Digital Marketing Lead

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Job description

About UC Berkeley Executive Education

UC Berkeley Executive Education is a California nonprofit public benefit corporation formed for the development of executive education programs by UC Berkeley and the Haas School of Business. We design and deliver transformative learning experiences that prepare executives and organizations in the US and globally to navigate an ever-accelerating pace of change. Our mission is to create a positive impact on business and society, extend the critical work of UC Berkeley faculty, and generate operating revenue for UC Berkeley and the Haas School of Business in order to further enhance our impact. UC Berkeley Executive Education is committed to promoting a culture of diversity, equity, and inclusion among its employees, participants, and faculty.

About the Role

The Digital Marketing Lead will be an ambitious, tech-savvy marketer to oversee and execute paid social and programmatic media campaigns that increase awareness and program enrollments for Berkeley Executive Education. The Digital Marketing Lead will manage day to day operations to create strategic digital campaigns that align with the brand and continually optimize performance based on derived insights and target KPIs.

Key aspects of the role include:

• Drive acquisition through Search, Paid Social, Display, Video and other Digital Marketing channels
• Develop a channel and optimization strategy to meet both short term and long-term acquisition goals
• Stay close to the details and driving optimal optimization decisions throughout the team
• Continuously identify new opportunities for campaign optimization - location targeting, bidding, ad copy
• Partner with the internal web marketing manager to conduct deep customer acquisition and customer behavioral analysis
• Work with the internal content manager to develop innovative and high-performing assets across all devices and formats
• Track, report and present campaign performance with internal stakeholders on a regular basis
• Measure impact of digital marketing programs on customer behavior, apply insights to refine strategies
• Innovate and implement test and learn strategies, implement ongoing improvements and invest in areas that drive scalable results
• Provide data-driven recommendations to scale acquisition efforts efficiently across the team
• Influence the development of a strong culture of rapid experimentation, measurement and iteration on the marketing team

Immediate priorities will include the following:

• Develop compelling lead generation strategies leveraging the full martech stack in support of new business acquisition
• Fine tune our eCommerce strategy to improve performance across all key metrics (SEO, time on site, conversions)
• Ensure our content strategy addresses customer pain points and opportunities at all stages of the funnel

Key Responsibilities:

• Lead digital campaign strategies, insights and optimization across programmatic display, paid social and SEM channels
• Partner with content marketing and external agencies to create innovative marketing assets and compelling account and persona-specific messages that are aligned to the buyer's journey
• Define and execute A/B or multivariate testing plans to improve campaign performance
• Elevate and drive great digital experiences by proactively bringing new ideas, approaches and tools to the forefront
• Deliver succinct presentations to showcase your results, share successes and insights, and recommend action plans for continual improvement
• Manage and monitor performance of agencies (SEO, Search, SEM) to maximize results on an ongoing basis

Qualifications:

• Deep understanding of digital marketing, targeting and activation strategies
• Experience in developing persona-based campaigns that align to the buyer's journey
• Demonstrated expertise using analytics to drive performance with an 'always-optimizing' mindset
• Experience working with CRM platforms and vendors (e.g. Salesforce)
• Strong understanding of demand generation funnel metrics
• Agency management experience
• Strong verbal and written communications skills for effective cross-functional collaboration
• Proactive, collaborative and consultative approach as a team member and partner with other teams (Client Solutions, Partnerships, Digital Initiatives, Finance, Marketing, executive team)
• Resilience under pressure
• Ability to influence through persuasion, negotiation, and consensus-building, and always bringing solutions to the organization
• Demonstrated desire for continuous learning and improvement
• Commitment to fostering inclusion, equity and embracing the powerful value of diverse perspectives to ensure that all feel respected, valued and heard

Education and Experience:

• 5+ years of hands-on experience managing performance-based paid digital programs including programmatic display, paid social and SEM
• BA or BS in Marketing or a related discipline is preferred

 Salary and Benefits:

Berkeley Executive Education offers a competitive compensation package, including medical/dental/vision/insurance, 401k, vacation leave, sick leave, and 16 paid holidays. Salary is commensurate with experience.

A cover letter is required to be considered for this opportunity. Please combine your resume and cover letter into one PDF/document when applying and send it to .