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.
Duties for this position include, but aren't limited to:
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.
Minimum Experience / Education:
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.
Preferred Education Skills and Experience:
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.
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.
UNC Charlotte is North Carolina's urban research institution. Our campus is located in the piedmont of North Carolina, just two hours from the mountains and three hours from the Atlantic Ocean. A large public university with a small college feel, more than 27,200 students consider UNC Charlotte’s 1,000-acre campus their home away from home.