Assistant Director, Online Marketing Strategy, OGPS

American University•Washington, DC

18h•Hybrid

About The Position

The Assistant Director, Online Marketing Strategy, OGPS, serves as the primary lead for marketing strategy alignment, creative development, content creation, communications and technical integration for all AU online graduate and Lifelong Learning programs. Functioning as the online programs project manager, provides leadership in the success of meeting project goals as well as institutional priorities, efficiently and collaboratively. Partners with master’s program stakeholders within school units, online learning staff, third-party vendors and other internal AU units to maintain regular communication and documentation to support the health of operations and transparency across the online community. Additionally, the Assistant Director will manage and mitigate project risks, reconcile timelines with stakeholders, quality control deliverables, troubleshoot challenges, resolve dependencies and develop a cohesive strategy for promoting AU online programs. In this role, the incumbent will build and sustain project and program discipline across online programs’ marketing, designed visual content and web operations, with an eye toward best practices and standardization, institutional alignment and SEO/AEO optimization.

Requirements

Bachelor’s Degree or equivalent combination of education and experience.
5 - 8 years of relevant experience.
Advanced organizational, time management and project management skills, including the ability to prioritize and complete multiple competing tasks/assignments.
Advanced knowledge of marketing principles, concepts, techniques and applications relevant to high-impact digital advertising and marketing conversion campaigns and brand initiatives.
Demonstrated understanding of page layout, typography, color theory and choice/application of assets such as photography, illustration, and other digital graphics.
Proficiency in digital platforms: CRM systems, marketing automation, SEO/SEM, social media, web analytics, and content management systems.
Advanced knowledge of marketing principles, concepts, techniques and applications relevant to high-impact digital advertising and marketing conversion campaigns and brand initiatives.
Experience supervising multidisciplinary teams, overseeing complex partnerships, and operating enterprise-level marketing technology systems (CRM, analytics platforms, automation tools).
Demonstrated experience in change management including the ability to assess impact, coordinate stakeholder communication, and/or support training efforts.
Familiarity with SalesForce Marketing Cloud software applications and admissions practices for email outreach.
Working knowledge of marketing and admissions technology and related web functions.
Demonstrated ability to develop productive working relationships with multiple constituencies.
Experience fostering communities of practice that promote shared standards, consistent workflows, and collaborative governance across an organization.
Comfort with ambiguity, with the ability to be flexible, agile and quick to adapt.
Curiosity about new ways to improve our productivity and business processes.
Must be a team player and exhibit initiative and forward-thinking skills.

Nice To Haves

Master’s degree.
8 - 10 years of relevant experience.

Responsibilities

Leads onboarding of programs into third-party vendor-managed partnerships and also leads online program migrations and transitions from online program management (OPM) vendors.
Collaborate with program stakeholders to preserve integrity of academic programs in transition and the AU brand.
Oversee brand compliant campaign delivery, champion AU values and priorities with vendor partners, drive accountability around timelines, risks management, timely communication and overall enrollment performance.
Develop strong relationships with school and college marketing stakeholders as well as third-party affiliate partners and agency vendors.
As a content publishing lead (CPL), establish governance and provide guidance to vendors and direct report staff and other stakeholders on adherence to strategy and brand alignment, while moving the work forward.
Manage one direct report, Digital Marketing Specialist; providing leadership and coaching in the areas of visual design and web communications.
Review and quality control creative development materials to ensure that they are all strategic, production-ready, brand compliant and within standards and specifications of the intended output.
Identify and reconcile AU unit-level processes, create plans and establish procedures across the online graduate community of AU staff and vendor partners.
Using project management frameworks and strategies, build trust among AU stakeholders and manage resources and tasks with efficiency.
To manage expectations and coordinate efforts across complex teams and tasks, create plans of action, timelines, meeting agendas and other means of communication to ensure all involved parties are informed and updated.
Periodic contributions to the graduate admissions social media accounts; concepting, writing, graphic design, content creation, approvals, etc.
Other duties as assigned by Supervisor.