Marketing Director, Digital & Demand Generation - Wentworth Institute of Technology
Colleges of the Fenway
Location: Boston, Massachusetts
Required Education: Bachelor’s
Higher Education Institution
Position Overview: We are looking for someone to lead the re-invention of our demand generation capabilities and manage a small team that will generate awareness and inquiries to support our key stakeholders across the university. You will manage a Senior Marketing Manager and a Marketing Analytics Manager, and own the day to day relationship with our digital agencies. This role requires someone who wants to build a team and a center of excellence, and knows how to provide leadership, develop trust with stakeholders, and be part of a culture where collaboration is ingrained in everything we do.
Goal 1: Partner closely with the undergraduate and graduate enrollment teams, to develop and execute digital marketing plans aimed at generating demand (qualified inquiries) that will develop into applicants and become future graduates.
Goal 2: Partner with our colleagues in advancement, to develop and test digital marketing plans aimed at developing future donors of the university.
Reporting to the AVP Marketing and Communications, the Marketing Director, Digital and Demand Generation, will take part in planning and will lead the implementation of Wentworth Institute of Technology’s digital marketing strategies to support undergraduate, graduate and professional studies enrollment goals and to generate awareness about the University. This is a new and exciting role for Wentworth, and we are looking for a positive team leader. This is a player/coach role, where you will lead a small team, and also personally execute and work on ongoing demand generation campaigns.
Plans will primarily include efforts such as paid search, paid social media, SEO, and digital platforms. The role will also support direct mail and other non-digital media campaigns. This individual will also work closely with enrollment and advancement teams to analyze data trends and conversation rates to make recommendations on campaign adjustments.
You will also recommend, implement and manage day-to-day best practices in digital marketing and partner with analytics and enrollment teams on related CRM tactics such as lead scoring, lead sources, enrollment funnel tracking, and analytics-based content recommendations.
The successful candidate will have a proven track record of executing and driving results and ROI across digital channels. The candidate will also understand the necessary data systems, tags, and back-office mechanisms to link the media with the corresponding activity.
Marketing and Communications has a flexible team and work environment, where we are on campus 2-3 days a week, and work from home 2-3 days a week. The culture we are creating is one of transparency, curiosity, and co-creation with other university personnel. If you want to be part of building a team who think strategically, apply creative energy to every problem, and are focused on marketing that can help someone transform their life through education, we would like to meet you!
Wentworth Institute of Technology is committed to diversity, equity, and inclusion in all University programs and activities. The University does not discriminate based on race, color, national origin, sex, sexual orientation, religion, disability, age, genetic information, gender identity, veteran status or any other category protected by law. All qualified applicants will receive consideration.
All applicants have the right to request accessibility support and accommodations. To find out more about the Wentworth’s commitment to Diversity, Equity and Inclusion, please visit the website https://wit.edu/about/diversity.
Drive deep collaboration and partnership with our enrollment and advancement teams to research, recommend and execute inquiry generating digital marketing solutions for new audience (student, donor, etc.) recruitment.
Always be testing. Always be optimizing our approach through experimentation, A/B testing, and other methodologies.
Make budget allocation recommendations for digital spends, track spending and recommend shifts or new approaches to maximize spends and results.
Collaborate with the Director of Content and Director of Website Strategy to curate content plans for campaign components such as digital ads, landing pages and nurturing emails.
Partnering with the AVP Marketing, establish clear and measurable metrics for success and regular data reporting structure for different internal constituents.
Work closely with Admissions teams to understand the nuances of enrollment goals and challenges of competitive landscape.
Partner with Admissions senior staff to develop strategies that showcase institutional strengths and differentiate the university from key competitors.
Create, manage and improve all paid search systems and workflow processes. Develop and execute paid search campaigns, including keyword research, audience target, copy creation and testing, and adjusting bidding and budgeting strategies to maximize efficiency.
Provide management and coaching to our marketing analytics manager and senior marketing manager. Be a support mechanism and thought partner to both.
Manage the customer relationship management (CRM) from a marketing perspective to develop strategies through rich digital content plans and engagement opportunities (scoring, email, A/B testing, landing pages, new features) to establish annual plans and best practices.
Collaborate and lead our digital agencies and other vendors as needed.
Integrate Diversity, Equity, and Inclusion into every aspect of digital media and marketing.
This role is part of a small, but mighty team that we are building. We all roll up our sleeves, so the ability to pivot from strategic to tactical, and support and learn about other new marketing tactics as opportunities present themselves is needed.
Minimum of 7 years leading digital marketing.
Proven success as a data-driven marketer that can efficiently plan and execute a marketing strategy against goals.
Has purchased paid search and social directly, and understand costs, bidding strategies, and overall bring negotiation skills to the table.
Deep experience with B2C/D2C tactics and/or student recruitment via digital marketing.
Has led the campaign management and digital performance optimization strategy for digital direct response channels, bringing deep experience directly managing paid search and paid social.
Brings working knowledge, and can oversee our SEO efforts.
Ideally, bring at least 2+ years of managing a team directly.
Expert in Google Ads, Google Marketing Platform & Google Analytics. Certifications a plus. Bring an expertise in Google Analytics to analyze campaign performance against business KPIs and build new audience segments.
The five educational institutions that make up Colleges of the Fenway view diversity as a key component in the growth of our students' educational experience as well as our ongoing journey as professionals charged with maintaining the world class status of our institutions. By drawing from a wide cultural palette, we ensure that we have access to the full range of talent available. Through our respect for the vast array of backgrounds we create an environment that will help that talent grow. It is within an environment of respect that we are able to build and work toward our goals. Our goal is to create an atmosphere that values mutual respect. All Colleges of the Fenway members have policies and practices designed to safeguard our healthy environment as well as provide the support and access needed to do so. The Colleges of the Fenway are located in the heart of Bostons academic, scientific and cultural communities and is within walking distance from landmarks such as the Museum of Fine Arts, Fenway Park, Symphony Hall and world renowned medical institutions. Jobs at Emmanuel College: http://emmanuel.edu/About_Emmanuel/Employment.htmlJobs at Massachusetts College of Art and Design...: http://www.massart.edu/About_MassArt/Careers.htmlJobs at Massachusetts College of Pharmacy and Health Sciences: http://www.mcphs.edu/about-mcphs/careers-at-mcphsJobs at Simmons College: http://simmons.edu/overview/about/jobs/Jobs at Wentworth Institute of Technology: https://jobs.wit.edu/