Offer: Demand Generation Director

Demand Generation Director

The Demand Generation Director will be responsible for developing and implementing demand generation strategies and campaigns to develop a strong inquiry pool. this function will be responsible for developing and implementing a holistic approach to growth across the student journey. The function also entails working closely with Marketing, Enrollment Management, and the Strategic Partner and Alliances team to plan and execute on lead generation activities at the University.
The Demand Generation Director will own the lead and inquiry conversion funnel, working collaboratively with the Marketing team and other units to drive inbound marketing and optimize lead conversion. The Demand Generation Manager will be responsible for innovating and continually testing different marketing activities to maximize lead generation, optimize funnel progression, and drive ROI. They will also work closely with the Marketing team on web personalization and will supervise Search Engine optimization and accessibility for the University web properties.
It is expected that this director will build, develop, and manage a team of specialists as the university and the Marketing unit grows and expands. This is a full-time hybrid function with a minimum of two required days at Excelsior's home office of 7 Columbia Circle, Albany, NY, with the remainder of the days worked in the house.

tasks and Responsibilities:

»Develop and implement demand-generation strategies and campaigns.

»Build and manage the team responsible for media planning and buying.

»Work closely with the marketing managers on developing and optimizing personalized website practices for web visitors.

»Collaborate on building strong, integrated marketing programs with the

»Marketing team using a mix of content marketing, digital marketing, email marketing, influencer's and events to drive new lead generation and further conversion.

»Monitor, optimize, and maintain campaigns to maximize impressions and CTR and minimize spend.

»Monitor, optimize, and maintain ad accounts on various digital platforms.

»Work closely with the Marketing and Admissions teams to align efforts and drive enrollment.

»Use data and analytics to measure and improve the performance of demand generation efforts, specifically measurement of effectiveness at each stage of the funnel.

»Develop and maintain relationships with partners, influencer's, and other stakeholders.

»Monitor industry trends and stay up-to-date on new technologies and techniques.

»Conduct market and customer research to identify opportunities and challenges, new markets, and advertising opportunities.

»Create and manage demand-generation budgets and forecasts.

»Measure and report on the success of demand-generation campaigns, using metrics such as leads, conversions, revenue and ROI.

»Identify and resolve challenges and conflicts within the demand-generation process.

»Provide training and support to team members on demand generation best practices and tools.

Qualifications required

»Bachelor's degree required.

»Three to five years of practice in prosperously developing and executing SEM, SEO and paid social media campaigns.

» practice with digital marketing channels is required (search engine marketing (SEM), pay-per-click (PPC), social media, digital display and influencer marketing).

»Proficiency in Microsoft Office, digital marketing and analytic platforms, CRM and marketing automation software required.

»Excellent written and verbal communication expertise (email, phone, etc.)

»Comfortable analyzing high volumes of data and making decision located on data on a everyday basis.

» practice with other aspects of marketing, such as customer journey mapping, growth marketing and promotion, and website personalization is a plus.

» practice within a higher education environment is desired.

»Prior management practice is a plus.

»Prior practice in web accessibility is a plus.