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Director, Marketing and Media Services
Blackboard Inc.
Washington, DC, United States
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This role will have a direct impact on the success of Blackboard’s growing marketing and enrollment services division. The responsibilities include:
Strategic Marketing Planning
The Director of Marketing and Media Services will be expected to spearhead the development of comprehensive marketing plans on behalf of Blackboard clients, leveraging all types of media including paid, earned, owned, and social. S/he must be able to construct and quantify strategies based on client goals, budget, and timelines. The Director must have the deep higher education experience and knowledge required to estimate and calculate conversion rates, costs by channel, budget requirements, program viability, and enrollment results. S/he must have a fluent understanding of the enrollment process from lead to application, application to enrollment, and enrollment to matriculation in order to accurately predict performance, track results, and benchmark against trends.
Media Buying and Ongoing Management
S/he must be fluent in developing, launching and managing marketing campaigns across a wide variety of channels including SEO, SEM, email, affiliate, display, social media, and traditional advertising. This will include oversight and management of paid digital media buying as well as close collaboration with external vendors on traditional media, SEO, and content marketing. S/he will supervise one internal media buyer to start, with additional managerial responsibilities expanding over time. The Director will also need to cultivate and build relationships with external media outlet representatives and contacts. S/he must be able to aggressively negotiate rates where applicable, while maintaining a fair and honest approach with media reps.
Performance Monitoring and Reporting
The ability to drive marketing and enrollment strategies with analytical insights will be a critical factor in this person’s success. This person is expected to understand the right tools, data and technology required to inform and drive client success including CRM, marketing automation, bid management, CMS, LMS and more. S/he must be able to work collaboratively with account managers and business analysts on the team to assess Key Performance Indicators and identify risks and opportunities related to lead qualification, conversion rates, application yield rates, and enrollment results. S/he must work closely with analysts on the team to plan and manage the creation of regular reports or dashboards to support performance objectives. The Director must also oversee tracking of media expense on behalf of our clients and our department.
Marketing Technology
The Director will serve point on Blackboard’s bid management license. S/he will lead the selection of the best tool for this purpose, collaborate with the vendor, and ensure timely and accurate implementation. In addition, this person will play an important role in on-going efforts to bring additional technology and tools forward in order to improve our offering. This may include CRM, marketing automation, SEO management tools, and social media platforms. S/he will be expected to work across the aisle to ensure accurate and effective use of Blackboard’s chosen enrollment CRM system (Hubspot), as well as help select CMS and marketing automation tools that will serve client needs.
Superior Client Service
The Director of Marketing and Media Services is expected to provide Blackboard clients with superior service and care. With the help of an account manager, s/he must be able to accurately set expectations, map priorities and processes, manage commitments, and respond with urgency to client concerns. Superior communication, executive presence, and customer service skills are a must for this role. As a senior member of the team, the Director is expected to deliver on impeccable quality management, excellence, and polish on each and every client deliverable or interaction. Success in this role will be directly connected to each client’s delight and satisfaction which ultimately translates to renewals, references and project expansion.
Education and Professional Experience
• Bachelor’s Degree required, Master’s preferred
• 15+ years of marketing experience working in related areas as such as creative agency account management, digital marketing, and/or lead generation
• Experience in Higher Education sector
• At least 3 to 5 years of managerial experience
• Expert understanding of marketing strategy, digital media, social media, and principles of conversion marketing
• Keen ability to propose, implement, and manage marketing solutions across a variety of marketing channels including SEO, SEM, email, affiliate marketing, display, social media, and traditional
• Fluency and understanding of CRM and marketing automation capabilities
• Ability to manage the implementation of the bid management tool and supervise the use of the buying software to optimize media plans/budgets
• Ability to oversee and develop marketing/media budgets, marketing programs, and in-market execution, including KPIs, analytics tracking, and reporting
• Understanding of CRM and marketing automation capabilities (ex. Hubspot, SalesForce, Marketo)
• Expert analytical skills with a proven record of strategic data-driven process improvements
• Excellent executive presence, customer service and client-facing skills
• Problem solving and critical thinking skills are a must
• Demonstrated analytical and organizational skills
• Superior communication and presentation skills, both written and oral
• Independent, self-starter with strong prioritization, project management and coordination skills; and ability to excel in a fluid, cross-functional team environment
• Ability to travel up to 25% of the time making trips to client and Bb locations
• Ability to consistently perform under the pressure of deadlines and other administrative demands
• Ability to thrive in a fast-paced, results-oriented, collaborative, flexible environment
This job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required. Nothing in this job description restricts management's right to assign or reassign duties and responsibilities at any time.
Blackboard is an equal employment opportunity/affirmative action employer and considers qualified applicants for employment without regard to race, gender, age, color, religion, national origin, marital status, disability, sexual orientation, or any other protected factor.
Location/Division: Washington, DC, USA, Reston, VA, USA Job Requisition: BB-1381