Assistant Director, Marketing Planning & Campaign Strategy

Position Summary

The Assistant Director of Marketing Planning & Campaign Strategy is a key member of the high-performing Recruitment Marketing team whose mission is to keep Rowan University future and current students, parents, and other university constituents engaged with the University.

The Assistant Director of Marketing Planning & Campaign Strategy is responsible for designing and coordinating execution of fully integrated marketing campaign strategies that incorporate online and off-line channels, for the University’s undergraduate, graduate, and non-credit programs. The individual in this role aligns and participates in a wide range of activities, from digital and print advertising to video and photo shoot logistics, and drives robust, strategic project management activities across the Recruitment Marketing team.

The Assistant Director of Marketing Planning & Campaign Strategy will leverage comprehensive market research and other analytical insights to develop, monitor, optimize, and report on annual marketing plans for a portfolio of academic programs, as assigned. This individual also collaborates with colleagues across the marketing team to coordinate the execution of the campaigns and content development, while ensuring they adhere to strategic objectives, brand standards, timelines, and budgets.

Reporting to the Associate Director of Marketing Planning & Management, the Assistant Director of Marketing Planning & Campaign Strategy works closely with members of the senior leadership, admissions, website, marketing, and recruitment teams, and serves as the primary marketing liaison with members of academic program teams.

Primary Responsibilities

• Develop strategic and integrated campaign plans to launch and grow enrollments in assigned programs using marketing data and market research.
• Serve as marketing liaison with academic departments to develop a strong understanding of assigned programs and their target audiences, stay informed about program changes, coordinate marketing support, and share campaign planning and performance.
• Translate campaign plans into a project and media schedule including, but not limited to, digital, print, broadcast, outdoor, sponsorship, events, email, and direct mail.
• Consult with marketing leadership to review, document, and assign all incoming project requests; coordinate and clarify strategic requirements; and ensure the team has all the information needed to begin a task or project.
• Utilize project management best practices to intake project plans and supporting details into project management software, track and update project status, and apprise leadership of progress and changes, communicating potential problems and recommending solutions.
• Schedule, facilitate, and document project kickoff and status meetings with appropriate team members and key stakeholders to begin project work and ensure project team is aware of upcoming needs.
• Research new channels for reaching target audiences, bringing creativity and innovation to campaign plans.
• Work with marketing agency partners and other external vendors to coordinate project steps, approvals, and communication.
• Monitor the competitive landscape and stay current with marketing trends, testing new approaches and adopting best-practice strategies.
• Coordinate logistics for photography and video shoots.
• Monitor campaigns daily to ensure fulfillment of services and adjust as necessary to ensure marketing investment is producing satisfactory return.
• Review campaign performance analytics (lead source, web traffic, campaign reports, etc.) and optimize digital campaigns and communications based on analytics.
• Partner closely with the Digital Marketing & Analytics, Social, Web, and Content teams to help ensure consistent messaging, deliver seamless experiences, and foster shared learning across the marketing team.
• Ensure that marketing campaign content is consistent with overall objectives and reflects University style and voice.
• Conduct other duties as assigned by the Associate Director of Marketing Planning & Management.

QUALIFICATIONS

Required

• Five or more years of marketing experience.
• Three to four years digital marketing project management experience.
• Bachelor’s degree from an accredited college or university.
• Experience managing outside vendors and agency partners.
• Demonstrated commitment and ability to work with a diverse group and constituents in support of organizational mission.
• Ability to build and manage productive relationships with both internal stakeholders and external vendors and partners.
• Knowledge of project management tools and software (e.g., Asana, Basecamp, ClickUp).
• Experience working with lead generation and lead cultivation.
• Strong verbal and written communications skills.
• Ability to plan and execute small- and large-scale photo/video shoots, working with team members and internal client stakeholders to scout locations, create shot lists and storyboards, write scripts, and secure necessary permissions.
• Able to prioritize and enjoys managing multiple project and deliverables.
• Excellent organizational skills, with attention to details.
• Experience evaluating digital media, social media, SEO, and paid search to drive direct response marketing efforts.
• Exceptional listening and comprehension skills.
• Is a self-starter who proactively finds a way around obstacles and asks for help when it's needed.
• Anticipates problems ahead of time and takes a proactive approach towards solving them or reporting them to a supervisor.
• Laser-sharp attention to detail and accuracy from both a task perspective and an aesthetic/creative perspective.
• Strong team orientation and the ability to build cohesiveness to achieve results.
• Strong interpersonal skills and experience working across organizational boundaries to achieve objectives.

Preferred

• Experience working in a marketing agency (e.g. Account Executive role)
• Direct response copywriting experience
• Experience with CRM and marketing automation software (e.g. HubSpot, Slate, Salesforce, Marketo)
• Experience with web CMS platforms (e.g. Drupal, Wordpress, Cascade)

Rowan University is an Equal Opportunity Employer and values diverse people and abilities. Reasonable accommodations will be made to enable individuals with disabilities to perform the essential functions of this position.