Director of Online Marketing

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Job Title:
Director of Online Marketing

Department:
Ohio State Online | Distance Education

Reporting to the Ohio State Online Enrollment leader and serving as a leader within the marketing team, the Director of Online Marketing shapes and accelerates the marketing vision and strategy to grow online students and programs at Ohio State.

The Director of Online Marketing provides leadership, direction, and creative solutions for the key areas of online marketing including, but not limited to, market positioning, paid and organic marketing elements, marketing communication to prospective students, and analyzing and elevating marketing return on investment, all critical to Ohio State's ability to advance how the institution serves the nontraditional learner and meets current and future workforce demands. They develop the strategy and lead a team to achieve placing the university in its optimal position to meet online enrollment goals. The Director will be a key drive in the overall strategy of the website, ensuring it is always optimized to attract prospective students and evolving with the needs of the target audience. For new online programs, the Director will be identifying what is needed to get the program ready to market to a new target audience, including ensuring the webpages are ready, target audience identified, marketing plan in place and marketing assets have been created.

The Director of Online Marketing leads a team of online marketing managers of online programs to create diversified marketing campaigns that yield a quantifiable and significant return on marketing investments across channels. They may also direct other marketing team members who specialize in various areas such as email, content, specialist work and social media management.

This role will have responsibility for a significant marketing budget and be a positive influence on the fiscal performance of the programs assigned. They are a good financial steward and ensure marketing strategy is data-informed when leveraging innovative paid and organic marketing tactics to separate Ohio State's online offerings from its competitors. It is important that the Director of Online Marketing understand how to compile and analyze existing data while also evolving tracking and reporting as global marketing tracking trends evolve.

This role will be responsible for key relationships within Ohio State with college and program partners along with key constituents within other departments within Ohio State and Ohio State Online. They will work closely with other key functions within Ohio State Online to build cohesive enrollment strategies. This role will also work closely with the digital agency to ensure there is a strong relationship and performance results.

Education and Experience

Required: Bachelor’s degree required. 7+ years in marketing, communications, or related field. Minimum of 6-8 years in higher education. Experience in higher education marketing and strategic communications; lead generation performance marketing; market analysis; marketing automation; people management. Broad knowledge and expertise in the marketing funnel, developing strategies, and people development.

Desired: Master’s degree in relevant discipline preferred. 15+ years in relevant fields preferred. Enhanced Experience and Knowledge in areas indicated above.

Broad knowledge and expertise in instructional technology, information technology, and accreditation and compliance requirements.

Additional Information:

Career Roadmap

Function: Marketing and Communications

Sub-Function: Marketing Strategy and Management

Career Band: People Leader - Managerial

Career Level: Associate Director/Senior Manager - M3

Location:
Remote Location

Position Type:
Regular

Scheduled Hours:
40

Shift:
First Shift

Final candidates are subject to successful completion of a background check.  A drug screen or physical may be required during the post offer process.

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