The Digital Marketing Manager is responsible for the day-to-day management of paid digital marketing campaigns that include search, display, and social advertising with multiple College departments and business units targeting various national audiences. In partnership with the Marketing Team and others across the institution, the Digital Marketing Manager helps to drive growth and success for the College on digital and social platforms. In addition, the Digital Marketing Manager works with the Marketing Team on integrated marketing campaigns across multiple mediums and platforms.
Build, manage, and optimize paid digital and social campaigns across multiple channels, including Facebook/Instagram, YouTube, Twitter, LinkedIn, Display, Search, etc.
Collaborate with the Marketing Team and College-wide partners on objectives and lead the development of paid media strategies and plans, including audience targeting and segmentation, messaging, flighting, objectives and KPI definition, and reporting.
Utilize targeting strategies to execute digital campaigns, including custom audience development, third-party data, lookalike audiences, etc.
Execute tests, collect and analyze data, and identify trends and insights to achieve maximum ROI with various campaigns. Provide solutions to optimize metrics, including CPM, CPC, CTR, and ROAS. Work in partnership with the Marketing Team to test graphics and copy that drives performance – conduct A/B testing with formats, copy variations, images, video, etc.
Monitor the latest trends in digital media, including advertising formats, channels, and technologies to improve campaign performance and provide recommendations on how the Marketing Team can best leverage new tools and services for the College.
Optimize campaign buys to ensure budgets are spent as effectively as possible each month.
Develop and communicate in-depth campaign reports that outline insights on media delivery, engagement, creative, traffic, attribution, and key learnings.
Compile data across digital platforms and create weekly/monthly reports, including analysis for insights, optimizations, and future strategy development.
Assist in managing third-party paid media vendors.
Work with the Marketing Team on integrated marketing campaigns across multiple mediums and platforms.
Education & Experience
Undergraduate degree, or comparable certification and training, is required. Having higher education work experience in combination with the above is a plus. 5+ years of digital marketing experience with proven results in running performance-driven campaigns is expected.
Experience working in a fast-paced, creative organization is a bonus.
Strong analytical and organizational skills, attention to detail, and a self-starter mindset are essential.
History of working hard, working smart, and not settling for status quo work is expected.
Customer-centric approach with people is a given.
Strong listening, communication, and presentation skills are needed.
Encouraging supporter of the vision, mission, and principles of the College and the Marketing Team is a must.
Having a good sense of humor, enjoying the journey, serving and leading by example, and having fun along the way are foundational to long-term success with the Marketing Team.
Ability to read, write, hear, speak, see and communicate effectively. Ability to operate basic office equipment to include, photocopier, computer equipment, display monitors and the like. Position is largely sedentary. Occasional lifting of office supplies, booklets, etc. is necessary.
The Marketing team interacts with virtually every area of campus life. A clean, neat appearance and a pleasant relationship that is supportive of the Marketing mission are essential. This relationship needs to be pleasant, supportive, and professional, while maintaining confidentiality.
Code of Commitment
Be a good representative of Hillsdale College to promote the liberal arts, the College’s original Articles of Association and operating principles stated in the Staff Code of Commitment. The Mission Statement should be considered in all aspects of the position. The teaching of Christian faith shall remain a conspicuous aim of the College.
About Hillsdale College
Hillsdale College was founded as Michigan Central College in Spring Arbor, Michigan, in 1844. Nine years later it moved to Hillsdale and assumed its current name. As stated in its Articles of Association, the College undertakes its work “grateful to God for the inestimable blessings resulting from the prevalence of civil and religious liberty and intelligent piety in the land, and believing that the diffusion of sound learning is essential to the perpetuity of these blessings.”