Director of Digital Marketing
: Job Details :

Franklin University, a private, independent, accredited, not-for-profit institution located in Columbus, Ohio, is seeking a dynamic Director of Digital Marketing to provide strategic leadership and direction for its digital marketing initiatives. This role is responsible for overseeing the University's online web properties, digital advertising, and web analytics to ensure alignment with institutional objectives. The Director will collaborate with internal teams and external agency partners to develop and execute integrated paid and owned media plans that support the University's overall marketing strategy. Reporting to the Executive Director of Marketing, the selected candidate will work a hybrid schedule on campus, enabling meaningful in-person collaboration while maintaining flexibility.

Duties and Responsibilities:

• Creates and executes comprehensive digital media plans (search, affiliate, digital video, display, digital audio, paid social) in coordination with the overall media plan to achieve brand and new student growth targets
• Responsible for the management and reconciliation of the digital budget and coordination with finance partners on regular updates, re-forecasts, and reporting to ensure resource allocation and budget utilization
• Manages the owned media strategy (SEO, content marketing, and new content development) to stimulate interest and conversion across all stages of the prospective student journey
• Collaborates in the development of lead nurturing and marketing automation campaigns to increase shopper conversion and nurture shoppers to marketing qualified leads
• Oversees public-facing institutional web properties including site design, architecture, functionality, and content to ensure optimal conversion and ensure the accuracy and relevancy of content
• Aligns KPls to institutional goals and develops regular reporting to track progress in addition to responding to ad-hoc reporting requests
• Defines and executes personalization strategy and A/B testing agenda to optimize key forms, communications, and webpages along the prospective student journey
• Manages a shared marketing / IT project portfolio in alignment with overall marketing project portfolio
• Contributes to the marketing data strategy and identifies opportunities to secure competitive advantage through data management technology and the collection, procurement, and activation of data for targeted marketing.
• Serves as a digital marketing thought leader, driving enterprise wide knowledge of best practices and proposing actions to position Franklin for future success
• Partners with Marketing, Enrollment and IT peers to optimize a prospects digital experience to registration
• Responsible for applying Franklin's brand positioning and identity across all digital marketing activities
• Interfaces with PR/Social Media and Marketing Strategists to ensure SEO requirements are met
• Partners with other Directors to analyze and leverage CRM insights to optimize strategy & tactics across channels
• Develops presentations and educates the department and university stakeholders on marketing and strategy
• Designs and develops appropriate attribution modeling to assess and evaluate the performance of brand campaigns
• Provides support for the online presence requirements of institutional stakeholders
• Perform other duties as assigned

Minimum Qualifications:

• Bachelor's degree
• 5+ Years of experience managing digital strategy and operations, including the oversight of enterprise content management systems
• 2+ Years of hands-on-keyboard experience with digital advertising
• 3+ years of experience with digital analytics tools such as Adobe Analytics

Preferred Skills and Characteristics:

• Experience with brand advertising leveraging programmatic platforms such as The Trade Desk or Amazon Ads.

• Strong analytical and creative skills with the ability to translate data into actionable insights.

• Experience with SEO and video SEO strategies.

• Familiarity with personalization tools such as Adobe Target.

• Content marketing expertise and understanding of design-based thinking.

• Experience in budget planning and management.

• Strong sales and presentation skills.

About Franklin:Founded in 1902, Franklin University has built its reputation on removing barriers to higher education for ambitious adults who must balance their educational goals with other commitments. Accredited and nonprofit, Franklin has earned its long-standing reputation as an innovator in online education. The University offers applied, in-demand undergraduate, master's and doctorate programs that enable adult learners to achieve their educational and professional goals. From entrepreneurs to CEOs, more than 50,000 Franklin alumni can be found around the world contributing to the communities in which they live and work.Franklin offers a competitive benefits package, incentive program and free parking. In addition, Franklin provides free undergraduate tuition for employees and immediate family members, graduate tuition assistance for full-time employees and immediate family members, and a discount on doctoral tuition for employees.Franklin University is committed to creating a respectful and inclusive educational and workplace environment. Franklin does not discriminate on the basis of age, religion, race, ethnicity, color, national origin, ancestry, immigration status, sex, sexual orientation, gender identity or expression, marital or familial status, disability, or veteran or military status.We embrace diversity and strive to create an environment where students, faculty and staff feel a sense of belonging. We recognize that our collective potential can only be realized when difference is valued, equal access to opportunity is sought, and inclusion is practiced.