Digital Marketing Manager – Belk College of Business

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Overview:
This position will have primary responsibility for managing marketing and communications for Belk College of Business Graduate Programs at UNC Charlotte. This position is supervised by the Assistant Director of Marketing for the College. The Digital Marketing Manager is a key contributor to the College’s External Relations team and is responsible for managing the execution of a variety of marketing and communications projects that raise awareness and facilitate lead generation for the Belk College’s Graduate Programs.

This position will work to contribute to the graduate program recruitment goals. This position will perform a range of a public communications and marketing related work that involves internal and external marketing and communications efforts including market, material and project research; planning, designing and managing programs and projects is a key component of this position. Work involves initiating, developing, and maintaining working relationships with key internal and external individuals and organizations. The Digital Marketing Manager is a member of the External Relations team and will need to work closely with team members and faculty, staff and leadership in order to achieve results. The person in this role may be required to perform additional marketing and communications duties as part of the External Relations team.

Required minimum qualifications:
Bachelor’s degree in a discipline related to the area of assignment; or equivalent combination of training and experience. All degrees must be received from appropriately accredited institutions.

University preferred qualifications:
Graduation from a four-year college or university with a major in a closely related field and two years of experience that provides the knowledge, skills and abilities needed in the area of assignment; or an equivalent combination of training and experience.

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Responsibilities:
• The Digital Marketing Manager applies marketing automation for the purpose of generating demand for graduate programs and ultimately enrollment. This position will generate student demand and progress student lifecycle advancement using digital methods with primary project management responsibilities, including platform management, partner and vendor relations, scheduling, cost tracking, and billing
• This position executes key marketing and communications strategies that contribute to brand awareness and recruitment goals while integrating with the overall goals and strategy of the Belk College External Relations team
• This position requires a high degree of knowledge and specialized skills to create, coordinate and implement the student journey program through digital and automated tools. The position functions as the digital marketing expert, managing associated technologies, projects and tracking results
• Plan, organize, manage and implement Belk College marketing projects from beginning to end, ranging from simple single items to multifaceted, multi-channel marketing campaigns
• Work with Executive Director of External Relations and Assistant Director of Marketing to understand and prioritize the expectations and goals of respective areas of responsibility
• Leverage technical marketing resources to plan, coordinate, and manage email and digital messaging. Tools to include but not limited to: web content management system, Salesforce Customer Relationship Management System (CRM), social media management, project management software, basic graphic design software and Act-On email marketing application
• Serve as subject matter expert for email marketing. Build email campaigns including lifecycle mapping, scheduling, content, nurture comms, drip flows, form/landing pages, testing, deployment, and analytics dashboard
• Integrate marketing technologies/platforms with graduate program CRM and its processes
• Design marketing data dashboards, monitor and analyze project metrics for continual quality enhancement. Develop reports on social media, website, digital marketing and out-of-home marketing campaigns
• Oversee and maintain website content via CMS (including copy, layout and graphic elements) and navigation, particularly related to conversion-related content.
• Manage digital marketing partners who provide search, retargeting, display and social media advertising services
• Plan, schedule, implement and track communications for select recruiting events, such as preview day
• Seek, develop, and distribute original and solicited content, including messages for letters, articles, blog posts, social posts, etc

Other work responsibilities:
• Write and edit messages from college leadership to distribute to key stakeholders and the public
• Develop marketing materials for new programs and maintain/enhance materials for existing programs when appropriate for both Belk College Graduate Programs
• Work with creative partners (vendors, university) and multi-media specialists to produce high-quality, strategic communications about Belk College Graduate Programs
• Coordinate rankings reports/campaigns, including distribution of college materials to key stakeholders and public sharing for broad awareness
• Identify emerging trends; monitor student insights, competitive landscape and societal trends to ensure the Belk College marketing efforts are advancing the programs and brand
• Prioritize and manage multiple high-level projects with complex processes and timelines
• Supports event planning, coordination and execution
• Ensure that outcomes meet requirements of university brand and expectations/needs
• Serve as key liaison with graduate programs recruitment resources
• Manage digital marketing partners/vendors
• Supervision of student worker

Experience, skills, training and education:
• Bachelor’s degree in a Communications related field and three years of digital marketing experience; or equivalent combination of training and experience.
• Five years of progressive experience that provides the knowledge, skills and abilities in the area of assignment; or an equivalent combination of training and experience
• Higher education experience is preferred
• Technical skills
• Experience with digital marketing technology and platform management, including email. marketing, website CMS, digital advertising, audience segmentation, CRM and lead generation campaigns
• Experience with social media campaigns, scheduling and management tool, such as Hootsuite
• Demonstrated ability to embrace and apply emerging technologies
• Basic knowledge of graphic design essentials, such as Adobe Suite

Other preferred skills:
• Strong problem-solving and analytical skills
• Experience serving as project manager with strong organizational skills
• Track record of effective interpersonal skills and relationship management
• Experience managing vendors
• Ability to think strategically about optimization opportunities for consistent improvement
• Exceptional writing and editing skills, strong grammar and communication skills
• Ability to work independently and prioritize work while managing multiple deadlines
• Proficient in Microsoft Office, especially Excel, and Google Suite
• Willingness to occasionally travel to work and event locations, with valid transportation