Associate Director of Advertising, Direct Marketing and Analytics
Location: Bronx, New York
Internal Number: 4264
Founded in 1841, Fordham is the Jesuit University of New York, offering an exceptional education distinguished by the Jesuit tradition to more than 16,000 students in its nine colleges and schools. It has residential campuses in the Bronx and Manhattan, a campus in West Harrison, N.Y., the Louis Calder Center Biological Field Station in Armonk, N.Y., and the London Centre in the United Kingdom.
The University offers a comprehensive benefits package that includes medical, dental, and vision insurance; flexible spending accounts; retirement plans; life insurance; short and long-term disability; employee assistance program (EAP); tuition remission; and generous time off.
Successful candidates should have a knowledge of and commitment to the goals of Jesuit Education.
Department: Gabelli Graduate Admissions
Campus: Lincoln Center (LC) - NYC
The Associate Director of Advertising, Direct Marketing and Analytics will serve in conjunction with the Senior Director of Marketing and Communication as the lead expert to the admissions team in the planning, buying, optimizing, and measuring of all paid advertising (social, display search, mobile, college campus) and direct marketing for the Fordham University Gabelli School of Business graduate programs, including the nationally ranked MBA, EMBA, PMBA programs and program-specific professional master's degrees. They will work to ensure that all advertising and media campaigns afford a strong return on investment and are designed, placed, and continually optimized to attract the prospective students most likely to convert to enrollment and to support Admissions office recruitment goals.
In addition, they will provide day-to-day oversight of external agencies, ensuring that SOWs are fulfilled and buys are fully executed. This individual will also be responsible for ensuring that the creation of print, digital, paid social, display, and paid search assets are developed on a timely basis and within budget, and are sent to the agency, packaged and wrapped with code to ensure granular tracking.
Along with the Senior Director, this position will be responsible for negotiating buys with the agency and with all reporting to Admissions, the Dean, and other stakeholders of return on investment by vehicle and plan, ideally from inquiry through enrollment.
In conjunction with the senior director of marketing and communications, supports the admission team on advertising, direct marketing and promotions for recruitment efforts including campaigns for the Gabelli School as a whole, for program specific marketing across pre-determined geotargets and agreed upon sectors and clusters of degrees, and for all recruitment events in the US and overseas.
In conjunction with the senior director of marketing and communications, shares data on a weekly basis with the admissions team that focuses on ROI for buys placed by vehicle and provides insights into optimizations that are showing the strongest results.
In conjunction with senior director of marketing and communications, the associate director of graphic design, production and branding, works to ensure that all assets are delivered for Admissions driven lead generation platforms, sponsored events and information sessions.
Plans and manages complex media buys across multiple channels including paid search, paid social, display advertising, campus-based marketing, and mobile marketing used to increase qualified leads at the top of the admissions recruitment funnel.
Researches and suggests media vehicles for general advertising as well as degree-specific recruitment across industry focused media and digital trade publications, works directly with department stakeholders to plan the strategy.
Researches vehicles and geotargets on a local, national, and international level based upon labor market intelligence, data regularly supplied by admissions, and workforce trends, educational preferences, and economic conditions.
Prioritizes program specific testing for key identified degree programs with customized creative and geo-targeting.
Oversees analysis of data across media as well as the optimization of campaigns on a daily basis.
Manages the creation of digital, mobile, and email campaigns and buys across college campuses with strong feeder potential based upon alignment of undergraduate majors and data from admissions. Management of college specific marketing vendors with strategies for ongoing optimization as campaigns run.
Manages the creation of all digital, print, and social media assets based upon pre-determined creative campaigns and specs for those campaigns based upon booking agency requirements as well as for ad hoc campaigns.
Develops AB testing on select campaigns to increase user engagement, reduce bounce rates, increase conversion rates, minimize risk, and effectively create content.
Manages the creation of email marketing campaigns booked through advertising agencies as part of media buys or as separate campaigns. Oversees list rental operations through independent brokers, manages creation of html campaign assets, testing in key segments for programs identified by associate deans.
Writes and wraps code strings around all digital asserts to ensure accurate measuring of campaigns at the most granular levels.
Works with analytics firm to develop multi-tiered dashboards that offer real-time reporting functions to ensure optimizations on a day to day basis.
Works with digital analytics firm, IT, and admissions to bridge the gaps between reporting outside of the recruitment funnel and down into the SLATE funnel to ultimately map the ROI through enrollment.
Graduate degree in Marketing or Advertising or an MBA with a sub-specialty in one of these areas
6+ years of experience in media planning and buying, with a substantial knowledge of local, national, and international markets.
Deep knowledge of media analytics and the ability to optimize campaigns on a continual basis based upon results.
Excellent written, verbal, and digital communication skills across diverse audiences and platforms.
Experience in college and university recruitment marketing
Fordham Founded in 1841, Fordham is the Jesuit University of New York, offering an exceptional education distinguished by the Jesuit tradition to more than 16,000 students in its 9 colleges and schools. It has residential campuses in the Bronx and Manhattan, a campus in West Harrison, N.Y., the Louis Calder Center Biological Field Station in Armonk, N.Y., and the London Centre in the United kingdom.