Saint Mary’s College of California Hiring for Senior Director of Marketing at California, United States Full Time

Senior Director of Marketing
Salary: $0.00 Annually
Job Type: Full Time
Job Number: 2015-1603712
Location: CA 94556, CA
Department: College Communications
Closing: 11/20/2022 11:59 PM Pacific

Background
Background:
Founded in 1863, Saint Mary’s is a residential campus nestled 20
miles east of San Francisco in the picturesque Moraga Valley. Based
in the Catholic, Lasallian and Liberal Arts traditions, Saint
Mary’s currently enrolls more than 4,000 students from diverse
backgrounds in undergraduate and graduate programs. The De La Salle
Christian Brothers, the largest teaching order of the Roman
Catholic Church, guide the spiritual and academic character of the
College.

As a comprehensive and independent institution, Saint Mary’s offers
undergraduate and graduate programs integrating liberal and
professional education. Saint Mary’s reputation for excellence,
innovation, and responsiveness in education stems from its vibrant
heritage as a Catholic, Lasallian and Liberal Arts institution. An
outstanding, committed faculty and staff that value shared inquiry,
integrative learning, and student interaction bring these
traditions to life in the 21st century. The College is committed to
the educational benefits of diversity.

Responsibilities
The Executive Director of Marketing (EDM) reports to the Chief
Marketing Officer/Chief Communications Officer ( CMO/CCO) and is a
key member of the Office of Marketing and Communications (OMC)
leadership structure working collaboratively with OMC’s leadership
team and other key campus stakeholders. The Executive Director of
Marketing (EDM) will pay an important role in the development of
high quality and data-driven brand marketing campaigns including
creation and implementation of integrated marketing and
communications strategies, campaigns, programs, plans, content
strategy, and reporting that raise the profile of Saint Mary’s
College of California (SMC) and meet marketing goals
identified.

The incumbent will build, plan and implement the overall marketing
strategy, develop and implement advertising plans for traditional
and digital marketing channels such as but not limited to SEM, IP
targeting, displays, retargeting etc. The incumbent will stay up to
date with the latest marketing technology and educate teams on best
practices. The EDM will ensure that SMC’s digital marketing
channels (e.g. website, social media) is innovative and up to date
to prospective/current students, campus stakeholders, and community
partners as well as to new audiences.

The incumbent will play an important role in the College’s
undergraduate and graduate programs current and future enrollment
marketing success. The Executive Director of Marketing will support
the division of Enrollment Management and collaborate closely with
the Vice President for Enrollment Management (VPEM) on marketing
strategies and implementation to recruit new students
(undergraduate and graduate) to the College.

As directed by the CMO/CCO, the incumbent may support a range of
enterprise-level strategic marketing/communications priorities. The
incumbent cultivates relationships with key campus stakeholders to
inspire a culture of creativity, collaboration, and innovation as
part of the marketing/communications team. The ideal candidate for
this position is an energetic and passionate professional who is up
to date with the latest marketing, advertising, social media, web
communication, visual communications, and video trends. The EDM
oversees personnel and budget responsible for producing integrated
marketing/communications media that support recruitment, retention,
enrollment, graduation, Commencement, career and professional
development.

This job is eligible for a flexible hybrid arrangement with a
combination of in-office and remote work.

Leadership, Strategic Marketing and Digital Communications
Planning and Management

• Direct marketing team. Oversee all website, social media, video
  production, creative design, photography initiatives in keeping
  with brand objectives and collaborate closely with campus
  stakeholders. Hire, supervise, and train personnel, freelancers,
  and contracted partners and students to provide services necessary
  to fulfill responsibilities. Coach team members to maximize
  creativity, productivity and effectiveness. Create a culture of
  accountability through evidence-based decision making, outcomes
  assessment, and process improvement where individual and team
  progress, deadlines, and results are reported and evaluated with
  regularity.
• Build, plan and implement overall digital marketing strategies
  including management of marketing budget.
• Partner with Executive Director of Strategic Communication and
  Content regarding both content and distribution strategy related to
  applicable communication channels to distribute and promote (e.g.
  homepage, newsroom, social media, video, College magazine).
• Create and manage content strategy related to marketing
  initiatives in partnership with the Executive Director of Strategic
  Communications and Content to drive a clear and consistent message
  through web content, email marketing, collateral and paid
  channels.
• Establish and measure ROI and KPIs. Leverage analytics tools to
  evaluate effectiveness of digital marketing campaigns across all
  channels.
• Drive brand and lead generation campaigns to meet defined
  marketing KPIs, identify new opportunities, and support
  revenue-generating (e.g. enrollment, memberships, giving) and brand
  development efforts.
• Develop and manage SEO strategy by improving and measuring
  online content to ensure SMC programs rank on Search Engine
  Marketing (SEM); Track SEO and Google Analytics data to make
  strategic recommendations. Execute and improve current SEO tactics,
  including keyword research, on-page optimization, and link
  building.
• Strategically create, implement, and manage paid search
  marketing campaigns (e.g. Google Adwords);
• Create and manage the marketing calendar and deadlines
  requiring collaboration with multiple team members and
  offices.
• Write compelling marketing content that converts prospective
  targeted audiences.
• Work closely with campus partners to create, add, update,
  archive, and provide quality control of information, images, and
  video on SMC’s data asset management platform and key website
  pages.
• Oversee the design and implementation of A/B testing programs
  for email and e-marketing optimizations.
• Lead the selection and implementation of a new
  editorial/content digital platform for a refreshed/reimagined
  College and alumni magazine.
• Protect, grow and enhance SMC brand; Build authentic and
  long-lasting relationships with current customers and engage a
  broader audience.
• Utilize the latest marketing trends, technologies and marketing
  platforms to support go-to-market efforts; Stay up-to-date with
  digital technology developments and best practices in higher
  education sector and in other industries.
• Lead the use and implementation of marketing automation tool
  (e.g. Marketo) for inbound and outbound marketing campaigns
  including increasing engagement and affinity of on and off campus
  targeted audiences.
• Ensure projects are completed by identified deadlines and on
  budget. Assure successful outcomes by adopting best-practice
  project management methodologies, quality assurance metrics, and
  risk mitigation plans.
• Monitor schedules, production, and distribution arrangements
  and other details to ensure timely completion and quality control
  of marketing activities and publications.
• Lead training opportunities to educate and train campus
  community of marketers/communicators on the following key MarTech
  platforms: Social media management (e.g. Hootsuite Enterprise),
  marketing automation tool (e.g. Marketo), and website (e.g.
  Drupal).

Market Planning and Implementation for Lead
Generation

• Manage and implement concurrent, short-, medium-, and long-term
  marketing/communications plans that support the Division of
  Enrollment goals and priorities.
• Manage and implement with Directors of Graduate Enrollment
  Marketing all marketing plans for graduate programs to support
  enrollment goals.
• Review, manage, and support enrollment marketing content across
  traditional and digital channels with content providers and
  edit/track for consistency, accuracy, and timeliness.
• Collaborate with College leaders to develop and improve
  recruitment and retention.
• Translate complex admission processes, state and federal
  requirements and academic jargon into language prospective students
  (undergraduate and graduate) can digest.
• Assist with writing and/or copyediting, upon request, relevant
  content for compliance, scholarships, reminders, admission letters,
  events and ad-hoc requests.
• Assist with development of all lead generation forms and
  content for landing pages to optimize CTAs and conversions.
• Iterate new layouts and gather ideas from stakeholders to
  improve user experience on SMC’s recruitment webpages.
• Collaborate with frontline recruiters to ensure they have the
  content and consistent messaging they need to connect with
  prospects.
• Assist in the selection and management of digital marketing
  agencies based on scopes of work related to enrollment marketing
  initiatives/campaigns.
• Develop and optimize lead nurture streams personalized by buyer
  persona for targeted prospective students.

Other duties as assigned.

Experience and Qualifications
Education (e.g., High school diploma,
Associate’s, Bachelor’s, Master’s)
Required: Bachelor’s Degree in Marketing,
Communications, or Journalism
Preferred: Master’s degree in Marketing,
Communications, Journalism, English or related field. Project
Management certification; SCRUM certified.

Experience (years required and applicable
field of experience):

Required:

• Minimum 5 years marketing/communications experience within
  higher education industry or related industry.
• Evidence of successful marketing/communication positions of
  increasing responsibility required.
• Experience managing FTE staff with establishing performance
  goals and reviews as well as overseeing student workers and
  freelancers/contractors.
• Demonstrated ability to work effectively and independently in a
  shared resources environment, where professionals are assigned,
  dedicated, and reporting to a centralized organization with
  standards, strategies, and workflows. Ability to work with internal
  and external constituencies and with professionals of varied
  disciplines to accomplish tasks and projects.
• Demonstrated experience managing and executing across multiple
  marketing and communication channels and media; highly developed
  skills in marketing/communications writing and editing.
• Highly collaborative style with experience developing and
  implementing marketing/communications strategies successfully; a
  background that demonstrates relationship-building,
  consensus-building, flexibility, and managing through
  influencing.
• Evidence of high energy leadership style with a track record
  for leading both strategic and tactical marketing/communications
  efforts.
• Self-starter, able to work independently and entrepreneurially;
  experience creating, developing and implementing new
  initiatives.
• Demonstrated MarTech stack competency with common production
  software suites, such as photo editing software, email marketing
  tools, marketing automation platform, project management, and
  analytics reporting software.Experience utilizing various
  communication/marketing tools and platforms to perform
  responsibilities (e.g. project management tool such as Asana,
  Monday.com; content management system such as WordPress, Drupal and
  OmniUpdate/ModernCampus; marketing automation tool such as Marketo,
  etc.)
• Ability to produce high quality deliverables with meticulous
  attention to detail. Must be metrics-driven and results-oriented
  with demonstrated analytical skills.
• Ability to provide quick turnaround and updates for multiple
  requests while maintaining a strong reputation of high quality
  work.
• Self-starter with the ability to work independently as well as
  collaboratively within a cross-functional team.
• Must be able to perform successfully in a fast-paced,
  intellectually intense, and service-oriented environment. Willing
  and able to adjust to changing demands and shifting
  priorities.
• Willingness to work evenings and weekends to support
  programming, events, and major project deadlines.

Preferred:

• Higher education marketing/communications preferred.
• Experience working in marketing/communications role(s) that
  support recruitment, enrollment management, and/or admissions
  activities required
• Advanced interpersonal skills to effectively communicate with a
  wide- ranging audience, including current/prospective students,
  faculty, staff, alumni, media, and outside agencies.

Skills/Abilities (e.g., computer skills,
written & verbal skills, trades, laws, procedures,
technical):

• Thorough knowledge of marketing and business management.
  Knowledge of the principles, practices, concepts and methodology of
  marketing. Demonstrated verbal and written communication
  skills.
• Ability to work in a fast-paced work environment. Ability to
  learn quickly, thoroughly, and in detail. Must recognize and adjust
  to change.
• Proven ability to manage multiple tasks simultaneously; strong
  project management skills; follow through and meet deadlines.
• Strong interpersonal communication skills, the ability to
  maintain effective working relationships with clients, co-workers,
  and vendors, and excellent decision-making, time-management, and
  planning skills.
• In depth knowledge of different digital marketing
  channels.
• Strong knowledge and experience with online marketing tools and
  best practices.
• Hands-on experience with SEO, Google Analytics and CRM
  software.
• Basic knowledge of web design procedures; Familiarity with web
  design and various content management systems (e.g. Wordpress,
  Drupal).
• Demonstrable experience in designing and implementing
  successful digital marketing campaigns.
• Strong understanding of how all current digital marketing
  channels function.
• Proven experience delivering creative and successful marketing
  campaigns to targeted audiences.
• Ability to tell a story with data, and articulate what’s
  working and what’s not, and set a vision for how we’ll further
  evolve our campaign approach.
• Experience with marketing automation software tool (e.g.
  Marketo).
• Understanding of the enrollment to admissions pipeline from
  lead to application.
• Demonstrated experience developing and executing branding,
  messaging, advertising, marketing, and design strategy.
• Expertise with a wide range of communications practices and
  tactics including writing, editing, integrated digital
  communications, social media, and public relations.
• Proven ability to interpret analytical information and clearly
  communicate data based outcomes.
• Skilled in managing staff and budgets.
• Entrepreneurial minded with a strong sense for growing
  businesses.

Licenses & Certification (e.g., CPA,
RN, etc):

Required:
Preferred: Project Management certification; SCRUM
certified.
Other Requirements: (e.g., travel,
weekend/evening work):
Some travel, weekend and evening work will be required as
needed.

Supplemental Information
Application Instructions: Please apply
online at http://jobs.stmarys-ca.edu
A Cover letter that specifically addresses how you meet the
qualifications and are prepared to support the
mission of the College, and a Resume must be
attached.

In addition please note:

1. The name and contact information for three (3) professional
   references.
2. In applying for a position, candidates sign a consent
   authorizing a broader inquiry which may include reference checks, a
   motor vehicle check, and a third party background check.

Saint Mary’s is an equal employment opportunity employer. We
support inclusive excellence and are committed to creating a safe
and welcoming community for all.
College policy prohibits discrimination based on race, color,
religion, national origin, ancestry, age, gender, sexual
orientation, marital status, medical condition, physical or mental
disability, gender stereotyping, and gender identity, taking a
protected leave (e.g. family medical or pregnancy leave), or on any
other basis protected by applicable laws.
Saint Mary’s College annually collects information about campus
crimes and other reportable incidents in accordance with the
federal Jeanne Clery Disclosure of Campus Security Policy and
Campus Crime Statistics Act. To view the Saint Mary’s College
Report, please go to the Public Safety website at
http://www.stmarys-ca.edu/public-safety/annual-security-and-fire-safety-report-0.
To request a paper copy please call Public Safety at (925)
631-4284. The report includes the type of crime, venue, and number
of occurrences.

Please apply online at https://www.schooljobs.com/careers/stmarys
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