Director of Digital Marketing

Franklin University, a private, independent, accredited, not-for-profit institution located in Columbus, Ohio, is seeking a dynamic Director of Digital Marketing to provide strategic leadership and direction for its digital marketing initiatives. Duties and Responsibilities: • Creates and executes comprehensive digital media plans (search, affiliate, digital video, display, digital audio, paid social) in coordination with the overall media plan to achieve brand and new student growth targets • Responsible for the management and reconciliation of the digital budget and coordination with finance partners on regular updates, re-forecasts, and reporting to ensure resource allocation and budget utilization • Manages the owned media strategy (SEO, content marketing, and new content development) to stimulate interest and conversion across all stages of the prospective student journey • Collaborates in the development of lead nurturing and marketing automation campaigns to increase shopper conversion and nurture shoppers to marketing qualified leads • Oversees public-facing institutional web properties including site design, architecture, functionality, and content to ensure optimal conversion and ensure the accuracy and relevancy of content • Aligns KPls to institutional goals and develops regular reporting to track progress in addition to responding to ad-hoc reporting requests • Defines and executes personalization strategy and A/B testing agenda to optimize key forms, communications, and webpages along the prospective student journey • Manages a shared marketing / IT project portfolio in alignment with overall marketing project portfolio • Contributes to the marketing data strategy and identifies opportunities to secure competitive advantage through data management technology and the collection, procurement, and activation of data for targeted marketing. • Serves as a digital marketing thought leader, driving enterprise wide knowledge of best practices and proposing actions to position Franklin for future success • Partners with Marketing, Enrollment and IT peers to optimize a prospects digital experience to registration • Responsible for applying Franklin's brand positioning and identity across all digital marketing activities • Interfaces with PR/Social Media and Marketing Strategists to ensure SEO requirements are met • Partners with other Directors to analyze and leverage CRM insights to optimize strategy & tactics across channels • Develops presentations and educates the department and university stakeholders on marketing and strategy • Designs and develops appropriate attribution modeling to assess and evaluate the performance of brand campaigns • Provides support for the online presence requirements of institutional stakeholders • Perform other duties as assigned Minimum Qualifications: • Bachelor's degree • 5+ Years of experience managing digital strategy and operations, including the oversight of enterprise content management systems • 2+ Years of hands-on-keyboard experience with digital advertising • 3+ years of experience with digital analytics tools such as Adobe Analytics Preferred Skills and Characteristics: • Experience with brand advertising leveraging programmatic platforms such as The Trade Desk or Amazon Ads. Founded in 1902, Franklin University has built its reputation on removing barriers to higher education for ambitious adults who must balance their educational goals with other commitments. Equal Opportunity Employer