(Hybrid) Digital Marketing Strategist - Strategic Communications and Marketing

West Virginia University

6d • Hybrid

About The Position

The Digital Marketing Strategist at West Virginia University manages segmentation, mass texting, and enrollment marketing performance, and develops marketing plans for various enrollment marketing needs to help recruit new students to the University. This person will work in tandem with the digital and marketing teams to strengthen enrollment marketing strategy and execution. The Digital Marketing Strategist produces high-quality, high-level marketing plans using specific audience insights, unit data, and industry trends. In addition, they will work with the University’s CRM, Learner Org, to build reports for print materials. They will lead the implementation of text messaging to various recruitment audiences. This position will also build weekly marketing reports to show success and areas for improvement. They will use various Salesforce systems. This position is a key member of the Strategic Communications and Marketing team, as it is one of the most important in helping to reach the University’s recruitment and enrollment goals each year. The position reports to the Director of Marketing for Recruitment and Parents and sits within the Marketing and Brand Strategy team. This is a hybrid position.

Requirements

• Bachelor’s Degree in marketing or related field required; Master’s Degree preferred.
• At least 3 years of related experience required
• Any equivalent combination of related education and/or experience will be considered.
• All qualifications must be met by the time of employment.
• Demonstrated excellence of all popular marketing platforms.
• Demonstrated excellence in marketing trends, with demonstrated ability to analyze media trends and create strategic media plans accordingly.
• Demonstrated excellence to deal with sensitive and sometimes confidential issues appropriately; skill in establishing and maintaining cooperative working relationships.
• Demonstrated excellence in getting the best use out of marketing tactics.
• Demonstrated excellence in marketing goal development, tracking and analytics.
• Demonstrated experience in developing strong customer relationships.
• Demonstrated ability to oversee people and their work.
• Demonstrated ability to lead groups and projects.
• Demonstrated ability in organizing tasks, documents and materials with efficiency and accuracy.
• Experience in developing and executing multichannel communications and marketing plans.
• Experience in clearly articulating (written and verbal) strategies and plans to achieve goals.
• Experience in developing written communications.
• Experience in managing multiple projects with competing priorities.
• Self-starter and can lead independently and proactively.
• Strong analytical skills, problem-solving and high attention to detail.
• Ability to adhere to WVU brand guidelines.
• Ability to keep up with changing technology as it impacts marketing and make necessary changes.

Nice To Haves

• Experience with Salesforce preferred.

Responsibilities

• Lead and build audience segmentation and targeted campaign execution, aligning those with established marketing plans.
• Build and manage print mailings.
• Measure campaign performance, audience engagement, and asset effectiveness. Provide a weekly performance report of all marketing efforts, along with monthly trends reports.
• Managing print materials inventory and liaise with print vendors to ensure accurate and timely distribution of materials to prospective students and families.
• Analyze enrollment and industry data from various sources and provide necessary information for building and managing marketing plans.
• Manage and implement texting for recruitment communication. Send messages via texting to varied and segmented audiences.
• Develop and update a mass texting strategy document. Work with various partners, including Enrollment Management, on texting strategy. Train and support staff in the effective use of texting.
• Explore new and innovative technologies, platforms, and applications to creatively deliver visual and educational content to relevant target audiences.
• Develop low- to mid-level marketing plans in tandem with the recruitment marketing team.
• Manage projects within the SCM project management tool; after developing marketing plans, use the available tools to help communicate with team members to accomplish tasks by appropriate deadlines.
• Ensure various teams within SCM and across the University are updated with marketing plan information to help aid in decision making. Share approved marketing plans and tactics with relevant groups to connect dots and improve reach of marketing efforts. Collaborate with marketing and enrollment teams to strengthen recruitment initiatives.
• Fully understand the University’s mission, vision, values, goals, and brand in regard to admitted students and parents.
• Actively represent the SCM team in meetings, project teams, presentations, etc.
• Share marketing expertise on various SCM digital campaigns and projects.
• Serve as the point of contact and liaison between SCM and other internal clients.
• As needed, actively participate in various University committees and meetings in regard to recruitment and enrollment efforts.
• Explore new and innovative technologies, platforms, and applications to creatively deliver visual and educational content to relevant target audiences.
• Showcases expert level knowledge in all areas, but specifically digital communications and marketing, of enrollment and recruitment of undergraduate first-time-freshman, first-time transfer, international students, graduate students, and online students.

Benefits

• 37.5-hour work week
• 13 paid holidays (staff holiday calendar)
• 24 annual leave (vacation) days per year (employee leave)
• 18 sick days per year (for when you’re ill, for when you need time to care for sick family, for your own, or your family’s, regularly scheduled medical appointments. Who is family for the purpose of this leave? A lot of people in your life including immediate relatives and in-laws as well as others considered to be members of your household living under the same roof)
• WVU offers a range of health insurance and other benefits
• 401(a) retirement savings with 6%25 employee contribution match, eligibility to continue health insurance, and other retiree perks. Looking for more retirement benefits information? Check out retirement health insurance benefits, retirement income, and FAQ’s.
• Wellness programs

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 101-250 employees