Associate Director, Digital Marketing

Bentley University


Job Description Summary
Serve as key liaison between marketing and core partners, including Graduate Admission, Executive Education, and the Center for Women in Business (CWB). In this role, meet independently with senior business partner leaders and understand client needs, help set strategy, and lead execution of marketing programs designed to reach program goals. The scope of tactics which this role will lead includes designing and directing marketing campaigns, managing CRM systems (Slate), managing the grad admission website, consulting with executive education and the CWB on their websites, leading testing and tracking for direct campaigns, and reporting and analytics.

Essential Duties

General Responsibilities:

• Work with multiple business partners and team to understand goals, help strategy, and translate marketing requirements into functional campaigns within marketing automation, website, and other marketing systems
• Lead the ongoing maintenance and improvement of the graduate website. Serve as a resource to help improve the Executive Education and CWB.
• Build testing frameworks (A/B testing, multivariate testing) for continuous optimization of conversion rates
• Help develop and lead new and creative growth strategies
• Develop reports to track results and ensure that business goals are being met.
• Conduct research of existing and prospective students to develop insights which can be used to set strategy and tactics.
• Serve as project manager, working with creative & design team to lead requests from internal or client provided projects through the Wrike system

Lead Nurturing Responsibilities:

• Manage the marketing component of the Slate CRM systems used by Bentley. Provide some support for Microsoft Dynamics.
• Use CRM and marketing automation expertise to think strategically about how these tools can be used across the institution.
• Create emails and other digital assets for marketing campaigns.
• Define and manage the marketing infrastructure and customization of the marketing automation platforms including business rules, scoring, multi-touch nurture, profiling, personalization, segmentation, workflows and reporting.
• Manage email deliverability, database hygiene, subscription management and compliance with opt-in laws and regulations
• Define, implement, maintain and document marketing automation best practices including list management, optimization, data quality, hygiene and troubleshooting
• Analyze all lead generation campaigns; identify opportunities for campaign optimization and areas in the pipeline requiring additional marketing support

Website Responsibilities:

• Identify and track key KPIs of website performance (traffic, lead conversion)
• Serve as a Power User for the development, build-out, and optimization for the grad website. Partner with Executive Education and the CWB to help them improve conversion rates on their pages.
• Expand the use of web personalization either through tools like Google Optimize or Slate pages.
• Conduct focus groups and UX testing to ensure that the website provides a great user experience and addresses key prospect questions.
• Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points to increase lead generation, application starts, and overall perception of Bentley's graduate programs.
• Evaluate emerging technologies. Provide thought leadership and perspective for adoption of new technologies on the grad site that will help convert prospects into students.
• As a key Drupal user, contribute insight and ideas for new tools and features to increase the effectiveness of the Bentley website.

Intelligence

• Define and launch ongoing surveys, quarterly focus groups, and bi-annual usability testing.
• Conduct bi-annual competitor website analysis.
• Manage the collection of marketing intelligence via the Marketing Group's Sharepoint sites

Minimum Qualifications

• A minimum of 4 years digital marketing experience, marketing automation experience preferred
• Bachelor's degree required. MBA or graduate degree preferred
• Hands-on experience using automation tools (Slate experience preferred) to support acquisition and retention efforts a plus
• Experience with content management systems, Drupal preferred
• HTML and CSS experience preferred
• Strong leadership and management skills with the ability to work independently to set goals, gather resources, and direct efforts to meeting goals.
• Strong analytical skills and experience reporting on campaign data
• Experience using qualitative and quantitative metrics to manage programs to drive marketing goals

Work Environment

• Ability to travel around campus for work related meetings and events
• Typical office setting with extensive sitting and computer work

Bentley University requires references checks and may conduct other pre-employment screening.

DIVERSITY STATEMENT

Bentley University strives to create a campus community that welcomes the exchange of ideas, and fosters a culture that values differences and views them as a strength in our community.

Bentley University is an Equal Opportunity Employer, building strength through diversity. The University is committed to building a community of talented students, faculty and staff who reflect the diversity of global business. We strongly encourage applications from persons from underrepresented groups, individuals with disabilities, covered veterans and those with diverse experiences and backgrounds.

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