Digital Marketing Strategist

Posted: 18-Mar-24

Location: Ann Arbor, Michigan

Salary: Open

Categories:

Staff/Administrative

Internal Number: 245467

A cover letter is required for consideration for this position and should be attached as the first page of your resume. The cover letter should address your specific interest in the position and outline skills and experience that directly relate to this position.

Department Summary

Student Life Communications, Marketing & Design (CMD) at the U-M is a multi-disciplinary team of marketing and communication professionals. Together we create cutting-edge experiences and customer engagement that ensures the success of Student Life’s mission by bringing the Student Life story and brand to life.

Job Summary

The Digital Marketing Strategist will be responsible for evaluating and optimizing Student Life’s digital campaigns, email, and web performance. This person will identify and provide insights and recommendations based on data, and perform in-depth analysis of specific issues to understand and improve our marketing and communications efforts. The Digital Marketing Strategist will create and maintain reports and dashboards and will serve as our primary lead for our reporting needs across digital tactics. This role requires strategic thinking and leadership, analytical skills, and a commitment to seamless solutions.

Marketing Reporting & Analytics (45%):

• Provide analysis of our strategic marketing activities. Work with data from multiple sources (advertising platforms, customer relationship management (CRM) systems, Google Analytics/web tools, internal databases, etc.) and utilize a solid understanding of data processes, database development, and management. Effective data collection for analysis will involve:
  • Designing and helping to implement tracking and measurement strategies and systems for a variety of marketing tactics and campaigns (paid advertising, email, web, social, etc.)
  • Conducting post-campaign evaluations to determine whether goals were achieved and recommend/inform future strategies.
  • Creating and delivering reports; creating and maintaining reporting dashboards; utilizing data visualizations to effectively communicate key outcomes.
  • Using Google Analytics, Google Tag Manager, Google Data Studio and the Google Search Console to build custom reports, track conversions, automate reporting where necessary, and develop attribution reporting across domains and channels.

Communications & Customer Relations Management (45%):

• Develop insights and recommendations for various campaigns.
• Support integration with the division’s CRM platforms, including data feeds management, and email/form builds.
• Create, test, and schedule emails through Student Life’s Salesforce Marketing Cloud instance.
• Plan, execute, and measure various tests (A/B, multivariate, journeys) to drive conversion and maximize engagement.
• Partner with others within the marketing and communications teams to develop, implement, and optimize effective online campaigns and digital marketing strategies.
• Establish email best practices to be utilized across Student Life.
• Partner with Student Life Technology Solutions to champion the integration of Marketing Cloud across all Student Life units.
• Consult and collaborate with Student Life units to effectively leverage Marketing Cloud features to achieve their marketing and communication goals and customer engagement.
• Manage the Student Life email calendar to coordinate email send schedules toward optimizing engagement and results.

Additional Duties (10%):

• Develop/demonstrate an understanding of analytical marketing methodologies of the higher education industry, including broad knowledge of our clients’ business objectives.
• Work closely with the project manager to manage projects, including establishing timelines, setting priorities, and managing relationships with unit partners.
• Support team with marketing and communication strategy and planning that meets Student Life and unit goals.
   

• Bachelor’s degree in a related field of study such as business, marketing, communications, or statistics.
• 2-5 years of progressive experience in business, statistics, or digital marketing and communications (or equivalent combination of education and professional experience).
• Experience in marketing reporting, digital data management, and performing analysis using digital tools (ex: Google Analytics, Google Tag Manager, and Google Data Studio).
• Experience with customer relationship management and email tools (e.g., Salesforce, Slate, MailChimp); possess a working knowledge of CRM strategy.

• 5+ years of progressive experience in business, statistics, or digital marketing and communications (or equivalent combination of education and professional experience).
• Strong communication/presentation skills: Ability to clearly translate the meaning of data to a unit.
• Experience using data visualization tools like Tableau.
• Experience in higher education marketing and analytics.
• Proven ability to manage several tasks/projects concurrently.
• Strong understanding of UX/UI and SEO/SEM.
• A commitment to creating a positive, inclusive work environment.

Position Criteria (Candidate Characteristics):

• Strategic digital leadership and inspiration to our teams.
• Ability to develop strategic, data-driven digital marketing approaches that meet client objectives and drive measurable results across digital platforms.
• Subject matter expertise by staying current on trends across evolving digital media channels and related technologies.
• Experience creating comprehensive media strategies for our partners, covering all aspects of their digital presence including paid, earned, owned, and shared touch points.
• Desire to lead and inspire the conception of breakthrough digital ideas.
• Passion for collaborating with creative, brand planning and management, and technology teams to build effective digital campaigns, platforms, and relationships.
• Ability to create, present, and oversee the execution of digital strategies for our partners.

Working conditions

• Typically Monday – Friday  8a-5p, with availability outside of normal business hours for unique situations as needed.
• Work setting will be both in person and remotely.

Physical requirements

• May be in a stationary position for an extended time.

Selected candidates whose start date is 4/1/2024 or after, will not be eligible for the university FY24-25 salary/merit plan unless otherwise notified.

This role may have reporting obligations under Title IX and Clery.
Authorization to work in the U.S. is a precondition of employment and applicants for this position will not be sponsored for work visas.  
Salary may vary depending on qualifications, experience, and education of the selected candidate.
Relocation will not be offered for this position.
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Job openings are posted for a minimum of seven calendar days.  The review and selection process may begin as early as the eighth day after posting. This opening may be removed from posting boards and filled anytime after the minimum posting period has ended.

The University of Michigan is an equal opportunity/affirmative action employer.

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About University of Michigan – Ann Arbor
A great university is made so by its faculty and staff, and Michigan is recognized as one of the best universities to work for in the country. The Michigan culture is known for engaging faculty and staff in all facets of the university to create a workplace that is vibrant and stimulating.For two consecutive years, the Chronicle of Higher Education has placed U-M in its “Great Colleges to Work For” survey. In particular, the university earns high marks for strong relations between faculty and administrators, a collaborative system of governance, strong pay and benefits, and a healthy work/life balance.
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