The Associate Director of Digital Marketing, Audience Engagement leads the marketing strategy for high priority customer segments and audiences for the Enrollment Management team.This position will work in conjunction with our outside agency to lead the development of a deep audience segmentation and persona project, in an effort to ultimately deliver a more customized experience to individuals through the entire marketing funnel (pre-lead through enrollment). They will also lead the annual planning and strategic development of marketing plans built agianst those audience segments, ultimately driving global growth within these well-defined target audiences. They will oversee strategic development of campaigns and digital activations that generate enrollment actions within the target market via a best in class, highly personalized marketing experience. This role will oversee marketing tactics across the customer lifecycle including creative development, content strategy, digital campaigns, and customer engagement. He/She will drive qualified lead generation, applications, and enrollments through the omnichannel orchestration of marketing touchpoints that help key audiences clearly understand how the University and our programs meet their needs, compared to competitors or alternatives.
The Associate Director of Marketing, Audience Marketing will manage and motivate a team of marketers who specialize in audience segments and are responsible for the strategy and execution of campaigns across the customer lifecycle. This position will also work closely with the entire Enrollment Management function (digital, program and regional marketing, creative, marketing technology, analytics, and admissions teams) to drive alignment across efforts, produce and manage priorities in support of the marketing strategy.
Leads the development of audience segmenbtation and persona project - in conjunction with leadership and our outside brand agency.
Leads audience marketing strategy for enrollment marketing team with the goal of driving qualified lead generation and enrollment for Northeastern University degree programs.
Develops marketing approach that drives a cohesive customer experience across all marketing touchpoints.
Oversees the marketing team who manages the execution and optimization of audience campaigns and projects.
Leverages marketing analytics, marketing insights, and industry trends to identify high-potential audiences for Northeastern's degree programs.
Drives messaging framework and content strategy that is compelling and personalized for unique audience needs and motivations.
Leverages marketing tools, systems, and platforms to execute and measure campaign effectiveness.
Partners with marketing leadership to define and oversee annual marketing budgets.
8-10 years of marketing campaign strategy oversight and management
Direct experience and oversight of digital marketing channels and development of audience profiles, personas, and campaigns
At least 3 years of direct experience building marketing strategies and annual plans that span the customer lifecycle
Highly skilled in leveraging analytics to drive decision making
Expert collaboration skills, with internal and external stakeholders
Experience working at a digital marketing agency or in-house digital marketing team preferred
Experience working with marketing technology and CRM system, Marketo and Salesforce preferred
Bachelor's degree required
Marketing and Communications
Northeastern University considers factors such as candidate work experience, education and skills when extending an offer.
Northeastern has a comprehensive benefits package for benefit eligible employees. This includes medical, vision, dental, paid time off, tuition assistance, wellness & life, retirement- as well as commuting & transportation. Visit https://hr.northeastern.edu/benefits/ for more information.
Northeastern University is an equal opportunity employer, seeking to recruit and support a broadly diverse community of faculty and staff. Northeastern values and celebrates diversity in all its forms and strives to foster an inclusive culture built on respect that affirms inter-group relations and builds cohesion.
All qualified applicants are encouraged to apply and will receive consideration for employment without regard to race, religion, color, national origin, age, sex, sexual orientation, disability status, or any other characteristic protected by applicable law.
Founded in 1898, Northeastern University is a private research university located in the heart of Boston. Northeastern is a leader in worldwide experiential learning, urban engagement, and interdisciplinary research that meets global and societal needs. Our broad mix of experience-based education programs?our signature cooperative education program, as well as student research, service learning, and global learning?build the connections that enable students to transform their lives. The University offers a comprehensive range of undergraduate and graduate programs leading to degrees through the doctorate in nine colleges and schools.