Online Marketing Manager

The Ohio State University•Columbus, OH

4d•Onsite

About The Position

The Online Marketing Manager leads and manages marketing strategy, asset development, plan development and execution, budget, performance analytics, and collaboration with other functions and colleges for assigned online programs and certificates. Reporting to an Ohio State Online marketing leader, this role uses marketing expertise and market research to select an effective, cost-efficient mix of channels—including search, social, organic, email, third-party media, and influencer marketing—to generate leads, inquiries, and prospective student interest. The position develops campaign assets and content, writes copy and emails, optimizes web pages for content and SEO, analyzes campaign performance and student enrollment, and identifies third-party media suppliers. The manager collaborates with college faculty, staff, partners, agencies, vendors, and cross-functional colleagues to understand target audiences, execute marketing plans, and gather timely feedback. The role also manages marketing budgets within the fiscal year, reports key metrics internally and externally, and continually tests new ideas and optimizes existing marketing efforts.

Requirements

Bachelor’s degree required.
4 or more years of experience in marketing or a related field.
Experience in digital marketing, marketing strategy, budget management, creating marketing executions, performance analytics and reporting, and website content management.
Broad knowledge and expertise in attracting a specific target audience, performance marketing, A/B testing, identifying new marketing vehicles, managing deadlines, and collaborating across a large organization.

Nice To Haves

Master’s degree in a relevant discipline preferred.
5 or more years of experience preferred.
Experience in digital marketing, lead generation performance marketing, return on investment analysis, and higher education preferred.
Deeper knowledge of the areas of expertise described in the requirements.

Responsibilities

Lead and manage marketing strategy, asset development, marketing plan development and execution, budgets, and performance analytics for assigned online programs and certificates.
Select and manage an appropriate marketing mix across channels to drive leads, inquiries, and prospective student interest cost-efficiently.
Use market research and audience knowledge to develop campaigns and marketing assets.
Write copy and emails, create content, and ensure web pages are optimized for content and SEO.
Analyze campaign performance for lead generation and student enrollment.
Identify third-party media suppliers and collaborate with agencies and vendors across the marketing mix.
Collaborate with college faculty, staff, partners, and cross-functional colleagues to understand target audiences and obtain real-time feedback on lead generation efforts.
Manage marketing budgets and ensure funds are properly handled and delivered within the fiscal year.
Report key metrics internally and externally.
Test new marketing ideas and channels and optimize existing work.