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Vanderbilt University Director of Digital Marketing, Law School in Nashville, Tennessee

The Director of Digital Marketing is part of the Communications & Marketing Team at Vanderbilt Law School and is responsible for the development and execution of school-wide and program-specific digital marketing efforts to drive increases in key success metrics for the Law School’s academic programs and functional departments. Reporting directly to the Assistant Dean of Communications & Marketing, the Director of Digital Marketing is charged with executing a cohesive digital communications strategy through digital channels, which includes but is not limited to law.vanderbilt.edu, social media channels, and paid digital advertising.

Critically, the Director ensures optimal performance of the school’s website (law.vanderbilt.edu) and corresponding databases and micro-sites. This includes management of an upcoming migration to a new content management system and the eventual launch of a new website. The Director also oversees operational and technical aspects of paid digital marketing initiatives as needed, reports on performance of those initiatives, and stays current on the latest digital marketing trends in higher education and other relevant industries. The Director’s efforts will drive increases in key success metrics for the Law School on school-wide and program-specific levels, including awareness; interest and inquiries (from media members and prospective students); site visits; event/program registration; applications, and reputation.

The Communications & Marketing Department manages marketing strategy, plans, and tactical efforts for the programs and departments of the Vanderbilt Law School. With the goal of elevating the Law School’s reputation among and driving increased engagement with prospective students, thought leaders, and the media, these initiatives include: branding and creative services; digital and traditional advertising; market research; public relations and social media; website; direct response efforts; sales and collateral materials; and other publications.

Duties and Responsibilities:

Website Optimization, Migration, and Enhancement

Ensures that external website is optimized for the purposes of enhancing the school’s reputation, as well as attracting, engaging, and converting prospective students.

  • Oversee the design of new website and the migration to new CMS.

  • Working with internal and external (if needed) partners to source development and creative services.

  • Develops and oversees website maintenance and audit protocol.

  • Measures and seeks to improve website SEO.

  • Provides reports that provide insight into site performance and UX.

  • Drives improvements and enhancements that improve website performance.

  • Provides training and tools to decentralized content owners.

  • Serves as point person to external agencies – web, ad, SEO – on behalf of marketing team.

  • Maintains a current site map as well as all URLs and redirected links.

    Ensures that external website and mission critical databases and micro-sites are performing as expected.

  • Triages support requests and escalates high priority needs to IT and WebComm, as needed.

  • Serves as liaison with Law School IT with University WebComm to ensure timely support.

  • Serves as technical advisor to the Law School Community on external website and mission critical databases and micro-sites.

  • Creates and manages campaign landing pages for lead capture, processing, and tracking.

  • Manages Google Tag Manager to ensure campaign-specific performance reports .

    Digital Advertising

  • Work with Asst. Dean to identify digital ad needs, select vendors if needed.

  • Partner with agencies of record to develop and refine digital marketing efforts.

  • Analyzes performance monthly and makes recommendations as needed .

    Gathers and analyzes metrics to report on the success of marketing efforts and identify opportunities for improvement.

  • Manage installation of Google suite of products, including Google Analytics 4, Google Tag Manager, and Google Data Studio.

  • Manage Slate Integration as needed for reporting purposes.

  • Reports on paid campaign and lead generation efforts with use of agency dashboards, Slate-generated reports, and self-directed reporting tools (as needed) .

  • Establishes regular reports that satisfy needs of marketing department and agencies.

  • Provides ad hoc reports and analysis as requested.

    Stays abreast of competitors, trends, and technology on behalf of department.

  • Seeks to keep school on forefront of digital trends and consumer techniques.

  • Conducts digital competitive analyses as requested.

  • Seeks out and recommend new features, functionality, and digital platforms.

    Supervisory Relationships :

    This position has no supervisory responsibilities currently, although new reports may be added in the future if the department’s goals and scope are expanded.

    Qualifications:

  • BS or BA in marketing, communications, journalism or related field is necessary.

  • Experience with website management and/or oversite of website update projects is necessary.

  • Proven results in digital marketing and/or communications initiatives are necessary— this includes digital advertising, social media, etc.

  • Demonstrated excellence in leading marketing projects with multiple stakeholders where buy-in is required from several parties in and out of the marketing department is necessary.

  • Working knowledge of Microsoft Office, Outlook, Excel, and PowerPoint is necessary.

  • Certification in WordPress, Google Analytics/Data Studio, Microsoft Excel, and/or Slate is a plus.

    Commitment to Equity, Diversity, and Inclusion

    At Vanderbilt University, we are intentional about and assume accountability for fostering advancement and respect for equity, diversity, and inclusion for all students, faculty, and staff. Our commitment to diversity makes us who we are. We have created a community that celebrates differences and lets individuality thrive. As part of this commitment, we actively value diversity in our workplace and learning environments as we seek to take advantage of the rich backgrounds and abilities of everyone. The diverse voices of Vanderbilt represent an invaluable resource for the University in its efforts to fulfill its mission and strive to be an example of excellence in higher education.

    Vanderbilt University is an equal opportunity, affirmative action employer. Women, minorities, people with disabilities and protected veterans are encouraged to apply.

    Please note, all candidates selected for an offer of employment are subject to pre-employment background checks, which may include but are not limited to, based on the role for which they have been selected: criminal history, education verification, social media review, motor vehicle records, credit history, and professional license verification.

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