Director, Digital Marketing (K-12 Group)

Worldstrides - Orlando, FL

Full-time - Senior

Orlando, FL

Administrative and Support Services

About the position

WorldStrides is seeking a creative and experienced Digital Marketing Director for our K-12 Group division to enhance our digital marketing strategies. This pivotal role will lead and manage WorldStrides' online presence across its branded websites, paid media, and social media channels. The ideal candidate will possess excellent marketing skills and demonstrate strong leadership abilities, as this is a critical cross-functional role that collaborates closely with other areas of the company, including Product Marketing, Sales, IT, and Creative Services. The goal is to develop the best possible front-end web experience while maintaining high standards of quality and performance. In this role, you will direct integrated digital marketing strategies and programs that support growth initiatives across multiple product lines within the K-12 Group. Strong technical, organizational, and communication skills are essential, along with a passion for user-centered design and technology. You will be responsible for driving website traffic, developing and executing paid media digital marketing campaigns, monitoring and interpreting analytic data, directing social media strategies, and optimizing the functionality of our digital infrastructure and ecosystem. The Digital Marketing Director will manage external digital marketing agencies to implement advertising across various channels, including search, social, display, and programmatic, to drive qualified leads at acceptable CPA thresholds and ultimately generate sales. You will lead the development and implementation of the strategic vision for branded websites, focusing on SEO, CRO, and web analytics strategy, as well as the strategic vision for WorldStrides' owned social channels, including paid promotion and target audience building across platforms such as Facebook, LinkedIn, X, Instagram, TikTok, and YouTube. Additionally, you will conduct market research on competitors and key influencers to identify best practices and promotional tactics that resonate with our target customers.

Responsibilities

• Manage external digital marketing agencies to implement advertising across various channels (search, social, display, programmatic, etc.) to drive qualified leads at acceptable CPA thresholds, and ultimately generate sales.
• Lead the development and implementation of the short and long-term strategic vision of the branded websites, to include SEO, CRO, and web analytics strategy.
• Lead the development and implementation of the short and long-term strategic vision of WorldStrides' owned social channels, to include paid promotion and target audience building.
• Implement best practices for optimal web and social media engagement across channels.
• Conduct market research on competitors and key influencers to identify best practices and promotional tactics of most interest to our target customers.
• Partner with product marketing and creative teams to define digital marketing strategies and requirements to support business goals.
• Evaluate, recommend and implement a scalable suite of digital platforms/tools to meet the growing needs of the business to become more digital-first in its marketing and commerce strategies.
• Evolve and optimize website and landing page performance by designing and implementing user and CRO testing strategies.
• Review and proofread all digital content such as blogs, social media content, advertisements, and website copy to ensure messaging and tone are on brand and consistent across channels.
• Grow reach and traffic from search engines through SEO strategies.
• Direct and prioritize the implementation of SEO on-page and technical optimizations.
• Develop KPIs/dashboard/metrics, working with digital agencies, to communicate metrics to leadership, key stakeholders, and SMEs as needed.
• Create Google Looker dashboard reports and perform/present analyses for feedback with key stakeholders and executives.
• Supervise and manage a digital marketing team (front-end development, UX/UI, SEO, and social media professionals).
• Prioritize and assign work on a daily and weekly basis, ensuring the team delivers quality work on schedule.
• Audit and plan digital enhancements and upgrades, leveraging data to make recommendations on content governance and site design.
• Maintain focus on the customer in all plans, programs, and strategies.
• Build and maintain strong working relationships with cross-functional team members in a matrix environment.
• Keep abreast of the latest consumer and marketing trends and advancements in technology.
• Recommend new approaches or tools to improve digital performance.
• Ensure compliance with legal and brand requirements.

Requirements

• Bachelor's degree with 10+ years in Digital Marketing experience, specifically management of digital paid media campaigns, web development platforms, content management tools, and social media campaign management.
• Proven experience successfully managing large-scale, cross-functional, global websites with multiple stakeholders.
• Experience with SEO, SEM & Social, working with major search engines and social platforms, and understanding best practices to drive leads and sales.
• Experience with marketing automation tools is a plus.
• Strong leadership capabilities in leading and developing teams and measuring performance.
• Ability to leverage the latest software such as Google Analytics, Sprout Social, etc. to measure the success and ROI delivered by digital campaigns.
• Creativity for developing new and existing ways to engage with target audiences through digital media/marketing techniques.
• Experience in identifying target audiences and devising strategic campaigns that engage with that audience.
• Excellent communication skills, both oral and written, with a demonstrated ability to work collaboratively in a multi-department, multi-stakeholder environment where priorities and participation shift.
• Strong analytical and planning abilities ensuring attention to detail.
• Adaptable, versatile, and the ability to keep up to date with consumer and marketing trends and advancements in technology.

Nice-to-haves

• eCommerce experience is a plus.
• Experience with marketing automation tools is a plus.

Benefits

• Excellent medical, dental, and vision coverage
• Life, accidental death and dismemberment, accident, critical illness, and disability insurance
• FSA healthcare and FSA dependent care
• HSA with employer contribution
• Generous 401k match
• 10 paid floating corporate holidays
• 1 paid volunteer day
• 25 PTO days to start, accruing up to 28 over 3 years
• 4 mental health days
• 5 bereavement days
• Tuition reimbursement up to $5,250 annually or $1,000 towards professional certification annually
• Opportunities for paid and discounted travel
• Flexible work schedule providing on-site, remote, and virtual office opportunities
• Encouraged participation in Employee Resource Groups and Diversity, Equity, & Inclusion council
• Fitness Center and cafe onsite at select locations
• Employee Assistance Program (EAP)
• Paid Parental, Caregiver, and Disability leave
• Team Member Discount Program