The Digital Marketing Manager is responsible for creating a cutting-edge digital-first marketing program to support development and enrollment efforts, growing financial support from prospective and current donors and growing enrollment by engaging prospective students. This position will contribute creative, editorial, and production ideas to the development of an alumni and donor digital engagement strategy and be responsible for aspects of its day-to-day execution. This position is an important leader who collaborates on all aspects of digital marketing by overseeing strategies for email fundraising, digital advertising, SEM, SEO, text messaging, social media, social listening, digital design, and more.
Duties
- Develop and implement short- and long-term strategic plans to engage alumni, current and prospective donors, and prospective students via multi-channel digital communications.
- Set the direction and optimization for marketing automation for fundraising and donor and alumni engagement.
- Work with Development Officers, Admissions teams, and Administration recommend solutions across teams.
- Partner with Development Officers, Admissions teams, and Communications to uphold brand guidelines.
- Regularly evaluate programming/emerging digital technologies, make recommendations for new offerings online.
- Aware of and conversant about best practices and benchmarking with peer institutions.
- Create and manage social media calendar; not limited to Facebook, Twitter, LinkedIn, and Instagram.
- Monitor and measure impact of digital programs and communications; analyze, review and report on effectiveness of efforts to maximize results.
- Develop Key Performance Indicators dashboard to regularly report on insights, monitor progress, and suggest optimization of digital-first strategy.
- Develop content strategy across all alumni, donor, and admissions channels to support fundraising, enrollment, and engagement goals.
- Engage and track alumni, donor, and student recognition for possible promotion on social and other channels.
- Contribute written copy, graphics, photography, video, and other digital content in support of strategic communications efforts of Development Officers and Communications which includes a monthly E-Newsletter.
- Works with Development Officers and Communications office to contribute content for articles and news stories that feature donor and alumni impact.
- Assist with event invitations and communications, including registration forms, post-event surveys and strategic follow up messages.
- Work collaboratively with Donor and subject-matter experts to create high-quality digital engagement content for alumni.
- Develop and manage alumni website, develop web-based content and track website analytics for monthly reports; update webpages, ensure the site remains current and brand compliant.
- Collaborate with Donor Officers, Administration, IT, and HR Teams to keep email lists clean and updated (e.g., reduce bounce rates and opt-outs) and easily accessible so emails reach as many users as possible; develop targeted audience lists/queries.
Qualifications
- Bachelor’s degree required in marketing, public relations, communications, or a related field and at least 3 years of experience in a related role
- In-depth knowledge and understanding of social media channels and audiences, and the ability to develop campaigns and targeted messages on each channel to engage those audiences
- Understanding of Blackbaud software such as Raiser’s Edge (or similar) database and Jenzabar, email marketing client; LinkedIn and Facebook (Meta Ads Manager) advertising strategies to drive traffic and qualified leads; Google Analytics, social content management software
- Experience in fundraising, higher education, or non-profit sectors
- Experience implementing mass email marketing campaigns, deploying digital ads, and leveraging digital analytics
- Strong commitment to RTS mission, vision, and values
Reformed Theological Seminary
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