Associate Director of Digital Marketing

Company Overview
Located in North Carolina’s third largest city, UNC Greensboro is among the most diverse, learner-centered public research universities in the state, with 18,000 students in eight colleges and schools pursuing more than 150 areas of undergraduate and over 200 areas of graduate study. UNCG continues to be recognized nationally for academic excellence, access, and affordability. UNCG is ranked No. 1 most affordable institution in North Carolina for net cost by the N.Y. Times and No. 1 in North Carolina for social mobility by The Wall Street Journal — helping first-generation and lower-income students find paths to prosperity. Designated an Innovation and Economic Prosperity University by the Association of Public and Land-grant Universities, UNCG is a community-engaged research institution with a portfolio of more than $67M in research and creative activity. The University’s 2,600 staff help create an annual economic impact for the Piedmont Triad region in excess of $1B.

Primary Purpose of the Organizational Unit
The Office of Enrollment Communications (EC) leads the strategy and execution of the University’s enrollment marketing efforts by planning and implementing marketing and communication projects that further University enrollment goals throughout the student lifecycle. The department’s work includes strategic planning and project management for all kinds of mass communications including web, email, print collateral, direct mail, digital and print advertising, signage, and comm flows. We create on-brand, cohesive messaging for undergraduate and graduate students, on-campus and online, traditional and adult learners, specifically:

Prospective students (student search through admission, working closely with Undergraduate Admissions, The Graduate School, Financial Aid, and individual academic units)

Admitted students (yield initiative support and onboarding communication, in collaboration with Undergraduate Admissions, The Graduate School, Financial Aid, and New Student Transitions & First-Year Experiences)

Current students (ongoing messaging concerning requirements to maintain continuous enrollment and promote student success — the “business” of being a student — working closely with Financial Aid, Registrar, Student Health, Advising, Cashiers and the Division of Student Success.

Position Summary
The Associate Director of Digital Marketing partners closely with the Director of Enrollment Communications as the office’s second strategic leader, planning and executing digital marketing across email, social, web, and paid media channels. They will work to ensure the department’s work reflects industry best practices while supporting University enrollment goals.

They will maintain and enhance our reporting frameworks and digital advertising workflows, including monthly analytics report distribution. They are closely involved with leveraging and optimizing marketing technology platforms: managing websites via WordPress, monitoring site traffic and ad analytics with GA4, and overseeing emails, portals, and reports in our Slate CRM. The Associate Director will serve as a subject matter expert and consultant to academic units and campus partners, offering guidance on digital marketing strategy, CRM capabilities, and communication best practices.

They will also function as a key liaison to our digital advertising agency partner, maintaining our annual media plan, reviewing media recommendations, evaluating performance, and ensuring alignment with goals. They are expected to possess and maintain familiarity with marketing and higher‑ed industry trends, and to maintain a spirit of innovation that drives the team forward.

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.

Preferred Qualifications
It is preferred that candidates for this position possess a Master’s Degree + at least 5 years professional marketing experience, or a Bachelor’s Degree + at least 7 years professional marketing experience. Experience should include:

3+ years’ experience running digital marketing campaigns, with deep familiarity in digital advertising (social ad management, SEM campaign management, and familiarity with Google Ad Network/similar digital buying platforms).

2+ years experience working in a CMS such as WordPress to create and manage web pages.

2+ years experience working in a CRM to create and manage email/text comms, including automations.

2+ years supervising staff and providing coaching and direction

Additional preferred qualifications:

Proven ability to manage multiple projects across a variety of channels with fast-paced timelines.

Excellent communication skills both oral and written and the ability to build strong and collaborative cross-functional relationships.

Experience collaborating with a team of writers, designers, external vendors, and project owners to deliver efficient output and results.

Proven attention to detail and organizational skills.

Google AdWords or similar certifications.

Functional understanding of HTML and Google Analytics.

Familiarity with best practices and regulations around mass email and texting.

Expertise in Adobe Creative Suite.

Experience working in Slate – designing comms, creating Deliver campaigns, building forms, etc.; additional work in other CRM and email platforms preferred.

Key Responsibilities
Digital Strategy, Planning and Execution (50%)

Collaborate with department/division leadership to develop sound digital marketing strategies that become part of the overarching enrollment marketing and communication plan.

The Associate Director will be responsible for overseeing the successful execution of all related initiatives in alignment with industry best practices and with an awareness of the University brand.

Documentation and Reporting (20%)

Maintain easily-accessible and up-to-date documentation of current and past digital marketing initiatives (ad campaigns, email comm flows, etc.); also includes the planning and oversight of a regular reporting schedule in order to advise department/division leadership about the success of various digital marketing tactics.

Staff Supervision (15%)

Management of three full-time staff; delegating projects, keeping track of workload, reviewing/approving content, and achieving ongoing staff development.

Budget Management (10%)

Make recommendations on ad spend, get estimates and negotiate contracts with 3rd party vendors (digital media agencies, videographers, developers, etc.), and responsibly manage various elements of the department budget.

Other Duties as Assigned (5%)

Lean in to additional responsibilities when needed; may include assistance with e‑mail campaign writing and execution, print production, social media planning, or other special projects.

May require occasional work nights and/or weekends.

#J-18808-Ljbffr