Digital Strategy Lead

Summary:

The Digital Strategy Lead will develop integrated digital strategies and manage digital execution for the College, including leading digital marketing deliverables such as planning, implementation, optimization and analysis.

The Digital Strategy Lead will analyze brand tracking, market trends, audience need and the competitive landscape, and use these insights to fuel successful strategies. The Digital Strategy Lead will manage website development, content creation and ad creation by collaborating closely with creative team. He/She will collaborate with Director, Integrated Communications (IC), to drive strategic development of and deliver digital programs. The Digital Strategy Lead will evaluate and oversee implementation of AI-powered software to obtain actionable insights from marketing data, as well as predict stakeholder needs and behaviors with greater accuracy.

This exempt position will report to the Director in the Division of Integrated Communications.

Primary Responsibilities:

Develop and implement College digital strategies, ensuring a best-in-class experience for a diverse set of College audiences. Oversee digital strategies and programs that present individualized experiences on the web and/or in-app, recommend highly targeted content to users in real-time and adapt audience targeting based on behavior and lookalike analysis. Oversee development and continuous refinement of SEO and SEM strategies.

Oversee user experience and user interface development, testing and optimization, as well as lead strategy, design and execute A/B testing campaigns and report results. This includes using descriptive and predictive analytics to achieve College goals, defining key performance indicators at the outside and developing/modifying projects and campaigns to achieve these goals. Work with division director and senior leaders to develop content campaigns, including choosing keywords and topic clusters for content optimization and determining campaign goals based on historical data and performance forecasts.

Ensure interoperability of all ACS technologies in support of marketing communications initiatives, and optimize ACS’ martech stack. Partner with the Director, Integrated Communications to exploring use cases and AI technologies, implementing pilot projects and scaling up as appropriate.

Assists IC director and staff with implementing integrated communications strategy. Establish and promote digital design guidelines, best practices, and standards in coordination with marketing and brand initiatives.

Lead a high-performance/high-functioning digital team, foster team growth and development to ensure the College stays ahead of emerging digital trends.

Other duties as assigned.

Required Education and/or Experience:

• Bachelor’s degree from an accredited college or university required. 
• 10+ years of professional experience that includes working with integrated marketing or communications teams and leading digital strategy implementation while managing direct reports in a high-performance environment. 
• Previous experience with descriptive and predictive analytics and applying those insights to marketing programs. 
• Demonstrated experience with CRM, SEO/SEM software; mastery of Google analytics and additional analytics software. 
• Experience with marketing technologies and development/refinement of martech stack. 
• Strong working knowledge of Microsoft Office products (Outlook, Word, Excel, and PowerPoint), and social media platforms (Facebook, Instagram, Twitter, LinkedIn, etc.). 
• Superior written, verbal, and editing communication skills. 
• Excellent organizational and interpersonal skills. 
• Experience in healthcare, and with an integrated marketing/communications, digital or advertising agency strongly preferred.