Digital Marketing Director jobs in Santa Cruz, CA

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The IRD for this job is: 04-08-2024

ABOUT UC SANTA CRUZ

UC Santa Cruz is a public university like no other in California, combining the experience of a small, liberal arts college with the depth and rigor of a major research university. It's known as an unconventional place where innovation and experimentation is part of the campus's DNA. That playful, bold spirit still thrives today, all on a campus renowned as among the most beautiful in the world.

DEPARTMENT OVERVIEW

UC Scout is a division of the UC Santa Cruz Extension. While UC Scout's home campus is located at 3175 Bowers Avenue in Santa Clara, the UC Scout team is a fully remote team, with individuals making occasional visits to the campus as needed. UC Scout serves high school students, providing online high school courses for students and curricula for educators.

UC Scout's growing team comprises six departments: instructional design, media, academics, support, outreach, and business intelligence. The team consists of approximately 50 full-time staff and 70 part-time employees. UC Scout works closely with UCSC Extension support staff, including IT, finance, and the office of the Dean to support UC Scout's goals.

More information can be found at https://www.ucscout.org/

JOB SUMMARY

Under the general direction of the Outreach and Marketing Supervisor, the Digital Marketing Specialist applies skills as an experienced digital marketer to perform the full range of digital marketing and sales activities. The role supports the marketing and outreach team in effectively promoting its message across all digital channels, ensuring placement, relevance, and quality of digital communication efforts in paid and organic campaigns. The role involves designing, executing, and optimizing integrated, full-funnel marketing campaigns while utilizing best practices in SEO and SEM, analytics, and digital advertising in alignment with established marketing goals.

The Digital Marketing Specialist utilizes a full suite of digital marketing tools to design and execute campaigns, incorporating analytics and other data sources to identify advertising needs and new marketing opportunities. Additionally, the incumbent monitors SEO/SEM and marketing and sales performance metrics to predict future trends and optimize current efforts.

APPOINTMENT INFORMATION

Budgeted Salary: $80,000 - $110,000/year. Salary commensurate with skills, qualifications and experience.
Under California law, the University of California, Santa Cruz is required to post a reasonable estimate of the compensation for this role. The salary shown above is the budgeted amount the University reasonably expects to pay and the salary extended should not exceed this posted amount.

Benefits Level Eligibility: Full benefits

Schedule Information:

• Full-time, Fixed
• Percentage of Time: 100%, 40 Hours per Week
• Days of the Week: Mon-Fri
• Shift Includes: Day

Employee Classification: Career appointment

Job End Date: None

Work Location: Remote

Union Representation: Non-Represented

Job Code Classification: 007455 (DIGITAL COMM SPEC 3)

Travel: Never or Rarely

JOB DUTIES

45% - Digital Marketing Campaign Design and Optimization

• Ensures proper integration, tracking, and design of digital marketing efforts along the customer journey.
• Designs and deploys integrated digital campaigns across channels, including but not limited to paid search, email campaigns, website, and landing pages.
• Develops, refines, and manages paid search campaigns- including PPC, display, social media, native, mobile, and any work with external search vendors- in alignment with defined marketing goals.
• Plans, executes, and manages digital marketing efforts including SEO, SEM, email marketing, and paid social media ads.
• Utilizes best practices in SEO, SEM, and other functions to ensure the most advantageous placement of digital assets.
• Utilizes CRM system to manage customer data effectively, segment audiences, and personalize digital marketing and email campaigns for better engagement and retention.

40% - Digital Marketing Project Management

• Plans, executes, and manages all aspects of digital marketing campaigns for the Outreach and Marketing and Business Intelligence teams; ensures proper resource allocation for successful project delivery.
• Assesses, manages, and mitigates digital marketing risks by staying up-to-date with UC privacy and accessibility standards; tracks and adjusts campaign performance to ensure success.
• Collects and assesses user stories to prioritize projects and optimize campaigns.
• Tracks project timelines and budgets.
• Collaborates with key stakeholders. Enhances collaboration between cross-functional teams and marketing team members.
• Implements marketing automation tools and workflows to streamline processes, nurture leads, and optimize campaign performance through personalized, timely interactions with prospects and customers.

10% - Optimization and Communication

• Employs high attention to detail to provide technical support in content creation, including ensuring assets meet accessibility standards.
• Creates customized email messaging for audiences including tailored content blocks.
• Works collaboratively with internal teams to ensure the accuracy and effectiveness of communications.
• Incorporates real-time data reporting from a variety of sources, such as GA4, to recommend and implement timely website improvements.

5% - Tracking and Reporting

• Provides regular reporting on the health and optimization of digital assets and campaigns against established KPIs.
• Uses insights from past campaigns to optimize future ones.
• Conducts regular research into new tools to achieve marketing goals.
• Manages digital marketing budget; recommends improvements to optimize and increase ROI for paid efforts.
• Provides ongoing market research.
• Utilizes digital marketing tools, including CRM and other analytics tools, to report on engagement, click-through, conversion, and other meaningful metrics as appropriate.

REQUIRED QUALIFICATIONS

• Bachelor's degree in related area and / or equivalent experience / training.
• Thorough analytical and written communication skills.
• Thorough knowledge of marketing mediums and funding sources.
• Thorough knowledge of communication principles, media, and marketing techniques.
• Strong project management skills.
• Ability to identify trends and insights in digital marketing and to provide recommendations and insights into new and existing tools' applicability for the organization
• Demonstrated experience in research, analysis, and evaluation of marketing and / or sales efforts for effectiveness
• Deep understanding of digital advertising best practices, including optimization of placement, keywords, schedules and more to meet established marketing goals.
• Ability to communicate and collaborate with internal and external stakeholders with a high level of accuracy and tact, including marketing staff, vendors, artists, designers, photographers, media contacts, etc.
• Experience in managing budgets and tracking expenses against ROI.
• Experience in meeting revenue generating goals through management of paid digital advertising efforts.
• Experience in research and analysis of new and innovative methods for generating revenue and conversions and developing implementation proposals.
• Demonstrated ability in writing and utilization of digital marketing tools and languages, including HTML and CSS, Google Analytics, Google AdWords, CMS and CRM
• Researches and analyzes new and innovative methods for generating revenue and develops implementation proposals.

SPECIAL CONDITIONS OF EMPLOYMENT

• Selected candidate will be required to pass a pre-employment criminal history background check.
• Ability to work long periods of time at a computer with or without accommodation.
• This is a fully remote position, and the selected candidate must be able to work successfully from a home/remote office and be able to fulfill the requirements of the UCSC telecommuting agreement.
• Ability to work a variable schedule including evenings, weekends and/or holidays.
• Ability to travel to multiple work locations on and off campus.
• Ability to maintain appearance and conduct suitable for working in a professional setting.
• The University of California has implemented a Vaccination Policy covering all employees. Employees, including new hires, are required to comply with any applicable policies relating to the University of California vaccine program.
• Per the Child Abuse and Neglect Reporting Act (CANRA), this position has been identified as a Mandated Reporter. The selected candidate will be required to report known or suspected child abuse or neglect as defined by CANRA and will be required to sign a Statement Acknowledging Requirement to Report Child Abuse prior to commencing employment. CANRA Penal Codes, and related definitions, requirements, and responsibilities may be obtained here.

SAFETY STATEMENT

All UCSC employees must understand and follow job safety procedures, attend required health and safety training, proactively promote safety at work, and promptly report actual and potential accidents and injuries.

EEO/AA

The University of California is an Equal Employment Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, or protected veteran status. UC Santa Cruz is committed to excellence through diversity and strives to establish a climate that welcomes, celebrates, and promotes respect for the contributions of all students and employees.