Online Assistant Director of Marketing

The Ohio State University•Columbus, OH

2d•Onsite

About The Position

Reporting to an Ohio State Online Marketing Director or Associate Marketing director and serving as a leader within the marketing team, the Assistant Director of Online Marketing plays a key role in shaping and accelerating the marketing vision and strategy to grow online students and programs at Ohio State. The Assistant Director of Online Marketing works within their team to provide leadership, direction, and creative solutions for the key areas of online marketing including, but not limited to, market positioning, paid and organic marketing elements, marketing communication to prospective students, and analyzing and elevating marketing return on investment, all critical to Ohio State's ability to advance how the institution serves the nontraditional learner and meets current and future workforce demands. They implement the strategy and lead a team to achieve placing the university in its optimal position to meet online enrollment goals. The Assistant Director will be an influencer in the overall strategy of the website, ensuring it is always optimized to attract prospective students and evolving with the needs of the target audience. For new online programs, the Assistant Director will be developing the strategies needed to get their program(s) ready to market to a new target audience, including ensuring the webpages are ready, target audience identified, a marketing plan in place and marketing assets have been created. The Assistant Director of Online Marketing leads a team of online marketing managers to create diversified marketing campaigns that yield a quantifiable and significant return on marketing investments across channels. They may also manage other marketing team members who specialize in various areas such as email, content, specialist work and social media management. Their leadership and management of their respective parts of the marketing team will set the tone on the culture and accountability needed to drive interest in online programs. This role will have responsibility for managing a portion of a significant marketing budget and be a positive influence on the fiscal performance of the programs assigned. Their portion of the marketing budget will be significantly larger than almost every other area within Ohio State. The Assistant Director will be a good financial steward and ensure marketing strategies are data-informed when leveraging innovative paid and organic marketing tactics to separate Ohio State's online offerings from its competitors. It is important that the Assistant Director of Online Marketing understand how to compile and analyze existing data while also evolving tracking and reporting as global marketing tracking trends evolve. There will be accountability for delivering key online performance metrics. This role will be responsible for maintaining key relationships within Ohio State with college and program partners along with constituents within other departments within Ohio State and Ohio State Online. They will work closely with marketing directors and other key functions within Ohio State Online to build cohesive enrollment strategies. This role will also play an influencer role in the relationship with the digital agency and other key agency partners to ensure there is a strong relationship and performance results.

Requirements

Bachelor’s degree or 4 years’ relevant experience in lieu of a bachelor’s degree
5 years in marketing or related field.
Experience in higher education marketing and strategic communications
Experience in lead generation performance marketing
Experience in market analysis
Experience in marketing automation
Experience in people management
Broad knowledge and expertise in the marketing funnel
Broad knowledge and expertise in developing strategies
Broad knowledge and expertise in people development

Nice To Haves

Master’s degree in relevant discipline preferred.
8 years of experience preferred.
Enhanced Experience and Knowledge in areas indicated above.
Broad knowledge and expertise in all aspects of marketing
Broad knowledge and expertise in higher education
Broad knowledge and expertise in managing a team
Broad knowledge and expertise in working collaboratively within a large enterprise.

Responsibilities

Provide leadership, direction, and creative solutions for key areas of online marketing including market positioning, paid and organic marketing, marketing communication to prospective students, and analyzing marketing return on investment.
Implement strategy and lead a team to achieve online enrollment goals.
Influence the overall strategy of the website to ensure optimization for attracting prospective students and evolving with target audience needs.
Develop strategies for new online programs, including webpage readiness, target audience identification, marketing plan creation, and asset development.
Lead a team of online marketing managers to create diversified marketing campaigns with quantifiable returns on investment.
Manage other marketing team members specializing in areas like email, content, specialist work, and social media management.
Manage a significant portion of a marketing budget, ensuring fiscal performance and acting as a good financial steward.
Ensure marketing strategies are data-informed, leveraging innovative paid and organic tactics.
Compile and analyze existing data, and evolve tracking and reporting as global marketing tracking trends evolve.
Deliver key online performance metrics.
Maintain key relationships with college and program partners, and constituents within other departments and Ohio State Online.
Work closely with marketing directors and key functions within Ohio State Online to build cohesive enrollment strategies.
Influence the relationship with the digital agency and other key agency partners to ensure strong relationships and performance results.