Executive Director of Digital Marketing, University Advancement

Authentic and transparent engagement and collaboration from all groups and individuals is at the foundation of University Advancement at Wake Forest University. We aspire to be an exemplar for belonging and inclusion where personal and team achievements are realized and celebrated. University Advancement approaches each moment with sincere gratitude, deep and abiding respect, unwavering optimism, profound humbleness, and an eye to learn something new. Our yesterday has shaped us, our today molds us, and together, our tomorrow at University Advancement and Wake Forest University creates an opportunity for aspirations and inspiration for all generations.

Summary: The Executive Director of Digital Marketing will implement Wake Forest University’s digital marketing strategy to advance strategic priorities, which include but are not limited to strengthening the institutional brand and academic reputation, attaining enrollment and business goals, and growing stakeholder engagement and philanthropic support. The Executive Director of Digital Marketing will use deep knowledge and expertise with digital tools, platforms and practices (including SEO, SEM, email marketing, and social media) to target and mobilize stakeholder groups and evaluate the effectiveness of marketing efforts.

The ideal candidate is passionate about what is possible in a digital environment, has an innate curiosity about consumer behavior, and is eager to educate others to build internal capacity for digital marketing. The Executive Director of Digital Marketing will help answer the question, “How do we get from here to there?” and inspire creative and strategic thinking in others. This person also must be able to understand and explain campaign performance and propose changes in strategy as a result. The desire to both do the work must be complemented by the ability to collaborate.

*Applications for this position will be accepted through May 12, 2024 @11:59 PM, EST.

Essential Functions 

• Leverages metrics and research where appropriate to define and track performance against goals mapped to business objectives and target audiences, adjusting as new data appears.
• Mining data sets and conducting/compiling research to understand channel-specific user behaviors, consumer insights, mindsets and attitudes about target audiences, brands and competitors will be a daily activity.
• Contributes to and supports marketing and communication plans, channels strategy for integrated campaigns, creative briefs, presentations and reports.
• Develops and manages budgets to support marketing plans.
• Plans and buys digital advertising space to reach targeted audiences.
• Leverages external vendors and contracts talent as necessary to accomplish goals.
• Provides guidance, training and hands-on support to execute digital marketing strategies.
• Ensures all practices are compliant with applicable laws, regulations and institutional policies.
• Provides strategic guidance on digital marketing best practices and develops and leads training sessions on analytics tools and data analysis techniques.
• Identifies tools for tracking, analysis, and multi-channel campaign management.
• Develops decision tree-supported multi-touch campaigns.
• Establishes data structures and tools for effective digital marketing.
• Calculates return on ad spend.
• Integrates practices and data with existing CRM.
• Contributes to a transparent and equitable organizational culture where ethical policies and practices are understood and lived out by all staff.
• Get excited about the prospect of joining a team that is making a difference in people’s lives every day.
• Have a passion for workplace diversity and inclusion.
• Have high standards for your work and are proud to contribute to a mission-driven organization.

Required Education, Knowledge, Skills, and Abilities:

• Degree in marketing, digital technologies or relevant academic discipline and a minimum of ten years of relevant work experience.
• Knowledgeable about digital marketing trends and practices.
• Proven work experience directing digital marketing campaigns.
• Experience designing and implementing campaigns using social media, email marketing, digital advertising, sponsored posts, retargeting and other practices.
• Expertise with marketing automation tools and automated marketing journey mapping.
• Hands-on experience with SEO/SEM, Google Analytics and CRM software.
• Familiarity with web design.
• Excellent analytical and project management skills.
• Strong project management and communication (written and verbal) skills.
• Strong understanding of customer-centricity and experience in assessing and developing/updating customer journeys.
• Solid second/third-party research skills is ideal.
• Adept at synthesizing varying sources (analytics, segmentation/audience demographics, industry reports, etc.) to identify and articulate trends, business/marketing opportunities, etc.
• Commitment to the mission and values of University Advancement and a commitment to equity, particularly racial equity, with a willingness to proactively learn about it and integrate it into all aspects of the work.
• Respect for the dignity and abilities of all people.
• Responsible for own work only. 

Physical Requirements and Environmental Conditions:

Sedentary work primarily involving sitting/standing; communicating with others to exchange information; repeating motions that may include the wrists, hands, and/or fingers; and assessing the accuracy, neatness, and thoroughness of the work assigned. No adverse environmental conditions expected.

Note: This position profile identifies the key responsibilities and expectations for performance. It cannot encompass all specific job tasks that an employee may be required to perform. Employees are required to follow any other job-related instructions and perform job-related duties as may be reasonably assigned by the employee’s supervisor.

To help provide a safe learning and living community, Wake Forest University conducts background investigations and drug screens for all final candidates being considered for employment.

Wake Forest seeks to recruit and retain a diverse workforce and encourages qualified candidates across all group demographics to apply.

Wake Forest University is committed to providing access and reasonable accommodation in employment for individuals with disabilities.

Additional Job Description

In University Advancement, we believe in equity, not just equality. We understand that in order to develop a fully engaged constituency; individuals must receive equitable treatment instead of equal treatment. Establishing equality means treating everyone the same. Equity necessitates transforming our community to meet the needs, interests and cultural norms of our University Advancement staff.

Don’t meet every single requirement? Studies have shown that women and people of color are less likely to apply for jobs unless they meet all requirements listed in the job description. In University Advancement at Wake Forest University, we are dedicated to building a diverse, inclusive and authentic workplace. If this role appeals to you, but your past experience doesn’t align perfectly with every qualification on the job description, we encourage you to apply. You may be just the right candidate for this or other roles.