Job Description

Posting Summary:
Reporting to the Associate Director of Digital Marketing, the Digital Marketing Manager is an integral part of the Enrollment Marketing and Communications team. This individual will contribute in three key areas: web, digital advertising, and marketing analytics. They will devote particular focus to supporting the launch and maintenance of TC’s emerging online portfolio of programs.

Job Summary/Basic Function:
The Digital Marketing Manager will assist in the coordination of marketing plans (new and existing); ensuring that plans stay on budget, meet target dates, and that there is clear communication between stakeholders.

Critically, the Digital Marketing Manager will monitor marketing and communications campaign performance across platforms and connect metrics back to enrollment goals. They’ll focus on lead generation, application nurture and yield. They will also be closely involved in the maintenance of Enrollment Management web properties, including advertising landing pages.

The Digital Marketing Manager should understand the possibilities of technical tools and maintain familiarity with new marketing technologies and platforms.

Job Summary/Basic Function:

Advertising Campaign Coordination
● Oversee day-to-day of digital advertising campaigns, assist Associate Director to organize campaign structure, coordinate creative generation (with Senior Graphic Designer), and organize flighting
● Assist Associate Director in ensuring all pieces of ad campaign and nurture are in place, including forms (with Admission Operations), follow-up communications (with Communications team), etc.
● Pull student lists from CRM and other sources (like test-taking services) for upload in advertising platforms
● Track and follow up on timelines for campaign implementation
● Package and communicate assets for vendors
● Review campaign effectiveness with the Associate Director and align on institutional goals

Marketing Analytics
● Pull reports on marketing campaign success from CRM and Google Analytics 4, and ensure all systems are set up properly for full-funnel tracking
● Audit and revise UTM tracking structure for paid and organic marketing campaigns, and train team on UTM tracking best practices
● Work with stakeholders to determine requirements for new Looker Studio dashboards
● With Associate Director and Enrollment Strategy team, make recommendations for dashboards and reports that tie marketing activities to concrete enrollment outcomes, which can be presented to stakeholders on a regular basis
● Review campaign effectiveness with the Associate Director, assist in the preparation of reports for leadership and program stakeholders

Website Content Management and Evaluation
● Using Terminal4 CMS, conduct audits; build and update web pages and advertising landing pages; propose new features
● Track web update/maintenance schedule
● Maintain and update spreadsheets of advertising landing pages and creative assets for tracking and communication with agency
● Assist with website content and SEO audit: recommend changes in web architecture, identify content needs, and work closely with faculty, agencies, marketing and communications team, and college stakeholders to rework departmental web presence. (Advanced web development skills not required)

Minimum Qualifications:
● Bachelor’s degree and three years of professional experience, in higher ed, non profit, or agency setting
● Strong experience with analytics tools to render data and drive data-informed decisions, including proficiency in Google Analytics 4
● Experience or involvement with digital advertising campaigns, particularly in partnership with an external agency
● A solid understanding of marketing channels and performance metrics
● Experience with web content management systems and basic HTML
● Experience with web and digital best practices, including accessibility and adherence to legal and privacy regulations
● Proven project management skills with experience balancing multiple priorities and deadlines
● Effective interpersonal communication and the ability to collaborate with and influence peers within the team and across departments

Preferred Qualifications:
● Proficiency in CRM and/or marketing automation platforms like Slate, Salesforce, or similar
● Experience using tools like Hotjar and/or Microsoft Clarity to make user experience recommendations
● Experience with dashboard creation tools, including Looker Studio and/or Tableau

Salary Range:

$75,000-$80,000

Work Modality:

Hybrid

About Teachers College, Columbia University

Teachers College, Columbia University, is the oldest and largest graduate school of education in the United States, and also perennially ranked among the nation's best. Its name notwithstanding, the College is committed to a vision of education writ large, encompassing our four core areas of expertise: health, education, leadership and psychology.

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