver who thrives in a fast-paced environment and motivates teams to exceed goals, metrics and key performance indicators.  The Director of Digital Strategy will serve as a key member of the Marketing leadership team, exemplifying a collaborative, results-driven, and positive approach to leadership.

This position carries substantial independent responsibility, requiring prioritization of high-volume demands, sound judgment, initiative and discretion.  The Director will demonstrate expertise in digital marketing strategy, data analysis, visualization and reporting with a focus on ROI-driven decision making.

Key responsibilities include:

• Leading and overseeing social media, email marketing, landing pages, CRM and advertising teams to make sure all digital and organic marketing aligns and engagement is maximized across digital touchpoints

• Managing vendor relationships and working in tandem with media buyers to ensure advertising campaigns are performing well and providing engaged leads and applications for the University.

• Reporting on campaign performance for leadership review and continuous optimization

• Managing the department budget and advertising budget to include strategic initiative funding and travel for the team.

• Engaging diverse audiences, including high school students, online and adult learners, parent, guidance counselors/teachers and key influencers.

• Leadership, collaboration and participation in committees involving all three campuses

This will be an on-campus role, but selected candidate has choice of working at our Daytona Beach, FL Campus or our Prescott, AZ Campus.

Qualifications

• Bachelor's degree in Marketing, Communications, Business or a related field

• Master's degree preferred, with significant experience in Digital Strategy

• Minimum of at least four years of digital strategy experience

• Demonstrated work experience in online advertising, paid social media advertising (Facebook, Instagram, LinkedIn, TikTok, YouTube), paid search and pay-per-click display advertising (Google), geofencing, remarketing and audience targeting, including developing strategies for look-a-like and custom audiences

• Demonstrated work experience in researching, planning, organizing, coordinating, and completing major cross-functional initiatives, projects or presentations

• Encourages and expects others to think outside of the box and to be innovative and not limited by existing methods and procedures

• Develops and implements innovative and creative marketing and digital solutions to campus-specific enrollment challenges

• Proven ability to learn the business of stakeholders in order to effectively manage and prioritize own work and the work of those to whom the position reports

• Must have the ability to effectively juggle multiple tasks and competing priorities

• Must possess strong attention to detail Excellent organizational and communication skills, both oral and written

• Must possess a professional attitude, positive spirit, and high standards; unflappable in high-pressure situations

• Strong grasp and understanding of principles of writing and report preparation; spelling, grammar and punctuation.

• The ability to work independently, use independent judgment and manage multiple priorities

• Self-motivated