The Director of Digital Marketing and Analytics in the Department of Marketing and Communications is a key leadership role responsible for developing and implementing holistic digital marketing strategies for all digital channels (marketing automation, email, web, SEO, SEM, social) that increase The American College of Financial Services’ brand awareness and drive both educational revenue and strategic business outcomes. This is both a strategy and hands-on role in a fast-moving environment where self-direction is championed. They will be responsible for supervising an Email Automation Manager and Website Optimization Manager and work closely with The College’s marketing agency.
The Director of Digital Marketing and Analytics reports directly to the Vice President/Chief Marketing Officer. They will work closely and collaborate with members of the Marketing and Communications team and other key staff and faculty across The College.
Build, plan and implement the overall digital marketing strategy for all digital marketing channels
Lead all digital marketing initiatives accounting for lead generation and direct-to-enrollment revenue, including search engine optimization, paid search and paid social, email marketing, remarketing and website personalization and marketing automation.
E-Commerce and Web: Lead and own the public-facing www.theamericancollege.edu website, including SEO, UX, and CRO optimization efforts.
Manage all updates to the external web presence and work closely with Marketing and the Web Services department to ensure proper execution.
Own the enterprise-wide website redesign project to support a multitude of business goals, including data privacy/ADA compliance, personalization strategy, and the consolidation of the existing nine websites into one, seamless website experience.
Channel Optimization: Improve conversion rates through the development and execution of structured A/B testing plans for marketing channels (web, email, forms, landing pages, etc.)
Marketing Technology: Create MarTech stack roadmap and strategy, covering a spectrum of technology, including marketing automation, analytics, social publishing, email, CDP, DAM, etc.
Gather and document cross-departmental requirements, research, recommend and lead the implementation of marketing software solutions.
Ensure all marketing technology integrates correctly with the rest of the MarTech stack and any other relevant technology used by The College.
Analytics & Reporting: Translate company-level goals to KPIs and metrics, foster data-driven decision-making, and overall accountability.
Drive projects to develop multi-touch attribution models and full-funnel lifecycle reporting for Marketing efforts necessary deliverables to quantify the department’s contribution to College revenue goals.
Responsible for providing regular campaign performance analysis and optimization recommendations.
Business Development/Admissions/Marketing Partnership: Work closely with Admissions to develop and continuously optimize CRM functionality, lead scoring, and automated communications to engage, nurture and ultimately convert leads.
Partner with the Business Development team to build and manage highly targeted digital tactics to drive enrollments from client companies.
Campaigns and Program Launches: Collaborate on go-to-market and promotional plans and execute using email, SEM/SEO, and web.
Ensure communication of all the above with key stakeholders and cross-functional teams.
Perform market research and competitive analysis.
Bachelor’s degree required, preferably in marketing/communications with a minimum 7 years’ experience in marketing and advertising, brand strategy, digital strategy, including managing social media, and 2-3 years minimum experience working in a marketing agency setting is strongly preferred.
Supervisory experience required.
Thorough knowledge of market segmentation, principles of marketing, integrated communication principles, and branding.
Experience developing and executing marketing plans with clear objectives that are measurable.
Experience implementing, managing SEO/SEM strategies, Google’s Universal Analytics and Tag Manager, and UX and IU design.
Ability to conceptualize creative marketing design that has a high impact.
Thorough knowledge of social media measurement.
Experience working with advertising and media planning/buying agencies.
Excellent project management skills.
A strong commitment to being part of a culture driving transformational change with a start-up mindset, while honoring The College’s history as the nation’s oldest institution for financial services education.
The American College of Financial Services is committed to applying financial education through teaching, research, and innovation in program delivery and design. As a nonprofit, accredited education institution, our courses are researched and written by a faculty of the nation's top thought leaders in personal finance. To learn more, visit The American College.
In policy and practice, we encourage diversity and provide equal employment opportunities to all individuals based on job-related qualifications and ability to perform a job. We are committed to maintaining a welcoming and inclusive environment.
Effective April 1, 2022 The American College will require all Faculty and Professional Staff to be fully vaccinated against COVID-19 unless a medical or religious exemption is approved.
The American College of Financial Services is committed to applying financial education through teaching, research, and innovation in program delivery and design. As a nonprofit, accredited education institution, our courses are researched and written by a faculty of the nation's top thought leaders in personal finance.
Organization Type: Higher Education Institution