The Senior Director of Integrated and Digital Marketing reports to the Associate Dean for Global Marketing and Communications for the Johns Hopkins University Carey Business School (Carey). They are accountable for driving acquisition, engagement and conversion strategies/ plans/ execution across all digital, traditional and partnership marketing tools including Carey's website behind all full-time, part-time, online and executive education programs. They are accountable to build Carey's external reputation and brand by leveraging Carey's website speaker events, sponsorships, partnerships, etc. This role will help accelerate our efforts across the global marketing landscape by collaborating cross-functionally with key teams such as Admissions, Programs, Global Partnerships, Student Experience, Alumni Relations, external agencies, etc.
Essential Duties & Responsibilities:
They are directly responsible for leading all targeting and messaging
Leading in concert with admissions and programs Carey's target strategy and key insights including personas, research
Leading prioritizing targets/ segments and ensuring Carey reaches each constituent at the right time with the right message
Leading determining optimal messaging mix to drive results
Leading full understanding competitive landscape, monitor, report and provide marketing insights
They are directly responsible for leading all advertising campaign research, messaging, strategy and execution in partnership with Creative Director including providing recommendations to improve campaign performance, increase brand awareness, and support enrollment goals.
They are directly responsible for marketing research needs
Leading bringing higher education insights to department to continuously improve marketing initiatives
They are directly responsible for direct team leadership and MarComm budget resource management
Leading and develop a team of at least six full-time reports to achieve goals
Ensuring multi-million dollar media budget is spend to optimize ROI
Leading and managing MarComm department's overall budget working closely with finance, MarComm Directors and then present recommendations to Associate Dean, Global Marketing and Communications and ensure alignment with department goals
They are accountable for leading Enrollment Marketing team in:
Leading external media agency strategy, planning, buying and execution for media, creative and web
Leading all acquisition and retention marketing efforts with prospective, current students, alums across all traditional and digital mediums
Developing global marketing strategies, plans and execution by degree and non-degrees program
Leveraging direct marketing tools to drive results
Leading utilization and analysis of CRM platforms for prospective student marketing and communications
Measuring competitive analysis and market research to help inform marketing strategies.
Analyze marketing plan and performance using KPI's, ROI analysis and apply learning in new planning
They are accountable for leading the Web team in:
Utilizing and optimizing 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
Leading Carey website strategy and plans and ensure flawless execution of content and marketing across every department including optimizing SEO
Leading 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
They are accountable for leading the External Reputation marketer in:
Leading strategy, research, outreach, planning, marketing, delivery, and post-event analysis and summary of high-profile speaker series events including developing event formats and programs, identifying and approaching relevant high-quality speakers, and working with the teams across Carey Business School to ensure the successful delivery of the events. Additionally, present to Dean to gain buy-in and approvals.
Leading cross functional team to develop strategy and execution of Carey's overarching strategic brand initiatives by marketing the right messages through the best channels including determining the success metrics for the school and report on progress to management. Including supporting DEIB positioning and ensuring it is communicated across all Carey's platforms including internal and external communication opportunities.
Working closely with Corporate and Global partnerships team to develop marketing plans and execute against those plans.
Knowledge and Skill:
Excellent analytical and problem-solving skills
Significant experience in analytics and measuring ROI to optimize marketing funnel from brand/program awareness to conversion to retention from all channels
Excellent ability to develop and execute against strategic integrated multichannel marketing plans
Exceptional ability to clearly articulate (written and verbal) strategies and plans to achieve goals
Outstanding communication and listening skills
Extensive experience in optimizing strong understanding of how all digital marketing channels function including hands on experience with SEO/SEM, emails/CRM, web design
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
Master's degree in communication, marketing or related field required.
8 years of related experience required. 10+ years' experience with at least 7+ years' experience in a marketing leadership role leading and managing teams of 6 or more full-time staff strongly desired.
Experience in higher education marketing or equivalent
Classified Title: Director Communications & Marketing Working Title: Senior Director of Integrated and Digital Marketing Role/Level/Range: L/04/LE Starting Salary Range: Commensurate with experience Employee group: Full Time Schedule: Monday-Friday 8:30am-5:00pm Exempt Status: Exempt Location: 46-MD:JH at Harbor East Department name: 60000049-Marketing & Communications Personnel area: Carey Business School
The successful candidate(s) for this position will be subject to a pre-employment background check.
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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 Bal...timore. The Paul H. Nitze School of Advanced International Studies is located in Washington's Dupont Circle area.