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Job Req ID:  56889

Senior Director of Integrated and Digital Marketing


Purpose of Position:

The Senior Director of Integrated and Digital Marketing reports to the Associate Dean for Global Marketing and Communications for the Johns Hopkins University Carey Business School (Carey). They are accountable for driving acquisition, engagement and conversion strategies/ plans/ execution across all digital, traditional and partnership marketing tools including Carey’s website behind all full-time, part-time, online and executive education programs. They are accountable to build Carey’s external reputation and brand by leveraging Carey’s website speaker events, sponsorships, partnerships, etc. This role will help accelerate our efforts across the global marketing landscape by collaborating cross-functionally with key teams such as Admissions, Programs, Global Partnerships, Student Experience, Alumni Relations, external agencies, etc. 


Essential Duties & Responsibilities:

  • They are directly responsible for leading all targeting and messaging
    • Leading in concert with admissions and programs Carey’s target strategy and key insights including personas, research
    • Leading prioritizing targets/ segments and ensuring Carey reaches each constituent at the right time with the right message
    • Leading determining optimal messaging mix to drive results
    • Leading full understanding competitive landscape, monitor, report and provide marketing insights
  • They are directly responsible for leading all advertising campaign research, messaging, strategy and execution in partnership with Creative Director including providing recommendations to improve campaign performance, increase brand awareness, and support enrollment goals.
  • They are directly responsible for marketing research needs
    • Leading bringing higher education insights to department to continuously improve marketing initiatives
  • They are directly responsible for direct team leadership and MarComm budget resource management
    • Leading and develop a team of at least six full-time reports to achieve goals
    • Ensuring multi-million dollar media budget is spend to optimize ROI
    • Leading and managing MarComm department’s overall budget working closely with finance, MarComm Directors and then present recommendations to Associate Dean, Global Marketing and Communications and ensure alignment with department goals
  • They are accountable for leading Enrollment Marketing team in:
    • Leading external media agency strategy, planning, buying and execution for media, creative and web
    • Leading all acquisition and retention marketing efforts with prospective, current students, alums across all traditional and digital mediums
    • Developing global marketing strategies, plans and execution by degree and non-degrees program
    • Leveraging direct marketing tools to drive results
    • Leading utilization and analysis of CRM platforms for prospective student marketing and communications
    • Measuring competitive analysis and market research to help inform marketing strategies.
    • Analyze marketing plan and performance using KPI’s, ROI analysis and apply learning in new planning
  • They are accountable for leading the Web team in:
    • Utilizing and optimizing SEO/SEM, email campaigns, user experience, digital advertising, promotions, and social media experience to build brand/program awareness, generate leads and engagement with students and alumni
    • Leading Carey website strategy and plans and ensure flawless execution of content and marketing across every department including optimizing SEO
    • Leading team and external agency to ensure website is employs best practices, is up-to-date, addresses the needs of the audience, and is flawlessly executed against
  • They are accountable for leading the External Reputation marketer in:
    • Leading strategy, research, outreach, planning, marketing, delivery, and post-event analysis and summary of high-profile speaker series events including developing event formats and programs, identifying and approaching relevant high-quality speakers, and working with the teams across Carey Business School to ensure the successful delivery of the events. Additionally, present to Dean to gain buy-in and approvals. 
    • Leading cross functional team to develop strategy and execution of Carey’s overarching strategic brand initiatives by marketing the right messages through the best channels including determining the success metrics for the school and report on progress to management. Including supporting DEIB positioning and ensuring it is communicated across all Carey’s platforms including internal and external communication opportunities. 
    • Working closely with Corporate and Global partnerships team to develop marketing plans and execute against those plans.


Knowledge and Skill:

  • Excellent analytical and problem-solving skills
  • Significant experience in analytics and measuring ROI to optimize marketing funnel from brand/program awareness to conversion to retention from all channels
  • Excellent ability to develop and execute against strategic integrated multichannel marketing plans
  • Exceptional ability to clearly articulate (written and verbal) strategies and plans to achieve goals
  • Outstanding communication and listening skills
  • Extensive experience in optimizing strong understanding of how all digital marketing channels function including hands on experience with SEO/SEM, emails/CRM, web design
  • Self-starter and can lead independently and proactively
  • Results-oriented with high standards for self and team
  • Proven track record of recruiting, developing, and leading direct reports, internal teams and external partners
  • Strong strategic skills and approach
  • Ability to manage significant amount of projects in an expedited manner
  • Strong orientation toward testing and learning with a demonstrated ability to analyze large amounts of data and glean actionable insights that inform strategy
  • Strong experience managing a budget and internal and external resources
  • Demonstrated understanding of cultural practices and global perspectives
  • Significant experience in hiring and managing external media agencies
  • Ability to identify research needs and work with resources to gain the knowledge needed


Minimum Qualifications

  • Master's degree in communication, marketing or related field required.
  • 8 years of related experience required. 10+ years’ experience with at least 7+ years’ experience in a marketing leadership role leading and managing teams of 6 or more full-time staff strongly desired.
  • Experience in higher education marketing or equivalent


Classified Title: Director Communications & Marketing 
Working Title: Senior Director of Integrated and Digital Marketing 
Role/Level/Range: L/04/LE 
Starting Salary Range: Commensurate with experience
Employee group: Full Time 
Schedule: Monday-Friday 8:30am-5:00pm 
Exempt Status: Exempt  
Location: 46-MD:JH at Harbor East 
Department name: 60000049-Marketing & Communications 
Personnel area: Carey Business School


The successful candidate(s) for this position will be subject to a pre-employment background check.


If you are interested in applying for employment with The Johns Hopkins University and require special assistance or accommodation during any part of the pre-employment process, please contact the HR Business Services Office at jhurecruitment@jhu.edu. For TTY users, call via Maryland Relay or dial 711.


The following additional provisions may apply depending on which campus you will work.  Your recruiter will advise accordingly.


During the Influenza ("the flu") season, as a condition of employment, The Johns Hopkins Institutions require all employees who provide ongoing services to patients or work in patient care or clinical care areas to have an annual influenza vaccination or possess an approved medical or religious exception. Failure to meet this requirement may result in termination of employment.


The pre-employment physical for positions in clinical areas, laboratories, working with research subjects, or involving community contact requires documentation of immune status against Rubella (German measles), Rubeola (Measles), Mumps, Varicella (chickenpox), Hepatitis B and documentation of having received the Tdap (Tetanus, diphtheria, pertussis) vaccination. This may include documentation of having two (2) MMR vaccines; two (2) Varicella vaccines; or antibody status to these diseases from laboratory testing. Blood tests for immunities to these diseases are ordinarily included in the pre-employment physical exam except for those employees who provide results of blood tests or immunization documentation from their own health care providers. Any vaccinations required for these diseases will be given at no cost in our Occupational Health office.


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JH at Legg Mason Harbor East - Carey Business School