SR ASSOC DIR/CAMPAIGN & DIGITAL STRATEGY
Company: Central Michigan University
Location: Mount Pleasant
Posted on: February 22, 2021
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on-line application in order to be considered as an applicant for
this position.Cover letters may be addressed to the Hiring
Committee. Position Information Position Number 70060 Type of
Recruitment External Position Title Position Summary The Sr.
Associate Director of Campaign & Digital Strategy is responsible
for planning, developing and implementing the marketing and lead
generation strategies for a variety of academic programs, target
audiences, and initiatives for Central Michigan University.
Expectations of this role include: a strong focus on top of funnel
enrollment communications to develop lead generation, critical
insight into microsite/landing page development and strategy,
leadership for go to market strategies that drive continued and
sustained enrollment, meeting and exceeding enrollment targets. The
Sr. Associate Director works closely with the Director of
Integrated Marketing to implement digital marketing strategies and
campaigns to meet admission strategies and achieve university
enrollment goals. They also manage the implementation of strategic
digital marketing plans and reports on results. The Sr. Associate
Director will work directly with university partners, vendors,
internal staff and resources to manage projects and collaborate
with the creative team in conceptualizing, planning and
implementing innovative marketing communications strategies. The
Sr. Associate Director collaborates with the Directors of
Integrated Marketing and Digital Strategy to develop market-driven
research and uses that data to further develop market opportunities
to build, sustain and grow enrollment at CMU . Leadership skills
and a collaborative, goal-oriented mindset are a must, as is
expertise in SEO , SEM , PPC , targeted display, social
advertising, email and inbound marketing. Required Qualifications
-Bachelor's degree preferably in marketing, communications, public
relations, advertising or related field.
-5 years of relevant experience in a marketing position with
demonstrated progression of responsibilities in the use of
traditional but primarily online marketing strategies and mediums
for a product or service.
-Demonstrated expertise in implementing digital marketing, SEO ,
SEM , communication and admission strategies including developing
long-term processes and procedures to keep the structure organized,
up to date and effective.
-Demonstrated expertise in creating, executing and measuring
digital marketing campaigns utilizing PPC , targeted display,
social advertising, email and inbound.
-Experience developing A/B testing to drive the use of proven best
results along with the ability to identify, test, and optimize
opportunities for growth.
-Demonstrated expertise reporting on key performance indicators,
analyzing and interpreting trends and providing actionable insights
based on available analytics and results via ad platforms and
website analytics data.
-Ability to report metrics and information in a timely manner.
-Understands academic programs through entire student funnel,
including competitive advantages, admission requirements,
enrollment processes, career opportunities, etc. to ensure
marketing efforts correctly position the program in the market.
-Ability to think strategically and advance internal
client/university goals through communications.
-Ability to translate creative brand strategies into engaging and
meaningful copy that builds successful SEO and SEM .
-Demonstrated experience working with a team to develop and execute
various components of an integrated marketing and advertising
-Ability to write for multiple digital channels, including website
pages, landing pages, website blogs, display ads, text ads, social
media, banner ads, search engines, user interfaces and presentation
-Ability to collaborate with team members and campus clients,
identifying needs and goals while articulating marketing strategies
-Knowledge of basic information architecture principles;
understanding of the technical aspects of website production;
understanding of the tools provided by our CMS system and their
-Ability to work individually and within a team environment.
-Experience as part of interdisciplinary teams, including
developers, visual designers and writers.
-Strong organization, project management, communication and
problem-solving skills, with the proven ability to plan, establish
priorities and shepherd multiple tasks within projects.
-Ability to work efficiently under pressure with careful attention
-Team player who is highly motivated and a self-starter, with an
ability to inspire and persuade others. Preferred Qualifications
-Prior work experience in adult higher education, distance
-Admissions recruitment marketing experience in large university
serving in-state, out-of-state and international students.
-Relationship management experience; experience working in higher
education in a large university environment or experience working
in a large, matrixed organization.
-Proven track record of demonstrated success in building
collaborative, productive partnerships resulting in communications
products that achieve results.
-Demonstrated track record of using analytics to improve and plan
content; familiarity with and interest in marketing technology.
-Experience in comprehensive, integrated marketing communications
planning and content strategy.
-Experience working with Customer Relationship Management Systems (
CRM ) and ERP / SAP .
-Successful development of marketing plans, implementation of
marketing strategies and tactics to advance a product or
-Experience in monitoring and developing plans to better user
experiences. Duties & Responsibilities -Collaborates on the
development and maintenance of top of funnel enrollment
communications for all marketing campaigns (heavy emphasis on
-Provides critical insight into digital marketing strategy and
planning to include paid search, display, retargeting, social
channels, email campaign development, microsite and landing page
development and performance, and other emerging media campaigns.
Other lead gen strategies as appropriate.
-Works with CRM and CMS leads to disseminate digital marketing, SEO
and SEM training and use of systems. Helps manage website content
and continues to build posting standards for SEO and SEM .
-Identifies trends and insights to enhance ROI and performance.
-Plans, develops and manages strategies and tactics to enhance
critical touchpoints within the prospect's journey, focusing on
critical digital touchpoints and on integration across the entire
digital ecosystem including mobile, web platform CMS , social,
email, video content and paid media support.
-Serves as key contact and manages relationships with campus
partners who play an essential role in the student journey,
including: Recruitment and Retention, Student Affairs, OIT , units
in the Office of the Provost, as well as other campus partners.
-Collaborates with college strategic partners to connect, advance
and elevate student success efforts happening across campus.
-Leads the development, implementation, management and evaluation
of strategic marketing and communication plans for the university,
its departments and programs.
-Consults with university departments regarding their marketing
goals and objectives, including establishing enrollment
-Ensures consistency of messaging and brand across all marketing
-Serves as the lead project manager and collaborates with the
creative team in conceptualizing, planning and implementing
innovative marketing communications.
-Supervises and evaluates staff.
-Provides critical insight into the allocation of the Global Campus
budget of $3.5 million and ensures spend meets ROI objectives and
performance goals for all open enrollment and cohort programs for
online and satellite locations.
-Recommends potential new academic programs or professional
development offerings based on needs assessment of target
-Conducts market analyses related to programs, locations, and/or
the competitive environment.
-Collaborates with members of the marketing team and other
university stakeholders to plan, develop, and direct integrated
marketing, advertising, promotions, and sales activities across
-Analyze the results of all online marketing promotions to
determine the effectiveness in terms of response rates and
-Works with external agency to coordinate and enhance promotional
-Supports the growth and development of the university's
overarching marketing campaign. Supervision Exercised Supervisors
are expected to support the Leadership Standards of Central
Michigan University and foster a culture that inspires excellence.
The Leadership Standards define how we lead and treat others in our
teams. As leaders, it is our responsibility to seek input from our
teams to continuously improve leadership abilities and
demonstration of the standards. Additionally, it is our
responsibility to encourage and support the growth and development
of those whom we lead. At CMU , we encourage employees to grow both
personally and professionally, and thus advance CMU's culture of
excellence. Message to Applicants You must submit an on-line
application in order to be considered as an applicant for this
position. Cover letters may be addressed to the Hiring Committee.
Employee Group Professional & Administrative -Salary Pay Range
$70,000 - $80,000 Division President Department University
Communications Position Status Regular Position End Date Employment
Status Full-Time FTE 1.0 Position Type 12 month Weekly Work
Schedule Monday - Friday; 8:00am - 5:00pm; Some Nights and Weekends
as Required At Will? No Location Mount Pleasant, MI About the
Department About CMU Central Michigan University has a more than
125-year legacy of preparing students to become leaders and
changemakers in their communities and in their personal and
We serve nearly 19,500 students on our Mount Pleasant campus, in
satellite locations around the state and throughout the country,
and through flexible online programs. Many of our approximately 300
undergraduate, master's, specialist and doctoral programs in the
arts, media, business, education, human services, health
professions, liberal arts, social sciences, medicine, science and
engineering are nationally ranked for excellence.
CMU leads the nation in leadership development programming through
our Sarah R. Opperman Leadership Institute, and we are proud to be
among only 5% of U.S. universities in the top two Carnegie research
classifications. Our faculty work with graduate and undergraduate
students in areas such as Great Lakes research, medical innovation,
engineering technology and more.
Central is home to 17 men's and women's Division 1 sports including
football, basketball, gymnastics, baseball, wrestling and more. Our
student-athletes achieve great success in competition and in the
classroom, capturing Mid-American Conference championships and
maintaining an average cumulative GPA of 3.17.
CMU is located in Mount Pleasant, a community that blends the best
of small-town living with big-city amenities. It's part of the
culturally varied and vibrant Great Lakes Bay Region that also
includes Saginaw, Bay City, Midland and the state's largest Native
American community, centered on the Saginaw Chippewa Isabella
Reservation in Mount Pleasant.
Area residents enjoy the mix of outdoor activities, cultural
events, shopping and dining options, and family attractions. Other
major Michigan destinations and attractions - Lansing, Grand
Rapids, Detroit, Traverse City, wineries, beaches, golf and ski
resorts, and many more - are within easy reach of the city's
central location in Michigan's Lower Peninsula.
CMU employees enjoy access to a nationally recognized wellness
program along with health care and benefits that exceed regional,
state and national norms. EEO Statement CMU , an AA/EO institution,
strongly and actively strives to increase diversity and provide
equal opportunity within its community. CMU does not discriminate
against persons based on age, color, disability, ethnicity,
familial status, gender, gender expression, gender identity,
genetic information, height, marital status, national origin,
political persuasion, pregnancy, childbirth or related medical
conditions, race, religion, sex, sex-based stereotypes, sexual
orientation, transgender status, veteran status, or weight (see
http://www.cmich.edu/ocrie ). If you wish to see "EEO is the Law"
posters, please click here . CMU does not discriminate on the basis
of sex in the education program or activity that it operates,
including admission and employment, and is required by Title IX of
the Education Amendments of 1972 not to discriminate in such a
matter. Inquiries about the application of Title IX can be made to
CMU's Title IX Coordinator, the US Department of Education's
Assistant Secretary, or both. CMU's Title IX Coordinator can be
Office: 103 E. Preston St.
Bovee University Center, suite 306
Mount Pleasant, MI 48858
Email: email@example.com Posting Begins 10/07/2020 Posting Ends
Open Until Filled Yes Supplemental Questions Required fields are
indicated with an asterisk (*).
- * How did you learn of this vacancy? Please indicate the
specific source by title (i.e., CMU website, HigherEdJobs.com,
Higher Education Recruitment Consortium, The Chronicle, specific
professional association, specific list serv, etc.): (Open Ended
- * Are you currently an internal employee of CMU according to
the university's definition ?
- * If yes, to which employee group do you belong? (If not
applicable, select "Not Applicable").
- Not Applicable
- Medical Faculty
- Office Professional
- P&A, SO or Faculty
- Public Broadcasting
- Service Maintenance
- * Do you have a Bachelor's degree or higher preferably in
marketing, communications, public relations, advertising or related
- * Do you have five or more years of relevant experience in a
marketing position with demonstrated progression of
responsibilities in the use of traditional but primarily online
marketing strategies and mediums for a product or service?
- No Optional & Required Documents Required Documents
- Resume/Curriculum Vitae
- Cover Letter Optional Documents Staff postings - Human
Resources - Contact HR - (989)774-3753 - 109 Rowe
Faculty postings - Faculty Personnel Services - Contact FPS -
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Keywords: Central Michigan University, Mount Pleasant , SR ASSOC DIR/CAMPAIGN & DIGITAL STRATEGY, Other , Mount Pleasant, South Carolina
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