Director of Digital Marketing and
The Director of Digital Marketing and
Analytics in the Department of Marketing and Communications is a
key leadership role responsible for developing and implementing
holistic digital marketing strategies for all digital channels
(marketing automation, email, web, SEO, SEM, social) that increase
The American College of Financial Services’ brand awareness and
drive both educational revenue and strategic business outcomes.
This is both a strategy and hands-on role in a fast-moving
environment where self-direction is championed. They will be
responsible for supervising an Email Automation Manager and Website
Optimization Manager and work closely with The College’s marketing
The Director of Digital Marketing and
Analytics reports directly to the Vice President/Chief Marketing
Officer. They will work closely and collaborate with members of the
Marketing and Communications team and other key staff and faculty
across The College.
Build, plan and implement the overall
digital marketing strategy for all digital marketing channels
E-Commerce and Web:
Lead and own
the public-facing www.theamericancollege.edu
SEO, UX, and CRO optimization efforts.
Manage all updates to the external
web presence and work closely with Marketing and the Web Services
department to ensure proper execution.
Own the enterprise-wide website
redesign project to support a multitude of business goals,
including data privacy/ADA compliance, personalization strategy,
and the consolidation of the existing nine websites into one,
seamless website experience.
conversion rates through the development and execution of
structured A/B testing plans for marketing channels (web, email,
forms, landing pages, etc.)
MarTech stack roadmap and strategy, covering a spectrum of
technology, including marketing automation, analytics, social
publishing, email, CDP, DAM, etc.
Gather and document
cross-departmental requirements, research, recommend and lead the
implementation of marketing software solutions.
Ensure all marketing technology
integrates correctly with the rest of the MarTech stack and any
other relevant technology used by The College.
Translate company-level goals to KPIs and
metrics, foster data-driven decision-making, and overall
Drive projects to develop multi-touch
attribution models and full-funnel lifecycle reporting for
Marketing efforts necessary deliverables to quantify the
department’s contribution to College revenue goals.
Responsible for providing regular
campaign performance analysis and optimization
Work closely with Admissions to develop
and continuously optimize CRM functionality, lead scoring, and
automated communications to engage, nurture and ultimately convert
Partner with the Business Development
team to build and manage highly targeted digital tactics to drive
enrollments from client companies.
Campaigns and Program
Collaborate on go-to-market and promotional
plans and execute using email, SEM/SEO, and web.
Ensure communication of all the above
with key stakeholders and cross-functional teams.
Perform market research and
Bachelor’s degree required,
preferably in marketing/communications with a minimum 7 years’
experience in marketing and advertising, brand strategy, digital
strategy, including managing social media, and 2-3 years minimum
experience working in a marketing agency setting is strongly
Supervisory experience required.
Thorough knowledge of market
segmentation, principles of marketing, integrated communication
principles, and branding.
Experience developing and executing
marketing plans with clear objectives that are measurable.
Experience implementing, managing
SEO/SEM strategies, Google’s Universal Analytics and Tag Manager,
and UX and IU design.
Ability to conceptualize creative
marketing design that has a high impact.
Thorough knowledge of social media
Experience working with advertising
and media planning/buying agencies.
Excellent project management
A strong commitment to being part of
a culture driving transformational change with a start-up mindset,
while honoring The College’s history as the nation’s oldest
institution for financial services education.
College of Financial Services is committed to applying financial
education through teaching, research, and innovation in program
delivery and design. As a nonprofit, accredited education
institution, our courses are researched and written by a faculty of
the nation's top thought leaders in personal finance. To learn
more, visit The American
In policy and
practice, we encourage diversity and provide equal employment
opportunities to all individuals based on job-related
qualifications and ability to perform a job. We are committed to
maintaining a welcoming and inclusive