Position Summary
DESCRIPTION:
The Director of Digital Marketing is responsible for the development and implementation of the College’s web and digital strategy, which includes oversight of the York College of Pennsylvania website and flagship social media accounts. This position plays a key role in ensuring York College’s online and social media presence is aligned with the College’s strategic plan and brand.
This position will lead strategy and content creation for York College’s digital properties with a goal of engaging the College’s various audiences, including prospective students, current students, faculty, staff, alumni, donors, and the general public. The Director of Digital Marketing will liaise with academic and administrative departments to provide website, social media, and digital content strategy support, and identify digital marketing and communications opportunities in alignment with the College’s goals and mission.
OUTCOMES:
The York College website, social media channels, and digital marketing overseen by the Department of Institutional and Enrollment Marketing maintain the highest quality, follow brand identity standards, and meet the overall strategic goals of the institution.
Essential Functions
Digital Content Strategy and Website Management (55%) Directs overall college web content strategy related to layout, content priorities, and site usability. Organizes, develops, edits, and writes website content that adheres to best practices and supports the College’s branding messages. Supports digital paid media efforts through landing page creation and optimization. Manages a content calendar and collaborates with Marketing and Communications colleagues to implement content strategy through regular development and publication of new/updated website content.Manage onboarding, training, and administrative access for college content editors to ensure consistent messaging across the College website and provides editorial support to website content editors. Compiles site analytics and assists in the evaluation of the effectiveness of the College’s web presence and related tools.Recommends changes to website architecture, content, linking and other factors to best present the College’s programs, services, and initiatives and improve SEO (Search Engine Optimization) for the institutional website. Acts as a primary liaison between the Department of Institutional and Enrollment Marketing and Library and Technology Services and/or external partners to implement development/back-end edits and updates to the institutional website.Manages day-to-day maintenance of the College's website, including website accessibility compliance, management of the web-based campus events calendar, and fielding requests for content updates from campus stakeholders.Social Media Strategy and Management (30%) Leads strategy of institutional social media channels, identifies opportunities for collaboration with other offices/departments, and provides guidance in the application of college guidelines. Oversees the growth of York College’s social media presence on existing platforms including Facebook, LinkedIn, Instagram, TikTok, and YouTube.Monitors and analyzes social media reach and engagement metrics to help ensure that channels are effective in supporting institutional priorities. Leads biweekly social media user group meetings to facilitate coordination between managers of high-profile campus accounts with external target audiences.Stays abreast of emerging platforms, technologies and trends, and identifies new opportunities to engage with the College’s various audiences. Additional Duties and Responsibilities (15%) Supervises the Assistant Director of Digital Marketing in content strategy, content creation, social media management, and website maintenance.Manages digital marketing internship program. Participates in weekly content strategy meetings. Creates reports and presentations to share digital marketing results, best practices, and new initiatives with campus stakeholders. Assists Executive Director of Marketing to ensure digital strategies align with paid media efforts.Maintains relevant and current knowledge of the higher education marketing industry. Other duties as assigned. Experience and Education Required
- Bachelor’s degree in marketing, communications, digital media, advertising or related field.
- 3-5 years of website and digital marketing experience.
- Experience in a higher education environment is preferred.
Required Skills and Qualifications
Working knowledge of website management and content management systems. Understanding of measurement tools (e.g., Google Analytics. Sprout Social, etc.) and how to translate data insights into action. Excellent written and verbal communication skills with the ability to write clear, branded, and concise copy for digital platforms. Excellent organizational skills with a proven ability to plan schedules, track progress, prioritize tasks, and meet deadlines. Extensive knowledge of and fluency within all major social media platforms. Knowledge of SEO best practices. Excellent interpersonal skills and the ability to work collaboratively with multiple groups, including students, faculty, staff, and administrators. Ability to multi-task across multiple projects, respond to immediate requests, and work in a high-energy, deadline-driven atmosphere. Knowledge of digital advertising and social media paid marketing. Familiarity with Adobe Creative Suite a plus. Additional Information
York College of Pennsylvania is an Equal Opportunity Employer and Non-Discriminatory. For a copy of York College's Annual Security Report, you may contact the Office of Campus Safety or visit the website: Annual Security Report.
