Position Overview & Responsibilities

Reporting to the Senior Director of Marketing for Graduate and Professional Studies, the Digital Marketing Manager will take part in planning and lead the implementation of Merrimack College’s digital strategies to support undergraduate, graduate and professional studies enrollment goals. Partnering closely with and taking strategic direction from the undergraduate and graduate marketing teams, this individual will develop and execute digital marketing plans aimed at generating and nurturing qualified inquiries to drive applicant conversion. Plans will include efforts, such as paid search, paid social media, digital platforms and associated customer relationship management system (CRM) strategies. This individual will also work closely with undergraduate and graduate marketing colleagues to analyze data such as trends and conversation rates to make recommendations on campaign adjustments. The Digital Marketing Manager will also recommend, implement and manage day-to-day best practices in digital marketing operations and related CRM tactics, such as conversion tracking and analytics-based content recommendations. The successful candidate will have a proven track record of executing and driving results and ROI across digital channels. Responsibilities include:

  • In collaboration with undergraduate and graduate marketing leadership, research, recommend and execute inquiry generating digital marketing solutions for undergraduate, graduate, and professional studies new student recruitment.
  • Make budget allocation recommendations for digital spends, track spending and recommend shifts or new approaches to maximize results.
  • Execute and manage digital marketing campaigns and day-to-day digital operations.
  • Collaborate with undergraduate and graduate marketing teams to curate content plans for campaign components, such as digital ads and landing pages.
  • Monitor digital campaign performance including optimization, analysis and regular reporting via dashboards.
  • Manage digital platforms, such as landing page technology (Unbounce), data integration (Zapier), marketing CRM tools (Slate) for inquiry capture and attribution, and campaign reporting (AdStage).
  • Evaluate digital customer journey from inquiry to enrollment to optimize the experience and support goals through rich digital content plans and engagement opportunities (leveraging retargeting, A/B testing, landing pages, new features, etc.)
  • Collaborate with digital agencies and other vendors as needed.
  • Evaluate emerging digital channels and monitor changes to existing platforms to provide best practice recommendations for adoption and ongoing optimization.

Qualifications:

  • Bachelor’s degree in marketing, communications or a related field.
  • Data-informed approach to supporting annual plans and day-to-day decision making.
  • Excellent command and working knowledge of paid social advertising strategies (Facebook, Instagram, LinkedIn, Twitter), and intermediate familiarity with paid search strategies (Google Ads).
  • Ability to leverage data and analytics to support enrollment funnel goals and strategic priorities.
  • Ability to think creatively, solve problems, plan directions and overcome obstacles.
  • Excellent interpersonal skills and the ability to work collaboratively and effectively with groups both internal and external to the College.
  • Creative, innovative and enthusiastic about digital experimentation and testing.
  • Ability to manage multiple, complex projects and budgets simultaneously in a fast-paced environment.
  • Exemplary written and oral communication skills.
  • Ability to thrive in a cross-functional team environment and structure.
  • Minimum three years working experience in digital marketing, higher education and/or agency experience preferred.
  • Demonstrated experience and success in digital marketing and inquiry acquisition, with deep knowledge of current trends, best practices and tracking and measurement.
  • Experience in identifying target audiences and devising digital campaigns to engage, inform and convert.
  • Technical experience in using CRM, email management and marketing automation, and content management (CMS) systems.Working knowledge of HTML, CSS, Adobe Creative Suite and Canva.

Statement on Our Mission

Merrimack College is a Catholic Augustinian institution of higher education committed to building a culturally and racially diverse community. Our mission is to enlighten minds, engage hearts and empower lives and is inspired by our Catholic faith and the Augustinian tradition of seeking truth through inquiry and dialogue.

Merrimack College seeks candidates who understand, respect and can contribute to Merrimack’s Augustinian mission and values and advance our work in the area of diversity, equity and inclusion. We strongly encourage applications from members of underrepresented groups. All candidates should describe in their application previous experience related to equity, diversity, and inclusion, as well as how they will engage in fostering a culture that supports our Augustinian mission, our Catholic faith and our values of diversity, equity and inclusion.

Application Materials Should Include:

  • Cover letter stating motivation and interest in the position, citing experience relevant to the qualifications and including experience with, and commitment to, our Catholic Augustinian mission, our values, and our desire to be a more diverse, equitable and inclusive institution of higher learning.
  • Resume or Curriculum Vitae.
  • This position is subject to the successful completion of a criminal background check.

Required Vaccinations & Remote Work

Unless otherwise stated above, this is an on-campus position. This is not a remote or hybrid position as employees are essential in order to provide a fully on-campus, residential college experience for our students and the community.

Merrimack College currently has a COVID-19 Vaccination Policy. Students, faculty and staff are required to be vaccinated for COVID-19.

About Merrimack College

The only Catholic, Augustinian institution of higher education in New England, Merrimack College is a private, independent, coeducational institution with more than 5,000 undergraduates and graduate students from 32 states and 37 countries, and comprises schools of liberal arts, science and engineering, health sciences, education and social policy, and business. The college’s 260- acre campus is approximately 25 miles north of Boston in North Andover and Andover, Massachusetts. Merrimack is a Master’s Colleges & Universities/Medium Programs institution in the Carnegie Classification of Institutions of Higher Education. Merrimack is one of the fastest growing educational institutions in the country and has steadily climbed up U.S. News & World Report’s ranking of Best Colleges, coming in 46th out of 170 schools ranked in the Regional Universities North category in 2020. Merrimack is also listed as one of the top 10 most innovative schools and placed 35th for best undergraduate teaching programs among schools in the U.S. News category.

Merrimack College is an Equal Opportunity Employer.

Apply Now

Posted: 1/28/22

Position Code:  176