Director of Advertising, Direct Marketing and Analytics
Location: Bronx, New York
Internal Number: 4984
Founded in 1841, Fordham is the Jesuit University of New York, offering an exceptional education distinguished by the Jesuit tradition to more than 16,000 students in its nine colleges and schools. It has residential campuses in the Bronx and Manhattan, a campus in West Harrison, N.Y., the Louis Calder Center Biological Field Station in Armonk, N.Y., and the London Centre in the United Kingdom.
The University offers a comprehensive benefits package that includes medical, dental, and vision insurance; flexible spending accounts; retirement plans; life insurance; short and long-term disability; employee assistance program (EAP); tuition remission; and generous time off.
Successful candidates should have a knowledge of and commitment to the goals of Jesuit Education.
Department: Gabelli Graduate Admissions
Campus: Lincoln Center (LC) - NYC
The Director of Advertising, Direct Marketing and Analytics will serve in conjunction with the Senior Director of Marketing and Communications as the lead expert to the admissions team and to academic departments and clients across the School in the planning, buying, optimizing, and measuring of all paid advertising (social, display search, mobile, college campus) and direct marketing (email and print) for the Fordham University Gabelli School of Business.
This will include overseeing promotions for the MBA, EMBA, PMBA programs and program-specific professional master's degrees. They will work to ensure that all advertising and media campaigns afford a strong return on investment and are designed, placed, and continually optimized to attract the prospective students most likely to convert to enrollment and to support Admissions office recruitment goals, as well as the goals of individual departments.
In addition, the Director will research sponsorship opportunities for the School and for its academic units and centers, manage direct marketing and advertising for events that serve to build industry connection and to elevate the Gabelli brand nationally and internationally, and update the Senior Director on advertising opportunities based on editorial calendars. They will also provide day-to-day oversight of external agencies, negotiating contracts with these agencies, as well as with all other vendors related to the advertising and direct marketing needs of the School, ensuring that SOWs are fulfilled and buys are fully executed.
The Director, along with the Senior Director, will manage the advertising budgets, but will be solely responsible for all of the billing and for ensuring that bills accurately reflect the buys executed. In addition, they will be responsible for acquiring tear sheets and screen shots to ensure proof of run.
This individual will also be responsible for ensuring that the creation of print, digital, paid social, display, and paid search assets are developed on a timely basis and within budget, and are sent to the agency, packaged and wrapped with code to ensure granular tracking.
The Director will be fully responsible for generating and implementing the UTM tracking codes, as well as working with the external advertising agency to build the digital dashboards for monitoring advertising spends, in addition to those that will monitor organic traffic.
As the School expands into the online, certificate and executive space, the Director, along with the Senior Director will develop the marketing strategies and media plans to support the promotion of these efforts.
In conjunction with the Senior Director of Marketing and Communications, supports the admission team on advertising, direct marketing and promotions for recruitment efforts including campaigns for the Gabelli School as a whole, for program specific marketing across pre-determined geotargets and agreed upon sectors and clusters of degrees, and for all recruitment events in the US and overseas.
Works in conjunction with academic units to ensure that advertising and direct marketing content, assets and buys are developed in a way that best represents the value proposition of the course of study and professional outcomes.
Researches sponsorship opportunities for the School and for its academic units and centers, manages direct marketing and advertising for events that serve to build industry connections, expand external audiences, and elevate the Gabelli brand nationally and internationally
Updates the Senior Director on advertising opportunities based on editorial calendars across industry media.
Meets with clients holding academic and industry events to determine promotional needs and use of funds for external promotions.
As the School expands into the online, certificate and executive space, the Director will develop the marketing strategies and media plans to support the promotion of these efforts along with the Senior Director.
Manages the building and maintenance of the digital dashboards with the agency, ensuring that they are constructed to align with reporting needs. Along with the Senior Director, develops the protocols by parameter to build the UTM code strings for every vehicle and filter.
In conjunction with the Senior Director of Marketing and Communications, shares data on a weekly basis with the admissions team that focuses on ROI for buys placed by vehicle and provides insights into optimizations that are showing the strongest results.
Generates reporting at the end of each round cycle to be reviewed with academic departments in order to ensure that they remain in the loop on the advertising and direct marketing being executed for their programs.
In conjunction with the Senior Director of Marketing and Communications, the Associate Director of Graphic Design, Production and Branding, works to ensure that all assets are delivered for Admissions driven lead generation platforms, sponsored events and information sessions including Sunrise and Campus Reel.
Plans and manages complex media buys across multiple channels including paid search, paid social, display advertising, campus-based marketing, and mobile marketing used to increase qualified leads at the top of the admissions recruitment funnel.
Researches and suggests media vehicles for general advertising as well as degree-specific recruitment across industry focused media and digital trade publications, works directly with department stakeholders to plan the strategy.
Researches vehicles and geotargets on a local, national, and international level based upon labor market intelligence, data regularly supplied by admissions, and workforce trends, educational preferences, and economic conditions.
Prioritizes program specific testing for key identified degree programs with customized creative and geo-targeting.
Oversees analysis of data across media as well as the optimization of campaigns on a daily basis.
Manages the creation of digital, mobile, and email campaigns and buys across college campuses with strong feeder potential based upon alignment of undergraduate majors and data from admissions. Management of college specific marketing vendors with strategies for ongoing optimization as campaigns run.
Manages the creation of all digital, print, and social media assets based upon pre-determined creative campaigns and specs for those campaigns based upon booking agency requirements as well as for ad hoc campaigns.
Develops AB testing on select campaigns to increase user engagement, reduce bounce rates, increase conversion rates, minimize risk, and effectively create content.
Manages the creation of email marketing campaigns booked through advertising agencies as part of media buys or as separate campaigns. Oversees list rental operations through independent brokers, manages creation of html campaign assets, testing in key segments for programs identified by associate deans.
Writes and wraps UTM code strings around all digital asserts to ensure accurate measuring of campaigns at the most granular levels.
Works with digital analytics firm, IT, and admissions to bridge the gaps between reporting outside of the recruitment funnel and down into the SLATE funnel to ultimately map the ROI through enrollment.
Plans and manages the advertising budgets and is responsible for all of the billing, ensuring that invoices accurately reflect the buys executed. Manages the acquisition of tear sheets and screen shots to ensure proof of run.
Graduate degree in Marketing or Advertising or an MBA with a sub-specialty in one of these areas
10+ years of experience in media planning and buying, with a substantial knowledge of local, national, and international markets.
Deep knowledge of media analytics and the ability to optimize campaigns on a continual basis based upon results.
Excellent written, verbal, and digital communication skills across diverse audiences and platforms.
Ability to manage multimillion-dollar advertising budgets and to ensure payment of all advertising and direct marketing bills.
Experience in college and university recruitment marketing
Fordham Founded in 1841, Fordham is the Jesuit University of New York, offering an exceptional education distinguished by the Jesuit tradition to more than 16,000 students in its 9 colleges and schools. It has residential campuses in the Bronx and Manhattan, a campus in West Harrison, N.Y., the Louis Calder Center Biological Field Station in Armonk, N.Y., and the London Centre in the United kingdom.