Hillsdale College, one of the most unique higher education institutions in the country, is seeking an experienced Director of Digital Marketing.  If you possess a deep understanding of digital marketing strategies and tactics, including building brands online; tracking and improving conversion, awareness, and other marketing metrics; and know how content drives community, and community drives commerce, this may be an ideal role for you.

You will be responsible for directing and managing many of the College’s key digital marketing channels, including websites and landing pages, social media platforms, e-mail marketing, and other emerging digital marketing technology, while serving as a member of a high-functioning team responsible for expanding the College’s brand and deepening its impact.

The College reaches and teaches millions of people nationwide, both through its undergraduate and graduate student body of roughly 1,600, and through educational outreach such as free online courses, event live-streams, and digital newsletter content that reaches millions of people. Fiercely independent, Hillsdale seeks nothing less than teaching ALL wish to learn—a challenge that requires us to be excellent at digital distribution, marketing, and conversion.

Job Summary

As an integral member of the marketing leadership team, the Director of Digital Marketing reports to the Vice President of Marketing. This person will help to share the mission of the College to audiences across the country through digital and social platforms with strategic and creative content that inspires action.

The Digital Director of Marketing is responsible for the development and execution of Hillsdale’s digital marketing strategy. This includes driving website traffic, generating engagements and conversions, and increasing brand awareness through various digital marketing channels such as search engine optimization (SEO), paid search (PPC), social media marketing, email marketing, and content marketing.

This position works with the internal marketing team, including the creative, accounts, and video teams; as well on various cross-functional teams, to ensure that Hillsdale’s digital marketing efforts are aligned with overall marketing goals. They will also be responsible for managing budgets, analyzing data and trends, and continuously testing and refining marketing campaigns to drive maximum results.

Qualifications

Education and Experience

• An undergraduate degree is required, with an advanced degree or comparable certification, training, or educational life experience a plus.
• Five or more years of digital and/or social media professional experience in commercial or non-profit fields is required.

Other Skills

• Be humble, approachable, and teachable.
• Possess a deep understanding of digital marketing tactics and strategies, including paid search, SEO, social media marketing, YouTube marketing, email marketing, content marketing, and digital marketing conversion.
• Demonstrated success in managing digital and social teams and outside partners and projects in a fast-paced, results-driven environment.
• Familiarity with the Entrepreneurial Operating System (EoS) is a plus.
• Exemplify the Marketing Department’s Core Virtues: Creative, Courageous, Relentless, Strategic, Partnership.
• Able to adapt to changing technologies, channels, and audience preferences.

Code of Commitment

Be a good representative of Hillsdale College to promote the liberal arts, the College’s original Articles of Association and operating principles stated in the Staff Code of Commitment. The Mission Statement should be considered in all aspects of the position. The teaching of Christian faith shall remain a conspicuous aim of the College.

Responsibilities

1. Produce and execute an annual, 3- and 5-year plan to guide Hillsdale’s strategic and tactical digital marketing efforts across web, SEO, search, social, video, email, and content marketing.
2. Set priorities and measurable objectives/goals for all digital and social platforms and properties. Track and report results (weekly, monthly, quarterly, yearly).
3. Lead ongoing benchmarking of digital and social metrics, and analytics intelligence to support data-based decisions for the College’s digital and social platforms and properties.
4. Serve on cross-functional teams (marketing, admissions, advancement, external affairs, IT, etc.) to achieve College-wide objectives and goals.
5. Lead digital projects (websites, landing pages, eCommerce solutions, etc.) through a disciplined development process including strategy, IA/UX considerations, creative concept and design, production/build, testing, and ongoing optimization and improvements after launch.
6. Develop emergency plans and protocols for crisis communications management through the College’s digital and social properties.
7. Actively manage and maintain partnerships with outside resources and agencies.
8. Develop digital and social media standards and policies for the College.
9. Leverage understanding of digital and social strategies to become a market expert and leader for all things digital and social at Hillsdale College.

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Team Management

1. Supervise the digital team, which currently includes three full-time positions: Web Content Manager, Social Media Coordinator, Digital Marketing Administrator, along with numerous student interns throughout the year.
2. Establish priorities and manage team workflow.
3. Provide ongoing coaching, mentoring and assessment to the team.