Director, Digital Engagement

New York City, New York
Commensurate with Experience
Nov 26, 2018
Metro Area
New York
Full Time

The Director of Digital Engagement has strategic oversight of The New School’s branded social media channels and audience engagement. Housed within The New School’s Marketing & Communication team, the position reports to the Associate Vice President, Strategic Marketing.

As an expert on developments and user behavior in the digital landscape who is able to articulate those opportunities and challenges in a broader marketing context, the Director shepherds digital engagement initiatives that have progressive, substantive impact on the university’s marketing and business goals. S/he crafts strategies within a comprehensive marketing plan and is adept at creating and deploying messaging and experiences that generate curiosity about The New School, build understanding and drive engagement with the university and its colleges. Collaborating regularly with marketing colleagues, Admission staff, other stakeholders across the university, and external partners, the Director creates a presence in social media and other digital channels/platforms that presents the dynamic, polyphonic nature of The New School in an affirming light, builds audience, drives awareness, and promotes community and affinity. S/he cultivates a distinct brand voice and uses deep understanding of Facebook, Twitter, YouTube, Instagram, Snapchat, Medium and other popular and emerging digital and social media to drive discussion and sharing (online and off), and to encourage participation of New School students in a best-in-class online community.


● Designs and directs an annual digital engagement strategy and tactical plan informed by annual strategic marketing goals, fully integrated with all other marketing elements, and outlining prioritized audiences and messaging:
○ Creates, researches, and manages strategy to reach and engage key opinion formers and influencers (e.g. prospective parents, cultural influencers, prospective employers)
○ Develops and executes strategy to amplify the work of faculty and other university leaders in thematic areas that reflect the university’s mission and values
○ Develops strategy for The New School’s Centennial celebration that builds community and strengthen engagement across the university’s social media platforms
● Provides leadership on how The New School should innovate and evolve within the digital space. Directs efforts in competitive and market intelligence and provides ongoing analysis and reporting
● Works closely with peers in Strategic Marketing team (Brand Marketing, PR, Public Programs), the Digital Content team, and media agency to execute integrated branded initiatives and programs that further marketing objectives and support university goals
● Meets regularly with the Director, Admission Communications and Director, Academic Program Marketing in order to be integral in accomplishing the goals of Strategic Enrollment Management

● Oversees all central (“The New School”) social media accounts and lends consult to managers of divisional, departmental, and program-specific accounts
● Leverages knowledge of social media performance metrics for effective ROI analysis. Monitors effective benchmarks for measuring the impact of digital outreach. Analyzes and reports on campaign effectiveness to regularly optimize strategies and results
● Crafts policies and guidelines to govern and promote social media usage. Designs and directs social media education programs for university leadership, faculty and staff
● Collaborates with media buying agency, Academic Program Marketing, and Open Campus to insure integration of organic and paid efforts
● Engages current New School students as active contributors to social and other digital media, devising protocols, compensation, and maintenance of standards that convey the university central goals without diluting students’ perspective
● Serves as an advocate for The New School in social media spaces, engaging in dialogues and answering questions where appropriate
● Collaborates with Senior Director of Communications & Public Affairs to craft integrated tactical plans for rapid response and crisis management

● Collaborates with writers, editors, designers, photographers, videographers, and others, to deliver superb content through a variety of evolving social and digital platforms in ways thoroughly and well-integrated with all marketing and creative campaigns
● Outlines strategic plan for optimization of The New School’s presence on YouTube, including audience and content opportunities validated by analytics and qualitative research. Partners with the Digital Content team to create content that will maximize engagement with prospective students and other key audiences
● Leads content strategy for the university President’s digital presence in owned and social media.

● Supervises and mentors the Manager, Digital Engagement and other contributors responsible for day-to-day maintenance of the university’s central digital media properties, messaging, and community management
● Oversees digital engagement budget, including staffing and resource requirements

Preferred Qualifications:

● Agency management experience a plus


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