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Enrollment Marketing Strategist
California College of the Arts
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Enrollment Marketing Strategist

California College of the Arts

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Details
Posted:
September 13, 2019
Location:
San Francisco, California
Salary:
Open



Enrollment Marketing Strategist


R504610
San Francisco

The Enrollment Marketing Strategist is a key member of CCA's Office of Marketing and Communications, an in-house creative and strategic team that partners with colleagues across the college to inform and inspire audiences by sharing compelling stories about CCA's vibrant community of students, graduates, and faculty. The Enrollment Marketing Strategist is a data-driven marketer and creative collaborator who works closely with the Admissions team and others to raise awareness of CCA's outstanding programs, especially among prospective students and their influencers. This role creates and executes strategic marketing and advertising plans, leveraging organic (SEO), outbound (PPC), and inbound marketing tools to attract website traffic, generate qualified admissions leads, and promote inquiries and applications.

The Enrollment Marketing Strategist creates and executes an annual admission marketing plan; plans and places advertising; conceives and produces email automation strategies; and develops and implements journey and drip campaigns to engage prospective students and drive applications and enrollment. This position also develops specialized marketing plans for various graduate programs, and on occasion incorporates marketing of exhibitions, lecture series, and other programs and events that raise awareness and generate excitement for the breadth and depth of happenings and educational opportunities at CCA.

This position is CCA's analytics and SEM guru, who generates and analyzes reports and sets the strategy for ways CCA can improve our SEO and SERP rankings. This role is responsible for all lead-generation digital marketing campaigns, and oversees the college's inbound marketing system (currently HubSpot). The Enrollment Marketing Strategist tracks metrics, analyzes results, reports on campaign progress, and makes recommendations for strategic adjustments.

MAIN RESPONSIBILITIES:

Admission Marketing Strategy - 20% of time
  • Partner with the Admissions team to develop and execute annual marketing strategies and plans for undergraduate and graduate admissions

Digital Strategy - 20% of time
  • Research, stay current with, and ensure that SEO best practices are being implemented across the college's externally focused website, cca.edu
  • Research and set the strategy for improving SERP rankings through a variety of SEO tactics including on- and off-page link strategies, titles and descriptions, metadata, keyword maps, and quality content
  • Work closely with the content producers, media relations manager, web producer, and social media strategist to ensure consistent implementation

Media Buying/Advertising - 20% of time
  • Develop, plan, and execute all advertising campaigns for print, digital, and social media in support of admission
  • Strategically implement digital media buys that may include pay-per-click, display, retargeting, geo-targeting, paid social boosts, video ads, native advertising, sponsored content, etc.
  • Manage additional advertising/marketing that may include print media buys, event participation, out-of-home, and media sponsorships
  • Write copy and work with designers to generate creative for both on- and offline advertising
  • Create and manage an advertising calendar to ensure consistent messaging and optimized timing and placement
  • Review pricing, negotiate media buys, and manage the advertising budget to determine how the spend will be allocated across buy types.

Inbound Marketing -30% of time
  • Grow new leads by attracting and converting site traffic through calls to action, landing pages, and lead-generation content
  • Configure, deploy, and manage CCA's marketing automation system (currently HubSpot)
  • Design and execute full campaign strategy from target identification through message, workflow, landing-page creation, and other content creation
  • Coordinate with the content team to create and manage a rich story calendar that attracts target audiences to cca.edu
  • Collaborate with content, design, web, and social teams to design and execute cross-channel strategies
  • Curate content and design assets to populate email, website, social media channels, etc.
  • Build web pages, web forms, email and email workflows, and segmented lead lists
  • Set up and launch email campaigns; design and execute A/B tests to measure effectiveness of new creative designs, messages, and content

Metrics/ Tracking ROI - 5% of time
  • Continually refine lead-nurturing workflows and content based on analytics
  • Create, report, and analyze performance dashboards at the campaign level to derive actionable insights for improvement. Report on key metrics and KPIs to stakeholders quarterly.
  • Coordinate with data analysts in Admissions to measure the effectiveness of all digital campaigns
  • Use Google Analytics, HubSpot performance analytics, and other tools to assess prior campaign performance to derive actionable insights to inform future campaigns
  • Generate reports and provide analysis on campaign performance to demonstrate ROI

Content coordination - 5% of time
  • Work with the content team to develop content needed in support of admission marketing strategy
  • Coordinate publication of admissions-specific homepage and landing page stories
  • Lead the use of Eventbrite for ticketed events on campus.

Performs additional duties as required.

MINIMUM REQUIREMENTS:
  • Bachelor's degree and at least three years relevant professional experience
  • Strong experience with higher education recruitment and digital marketing strategy
  • Extensive CRM experience specifically related to email strategy, segmentation, and analytics
  • Strategic and tactical experience with a marketing automation system (HubSpot, Marketo, Salesforce Marketing Cloud, or similar)
  • Experience with successfully boosting SEO and SERP for various sites
  • Experience with workflows, templates, list imports, A/B testing methodology, and scoring models
  • Ability to use automation platform to retrieve data, read reports, and input data
  • Strategic and tactical experience developing paid digital advertising campaigns
  • Proven expertise in using analytics to measure ROI and success of campaigns
  • Ability to collaborate, ideate, and execute on creative marketing campaigns
  • Deep understanding of higher education recruitment marketing cycles
  • Strong collaboration skills and enjoyment working with a creative in-house marketing team
  • Proficiency with HubSpot, Salesforce, or similar system; G-Suite (including Data Studio)

Location
San Francisco
Additional Locations

Application Instructions
Applicants are required to attach a cover letter and resume. Incomplete applications will not be considered. Recommended document file formats are Word or PDF. If there are multiple attachments, we recommend compressing/zipping your files into a zip format file. There is also a place in the application for you to provide a link to large documents. Please submit an application form for each position for which you believe you are qualified. Applications are not kept on file for future positions.

Application Deadline
For staff positions, screening begins immediately and continues until the position is filled.

EEO Statement
As an educational and cultural institution, California College of the Arts has a responsibility to provide access and opportunities for all people, with special attention to supporting groups historically underrepresented in higher education.

We believe that a culturally diverse campus is integral to academic excellence, and our student, faculty, staff, and trustee bodies should reflect the diverse world in which we live, with attention to race, ethnicity, religious creed, national origin, age, sex, sexual orientation, gender identity or expression, and ability.

California College of the Arts is an equal opportunity employer and encourages applications from individuals who will contribute to its diversity.

Questions?
Please address any questions to hr@cca.edu.


To apply, visit https://cca.wd5.myworkdayjobs.com/en-US/CCA/job/San-Francisco/Digital-Marketing-Manager_R504610.

Founded in 1907, California College of the Arts (CCA) is an independent art college with 21 undergraduate programs in architecture, design, fine arts, visual studies, and writing. The college also has graduate programs in architecture, comics, curatorial practice, design, design strategy, film, fine arts, visual and critical studies, and writing. Through these programs, the college has created a dynamic and interdisciplinary environment. Diverse cultural perspectives enrich the CCA community and the college believes that continuing to expand the horizons of the students and faculty is essential to achieving its educational objectives. With campuses in Oakland and San Francisco, CCA currently enrolls 1,950 full-time students.







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About California College of the Arts
Founded in 1907, California College of the Arts (CCA) is an independent art college with 21 undergraduate programs in architecture, design, fine arts, visual studies, and writing. The college also has graduate programs in architecture, comics, curatorial practice, design, design strategy, film, fine arts, visual and critical studies, and writing. Through these programs, the college has created a dynamic and interdisciplinary environment. Diverse cultural perspectives enrich the CCA community and the college believes that continuing to expand the horizons of the students and faculty is essential to achieving its educational objectives. With campuses in Oakland and San Francisco, CCA currently enrolls 1,950 full-time students.
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