Classified title: Sr. Communications & Marketing Manager Role/Level/Range: L/4/LD Starting Salary Range: Commensurate with Experience Employee group: Full Time Schedule: 37.5/M-F Employee subgroup: Exempt Location: Baltimore, MD Department name: Global Marketing & Communications Personnel area: Carey Business School
Purpose of Position:
The Director of Integrated and Digital Marketing, reporting to the Associate Dean for Global Marketing and Communications for the Johns Hopkins University Carey Business School (Carey), is a newly created position. S/he is a member of the Dean's leadership team.
S/he is responsible for driving acquisition, engagement and conversion strategies/plans/execution across all digital, traditional and partnership marketing tools including Carey's website and social media platforms. S/he is also responsible driving engagement overall across all Carey's key constituents utilizing all marketing tools. S/he leads all marketing across all full-time, part-time, online and executive education programs.
Carey is at an inflection point in its growth. This role will help accelerate our efforts across the global marketing landscape by working closely with all marketing teams (i.e., creative, marketing operations, communications and events) and collaborating closely cross-functionally including key teams such as Admissions, Programs, Student Development and Alumni Relations.
The Director of Integrated and Digital Marketing will manage a team of five (5) staff, will manage three (3) external agencies, and a budget of $4M.
Primary Duties and Responsibilities:
Lead all acquisition and retention marketing efforts with prospective, current students, alums across all traditional and digital mediums
Lead the development of global marketing strategies, plans and execution by degree and non-degress program (incl. GMBA, MS Finance, MS Marketing, Executive Education, etc.) and by key programs including orientations, reunions, etc.
Lead leveraging direct marketing tools to drive results
Lead engagement / relationship management strategies & plans across all marketing tools for key constituents
Lead and drive media planning and buying efforts across all digital and traditional tools for all degree and non-degree programs
Utilize and optimize SEO/SEM, email campaigns, user experience, digital advertising, promotions, and social media experience to build brand/program awareness, generate leads and engagement with students and alumni
Ensure strategies, plans and execution is highly integrated with other marketing functions including creative, communications, events and marketing operations
Develop and execute against conversion best practices
Lead directing (and writing as needed) all creative briefs for Marketing Ops to traffic against and the Creative team to execute against
Lead the team(s) to ensure all program materials strategically align to the needs of the program and the students
Lead all digital marketing channels (e.g. website, emails, social media, etc.) to ensure brand consistency
Lead Carey website strategy and plans and ensure flawless execution of content and marketing across every department including optimizing SEO
Lead team and external agency to ensure website is employs best practices, is up-to-date, addresses the needs of the audience, and is flawlessly executed against
Lead strategy, plans and insights for Carey social media (incl. FB, Twitter, Instagram, YouTube, Blog, WeChat, etc.)
Analysis and Insights
Have an in-depth knowledge of student target(s)
Prioritize targets/ segments and ensure reach each constituent at the right time with the right message
Fully understand competitive landscape, monitor, report and provide marketing insights
Analyze marketing plan and performance using KPI's, ROI analysis and apply learning in new planning
Understanding analytics and measuring ROI to improve lead conversion from all channels
Ensure A/B Testing & Learning of content and subject lines
Lead measurement and tracking of marketing initiatives and report out learnings and revised plans to management, key partners and marketing team
Direct Leadership and Management
Lead and develop a team of at least four direct reports to achieve goals
Lead selection and day-to-day management of multiple media, web and marketing agencies
Determine and manage respective budget items including marketing, media and web agency budgets and ensure alignment with department goals
Be key liaison with key teams including Admissions, Student Development, Executive Education, Global Collaboration
Lead presenting and reporting out to management marketing results, post mortems, metrics and recommendations for the future
Other marketing duties as assigned
Education, Experience, Licensure, Certification:
Bachelor's degree in related field required. Master's degree preferred. Five years related experience required. 10-15 years' comparable marketing and digital marketing experience preferred. 5-7 years' experience in marketing leadership role leading and directly managing teams of 4 or more people preferred. Advanced degree may substitute for required experience, to the extent permitted by the JHU equivalency formula.
Note: Some evening and weekends may be required
JHU Equivalency Formula: 30 undergraduate degree credits (semester hours) or 18 graduate degree credits may substitute for one year of experience. Additional related experience may substitute for required education on the same basis. For jobs where equivalency is permitted, up to two years of non-related college course work may be applied towards the total minimum education/experience required for the respective job.
Knowledge and Skill:
Excellent ability to develop and execute against strategic integrated multichannel marketing plans
Ability to clearly articulate (written and verbal) strategies and plans to achieve goals
Extensive experience in optimizing marketing funnel from brand/program awareness to conversion to retention
Strong understanding of how all digital marketing channels function including hands on experience with SEO/SEM, emails/CRM, web design
Exceptional knowledge of the latest digital and integrated marketing tools
Outstanding communication and listening skills
Excellent analytical and problem-solving skills
Self-starter and can lead independently and proactively
Results-oriented with high standards for self and team
Proven track record of recruiting, developing, and leading direct reports, internal teams and external partners
Strong strategic skills and approach
Ability to manage significant amount of projects in an expedited manner
Strong orientation toward testing and learning with a demonstrated ability to analyze large amounts of data and glean actionable insights that inform strategy
Strong experience managing a budget and internal and external resources
Demonstrated understanding of cultural practices and global perspectives
Significant experience in hiring and managing external media agencies
Ability to identify research needs and work with resources to gain the knowledge needed
Johns Hopkins University remains committed to its founding principle, that education for all students should be grounded in exploration and discovery. Hopkins students are challenged not just to learn but also to advance learning itself. Critical thinking, problem solving, creativity, and entrepreneurship are all encouraged and nourished in this unique educational environment. After more than 130... years, Johns Hopkins remains a world leader in both teaching and research. Faculty members and their research colleagues at the university's Applied Physics Laboratory have each year since 1979 won Johns Hopkins more federal research and development funding than any other university. The university has nine academic divisions and campuses throughout the Baltimore-Washington area. The Krieger School of Arts and Sciences, the Whiting School of Engineering, the School of Education and the Carey Business School are based at the Homewood campus in northern Baltimore. The schools of Medicine, Public Health, and Nursing share a campus in east Baltimore with The Johns Hopkins Hospital. The Peabody Institute, a leading professional school of music, is located on Mount Vernon Place in downtown Baltimore. The Paul H. Nitze School of Advanced International Studies is located in Washington's Dupont Circle area.