Digital Marketing Manager

Arizona State University • Phoenix, AZ

1d • Hybrid

About The Position

Under the direction of the Sr. Director of Marketing and Brand Strategy, the Manager of Digital Marketing is responsible for developing and executing integrated marketing strategies for Thunderbird School of Global Management at Arizona State University. This role leads digital lead generation and paid media efforts, driving high-quality leads that contribute to revenue growth for academic degree programs and executive education offerings. Responsibilities include managing multi-channel marketing initiatives across digital and traditional platforms; overseeing campaign strategy, branding, advertising, and promotions; and ensuring consistency across all marketing touchpoints. The role also includes planning and managing the marketing budget to maximize return on investment, as well as leading the development of marketing assets across print, digital, and direct channels. This position plays a key role in advancing Thunderbird’s school-wide marketing strategy, enhancing brand visibility, and driving engagement across domestic and international audiences. The Manager collaborates with internal stakeholders and external partners to align marketing initiatives with broader institutional goals. The ideal candidate is a strategic and hands-on marketing professional with strong creative sensibility and a proven track record of delivering results. This manager-level role requires both leadership and execution, with the ability to operate effectively in a fast-paced, global environment. This candidate is seeking an opportunity to develop and advance their career within global marketing on a diverse and innovative team.

Requirements

• Bachelor's degree and five (5) years of experience appropriate to the area of assignment/field including two (2) years managerial experience; OR, Any equivalent combination of experience and/or training from which comparable knowledge, skills and abilities have been achieved.
• Demonstrated proficiency in core digital marketing platforms, including Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, and other paid media tools, with hands-on experience managing, optimizing, and scaling campaigns.
• Strong experience with analytics and reporting platforms (e.g., Google Analytics/GA4, Looker Studio), with the ability to translate data into actionable insights and optimize performance.
• Working knowledge of CRM and marketing automation systems (e.g., Salesforce, HubSpot, Marketo), including audience segmentation, lead management, and lifecycle marketing.
• Proven success developing, executing, and optimizing multi-channel digital campaigns across search, social, display, video, retargeting, SEO/SEM, and programmatic, with a focus on lead generation and conversion.
• Strong knowledge of publication formats and editorial practices, including writing for print and digital mediums, with proficiency in AP style.
• Experience designing and optimizing landing pages and user journeys, applying UX/UI best practices to improve conversion rates.
• Strong analytical and data-driven mindset, with the ability to measure performance, evaluate ROI, and continuously refine campaigns and strategies.
• Experience with account-based marketing (ABM) strategies, including targeted campaigns, personalization, and A/B or multivariate testing across audiences.
• Demonstrated knowledge of branding, marketing strategy, and integrated communications, with familiarity across digital and traditional channels.
• Ability to manage budgets, forecast performance, and allocate resources effectively to maximize return on investment.
• Strong project management and organizational skills, with the ability to manage multiple initiatives in a fast-paced, collaborative environment.
• Excellent written and verbal communication skills, with the proven ability to collaborate effectively with internal and external stakeholders.
• Professional, self-directed, and detail-oriented, with a collaborative mindset and the ability to work effectively across teams.

Nice To Haves

• Experience in higher education and/or global marketing environments is preferred.
• Understanding of the Thunderbird brand and ability to apply its positioning consistently across marketing initiatives.

Responsibilities

• Develop and execute integrated marketing strategies that support schoolwide priorities, ensuring consistency across digital, print, and promotional channels.
• Drive lead generation and acquisition for academic and executive education programs, with a focus on quality, conversion, and revenue impact.
• Lead and optimize paid digital acquisition strategies across search, social, display, and programmatic channels, with clear ownership of performance, ROI, and pipeline contribution.
• Manage and analyze marketing data, systems, and performance metrics, leveraging insights to inform strategy, improve campaign effectiveness, and support data-driven decision-making.
• Oversee the development of marketing assets and campaigns, ensuring alignment with Thunderbird’s brand standards and strategic messaging.
• Manage and continuously improve website content and landing pages, applying UX/UI and conversion rate optimization (CRO) best practices to drive engagement and lead conversion.
• Partner closely with Recruiting & Admissions, Student Success, Executive Education, and Branding & Communications to align marketing efforts with enrollment and business goals.
• Support business development initiatives, including the development of digital presentations and proposals that reflect Thunderbird’s brand and value proposition.
• Manage relationships with external agencies, contractors, and marketing technology vendors, ensuring performance, accountability, and alignment with lead generation goals.
• Plan and manage paid media budgets, including forecasting, allocation, and optimization to maximize return on investment.
• Lead reporting and performance tracking for paid media and digital marketing efforts, delivering regular insights and recommendations to stakeholders.
• Represent the Branding & Communications team in internal training and engagement initiatives, promoting brand consistency and marketing best practices.
• Support audience engagement and community management across digital channels, including promotion of events, news, and strategic messaging.
• Oversee the event management system and support internal stakeholders with event promotion and registration needs.
• Ensure all marketing content and communications adhere to Thunderbird’s brand positioning across channels and formats.
• Supervise staff and/or student workers as needed, fostering collaboration and effective execution across teams.
• Performs other duties as assigned.

Benefits

• Flexible work options
• Alternative work schedules can include four, 10-hour workdays in a workweek; a nine-day, 80-hour schedule over two workweeks for exempt employees only; and staggered start and stop times.
• Hybrid work is an arrangement where employees spend a minimum of 60% of their regular workweek at their primary ASU work location.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager