Director, Marketing

New York, NY, United States

Job Type: Officer of Administration

Regular/Temporary: Regular

Hours Per Week: 35

Salary Range: $95,000- $125,000

The salary of the finalist selected for this role will be set based on a variety of factors, including but not limited to departmental budgets, qualifications, experience, education, licenses, specialty, and training. The above hiring range represents the University's good faith and reasonable estimate of the range of possible compensation at the time of posting. Position Summary

The Marketing Director will play a pivotal role in shaping the strategic direction and success of online and on-campus programs within the Columbia Engineering ecosystem. Reporting directly to the Executive Director of Columbia Video Network and with a dotted line to the Executive Director of Graduate Admissions, this role demands a seasoned professional with a proven track record in leadership, autonomy, onsite presence, and strategic planning, coupled with significant experience in admissions.

As the online wing of Columbia Engineering, the Columbia Video Network (CVN) facilitates remote learning via graduate degree programs, certificates, and executive education offerings. CVN collaborates with stakeholders throughout Engineering and across the University to launch online and on-campus programs, experiences, and opportunities. CVN also delivers in-house services across marketing, recruiting, instructional design, media production, learner services, and more.

The Marketing Director will extend their impact to the Office of Graduate Admissions, working collaboratively with the Executive Director to enhance admissions strategies and contribute to the growth of on-campus graduate programs. Specifically, they will design and execute targeted digital media campaigns tailored to the strengths of the on-campus programs, maximizing visibility and engagement among prospective students. Through data-driven approaches and innovative marketing techniques, the Marketing Director will play a key role in attracting top-tier talent to Columbia Engineering's on-campus graduate offerings, ensuring continued excellence and growth.

This newly created marketing position offers a unique opportunity to define the marketing strategy of a wide array of historical and novel programs and strengthen CVN as a global leader in the digital and executive education space. The Marketing Manager will work collaboratively with a cross-functional team to plan, execute, and optimize marketing campaigns and drive growth.

Responsibilities

(45%) Strategy & Planning Spearhead the development and execution of comprehensive marketing strategies, budgets, and campaigns for both CVN and Graduate Admissions.

Cultivate strong relationships with internal and external stakeholders to align strategies and achieve overarching goals.

Oversee both digital and non-digital campaigns, taking charge of marketing performance data reporting.

Collaborate with key leaders to define KPIs and success metrics, continuously monitoring, measuring, and optimizing all marketing endeavors.

Craft integrated marketing campaigns tailored to market and audience segments, fostering learner acquisition and engagement

(25%) Execution Direct the creation and curation of communications to drive course and program enrollments, as well as learner engagement and retention.

Lead the launch and promote new programs, courses, and events in collaboration with internal and external stakeholders.

Develop a profound understanding of prospective and current learners through experimentation, user research, and analytics.

(15%) Reporting & Optimization Plan, execute, and measure experiments and conversion tests to enhance campaign effectiveness.

Conduct in-depth analysis of end-to-end marketing campaigns, identifying trends and insights to optimize spend and performance.

Identify trends and insights and optimize spend and performance based on such insights.

Plan, execute, and measure experiments and conversion tests.

Develop and implement campaign performance data for relevant stakeholders and senior leadership.

Develop and implement marketing tracking and analytics for attribution, measurement, and reporting.

(15%) Strategic Planning and Budgeting Responsible for resource allocation including managing the budget allows this role to allocate resources effectively across various marketing initiatives. Ensures funds are directed to activities with the highest potential for achieving the CVN/Admission marketing goals. This includes cost control and budgeting by limiting expenditures for different marketing activities. Ensures that the marketing efforts remain within the allocated budget constraints.

ROI Evaluation by tracking expenses against the budget, and evaluating the return on investment (ROI) of different marketing campaigns and initiatives. Identify which strategies are most cost-effective and adjust plans accordingly.

Strategic planning by prioritizing initiatives, setting realistic goals, and developing long-term marketing strategies aligning with Columbia Engineering's overall objectives. Make informed decisions about resource allocation, campaign strategies, and marketing tactics. Ensures that decisions are grounded in financial realities and contribute to the organization's success.

Perform related other duties and special projects as assigned.

Minimum Qualifications

Bachelor's degree required.

A minimum of 5-7 years of marketing experience, preferably in digital marketing, working for an in-house marketing team or at an agency.

Experience with managing direct reports and leading a team.

Expertise in Google Analytics and other industry standard ad tech.

Experience with data visualization and reporting tools.

Experience with Marketing Operations, Email Marketing, Content Marketing, Paid Media, and Social Media marketing.

Demonstrated experience and a successful track record in leadership roles within admissions, preferably at the graduate level.

Experience in autonomously developing and implementing strategic plans, particularly in the context of admissions and program growth.

The ideal candidate is experienced, creative, data-driven, and collaborative.

Strong leadership, big-picture strategic thinking, and detail-oriented execution.

A resume and cover letter must be submitted to be considered for the position.

Demonstrated understanding of financial principles, budgeting techniques, and cost control.

Proficiency in data analysis and ROI evaluation. Ability to interpret financial data, track expenses, measure the effectiveness of marketing campaigns, and make data-driven decisions to maximize ROI.

Experience in developing and implementing strategic marketing with the ability to think strategically and anticipate future trends

Candidates with a proven track record of success in managing budgets, driving ROI, and leading strategic marketing initiatives.

Preferred Qualifications

Agency and some higher education experience preferred.

Demonstrated experience working with senior leadership and stakeholders, including giving presentations and updates to key stakeholders.

Demonstrated experience with Google Ads; Facebook Ad Manager; LinkedIn ads, and Display media.

Background in working and liaising with agencies and third parties and project management.

Experience with budget planning, demand generation, building awareness, and nurturing campaigns.

Knowledge of SEO and optimization tools, including crafting and managing SEO-enriched content.

Equal Opportunity Employer / Disability / Veteran

Columbia University is committed to the hiring of qualified local residents.