Director of Marketing & Digital Media Job at ROCKY MTN UNIVERSITY OF HEALTH in P

Content Summary: Director of Marketing & Digital Media at Provo, for ROCKY MTN UNIVERSITY OF HEALTH

About RMU:

Rocky Mountain University of Health Professions (RMU) is a private, proprietary graduate-level healthcare university created in 1998 in Provo, Utah, to help meet the nation’s healthcare workforce needs. Accredited by the Northwest Commission on Colleges and Universities (NWCCU), RMU offers ten doctorate and 14 master's degrees, along with 20 certificates, residencies, and fellowships. Programs are offered through a blend of flexible online, hybrid, and on-campus residential programs. RMU’s doors have opened and welcomed students and healthcare professionals from all 50 states for a quarter of a century. At RMU, education is about advancing knowledge and healthcare to improve the human condition.

RMU’s vibrant campus is nestled within the beautiful Wasatch Mountains and near activities and events everyone can enjoy. Learn more about Utah’s scenic beauty, entertainment, sports, music, arts scene, and close-knit community at www.visitutah.com.

Brief Description:

The Director of Marketing and Digital Media is a critical leadership team member within University Marketing and Communications. Reporting to the Assistant Vice President of Marketing and Communications, this is an exciting opportunity to develop and implement an integrated marketing strategy for the university, resulting in optimum enrollment outcomes. The Director must be a skilled communicator and storyteller who understands the essence of the RMU brand and, equally importantly, the unique narratives of each academic program and how to articulate its value to move prospective students successfully through the enrollment funnel. The Director of Marketing and Digital Media will also promote and raise RMU's regional and national profile. The Director is an accountable relationship-builder with strong abilities related to listening and understanding cross-campus partners’ needs and interests. The position has direct supervision of a team of marketing/communications professionals and works collaboratively with Enrollment Management, the University Marketing and Communications (UMC) team, as well as colleagues throughout the University to lead innovative and effective enrollment marketing strategies for RMU’s 18 academic programs, ensure the university’s mission is effectively communicated, marketing plans are aligned with business objectives, and academic program enrollments are meeting or exceeding expectations.

Responsibilities:

Creative Strategy:

• Promote the most contemporary and effective approaches to reach key stakeholders while creatively developing innovative marketing communications initiatives utilizing a variety of platforms and mediums. This includes knowledge of best practices in social media, web design/development/integration, email, demand generation, and others.
• Stay on the cutting edge of strategic enrollment marketing in higher education, including trends, tools, competitive landscape, and best practices.
• Develop a deep understanding of the student's voice and identify key opportunities/leverage points for improving the student experience through the enrollment pipeline.
• Foster a creative and productive environment by establishing clear goals performance metrics, coaching team members, promoting accountability, and driving continuous improvements through data-informed decision-making and outcomes assessment.

Strategic Leadership and Planning:

• Plan, develop, and deliver prospective student marketing and communication materials throughout the student enrollment lifecycle, including core differentiators, brand pillars, and value propositions to key audiences.
• Lead the planning, development, and execution of strategic marketing and communication efforts aimed at prospective students and their influencers.
• Develop KPIs and benchmarks to evaluate enrollment marketing efforts' performance and monitor campaigns' success using analytics and other assessment methods.
• Create key marketing messages/campaigns for the student enrollment lifecycle.
• Maintain expert-level knowledge of Customer Relationship Management (CRM) systems to employ best-in-class operational processes.
• Collaborate with enrollment management units, other university offices, and external vendors in directing the programs and operations for enrollment marketing and communications to create timely, accurate, effective, dynamic, and engaging campaigns.
• Collaborate with the Assistant Vice President of Marketing and Communications to make budget recommendations for enrollment marketing and communications to ensure community engagement efforts are fully leveraged and integrated into strategic marketing efforts.
• Partner with recruitment and admissions teams and UMC’s graphic design, web development, and communication teams to create compelling and impactful marketing assets for the admissions/recruitment lifecycle.

Enrollment Marketing Implementation:

• Produce, create, and monitor marketing campaigns for each academic program and strategically manage corresponding budgets.
• Establish metrics for success in an integrated strategic marketing and communications action plan, regularly assessing the success of efforts and creating a plan for ongoing evaluation.
• Oversee vendor relationships, contract negotiations, and performance to ensure high-quality service and cost-effectiveness.
• Develop, coordinate, and evaluate the design and production of all admissions/recruitment lifecycle communications.
• Review, manage, and approve enrollment management content across traditional and digital channels with content providers and edits/tracks for consistency, accuracy, and timeliness.
• Negotiate contracts, monitor marketing budget spend, and consider new ways of doing business to achieve optimal results.
• Ensure timely and accurate production and execution of all marketing materials.
• Partner and manage vendors and external consultants, if needed, to maximize and expand market reach opportunities and implement marcom strategic initiatives.
• Develop and maintain brand identity to assure the integrity, high quality, and consistency of the university’s image, tone, style, narrative, visual identity, and brand and style guidelines.

Department Leadership:

• Direct team of four marketing communications professionals (marketing manager, social media coordinator, creative content manager, videographer) in executing branding, digital marketing, and prospective student engagement initiatives.
• Maximize financial, human, and University resources to achieve annual enrollment marketing goals.
• Determine marketing campaign budgets and ensure that all staff adhere to them.
• Coach team members to maximize creativity, productivity, and effectiveness.
• Hire, supervise, and train personnel and freelance and contracted partners to provide services necessary to fulfill responsibilities.
• Engage in campus, regional, and national professional opportunities to stay abreast of national trends, best practices, and benchmarking regarding enrollment management.
• Provide leadership during the hiring, training, development, annual evaluations, and ongoing supervision of employees; maximize the full potential of each team member by building upon strengths and professional growth.
• Work closely with enrollment management recruitment and admissions team to develop positioning, content, and messaging for outreach initiatives, including automated, CRM-driven communication to prospective students and applicants.

Digital Marketing & Analytics:

• Promote and implement effective marketing strategies to maximize RMU’s digital presence using social media, web design, CRM portals, online advertising, and demand generation to engage key stakeholders and meet multi-year goals.
• Ensure maximum traffic and conversion rates through consistent monitoring of digital analytics.
• Create KPIs and benchmarks to assess enrollment marketing and communications performance and campaign success with analytic tools like Google Analytics and provide insightful reports on traditional and digital marketing efforts to non-technical audiences.
• Develop enrollment marketing strategy, integrating best practices to drive prospective student acquisition and conversion, and aligning digital marketing deliverables with traditional marketing efforts.
• Drive overall digital/web marketing efforts, including paid search, search engine optimization, social media, display advertising, email marketing, marketing automation, remarketing strategies, content marketing, and mobile marketing campaigns.
• Increase organic traffic to the university website by contributing to site content development.
• Optimize the cost of lead acquisition and oversee performance analytics for all marketing spend by coordinating data between key digital marketing systems, including Google Analytics, Salesforce, Pardot, and Google AdWords.
• Identify new digital marketing channels that can be utilized to increase program and brand awareness while maintaining robust cost-per-lead goals.
• Contribute to managing and directing social media strategy for all major networks (FB, X, LI, YouTube, G+, IG), including the university blog.
• Participate in the creative direction and design of compelling and effective online ads and landing pages. Lead A/B testing via digital marketing campaigns.
• Explore innovative technologies and platforms to enhance prospective student experiences and engagement.

Qualifications:

• The leader should have a service-first orientation.
• Master's degree in marketing, business, communications, or related field.
• Minimum of eight (8) years of related management experience, extensive experience in a marketing and communications leadership role, managing cross-functional teams, overseeing all aspects of marketing strategy, and achieving performance results. Marketing experience in healthcare and higher education is preferred.
• Understand segmentation and differentiate tactics/messaging for various personas.
• Proven background in overseeing and managing strategic digital marketing campaigns, including email and web marketing, A/B testing, SEO/SEM, social and mobile campaigns, and content marketing management.
• Experience working with and leveraging CRM and marketing automation systems to communicate with prospective students.
• Experience evaluating traditional and digital marketing campaigns to produce informative reports and provide analytical insights to non-technical audiences.
• Excellent written and verbal communication skills and knowledge of AP style guidelines.
• Energetic, resourceful, and self-directed team contributor who can collaborate effectively and work independently to manage multiple campaigns in a fast-paced, fluid environment.
• Positive, can-do attitude, hands-on approach to management and supervision with a leadership style with high emotional intelligence, embodying honesty, integrity, and diplomacy.
• Demonstrated strong work ethic, optimism, and excellent listening skills.
• A commitment to show up as a collaborative team player who works well with diverse groups both within and outside the University.
• Experience in team-centric environments, remain calm under pressure and handle stressful situations with a positive, solutions-oriented approach.
• Demonstrated track record of thought leadership on enrollment marketing topics by staying current on emerging trends, developing professional contacts with colleagues, attending professional development engagements, and delivering presentations that inform, educate, and inspire.
• Outstanding record for partnering with and drawing out the best in other professionals as a leader and manager.
• Ability to lead, plan, develop, and implement projects/programs that deliver on strategic priorities for the office and the broader institution, with the interpersonal intelligence to maintain relationships while redirecting efforts if a project is not viable or aligned with these priorities.
• Demonstrated understanding of branding and strategic messaging.
• Experience presenting design concepts and the ability to articulate a clear vision.
• Strategic experience with CRM and lead management systems.
• Demonstrate flexibility and agility through a willingness to adjust to changing demands and shifting priorities.
• Ability to be hands-on with developing and producing marketing and communications collateral print and digital materials.
• Experience working with project management software, social marketing tools, email marketing tools, production software, and CRM solutions.
• Ability to recruit, hire, train, supervise, and evaluate staff.

Compensation and benefits:

• $95,000 – $115,000 annually; salary commensurate with education and experience.
• RMU’s benefits contribute significantly to total compensation, supporting health and wellness, financial well-being, and professional development.
• RMU’s competitive benefits package includes:
• Complete comprehensive medical, dental, and vision plans
• Basic and voluntary life insurance
• Short and long-term disability
• Employment Assistance Program (EAP)
• 401(K) retirement plan with employer contributions
• Financial wellness program
• Generous paid time off (PTO) accrual and holiday pay
• An onsite fitness center with 24/7 badge access
• Education assistance program

How to Apply:

• Applicants should provide a cover letter and resume.
• Samples of written communications will be requested from candidates brought in for an interview.

RMU is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, gender, gender identity, sexual orientation, age, national origin, disability, veteran status, genetic information, or any other status or condition protected by law.

We are committed to providing access, equal opportunity, and reasonable accommodation for applicants. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact hr@rm.edu.

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