Senior Digital Marketing Manager

About the role

The Senior Digital Marketing Manager produces strategic marketing plans, campaigns, and assets for the College of Humanities and Social Sciences (CHSS) with a focus on attracting prospective students and driving application and enrollment growth. Responsibilities include creating and implementing marketing plans and activities, managing paid social campaigns, advising senior leadership, and collaborating with academic units to develop email marketing campaigns.

Responsibilities

• Creates and implements marketing plans and activities for the College of Humanities and Social Sciences (CHSS) with a focus on application lead generation and enrollment growth.
• Partners with Graduate Academic Affairs and Undergraduate Academic Affairs to understand and address academic unit recruitment challenges and content needs.
• Develops email marketing campaigns for prospective students, including analyzing metrics and applying data to improve campaigns.
• Manages strategy for paid social campaigns.
• Serves as the primary CHSS communications contact with the university’s Enrollment Management office (for undergraduate email communications) and Graduate Academic Affairs Graduate Enrollment Coordinator.
• Shares academic unit news and proposes topics for new content development.
• Writes, edits, and proofreads occasional news stories or student profiles.
• Collaborates with the Senior Writer/Editor to share academic unit news and propose topics for new content development.
• Trains academic units with effectively communicating the value of programs to prospective students through integrated marketing communications.
• Creates and maintains resources (templates, guidelines) for best marketing practices to support academic departments and programs.
• Writes “How Tos” for the Marketing and Communications Resources SharePoint site.
• Develops general guidelines for spending marketing funds.
• Delivers brief best practice trainings to program directors and coordinators.
• Creates templates to assist academic units with messaging for graduate and undergraduate admissions email campaigns.
• Works with academic departments interested in improving their social media presence and online advertising.
• Prepares and shares regular reports on campaign results with the marketing team and program staff.
• Serves as the primary contact for academic unit marketing questions.
• Administers Graduate Marketing Budget Use Survey to graduate program directors and coordinators.
• Ensures that the CHSS and George Mason University brand guidelines are implemented consistently across all marketing assets, both print and digital.

Requirements

• Bachelor’s degree in related field, or equivalent combination of education and experience.
• Demonstrated experience (5-7 years) in a marketing/recruiting position.
• Demonstrated supervisory experience.
• Knowledge of the disciplines and values of humanities and social sciences.
• Knowledge of market analysis and digital marketing strategies, including a strong focus on content marketing.
• Knowledge of social media strategies and analytics.
• Strong writing and organizational skills.
• Ability to lead and develop staff.

Preferred Qualifications

• Master’s degree in related field.
• Experience within an academic environment.
• Excellent project management skills.
• Ability to build and sustain robust partnerships within the college and with external service providers.
• Proficiency with Adobe Creative Suite.