OFFICIAL TITLE: Assistant Director of Marketing, Web and Digital Communications
SUPERVISION RECEIVED: Director of Marketing
SUPERVISION EXERCISED: Subordinate professional and classified staff, as assigned
General Statement of Duties: The Assistant Director of Marketing, Web and Digital Communications is responsible for leading the ongoing development, maintenance, management, and governance of the university's web site to ensure consistency, accuracy and compliance with required standards as well as to support branding and marketing goals.
The position reports to the Director of Marketing and acts as project lead in meeting the University's marketing and enrollment objectives via an engaging, relevant, and functionally effective website, strategies, and a unified information technology infrastructure.
The ideal candidate has proven experience in a wide range of digital areas including SEO, analytics, digital marketing strategy, website architecture, and CMS management. The Assistant Director will champion the use of quantitative data and assessment tools to report outcomes of digital campaigns and initiatives through web analytics. This position requires a collaborative colleague who is an innovative problem-solver and critical thinker.
Digital communication duties include digital campaign analytics management; acting as an agency liaison; management of associated content; and implementation of best practices for conversion funnels and click through rates. Web management responsibilities include monitoring and updating content; tracking and reporting on website performance and outcomes; building and maintaining reporting functions; coordinating with web content providers across the university; development and oversight of all redesigns and functional improvements to meet marketing goals; and technical implementation of CRM elements on the website.
(E) = Essential
(E) Apply technical solutions for development of an integrated web strategy to exceed enrollment goals
(E) Analyze functional requirements and translate those requirements into technical implementations
(E) Provide ongoing strategic solutions, perform maintenance and development of the website
(E) Develop and execute web and digital marketing strategies that align with the university's goals
(E) Analyze web traffic data and prepare reports highlighting key information, trends and opportunities understandable to those with a non-technical background
(E) Research and implement creative and innovative ideas for measuring, analyzing and reporting on current and future digital marketing campaigns
(E) Provide continual assessment, analytic reporting, and optimization of web and other associated initiatives
(E) Lead and manage the web team including external agencies in collaboration with the Director of Marketing; act as primary liaison with outside developers
Create a marketing dashboard to concisely communicate trends and interpreted data to the university's leadership team
Enrich the interpretation of data by researching and incorporating industry benchmarks including key performance indicators (KPIs) for target and assessment
Identify and cultivate potential external digital partnerships and leverage existing digital partners
(E) Work collaboratively with the Director of Marketing, Director of Admissions, Vice President for Enrollment Management, Information Technology Department, internal stakeholders, and external agencies
(E) Support student recruitment, retention, and graduation goals
(E) Act as an essential employee, during emergency and weather-related events, as a member of
Worcester State University is a public institution of higher learning set on 58 acres in the residential west side of Worcester, Massachusetts. We are dedicated to preparing students for personal success, rewarding careers, and effective citizenship in the 21st century.We offer undergraduate and graduate degree programs in the traditional liberal arts and sciences, teacher education, biomedical sc...iences, business, and the health professions. Worcester State University is dedicated to offering high quality, affordable undergraduate and graduate academic programs and to promoting the lifelong intellectual growth, global awareness, and career opportunities of our students. To this end, we value teaching excellence rooted in scholarship and community service; cooperate with the business, social, and cultural resources of Worcester County; collaborate with other institutions of higher learning in the region; and develop new programs responsive to emerging community needs.Worcester State University was named the ?Best College in Worcester County? in Worcester Magazine?s Readers Poll seven out of the past ten years. The Princeton Review also designated the University a 2007 ?America?s Best Value College? and a ?Best Northeastern College? from 2005-2013.Worcester State University is within an hour?s drive of all major population centers in New England. We invite you to contact us or stop by for a visit soon!