Director of Digital Marketing

The University of Virginia Office of University Communications seeks a Director of Digital Marketing to manage the strategy and execution of paid digital marketing programs and initiatives in support of the University’s strategic priorities and to further strengthen the institution’s reputation and brand. Reporting to the Assistant Vice President of Digital Strategy, the Director of Digital Marketing is responsible for:

Digital Marketing Strategy & Campaign Development

• Developing and implementing digital marketing strategies that support all campaigns and programs to advance the reach, perception, and efficacy of the University of Virginia, including market approach, advertisement placement, tracking, reporting, and working with key vendors and media outlets to maximize the institution’s reach and return on investment. This includes managing relationships with vendors that manage digital buys in support of licensing campaigns.
• Overseeing the technical execution of digital campaigns, including but not limited to search engine marketing across owned platforms, display, paid social and video advertising. Channels include Google Ad products, Facebook, Instagram, Twitter, LinkedIn and others.
• Working with the internal creative and marketing teams to coordinate creative development and successful delivery of artwork to digital media vendors and publications to align with campaign flights.
• Managing strategy and implementation of UVA Today’s “house ad” program, including collaboration with web development and UX team.
• Collaborating with colleagues to help inform the social media calendar.

Digital Analytics and Campaign Optimization

• Regular optimization of all live campaigns, continually applying best practices and reviewing data insights to help inform campaign decisions.
• Working with the web development team to implement pixel tracking and goal conversion setup in Google Tag Manager, Google Analytics and search engine optimization strategies.
• With agility and results and data-driven orientation, monitoring campaigns daily and continuously optimizing performance (i.e., by increasing CTR and decreasing the CPM or proactively seeking new ways to A/B test creative, etc.)
• Leading audience targeting and persona research with key stakeholders.
• Partnering across the digital team to improve omnichannel approaches and website performance.
• Overseeing data reporting and management for:
  • Marketing campaigns
  • UVA Today
  • Social media
  • Email list data
  • Conversion funnels for licensed products

Team Mentorship and Partnership Development

• Providing mentorship, guidance, and professional development to a team of two direct reports.
• Maintaining and growing key partnerships with constituent areas across the University community to collaborate with other digital marketing peers within the University’s Schools.
• Participating in cross-departmental strategy/planning meetings.
• Other duties as assigned.

REQUIRED SKILLS AND COMPETENCIES:

• Experience managing others in the marketing and digital field.
• Strong knowledge of reporting functions within Google Analytics, Google Data Studio, and social media platforms.
• Working knowledge of setting campaigns, ad groups/sets, ads and all targeting settings within Google Ad products and Social Media platforms.
• Knowledge of how to utilize project management software and strong organizational, project management, and multitasking skills.
• Must have proven ability to assess organizational priorities and marketing opportunities accurately.
• Proven ability to motivate, engage and work collaboratively across teams and departments, inside and outside the organization.
• Comfortable using and interpreting marketing data.
• Working knowledge of social and digital marketing landscape.
• Excellent writing, editing, and communication skills, public presentation skills.
• Demonstrated ability to think strategically and creatively.
• Discretion to manage confidential and sensitive matters.

REQUIRED EXPERIENCE:

• Candidates must have a bachelor’s degree in Business Administration in Marketing or a related field with at least eight years of relevant professional experience.
• Direct work experience within the higher education landscape and knowledge in licensing is a plus.

ADDITIONAL SKILLS:

• Closely follow trends in the digital marketing space
• Strong knowledge of UX & Analytics is a plus
• Deadline driven
• Able to see the big picture without missing the details, quality and consistency are of high importance.

SUGGESTED SOFTWARE PROFICIENCY

• Microsoft Suite
• Google Ad Suite
• Research and analytical tools
• Social media platforms (LinkedIn, META, Twitter and YouTube)

ANTICIPATED HIRING RANGE: $100,000 to $120,000, commensurate on experience.

ABOUT UNIVERSITY COMMUNICATIONS
It is our privilege to tell the remarkable and evolving story of the University of Virginia. We are writers, artists, planners + programmers, strategists, and communicators, proudly celebrating, promoting, and publicizing UVA’s iconic reputation, accomplishments, brand, and history. Visit our website to find an overview of our latest work, an introduction to our team, and further communications resources.

ABOUT THE UNIVERSITY COMMUNICATIONS DIGITAL UNIT

The Digital Unit is responsible for managing University’s core digital channels, working closely with colleagues on the Marketing & Brand Strategy, News & Content, and Licensing teams to implement successful digital and social strategies and campaigns. The Digital Unit comprises three verticals: Digital Content, Digital Marketing, and Development & User Experience. Together, we create, implement, and optimize digital content on UVA’s social media platforms, digital advertising, and art for UVA Today. We plan, develop and maintain fundamental University digital properties, including virginia.edu, UVA Today, the University’s central brand guidelines portal, and others.

This position will remain open until filled.  This is an Exempt level, benefited position. This position will not sponsor applicants for work visas. The University will perform background checks on all new hires prior to employment.  For questions about the application process, please contact Daniel Strong, Senior Recruiter at das6zb@virginia.edu

How to Apply:

Applications that do not contain all of the required documents will not receive full consideration, please note that multiple documents can be uploaded in the box.

Process for External Applicants: Please apply through Workday , and search for ‘R0042349′. Complete an application online and attach a cover letter, CV/resume, and contact information for three references (name, email address, telephone number, and address).

Process for Internal UVA Applicants: Please apply through your Workday Home page, search “Find Jobs,” and search for ‘R0042349.’ Complete an application online and attach a cover letter, CV/resume, and contact information for three references (name, email address, telephone number, and address). 

MINIMUM REQUIREMENTS
Education: Bachelor’s degree in Business Administration in Marketing or a related field.

Experience: Eight years of relevant professional experience. Direct work experience within the higher education landscape and knowledge in licensing is preferred.

PHYSICAL DEMANDS
This is primarily a sedentary job involving extensive use of desktop computers. The job does occasionally require traveling some distance to attend meetings, and programs.

COVID Vaccination Requirement and Guidelines

Please visit the UVA COVID-19 Job Requirements and Guidelines  webpage prior to applying for current information regarding vaccination requirements and guidelines for employment at UVA.

The University of Virginia, i ncluding the UVA Health System which represents the UVA Medical Center, Schools of Medicine and Nursing, UVA Physician’s Group and the Claude Moore Health Sciences Library, are fundamentally committed to the diversity of our faculty and staff.  We believe diversity is excellence expressing itself through every person’s perspectives and lived experiences.  We are equal opportunity and affirmative action employers. All qualified applicants will receive consideration for employment without regard to age, color, disability, gender identity or expression, marital status, national or ethnic origin, political affiliation, race, religion, sex (including pregnancy), sexual orientation, veteran status, and family medical or genetic information.