Digital Marketing Manager

Randolph-Macon College seeks a Digital Marketing Manager to drive, develop, implement, and optimize digital marketing campaigns to advance the College’s goals, including student recruitment. This strategic role will help drive lead generation and application submission goals particularly through paid media initiatives across multiple platforms, building on the College's recent enrollment successes and continuing growth in undergraduate population. This marketer will also partner with a collaborative and goals-driven marketing team to develop and optimize web pages, emails, media content, and other marketing on new and emerging digital platforms. 

Responsibilities:

• Manage and optimize comprehensive paid digital marketing campaigns across multiple platforms including Google Ads (Search, Display, Programmatic, Remarketing, YouTube), Meta Ads, Snapchat Ads, and Spotify, with a focus on achieving annual lead generation and application submission goals
• Develop and execute data-driven digital marketing strategies in collaboration with the Senior Director of Digital Strategy and VP of Marketing Communications, including conducting keyword research and making strategic recommendations for campaign optimization and content development
• Develop and execute sophisticated geo-targeting strategies focused on key recruitment markets
• Partner with other marketing team members to implement an integrated digital marketing strategy, including web content, apps, social media communication 
• Collaborate closely with creative team members to ensure paid campaign assets align with College strategic goals and institutional brand guidelines
• Monitor, analyze, and report on campaign performance metrics to key stakeholders, including Senior Director of Digital Strategy, VP of Marketing Communications, and Admissions team members during monthly collaborative meetings
• Manage conversion tracking implementation and optimization across all digital marketing channels using Google Analytics 4, Google Tag Manager, and other analytics tools
• Contribute to budget forecasting and planning for future digital marketing investments
• Participate in regular strategy sessions and maintain strong working relationships with campus partners to ensure marketing efforts support recruitment goals
• Stay ahead of industry trends and propose the integration of new technologies / strategies to enhance digital outreach efforts

Qualifications:

• Bachelor's degree in Marketing, Communications, or related field. Combination of relevant education and work experience may be considered in lieu of degree
• 1-2 years of experience in digital marketing required, 3-5 years preferred
• Demonstrated experience managing campaigns across multiple platforms including Google Ads, Meta Ads, Snapchat Ads and Spotify Ads
• Strong analytical skills and experience with Google Analytics 4, conversion tracking, and campaign optimization
• Web content management experience using a professional CMS, such as WordPress
• Excellent project management and organizational skills
• Strong verbal and written communication abilities
• Proficiency in Microsoft Office or Google Suite, particularly Excel/Google Sheets for data analysis and PowerPoint/Google Slides for presentations

Preferred Qualifications

• Experience with Technolutions Slate CRM or similar systems
• Experience with Google Tag Manager
• Working knowledge of SEO best practices and keyword research tools (e.g., Google Ads PPC Planner, SEMRush, Ahrefs)
• Experience in higher education marketing, particularly undergraduate recruitment
• Familiarity with project management tools (e.g., Asana)
• Experience with data visualization tools (e.g., Google Data Studio)
• Experience with UTM management and tracking tools
• Experience with campaign A/B testing, and creative asset optimization
• Commitment to ongoing learning in the rapidly evolving digital marketing field

The College:

Founded in 1830, Randolph-Macon has approximately 1650 students and is located in Ashland, VA, a residential community 15 miles north of Richmond and 90 miles south of Washington D.C., thereby having all the benefits for its students, faculty and staff of a dynamic metropolitan area which serves as the state capital.  Over 85% of students reside on campus. For more information about the College see www.rmc.edu.

 Randolph-Macon College, an Equal Opportunity Employer, believes students learn best in a diverse, inclusive community and is therefore committed to academic excellence through diversity in its faculty, staff, and students. We welcome applications from members of underrepresented populations.

 Application:

To apply for the position, submit the following documents to https://bit.ly/41IaXfW in Microsoft Word or PDF format:  a current resume, cover letter addressing the position responsibilities and qualifications, and contact information for two professional references to Sharon Jackson, Director of Human Resources.  The review and interview process will commence as strong applications are received and the search will remain open until the position is filled.