This position, which services all Dream Center Education Holdings schools including; The Art Institutes, Argosy University, South University and Western State College of Law, is responsible for the strategic and tactical vision and execution of Paid Search Engine Marketing (SEM), and other online tactics to efficiently achieve new student acquisition targets. This position will work with the Senior Director of Media on creation and execution of media plans that align with each schools priorities. The management entails planning, executing, monitoring, testing, copy updates, adjusting strategies and tactics in tandem with agencies and other marketing team members. Should have extensive experience managing multiple concurrent projects with stakeholders across marketing, admissions, locations and external vendors.
Incumbent must assure that the Company philosophy: quality services to clients; development, growth, involvement, and recognition of employees; sound economic principles; and environment which is conducive to innovation, positive thinking and expansion - is considered in carrying out the duties and responsibilities of this position.
Key Job Elements:
Accountable for creating the digital marketing plan for each school to generating inquiries, managing resources and optimizing campaign and media performance to specific ROI goals (cost per application (CPA) and or cost per start (CPS)) while ensuring compliance with branding guidelines and BPC/legal requirements.
Accountable for overseeing various external agency resources.
Will oversee day-to-day management of agencies on paid search campaigns, including keyword research and development, ad copy testing, audience building, and campaign optimization.
Responsible for working with other marketing team members on SEM related activities, including landing page design, development and testing, search engine optimization, reporting, analytics, tagging, and various miscellaneous SEM and agency management related responsibilities.
Oversee day-to-day management of local and national banner campaigns, mobile campaigns, rich media/video/audio campaigns, and other innovative 'test and learn' campaigns or projects, including budget management, campaign forecasting, campaign testing & optimization, tracking.
Partner with internal teams and external agencies in development of online creative assets, including attaining detailed specifications according to web properties/placements to maximize effectiveness.
Manage budget to meet monthly and annual goals by school while adhering to budget constraints; Plan and forecast budget monthly and for future fiscal years.
Leverage web analytics and internal data with sound business judgment to analyze trends and changes and make strategic and tactical recommendations across all online media .
Compile, analyze and output actionable data to optimize media and campaigns to ensure lead targets are achieved while keeping CPI and CPA metrics within goals. Accountable for complete and ongoing analysis and reporting of all campaigns based on established metrics and goals.
Reports to: Senior Director of Media
Interacts with: Company Marketing SME's (Acquisition, Conversion and Analytics), online marketing and development team, brand team, finance, agency partners
Bachelor's degree in Marketing, Communications or related field. MBA degree is a plus.
10+ years of online marketing experience, including 7+ years of SEM experience
Advanced knowledge of SEM strategies and best practices, and experience managing large scale SEM programs (700,000 + KWs) with measurable success.
Experience in lead generation or related direct response marketing necessary.
Experience in budget management.
Skilled in use of Microsoft Office Suite, with strong proficiency in Excel.
Experience using Microsoft AdCenter, Google AdWords, and Yahoo Panama preferred with AdWords Certification a plus.
Experience with post-secondary education market a plus.
Candidate should be up to date the most recent betas and changes with Google
Good problem solving ability and sound judgment when making decisions.
Strong written and verbal communication skills and ability to communicate effectively to multiple audiences.
Ability to perform well under pressure, meet deadlines and multi-task.
Attention to detail and strong organizational skills.
High level of comfort in understanding and using analytics to drive performance and improve overall conversion metrics
Management and direction of external resources and agency necessary.
Proficient with data-driven analysis and strategy; numerically savvy, comfortable with calculating, monitoring and reporting on marketing spend effectiveness.
Proactive and innovative in leading projects and initiatives, with experience driving marketing programs from concept to implementation.
Ability to interact effectively as either a leader or as a member of a team and work collaboratively with other departments.
Work Environment & Notice
The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions. The term "qualified individual with a disability" means an individual with a disability who, with or without reasonable accommodation, can perform the essential functions of the position. While performing the duties of this job, the employee is regularly required to communicate professionally in person, over the telephone, through email and other electronic means, move about the office or school, handle various types of media and equipment, and visually or otherwise identify, observe and assess. The employee is occasionally required to lift up to 10 pounds unless otherwise specified in the job description.
The intent of this job description is to provide a representative and level of the types of duties and responsibilities that will be required of positions given this title and shall not be construed as a declaration of the total of the specific duties and responsibilities of any particular position. Employees may be directed to perform job-related tasks other than those specifically presented in this description.
DCEH is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other characteristics protected by law.
DCEH is a Veteran Friendly Employer.