Job Summary:
The Marketing Team at Rollins College is seeking a Senior Director, Digital Marketing to join their team! The Senior Director of Web & Digital Strategy leads the College's integrated web and digital marketing presence, overseeing a team of four professionals responsible for web development, digital strategy, paid media, and social media. This role shapes the College's digital ecosystem - including its content management system, content strategy, SEO and AEO, and accessibility standards - while…
stewarding Rollins' institutional social media channels. The senior director also drives digital marketing strategy primarily in support of enrollment across Rollins' College of Liberal Arts, Graduate Studies programs, and Professional Advancement programs. This is a collaborative leadership role at the intersection of brand, technology, and enrollment strategy.
Essential Job Functions
- Establish and implement a vision for the College's web and digital marketing initiatives.
- Direct the efforts and initiatives of the web and digital marketing functions for the College, including web design and development, content management, SEO and AEO, paid media, social media, content marketing, lead generation and conversion strategy, website testing/optimization, and other functions for overall College digital marketing.
- Lead the development, implementation, and optimization of digital marketing strategies to support the enrollment funnel - lead generation to matriculation.
- Lead the optimization of marketing automation and lead-generation and lead-nurturing processes through paid media, organic social, web content, and email.
- Establish closed-loop analytics with the Office of Admission to measure, monitor, and optimize web and digital marketing strategies, including multi-touch attribution and CRM-integrated reporting.
- Help coordinate in-house and freelance resources to develop content and creative for the website and digital marketing campaigns.
- Consult on the strategy, setup, and reporting of all paid digital campaigns.
- Collaborate with marketing teammates to maintain a consistent brand voice and message across all web and digital platforms.
- Manage the relationship with the College's web accessibility vendor and lead strategies to ensure the College is compliant with web accessibility standards.
- Analyze and understand the school's position in the marketplace and develop strategies to reach target audiences.
- Research and test new marketing channels and opportunities, while having existing knowledge of best practices used in competitive industries.
- Effectively manage projects to ensure initiatives are completed on time and within budget.
Minimum Qualifications & Education:
- Bachelor's degree in marketing, communications, digital media or related field.
- At least 7 years of progressive experience in web and digital marketing.
- At least 3 years in a leadership or management role.
- Experience leading small web and digital marketing teams and working directly with third-party vendors.
Preferred Qualifications:
- Experience working in higher education.
