Student Marketing Director - Baylor Bookstore

Unclassified - Waco, TX

Full-time - Entry Level

Waco, TX

1,001-5,000 employees

About the position

Join the Follett Team where employees are valued, respected, and offered career paths throughout its many campus locations. Follett serves over half of the students in the United States and works with 80,000 schools as a leading provider of education technology, services, and print and digital content. We're higher education's largest campus retailer and a hub for school spirit and community as we operate nearly 1,200 local campus stores and over 1,600 virtual stores across the continent. We take pride in the fact that for more than 140 years, we have been helping to improve people's lives by supporting a lifetime of learning and education. The Student Marketing Director will lead local marketing tactics on campus via in-store and social media efforts, driving traffic, overall awareness, and sales for campus stores. The Student Marketing Director will be responsible for developing and executing a comprehensive marketing strategy that aligns with the goals of the campus store. This includes creating a local marketing calendar that incorporates key campus events such as sports and graduation, as well as generating excitement during non-key event weeks. The director will track the effectiveness of marketing campaigns and initiatives, ensuring that all efforts are aligned with the overall marketing strategy. Additionally, the director will act as a liaison between the campus store and the in-house creative/production team to develop marketing collateral that supports local initiatives. Building relationships with school contacts in marketing, admissions, alumni, and athletics will be crucial to driving commissionable sales and engaging support for local initiatives. In terms of social marketing, the Student Marketing Director will develop and implement strategies to enhance brand awareness and drive traffic both in-store and online across various social media platforms. This includes creating original content, analyzing performance metrics, and responding to customer inquiries. The director will also seek out opportunities within the NIL space to leverage social media for driving foot traffic and measurable results. The role requires a creative thinker with strong organizational skills, the ability to thrive in a fast-paced environment, and a keen understanding of social media trends and best practices.

Responsibilities

• Leads campus-level marketing strategy for Campus Stores to drive sales.
• Develop a local marketing calendar and execution plan that includes key campus events (sports, graduation, etc.).
• Track marketing tactics and execution for campaigns, store events, and local initiatives.
• Act as the liaison between the store and the in-house creative/production team to develop desired marketing collateral.
• Develop relationships with school contacts, including marketing, admissions, alumni, athletics, etc.
• Discuss local strategy with OTC marketing partners for execution of strategy.
• Meet regularly with the Campus Store Director/Manager on the local marketing calendar.
• Generate and activate in-store events and manage marketing operations to increase foot traffic to stores during non-event times.
• Support national marketing initiatives at the store level.
• Maintain in-store signage, online image maintenance, and EDU compliance.
• Develop and implement social media strategies to enhance brand awareness and drive traffic.
• Create regular, original, on-brand content for social media, including copy/storytelling, video, live streams, and photography.
• Grow social media audiences on all platforms with promotions, contests, partnerships, and other effective tactics.
• Analyze performance metrics and trends to refine strategies for optimal outcomes.
• Respond to customer service inquiries on social media and through the website.
• Seek out store opportunities within the NIL space and utilize them as a social media/foot traffic driver.

Requirements

• Associate's degree or equivalent.
• Creative thinker with a keen eye for engaging content.
• Ability to thrive in a fast-paced, dynamic, and entrepreneurial environment.
• Up-to-date knowledge of social media trends, algorithms, and best practices.
• Self-starter who takes initiative.
• Excellent verbal and written communication skills.
• Excellent organizational skills and attention to detail.
• Ability to build and present reports on your efforts that show an evaluation of your performance.
• Ability to manage and work within assigned local budget.
• Proficient in Microsoft Office Suite.

Nice-to-haves

• Experience in higher education marketing or retail marketing.
• Familiarity with digital marketing tools and analytics platforms.