Marketing Manager, Digital Recruitment Marketing

Villanova University - Villanova, PA

Full-time

Villanova, PA

Educational Services

About the position

The Marketing Manager for Digital Recruitment Marketing plays a crucial role in developing and executing national, integrated digital marketing campaigns aimed at attracting prospective graduate students to a select portfolio of master's programs. This position is pivotal in managing the recruitment marketing efforts, ensuring that campaigns are not only well-planned but also effectively executed across various digital platforms. The Marketing Manager will work closely with the Director of Digital Recruitment Marketing to optimize lead generation strategies through digital advertising, social media, email marketing, and website landing pages. This role requires a strong analytical mindset, as the individual will be responsible for collecting and analyzing campaign performance data to ensure that enrollment goals are met. In addition to campaign management, the Marketing Manager will collaborate with internal communications teams to maximize the reach and effectiveness of marketing initiatives. This includes the development of both print and digital marketing materials, as well as the planning and execution of content that resonates with the target audience. The individual will also oversee the management of analytics tools and reporting mechanisms to track the success of marketing efforts, providing insights that inform strategic planning and tactical adjustments. The Marketing Manager must possess a deep understanding of digital marketing tools and platforms, as well as a commitment to the values and mission of Villanova University, which emphasizes diversity and inclusion. The role requires a proactive and collaborative approach, as the Marketing Manager will engage with various stakeholders, including college partners and external agencies, to ensure that all campaign content is developed on schedule and meets the required standards. The individual will also provide marketing support to other areas of the digital recruitment marketing team, contributing to a cohesive and effective marketing strategy that enhances the visibility and appeal of the university's graduate programs.

Responsibilities

• Support the Digital Recruitment Marketing function by engaging in a broad range of activities to enhance awareness for a select portfolio of master's programs.
• Provide support to the Director of Digital Recruitment Marketing in the development of print and digital marketing materials.
• Plan and execute content for digital marketing campaigns, ensuring proper timing and coordination with traditional marketing efforts.
• Manage the development and execution of analytics for integrated recruitment marketing campaigns.
• Oversee and manage a comprehensive suite of analytics tools and related reporting for the online recruitment journey.
• Report on digital advertising metrics, return on investment, web analytics, email tracking, and overall success of marketing campaigns.
• Calculate and identify trends in key metrics to inform strategic planning and tactical execution.
• Provide marketing, copywriting, editing, and messaging support to other areas of the digital recruitment marketing team as assigned.
• Coordinate with University Communication and Marketing functional areas as needed.
• Perform other duties and assist with projects as assigned.

Requirements

• Bachelor's degree required; an equivalent combination of education and experience can be considered.
• 4+ years of relevant professional marketing experience, including writing, research, and project management.
• Strong writing, interpersonal, organizational, and planning skills.
• Ability to collaborate with a wide variety of constituencies and be a team player.
• Deep commitment to the well-being of the University and its mission, including serving the needs of a diverse community.
• Strong project management skills with excellent time management and attention to detail.
• Ability to handle multiple projects, priorities, and deadlines in a fast-paced environment.
• Detailed working knowledge of marketing functions, including brand management, advertising, and digital communications.
• Proven record of developing, executing, and evaluating strategic and tactical marketing and communications plans.
• Strong marketing copywriting skills for web, social media, and digital ads.
• Proficient in digital marketing tools including Google Analytics, Google Ads, Meta, and LinkedIn.
• Competent in performing online research and working knowledge of databases.
• Proficient in standard computer applications, including Microsoft Word, Excel, PowerPoint, and Adobe Acrobat.

Nice-to-haves

• Bachelor's degree in marketing, communications, or English/journalism is preferred.
• Experience within a higher education or sophisticated non-profit environment is preferred.
• Experience with the Slate platform or a comparable CRM tool, including developing and managing CRM reports.
• Experience coordinating and executing photo and video content development, including managing schedules and coordinating talent.