Boston College is focused on transforming the donor experience through digital marketing. The Associate Director of Digital Marketing will report to the Executive Director of Marketing and Communications and manage a small team of digital professionals accountable for increasing constituent engagement and revenue through the direct and indirect use of digital mediums. This individual will lead the strategy, execution, and implementation of all digital communications for University Advancement.
Accelerate University Advancement's digital transformation with innovative, "digital-first" thinking for campaigns, strategies, and tactics with focus on inbound marketing (search, paid media, social, and mobile), to improve digital discovery, awareness, web visitor traffic, and engagement levels.
Understand and apply core digital marketing disciplines including SEO, SEM, PPC, A/B Testing, digital analytics and optimization. Develop strategy for paid and organic search engine marketing. Optimize web pages to drive traffic, engagement, and responses or registrations. This includes keyword selection, user intent, page optimization, and linking strategies.
Optimize the media mix with a goal of yielding the highest quality donor responses and ROI. Develop go-to-market media plans for relevant cohorts that address supporter goals at each stage of the digital journey, based on their media consumption patterns/preferences/behaviors. Project performance and establish a measurement framework for monitoring and optimizing media performance.
Work closely with data analytics team to ensure high quality of alumni and constituent data profiles. Capture data at every interaction, and analyze and synthesize the data to inform decisions around offers, media, and content and apply analytics to better profile, target and retarget prospects. Leverage attribution and analytics to measure key performance indicators; test and evaluate new mediums for engagement; and optimize digital campaigns across the donor/supporter digital journey
Create platforms that engage users through mobile technology and serve as counsel for crowdfunding projects that raise money for Boston College.
Create and manage eCommunications guidelines for all of University Advancement including the end-to-end supporter digital journey, social media amplification, newsletter strategy, digital multi-media delivery, and email communications. Overhaul current email process to ensure maximum open rates, reduce unsubscribes, and increase conversion.
Provide strategic direction to key stakeholders on digital best practices like SEO, paid media, paid search, crowdfunding, crowdsourcing, mobile giving technologies, responsive design, gating/non-gating, scoring, and response lead management
Apply knowledge of digital content and design. Understand general principles of digital content and effective UX design including frequent iteration cycles and testing. Apply Agile techniques including: manageable and functional chunks of work, incremental execution/delivery method, and iterative cycles (review what was delivered, its impact, and adjust plan accordingly). Manage web-based projects including usability, information architecture, site design, and web page production
Function as a visionary, strategist, implementer, and manager
Driven, results-oriented and committed to engaging Boston College University Advancement communities across all digital platforms to ensure the highest levels of brand advocacy.
Energetic self-starter with strong written and verbal skills and a collaborative spirit.
Proven ability to manage and prioritize multiple projects in a fast-paced, deadline-driven environment.
Outstanding communication skills, including direct interpersonal skills.
Flexibility and adaptability.
Mastery of social media platforms and tools.
Excellent organization, project management, and proofreading skills, with an ability to manage and prioritize multiple projects with keen attention to detail.
Strong business and content acumen.
Ability to analyze, condense and synthesize information and ability to provide accurate analysis and summaries.
A personal belief in the mission, goals and objectives of private higher education and a desire to change the world.
Ability to work as a member of a high performing team that consistently delivers out-sized results.
Department: 031121 Adv Communications & Marketing
Position: 00011146 Associate Director, Digital Marketing
Salary Range: 89,250 111,550