Director of Marketing - WVU Online

DescriptionWVU Online at West Virginia University is currently accepting applications for a Director of Marketing.About the OpportunityThe Director of Marketing will help shape the overall narrative for WVU Online, Summer Term, Special Sessions, and Continuing Education by developing and executing a multi-channel marketing strategy, growing, and enhancing the sub brands of West Virginia University, and championing a culture of measurability and continuous improvement. The Director oversees and manages all marketing initiatives including email marketing, SEM, lead generation & nurturing, marketing automation, social media, digital advertising, website, and SEO. Additionally, they oversee internal and external communications including public relations, advertising, content marketing, social media, and newsletters. Reporting to and working closely with the Director of WVU Online, the Director oversees all third-party marketing agency relationships to ensure successful execution of the marketing plan. The ideal candidate will be experienced and results-driven with a passion for marketing technologies and various marketing channels. This role will work closely with cross-functional teams to ensure consistency through all marketing channels while providing forward-thinking ideas to build and maintain a strong brand presence. Expertise in performance-based marketing, multifactor attribution, research, and outstanding content creation is required. This is a remote position opportunity; however, regular visits to campus are required.We strongly believe in work-life balance and keeping time for things we love outside our work. WVU offers generous benefits, including:37.5-hour work week13 paid holidays (staff holiday calendar)24 annual leave (vacation) days per year or more based on years of service (employee leave)18 sick days per year (for when you're ill, for when you need time to care for sick family, for your own, or your family's, regularly scheduled medical appointments. Who is family for the purpose of this leave? A lot of people in your life including immediate relatives and in-laws as well as others considered to be members of your household living under the same roof)WVU offers a range of health insurance and other benefits401(a) retirement savings with 6% employee contribution match, eligibility to continue health insurance, and other retiree perks. Looking for more retirement benefits information? Check out retirement health insurance benefits, retirement income, and FAQ's.Wellness programsWhat You'll DoLead strategic marketing planning; design comprehensive program specific marketing plans, taking into consideration institutional image, message, and positioning; mission, goals, priorities and accomplishments of the University; the relationship between institutional marketing and the specific marketing objectives of key University colleges.Enrich and expand WVU Online, Summer Term, Special Sessions, and Continuing Professional Educationcommunication vehicles and channels with special emphasis on current and emerging digital communications and social marketing engagement.Digital presence including institutional and program websites content and functionality, electronic communication campaigns, social media sites and all related updates, monitoring, optimization, and analytics.Proactively educates self in the university's defining internal and external environment and strategies, which must guide all messaging. This involvement should include consistent attendance and active participation with all key strategic committees to understand evolving University trends and priorities.Own the marketing channel ecosystem and lead your team to develop engaging content and connect with prospective and current students on multiple social accounts, email marketing campaigns, SEO, websites, e-commerce, digital advertising, video, etc.Establish digital KPI's organizations, reports and dashboards, digital marketing best practices, governance, andprocesses.Lead site audits that examine user behavior and recommend changes to improve conversions.Run Google Display Ads and have expertise in lead generation.Analyze key performance indicators and adjust based on insights to drive lead acquisition.Oversee the supervision of personnel in the areas of web, social media, video, writing/content, graphics, andadvertising. This includes work allocation, training, career development, enforcement of internal procedures and controls, and problem resolution; evaluate performance and make recommendations for personnel actions; motivate employees to achieve peak productivity and performance.QualificationsBachelor's degree in Integrated Marketing Communications, Communications, Business, Marketing, or Communications, or a related field or an equivalent combination of education and directly related experience.A minimum of five (5) years experience involving:Demonstrated leadership/supervision of marketing and communications staff.Experience with increasing responsibility in marketing, communications, and brand management.A minimum of five (5) years:Proven success in the use of new media, and social networking sites (Facebook, Twitter, LinkedIn, Google+).Experience managing Paid Search/SEM campaigns in Google AdWords/Bing Ads.A minimum of three (3) years:Digital agency management from RFP to selection to management to balancing annual marketing budget.Experience with Salesforce Marketing Cloud.Marketing Concepts: Knowledge of and ability to apply basic marketing concepts (e.g., brand positioning, brand architecture, SWOT Analysis, competitive assessment, marketing objectives/strategies, consumer segmentation) used in the development of marketing plans.Creative Concept Evaluation: Ability to evaluate creative concepts and executions based on creativity, strategicalignment, and consumer impact.Strong project management and interpersonal skills, with the ability to take initiative in a challenging, fast-paced environment of multiple priorities.Working knowledge of and ability to apply standard theories, practices, principles, and techniques related tocommunications in the media and marketing areas; ability to research and identify communication needs and target audiences; thorough knowledge of web communication techniques, vehicles, and formats; ability to effectively use web technology to achieve communication goals.Leadership skills, including the ability to establish a respectful, collaborative, and productive teamwork environment and impart instructions. Ability to direct multiple communication activities. Ability to supervise staff, coordinate work projects, determine priorities, set deadlines, and complete projects; accordingly.Exceptional interpersonal and networking skills, including listening and interpretive skills; strong consultative and persuasive skills; and expertise in working effectively and creatively with a wide variety of individuals and groups. High standards of ethical conduct and confidentiality in dealing with various internal and external constituencies.Strong commitment to excellence in serving constituents and the ability to work effectively with diverse individuals and groups both on and off campus. Demonstrated customer service experience requiring a very high level of diplomacy and professionalism.Proven success as a contributor to high-performing remote work teams, especially analytic/technical teams.Ability to work in an always evolving, entrepreneurial environment. A can-do, innovative mindset is required! Must be able to work occasional overtime.Preferred Qualifications:Master's degree preferredGoogle AdWords CertificationRequirementsValid US driver's license. The ability to travel to WVUs regional campuses and/or within the multi-state area is required.About WVUAt West Virginia University, we leverage our talents and resources to create a better future for our state and the world. As West Virginia's land-grant university, WVU has three campuses that touch each corner of the state. The WVU System includes 518 buildings on 15,880 acres, Extension Service offices in all 55 counties, ten experimental farms and four forests.From the groundbreaking R1 research of our flagship campus in Morgantown to the career-oriented programs of WVU Potomac State in Keyser to the technology-intensive programs at WVU Tech in Beckley - the contributions of WVU employees directly impact the 1.8 million people of West Virginia every day, no matter their role or position.Service, curiosity, respect, accountability, and appreciation are the core values that unite Mountaineers, inspiring one another to work tirelessly and support others as they seek to reach new heights. After all, when you're a Mountaineer, impossible is just another mountain to climb.Creating an inclusive, engaged, and dynamic learning environment is core to WVU's academic mission. We welcome candidates who can contribute a range of ideas, approaches and experiences.West Virginia University is proud to be an Equal Opportunity employer and is the recipient of an NSF ADVANCE award for gender equity. The University values diversity among its faculty, staff, and students, and invites applications from all qualified applicants regardless of race, ethnicity, color, religion, gender identity, sexual orientation, age, nationality, genetics, disability, or Veteran status.Job Posting: Jul 17, 2024 Posting Classification: Non-Classified Exemption Status: Exempt Benefits Eligible: Yes Schedule: Full-time