Digital Marketing Manager

Department: College of Public Health

Classification: Public Relations & Mktg Spec 3

Job Category: Classified Staff

Job Type: Full-Time

Work Schedule: Full-time (1.0 FTE, 40 hrs/wk)

Location: Fairfax, VA

Workplace Type: Hybrid Eligible

Pay Band: 04

Salary: Salary commensurate with education and experience

Criminal Background Check: Yes

About the Department:

The College prepares students to become leaders and shape the public's health through academic excellence, research of consequence, community outreach, and interprofessional clinical practice. George Mason is the fastest-growing Research I institution in the country. The College enrolls more than 1,900 undergraduate and 1,300 graduate students in its nationally-recognized offerings, including 6 undergraduate degrees, 13 graduate degrees, and 6 certificate programs.

About the Position:

The Digital Marketing Manager advances the marketing and communications objectives for the College of Public Health and is an integral member of the Office of Marketing and Communications. This position manages and grows all owned, paid, and shared digital channels for the College, including College and department websites, email marketing, lead generation, paid advertising campaigns, reporting, and metrics.

Objectives include improving the prospective student user experience on the College’s academic program pages; maintaining a compelling and mobile-first web presence; managing a highly-engaging social media presence to grow our community of followers and educate the public; developing paid digital advertising strategies that drive a range of outcomes including lead generation; and providing on-going reporting and analytics to inform decision-making and investments.

Responsibilities:

Strategy and Planning:

• Supports marketing strategy to meet the College's marketing goals;
• Collaborates with the College’s Marketing and Communications team as well as other University teams, such as creative, web development, admissions, and academic units, to ensure that digital channels are aligned with the College’s objectives;
• Advises senior leaders to inform efficient and effective digital marketing strategies; and
• Stays up-to-date with digital marketing trends and best practices and implements them as appropriate. 

Social Media and Digital Content:

• Owns the creation and/or distribution of content across digital channels and formats including video, web, email, and social media;
• Develops and executes editorial calendar of digital content to align with strategic messages and themes;
• Determines the best media mix for reaching core audiences;
• Manages and grows the College’s social media presence, including creating and curating content, monitoring engagement, and responding to comments and messages;
• Manages strategy for paid social campaigns, particularly on LinkedIn;
• Manages day-to-day presence on social media, including managing HootSuite;
• Grows followers and increases user engagement among target audiences;
• Develops social media strategies to achieve target audience growth objectives, including creation of Instagram reel videos and longer-form videos;
• Develops campaigns and campaign content, in partnership with the Marketing and Communications team, in strategic areas that align with the College’s mission and marketing objectives;
• Develops social media graphics and video content as needed;
• Analyzes social metrics and makes recommendations to enhance and expand campaigns;
• Acts as liaison to University Social Media team;
• Manages digital signage around the building, including content creation;
• Writes occasional news story or student profile writing; and
• Supports Development Office with content creation as needed. 

Website and Drupal 9:

• Manages the College’s website, including optimizing for search engines and user experience, tracking metrics and analytics, and optimizing the site to improve performance;
• Oversees web design and usability, the flow of information, visual design of the website, including the layout, typography, and color schemes;
• Creates and manages the website's content, including text, images, and multimedia;
• SEO: Optimizes the website's content and structure to improve its sea