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3 Apr 2019

Full-Time Marketing Manager

California College of the Arts  San Francisco, California, United States

California College of the Arts - jobs

Job Description

Marketing Manager

R504610

San Francisco

Reporting to the VP for Marketing and Communications Strategy, the Marketing Manager creates strategic marketing plans, uses organic (SEO), outbound (paid advertising) and inbound (Hubspot) marketing tools to attract website traffic, generate admissions leads and promote Admissions events to drive attendance.

The Marketing Manager is our analytics and search engine marketing guru who generates and analyzes reports, and sets the strategy for ways the web team can improve our SEO and SERP rankings.

The manager is a data-driven marketer who owns the marketing funnel for the college. This role is responsible for attracting site traffic, converting that traffic into new leads for admissions, and nurturing those leads to close in student inquiries. This role is responsible for all lead generation marketing campaigns and will own and manage Hubspot, our inbound marketing tool.

This position is responsible for the development and execution of an annual admission marketing plan. In addition to lead generation for inquiries, this position is responsible for pushing attendance at Admissions events by implementing integrated digital campaigns and coordinating with the Social Media Strategist to promote on social networking channels. Coordinate efforts with the Admission Team, especially the Student Engagement and Communication Manager. Report on campaign progress and results, tracking all digital and other metrics available. Develop strategies and write proposals for new projects, and work closely with the internal MarCom team throughout project life-cycles.

MAIN RESPONSIBILITIES:

Admission Marketing Strategy – 25% of time

• Partner with the Admission team (primarily the Student Engagement and Communication Manager) to develop an execute an annual admission marketing strategy.

SEO / SERP Strategy – 20% of time

• Research, stay current and oversee SEO best practices (including keyword research) are being implemented across the website.

• Research and set the strategy for improving SERP rankings through a variety of search engine optimization tactics including on and off-page link strategies, titles and descriptions, metadata, keyword maps and quality content.

• Work closely with the content team, media relations, web producer and social media manager to ensure consistent implementation.

Media Buying/Advertising – 25% of time

• Responsible for setting up and executing all advertising campaigns for print, digital and social media in support of admission.

• Digital: media buys include pay-per-click, display, retargeting, geo-targeting, paid social boosts, video ads, native advertising, and sponsored content.

• Print: media buys include print, event and media sponsorships.

• Creative: writes copy and works with designers to generate creative for both on and offline advertising.

• Calendar: creates and manages an advertising calendar to ensure consistent messaging, optimized timing and placement.

• Budget: reviews pricing, negotiates media buys, and manages the advertising budget to determine how the spend will be allocated across buy types.

• Analysis: uses Google Analytics and Hubspot performance analytics to assess prior campaign performance to derive actionable insights to inform future campaigns.

• Reports: generates reports and provides analysis on campaign performance to demonstrate ROI.

Inbound Marketing Campaigns – 20% of time

• Lead Generation: responsible for growing new leads by attracting and converting site traffic through calls-to-action, landing pages, and lead generation content.

• Platform Maintenance: configure, deploy and manage our marketing automation system, Hubspot.

• Campaign Strategy: design and execute full campaign strategy from target identification, message, workflow, landing page creation, blog content and premium content offer.

• Campaign Calendar: coordinate with the content team to create and manage a rich content / editorial calendar that attracts target audiences to our owned properties including blog posts, premium content offers, and cca.edu.

• Collaboration: work with content, design, web and social teams to design and execute cross channel strategies.

• Curate: content and design assets to populate email, landing pages, blog and premium content offers.

• Build: call-to-action buttons, landing pages, web forms, email and email workflows, and segmented lead lists.

• Deploy: setup and launch email campaigns, design and execute A/B test to measure effectiveness of new creative designs, messages, and content.

Metrics/ Tracking ROI – 5% of time

• Optimize: continuously refine lead nurturing workflows and content offers based on analytics.

• Analyze: create, report and analyze performance dashboards at the campaign level to derive actionable insights for continuous improvement across all metrics and report out key metrics and KPI’s to all stakeholders quarterly.

• Coordinate with data analysts in Admissions to measure the effectiveness of all digital campaigns

Content coordination – 5% of time

• Work with the content team to develop content needed in support of admission marketing strategy.

• Lead the use of Eventbrite for ticketed events on campus.

Other duties as assigned.

MINIMUM QUALIFICATIONS:

• B.A. / B.S. * 3+ years relevant CRM experience specifically related to email strategy, segmentation and analytics

• Strategic and tactical experience with a marketing automation system (HubSpot, Marketo, or similar).

• Experience with workflows, templates, list imports, A/B testing methodology, and scoring models.

• Ability to use automation platform to retrieve data, read reports and input data.

• Strategic and tactical experience developing paid digital advertising campaigns on Google’s Display Network.

• Strong expertise in using analytics to measure return on investments and success of campaigns

• Ability to collaborate, ideate, and execute on creative marketing campaigns

• Experience with higher education recruitment marketing cycles

• Must collaborate well with others and take a team-based mentality to problem-solving

Location

San Francisco

Additional Locations

Application Instructions

Applicants are required to attach a cover letter and resume. Incomplete applications will not be considered. Recommended document file formats are Word or PDF. If there are multiple attachments, we recommend compressing/zipping your files into a zip format file. There is also a place in the application for you to provide a link to large documents. Please submit an application form for each position for which you believe you are qualified. Applications are not kept on file for future positions.

Application Deadline

For staff positions, screening begins immediately and continues until the position is filled.

EEO Statement

As an educational and cultural institution, California College of the Arts has a responsibility to provide access and opportunities for all people, with special attention to supporting groups historically underrepresented in higher education.

We believe that a culturally diverse campus is integral to academic excellence, and our student, faculty, staff, and trustee bodies should reflect the diverse world in which we live, with attention to race, ethnicity, religious creed, national origin, age, sex, sexual orientation, gender identity or expression, and ability.

California College of the Arts is an equal opportunity employer and encourages applications from individuals who will contribute to its diversity.

Questions?

Please address any questions to mailto:hr@cca.edu.

To apply, visit https://apptrkr.com/1431147.

Founded in 1907, California College of the Arts (CCA) is an independent art college with 21 undergraduate programs in architecture, design, fine arts, visual studies, and writing. The college also has graduate programs in architecture, comics, curatorial practice, design, design strategy, film, fine arts, visual and critical studies, and writing. Through these programs, the college has created a dynamic and interdisciplinary environment. Diverse cultural perspectives enrich the CCA community and the college believes that continuing to expand the horizons of the students and faculty is essential to achieving its educational objectives. With campuses in Oakland and San Francisco, CCA currently enrolls 1,950 full-time students.

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Job Categories: Other. Job Types: Full-Time. Job Tags: college, education, management, manager, and marketing. States: California.


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