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Executive Director of Digital Marketing, University Advancement

Wake Forest University
Winston Salem, NC

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Executive Administration Jobs
C-Level & Executive Directors
Administrative Jobs
Institutional & Business Affairs, Communications & Marketing
Employment Type
Full Time
Institution Type
Four-Year Institution

Job Details

Application Instructions:

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Job Description Summary

Authentic and transparent engagement and collaboration from all groups and individuals is at the foundation of University Advancement at Wake Forest University. We aspire to be an exemplar for belonging and inclusion where personal and team achievements are realized and celebrated. University Advancement approaches each moment with sincere gratitude, deep and abiding respect, unwavering optimism, profound humbleness, and an eye to learn something new. Our yesterday has shaped us, our today molds us, and together, our tomorrow at University Advancement and Wake Forest University creates an opportunity for aspirations and inspiration for all generations.

Summary: The Executive Director of Digital Marketing will implement Wake Forest University's digital marketing strategy to advance strategic priorities, which include but are not limited to strengthening the institutional brand and academic reputation, attaining enrollment and business goals, and growing stakeholder engagement and philanthropic support. The Executive Director of Digital Marketing will use deep knowledge and expertise with digital tools, platforms and practices (including SEO, SEM, email marketing, and social media) to target and mobilize stakeholder groups and evaluate the effectiveness of marketing efforts.

The ideal candidate is passionate about what is possible in a digital environment, has an innate curiosity about consumer behavior, and is eager to educate others to build internal capacity for digital marketing. The Executive Director of Digital Marketing will help answer the question, "How do we get from here to there?" and inspire creative and strategic thinking in others. This person also must be able to understand and explain campaign performance and propose changes in strategy as a result. The desire to both do the work must be complemented by the ability to collaborate.

*Applications for this position will be accepted through June 21, 2024 @11:59 PM, EST.

Job Description

. Essential Functions:

  • Leverages metrics and research where appropriate to define and track performance against goals mapped to business objectives and target audiences, adjusting as new data appears.

  • Mining data sets and conducting/compiling research to understand channel-specific user behaviors, consumer insights, mindsets and attitudes about target audiences, brands and competitors will be a daily activity.

  • Contributes to and supports marketing and communication plans, channels strategy for integrated campaigns, creative briefs, presentations and reports.

  • Develops and manages budgets to support marketing plans.

  • Plans and buys digital advertising space to reach targeted audiences.

  • Leverages external vendors and contracts talent as necessary to accomplish goals.

  • Provides guidance, training and hands-on support to execute digital marketing strategies.

  • Ensures all practices are compliant with applicable laws, regulations and institutional policies.

  • Provides strategic guidance on digital marketing best practices and develops and leads training sessions on analytics tools and data analysis techniques.

  • Identifies tools for tracking, analysis, and multi-channel campaign management.

  • Develops decision tree-supported multi-touch campaigns.

  • Establishes data structures and tools for effective digital marketing.

  • Calculates return on ad spend.

  • Integrates practices and data with existing CRM.

  • Contributes to a transparent and equitable organizational culture where ethical policies and practices are understood and lived out by all staff.

  • Get excited about the prospect of joining a team that is making a difference in people’s lives every day.

  • Have a passion for workplace diversity and inclusion.

  • Have high standards for your work and are proud to contribute to a mission-driven organization.

Required Education, Knowledge, Skills, and Abilities:

  • Degree in marketing, digital technologies or relevant academic discipline and a minimum of ten years of relevant work experience.

  • Knowledgeable about digital marketing trends and practices.

  • Proven work experience directing digital marketing campaigns.

  • Experience designing and implementing campaigns using social media, email marketing, digital advertising, sponsored posts, retargeting and other practices.

  • Expertise with marketing automation tools and automated marketing journey mapping.

  • Hands-on experience with SEO/SEM, Google Analytics and CRM software.

  • Familiarity with web design.

  • Excellent analytical and project management skills.

  • Strong project management and communication (written and verbal) skills.

  • Strong understanding of customer-centricity and experience in assessing and developing/updating customer journeys.

  • Solid second/third-party research skills is ideal.

  • Adept at synthesizing varying sources (analytics, segmentation/audience demographics, industry reports, etc.) to identify and articulate trends, business/marketing opportunities, etc.

  • Commitment to the mission and values of University Advancement and a commitment to equity, particularly racial equity, with a willingness to proactively learn about it and integrate it into all aspects of the work.

  • Respect for the dignity and abilities of all people.


  • Responsible for own work only.

Physical Requirements and Environmental Conditions:

Sedentary work primarily involving sitting/standing; communicating with others to exchange information; repeating motions that may include the wrists, hands, and/or fingers; and assessing the accuracy, neatness, and thoroughness of the work assigned. No adverse environmental conditions expected.

Note: This position profile identifies the key responsibilities and expectations for performance. It cannot encompass all specific job tasks that an employee may be required to perform. Employees are required to follow any other job-related instructions and perform job-related duties as may be reasonably assigned by the employee’s supervisor.

To help provide a safe learning and living community, Wake Forest University conducts background investigations and drug screens for all final candidates being considered for employment.

Wake Forest seeks to recruit and retain a diverse workforce and encourages qualified candidates across all group demographics to apply.

Wake Forest University is committed to providing access and reasonable accommodation in employment for individuals with disabilities.

Additional Job Description

In University Advancement, we believe in equity, not just equality. We understand that in order to develop a fully engaged constituency; individuals must receive equitable treatment instead of equal treatment. Establishing equality means treating everyone the same. Equity necessitates transforming our community to meet the needs, interests and cultural norms of our University Advancement staff.

Don’t meet every single requirement? Studies have shown that women and people of color are less likely to apply for jobs unless they meet all requirements listed in the job description. In University Advancement at Wake Forest University, we are dedicated to building a diverse, inclusive and authentic workplace. If this role appeals to you, but your past experience doesn’t align perfectly with every qualification on the job description, we encourage you to apply. You may be just the right candidate for this or other roles.

Time Type Requirement

Full timeNote to Applicant:This position profile identifies the key responsibilities and expectations for performance. It cannot encompass all specific job tasks that an employee may be required to perform. Employees are required to follow any other job-related instructions and perform job-related duties as may be reasonably assigned by his/her supervisor.

In order to provide a safe and productive learning and living community, Wake Forest University conducts background investigations and drug screens for all final staff candidates being considered for employment.

Wake Forest seeks to recruit and retain a diverse workforce while promoting an inclusive work environment committed to excellence in the spirit of Pro Humanitate. In adherence with applicable laws and as provided by University policies, the University prohibits discrimination in its employment practices on the basis of race, color, religion, national origin, sex, age, sexual orientation, gender identity and expression, genetic information, disability and veteran status and encourages qualified candidates across all group demographics to apply.


Wake Forest University, formed in 1834, has experienced decades of growth and innovation.  WFU is a distinctive university that combines a liberal arts core with graduate and professional schools and innovative research programs.  The University embraces the teacher-scholar ideal, which prizes the personal interaction between students and faculty.  It is a place where exceptional teaching, fundamental research and discovery, and the engagement of faculty and students in the classroom and the laboratory are paramount.

Wake Forest University is a community that seeks the enlightenment and freedom which come through diligent study and learning. Its higher goal, however, is to give life to the University motto "Pro Humanitate," as members translate a passion for knowledge into compassionate service. The community shares a tradition that embraces freedom and integrity and acknowledges the worth of the individual. The heritage, established by the school's founders and nurtured by succeeding generations, promotes a democratic spirit arising from open-mindedness and discourse. Wake Forest fosters compassion and caring for others. Its collective strength and character are derived from the values and distinctive experiences of each individual; therefore, it affirms the richness of human intellect and culture and its contribution to knowledge, faith, reason, and dialogue. Furthermore, it strives toward a society in which good will, respect, and equality prevail. To that end, Wake Forest University rejects hatred and bigotry in any form and promotes justice, honor, and mutual trust.​

The University is comprised of:  the undergraduate college, Graduate School of Arts and Sciences, School of Business, School of Divinity, School of Law, and School of Medicine (located on the Bowman Gray campus with Wake Forest University Baptist Medical Center) and today enrolls about 4,846 undergraduates and 2,823 students in graduate programs at its principal location, the Reynolda campus.  Students at Wake Forest University enjoy a great deal of access to and interaction with world-class faculty both in and out of the classroom setting with a student-faculty ratio of 11:1.  Wake Forest employs approximately 2,772 full and part-time faculty and staff.

Wake Forest is a collegiate university offering a vibrant, intellectual community with a rich cultural life, an impressive array of facilities, and a strong athletics program competing in the fifteen-team Atlantic Coast Conference (ACC).  Since its founding, the university has adopted the motto “pro humanitate,” which is exemplified by a deep institutional commitment to public service and engagement with the world. Wake Forest has a strong commitment to holistic, eight-dimensional well-being for students, faculty and staff as evidenced in the Thrive initiative.

Winston-Salem, NC

Wake Forest is located in Winston-Salem, NC, a beautiful, mid-sized city centrally located in the Piedmont-Triad region of North Carolina.  Winston-Salem is a family-friendly city with high quality schools, numerous outdoor recreational activities and events, and is known for its vibrant and thriving arts scene.

Winston-Salem residents enjoy close proximity to the beautiful Blue Ridge Mountains (1.5 hours) and Atlantic beaches (4 hours), a moderate climate with four distinct seasons, a very reasonable cost of living, and an eclectic variety of restaurants, wine bars, and breweries for dining with friends and family.  Winston-Salem offers many of the amenities of a large city but with the sense of community and quality of life of a smaller town (

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