Senior Director, Digital Marketing

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Job Title:

Senior Director, Digital Marketing

Department:

Marketing and Communications | Brand Marketing

The Senior Director, Digital Marketing is responsible for leading the ongoing success of integrating marketing and communications channels to maximize audience engagement along their journey, including best practices on digital marketing strategies. An understanding of how to leverage customer insights combined with performance data and marketing automation technology are critical functions of this role, ensuring Ohio State’s digital marketing strategy is executable, and that test and learn plans are developed and executed effectively to ensure continuous experience and performance improvement. This role must be able to converge marketing and communication strategies, audience behaviors, and institutional priorities/goals to understand what and how audience touchpoints need to be delivered across Ohio State’s channel and digital ecosystem. The role has an understanding of the ecosystem of marketing and communications touchpoints by audience and collaborates with pod leaders, strategists, channel owners, web development and user experience teams – taking into account subject matter expertise related to current capabilities, constraints, and recommendations – to craft and deploy these strategies against goals. Audience, channel, and journey insights will be leveraged to optimize marketing and communication plans, tactics, and campaigns.

The Senior Director, Digital Marketing manages a team of channel engagement, strategy, and operations subject matter experts – including email marketing, SMS/text, social media, digital advertising, search engine optimization, podcasting, and web/mobile – overseeing day-to-day channel operations, campaign development, audience segmentation, A/B testing, partner consultation, and channel-specific best practices. This role will also provide consultation for both the internal marketing and communications team as well as partners across the university to establish digital marketing strategies and tactics that shape brand-building audience experiences while driving effective results. They will collaborate with the performance and analytics team on metrics and tracking to continually monitor channel tactics and campaign progress, adjusting accordingly to optimize impact and ROI.

The role will also be accountable for development and implementation of a digital marketing roadmap to ensure Ohio State’s channel engagement ecosystem supports the ever-changing needs of Ohio State’s various audiences. They will build a scalable team to operate centrally while also supporting upskilling and development of channel practitioners across the institution to deliver upon the digital marketing roadmap. Additionally, the Senior Director will collaborate with OMC leadership, enablement, and technology partners to identify and evaluate tools/platforms that support the delivering optimal audience engagements while delivering against the digital marketing roadmap.

Required Qualifications:

Bachelor’s degree in marketing, communications, or other related course of study; ten (10) years in a marketing/marketing communications position; seven (7) years of experience in digital marketing (email, social and/or web); three (3) years of experience of planning integrated marketing strategies; three (3) years of experience with testing and optimizing channel tactics and campaigns; five (5) years of supervisory experience; experience engaging audiences through channel activations and comprehensive campaigns