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Coordinator of Digital Marketing and Analytics

Purpose:
This position is a two year fixed length position. The possibility exists that the position may become an ongoing position depending on successful outcomes for UMaineGOLD.
This full-time position is responsible for the development, implementation and optimization of marketing campaigns across all digital channels to drive new student enrollment to UMaine's online professional graduate programs. The Coordinator of Digital Marketing & Analytics will be part of a team. Immediate colleagues will include Division of Lifelong Learning's Coordinator of Marketing & Communication, and Graduate School's Assistant Director of Graduate Enrollment Services, and Coordinator of Research Communications. The Coordinator of Digital Marketing & Analytics will be an active member of a robust University of Maine marketing and communications community which includes staff in UMaine's Division of Marketing and Communications and marketing and communications staff from UMaine's colleges and schools. Typical hiring range for this position is $35,000-$40,000 annually.
Essential Duties & Responsibilities:
Devise and execute strategies to drive traffic to and inquiry from the .edu website. Develop and manage of all web, SEM, SEO, paid social, and display advertising campaigns.
Plan, execute, and measure all web and mobile testing to drive the optimization of resources and marketing dollars to ensure optimal inquiry to application rate.
Measure ROI for each marketing campaign and make recommendations regarding strategy and effective use of marketing budget.
Develop a robust content strategy. Manage existing web presence and work to improve the usability, design, content, and conversion rate from program websites Identify digital trends and insights and leverage those trends to further optimize digital marketing efforts.
Evaluate customer research and competitor data; recommend new approaches and platforms that are in line with developments in digital marketing.
Identify emerging trends; monitor customer insights, competitive landscape, as well as higher education and societal trends.
Collaborate with UMaine's Division of Marketing and Communications to ensure the university's marketing efforts are advancing the UMaineGOLD brand.
Implement an integrated digital communications plan for UMaineGOLD utilizing website retargeting, geo-fencing and other media sources to enhance recruitment efforts that target prospective students, families, alumni, and community stakeholders.
Assess website analytics and monitor users online experience for all marketing campaigns and web assets.
Initiate market research studies to identify gaps and opportunities.
Work with the UMaineOnline and Graduate School staff to identify, develop, or evaluate marketing strategy, plans, and calendars.
Other duties as assigned.
Knowledge, Skills & Qualifications:
Bachelor's degree in Marketing or related field.
3-5 years of recent experience in digital marketing.
Demonstrated experience managing search engine marketing campaigns as described above.
Requires strong strategic and analytical skills to identify trends and interpret data.
Knowledge of website analytics tools such as Google Analytics.
Strong communication and organizational skills with the ability to work independently, cooperatively and maintain confidentiality.
Proficiency in Microsoft Office and cloud-based platforms required.
Proficiency in the use of desktop publishing applications including Adobe Creative Cloud is preferred.
Detail oriented with the ability to manage multiple projects.
Experience developing and using advanced market research tools and techniques, including both quantitative and qualitative study design, implementation and analysis.
Two years project management experience preferred.
Working knowledge of HTML and open source content management platforms such as Wordpress is a plus.
Experience working in a team-based, fast-paced environment.
Materials must be submitted via "Apply For Position". You will need to create a profile and application; upload a cover letter and a resume/curriculum vitae which fully describes your qualifications and experiences with specific reference to the required and preferred qualifications; and provide contact information for three professional references. Incomplete application materials cannot be considered.
Review of applications will begin as soon as a suitable pool of candidates is found.
Appropriate background checks are required.
All UMS employees are required to comply with applicable policies and procedures, as well as to complete applicable workplace related screenings, and required employee trainings, such as Information Security, Safety Training, Workplace Violence, and Sexual Harassment.
The University of Maine System is an EEO/AA employer, and does not discriminate on the grounds of race, color, religion, sex, sexual orientation, including transgender status and gender expression, national origin, citizenship status, age, disability, genetic information or veteran's status in employment, education, and all other programs and activities. Please contact the Director of Equal Opportunity, 101 N. Stevens Hall, Orono, ME 04469 at 207-581-1226 (voice), TTY 711 (Maine Relay System), or equal.opportunity@maine.edu with questions or concerns.
Length:
Fiscal Year (12 Months)
Required Documents:
Cover Letter, References, Resume/CV



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