Columbus College of Art and Design
Senior Director of Marketing and Performance
Columbus College of Art and Design - Columbus, Ohio, United States, 43224
Work at Columbus College of Art and Design
Overview
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Overview
Senior Director of Marketing and Performance
SUMMARY
The Senior Director of Marketing and Performance will support the college's strategic marketing and communication objectives through the development, implementation, and management of marketing campaigns that achieve enrollment and fundraising objectives, and that enhance CCAD's brand regionally and nationally.
The Senior Director will have a thorough understanding of various marketing channels and tactics, and knowledge of emerging trends in digital advertising strategy and marketing campaign design. He/she/they will be expected to develop a keen understanding of the CCAD brand and create original, effective marketing plans that reflect the college and its core values appropriately and build brand affinity. Reporting to the Vice President for Enrollment Management, the Senior Director will be a skilled partner that plans, implements, and measures highly strategic and impactful marketing initiatives with an emphasis on student enrollment.
Additionally, the Director will be responsible for establishing, tracking, and analyzing performance metrics and reporting insights that help the department and its partners make data-informed decisions related to marketing and communication. She/he/they will be a leader in and advocate for performance measurement, helping to establish performance measurement and assessment practices across the department.
RESPONSIBILITIES
Planning and development
Develop creative and innovative marketing strategies for campaigns that cross SEM, social, email, streaming, sponsored content, and out-of-home channels
Serves as lead partner in consultation with agencies for development and implementation of innovative and targeted campaigns that achieve memorable results
Set up campaigns with clear KPI's, tracking and analysis plans, ensuring consistent and standardized reporting across campaigns
Lead effective project kickoff meetings that establish goals, roles, timelines, and success metrics
Perform competitive research and utilize insights to inform keyword and SEO strategies
Perform industry research and stay abreast of trends in higher education enrollment marketing and digital fundraising
Create templates for various types of projects and associated workflows throughout the enrollment cycle and academic calendar
Execution and management
Implement integrated marketing campaigns, ensuring timelines align to milestones within enrollment cycles, fundraising and brand awareness campaigns
Ensure creative assets and messaging content are consistently refreshed and on brand
Manage external vendor relationships related to marketing campaigns
Manage marketing budget across channels and platforms
Monitoring and optimizing
Set and maintain performance monitoring cycles
Track conversion sources to effectively measure ROI of efforts
Rebalance budgets for media based on channel performance and conversion metrics, as appropriate
Manage invoices and payments related to marketing activities
Reporting and performance measurement
Work with the VP of Enrollment Management as well as other senior leaders, to establish benchmark performance data against which future campaigns are measured
Create and maintain digital reporting dashboards that allow for cross-channel insights into performance against goals
Create performance reports and share results and insights with leadership and partners
Leadership and collaboration
Responsible for design, oversight, and ongoing maintenance of CCAD's main website (ccad.edu) and key institutional microsites
Serve as the college's chief digital marketing officer and work closely with institutional partners to achieve enrollment goals and other institutional strategic priorities
Lead a diverse team of domain experts to ensure successful execution of digital marketing and awareness-building efforts
Help establish data-informed orientation to work across department
Demonstrate CCAD's core values of Respect, Positivity, Inspiration, and Accountability
SUPERVISORY RESPONSIBILITIES
Leads a collaborative team of marketing and creative professionals focused on delivering compelling storytelling and high-quality, results-driven creative work. Carries out supervisory responsibilities in accordance with CCAD's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; motivating and incentivizing strong performance; and addressing performance improvement needs.
QUALIFICATIONS
5-7 years marketing experience in progressively responsible roles; 3+ years as a manager
Demonstrated experience executing complex marketing campaigns that achieve strong results; experience in higher education preferred
Strong technical knowledge of campaign setup and measurement, e.g., pixel management, Google Tag Manager, Analytics, Ads, and Data Studio
Analytical approach to work, with an appreciation for creativity and openness to experimentation and innovation
Solid understanding of SEO and front-end web management
Ability to translate data into clear narratives for team members, partners, and leadership
EDUCATION and/or EXPERIENCE
Bachelor's degree in marketing, communications or related fields is required; Master's in Business Administration, Marketing or a related field is preferable.
Experience in higher education marketing is strongly preferred.
Minimum of three years of people management experience with supervisory responsibilities, including leading employees, colleagues, and outside agencies.
PHYSICAL DEMANDS
The employee is regularly required to sit and talk or hear.
The employee frequently is required to finger, handle, or feel and reach with hands and arms.
The employee is occasionally required to stand, walk, and stoop, kneel, crouch, or crawl.
The employee must occasionally lift and/or move up to 25 pounds.
Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to focus.
WORK ENVIRONMENT
The noise level in the work environment is moderate.
The pace of the work environment is moderate to fast.
About Columbus College of Art & Design:
Columbus College of Art & Design teaches undergraduate and graduate students in the midst of a thriving creative community in Columbus, Ohio. Founded in 1879, CCAD is one of the oldest private, nonprofit art and design colleges in the United States. CCAD offers nine BFA programs and a Master of Professional Studies in User Experience Design that produce graduates equipped to shape culture and business at the highest level. Additionally, CCAD offers year-round community art classes for children and adults of all ages, led by local creators and designers skilled in their craft. For more information, visit ccad.edu. About Columbus:
As the 14th largest city in the country and the largest and fastest-growing city in Ohio, Columbusis collaborative, open, and dynamic. Between incredible arts and entertainment, exciting collegiate and professional sports, and a spectacular downtown riverfront of sprawling greenspace, Columbus has something for everyone. Here, you'll find all the culture and amenities you'd expect in a major city, with the friendly and approachable attitude of the Midwest. Franklin County, where Columbus is located, is the epicenter of the state's political, economic, and social presence and is home to 1.3 million residents with a median age of 34. Columbus is a top city for equality and was the recipient of a perfect score from the Human Rights Campaign in 2020.
And central Ohio is serious about higher education: the Columbus regionis home to 52 college and university campuses, with 22,000 annual college graduates. Because CCAD is closely tied to the city's numerous art and design spaces and ever-expanding districts, you'll have plenty of places to experience creativity and showcase your own.
EEO Statement:
Columbus College of Art & Design ("CCAD") is committed to the principles of equal employment. We are committed to complying with all federal, state, and local laws providing equal employment opportunities, and all other employment laws and regulations. It is our intent to maintain a work environment that is free of harassment, discrimination, or retaliation based on an individual's race, color, religion, religious creed, national origin, ancestry, citizenship, physical or mental disability, medical condition, gender expression, age, sexual orientation, veteran and/or military status, protected medical leaves, domestic violence victim status, political affiliation, or any other status protected by federal, state, or local laws. CCAD is dedicated to the fulfillment of this policy regarding all aspects of employment.
The Senior Director of Marketing and Performance will support the college's strategic marketing and communication objectives through the development, implementation, and management of marketing campaigns that achieve enrollment and fundraising objectives, and that enhance CCAD's brand regionally and nationally.
The Senior Director will have a thorough understanding of various marketing channels and tactics, and knowledge of emerging trends in digital advertising strategy and marketing campaign design. He/she/they will be expected to develop a keen understanding of the CCAD brand and create original, effective marketing plans that reflect the college and its core values appropriately and build brand affinity. Reporting to the Vice President for Enrollment Management, the Senior Director will be a skilled partner that plans, implements, and measures highly strategic and impactful marketing initiatives with an emphasis on student enrollment.
Additionally, the Director will be responsible for establishing, tracking, and analyzing performance metrics and reporting insights that help the department and its partners make data-informed decisions related to marketing and communication. She/he/they will be a leader in and advocate for performance measurement, helping to establish performance measurement and assessment practices across the department.
RESPONSIBILITIES
Planning and development
Develop creative and innovative marketing strategies for campaigns that cross SEM, social, email, streaming, sponsored content, and out-of-home channels
Serves as lead partner in consultation with agencies for development and implementation of innovative and targeted campaigns that achieve memorable results
Set up campaigns with clear KPI's, tracking and analysis plans, ensuring consistent and standardized reporting across campaigns
Lead effective project kickoff meetings that establish goals, roles, timelines, and success metrics
Perform competitive research and utilize insights to inform keyword and SEO strategies
Perform industry research and stay abreast of trends in higher education enrollment marketing and digital fundraising
Create templates for various types of projects and associated workflows throughout the enrollment cycle and academic calendar
Execution and management
Implement integrated marketing campaigns, ensuring timelines align to milestones within enrollment cycles, fundraising and brand awareness campaigns
Ensure creative assets and messaging content are consistently refreshed and on brand
Manage external vendor relationships related to marketing campaigns
Manage marketing budget across channels and platforms
Monitoring and optimizing
Set and maintain performance monitoring cycles
Track conversion sources to effectively measure ROI of efforts
Rebalance budgets for media based on channel performance and conversion metrics, as appropriate
Manage invoices and payments related to marketing activities
Reporting and performance measurement
Work with the VP of Enrollment Management as well as other senior leaders, to establish benchmark performance data against which future campaigns are measured
Create and maintain digital reporting dashboards that allow for cross-channel insights into performance against goals
Create performance reports and share results and insights with leadership and partners
Leadership and collaboration
Responsible for design, oversight, and ongoing maintenance of CCAD's main website (ccad.edu) and key institutional microsites
Serve as the college's chief digital marketing officer and work closely with institutional partners to achieve enrollment goals and other institutional strategic priorities
Lead a diverse team of domain experts to ensure successful execution of digital marketing and awareness-building efforts
Help establish data-informed orientation to work across department
Demonstrate CCAD's core values of Respect, Positivity, Inspiration, and Accountability
SUPERVISORY RESPONSIBILITIES
Leads a collaborative team of marketing and creative professionals focused on delivering compelling storytelling and high-quality, results-driven creative work. Carries out supervisory responsibilities in accordance with CCAD's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; motivating and incentivizing strong performance; and addressing performance improvement needs.
QUALIFICATIONS
5-7 years marketing experience in progressively responsible roles; 3+ years as a manager
Demonstrated experience executing complex marketing campaigns that achieve strong results; experience in higher education preferred
Strong technical knowledge of campaign setup and measurement, e.g., pixel management, Google Tag Manager, Analytics, Ads, and Data Studio
Analytical approach to work, with an appreciation for creativity and openness to experimentation and innovation
Solid understanding of SEO and front-end web management
Ability to translate data into clear narratives for team members, partners, and leadership
EDUCATION and/or EXPERIENCE
Bachelor's degree in marketing, communications or related fields is required; Master's in Business Administration, Marketing or a related field is preferable.
Experience in higher education marketing is strongly preferred.
Minimum of three years of people management experience with supervisory responsibilities, including leading employees, colleagues, and outside agencies.
PHYSICAL DEMANDS
The employee is regularly required to sit and talk or hear.
The employee frequently is required to finger, handle, or feel and reach with hands and arms.
The employee is occasionally required to stand, walk, and stoop, kneel, crouch, or crawl.
The employee must occasionally lift and/or move up to 25 pounds.
Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to focus.
WORK ENVIRONMENT
The noise level in the work environment is moderate.
The pace of the work environment is moderate to fast.
About Columbus College of Art & Design:
Columbus College of Art & Design teaches undergraduate and graduate students in the midst of a thriving creative community in Columbus, Ohio. Founded in 1879, CCAD is one of the oldest private, nonprofit art and design colleges in the United States. CCAD offers nine BFA programs and a Master of Professional Studies in User Experience Design that produce graduates equipped to shape culture and business at the highest level. Additionally, CCAD offers year-round community art classes for children and adults of all ages, led by local creators and designers skilled in their craft. For more information, visit ccad.edu. About Columbus:
As the 14th largest city in the country and the largest and fastest-growing city in Ohio, Columbusis collaborative, open, and dynamic. Between incredible arts and entertainment, exciting collegiate and professional sports, and a spectacular downtown riverfront of sprawling greenspace, Columbus has something for everyone. Here, you'll find all the culture and amenities you'd expect in a major city, with the friendly and approachable attitude of the Midwest. Franklin County, where Columbus is located, is the epicenter of the state's political, economic, and social presence and is home to 1.3 million residents with a median age of 34. Columbus is a top city for equality and was the recipient of a perfect score from the Human Rights Campaign in 2020.
And central Ohio is serious about higher education: the Columbus regionis home to 52 college and university campuses, with 22,000 annual college graduates. Because CCAD is closely tied to the city's numerous art and design spaces and ever-expanding districts, you'll have plenty of places to experience creativity and showcase your own.
EEO Statement:
Columbus College of Art & Design ("CCAD") is committed to the principles of equal employment. We are committed to complying with all federal, state, and local laws providing equal employment opportunities, and all other employment laws and regulations. It is our intent to maintain a work environment that is free of harassment, discrimination, or retaliation based on an individual's race, color, religion, religious creed, national origin, ancestry, citizenship, physical or mental disability, medical condition, gender expression, age, sexual orientation, veteran and/or military status, protected medical leaves, domestic violence victim status, political affiliation, or any other status protected by federal, state, or local laws. CCAD is dedicated to the fulfillment of this policy regarding all aspects of employment.