The Digital Marketing Manager is responsible for managing many of Northrop’s digital marketing efforts, including oversight and updating of Northrop’s website, SEO, Google Analytics and Tag Manager, e-mails, digital signage, the Northrop Story Video Booth, user experience and accessibility, and other digital platforms. These efforts support the entire organization, with an eye toward attracting audiences to Northrop events and exhibits, supporting fundraising initiatives, and increasing Northrop’s regional and national visibility. This role ensures that digital marketing channels support integrated marketing campaigns, and is grounded in data. The ideal candidate is someone who is passionate about driving results and exceeding expectations.
This is a 100% continuing Civil Service position (classification 8445, Communications Associate). This position reports to Northrop’s Director of Marketing and Public Relations.
JOB DUTIES: Website/SEO/SEM (50%):
Update content and maintain Northrop’s website using Drupal, collaborating with all Northrop departments and suggesting and deploying strategies for improving website performance, user experience, ticket sales, fundraising, and engagement.
Evaluate content daily for edits, in conjunction with Communications Manager.
Analyze web usage and regularly report analytics to identify trends and suggest strategies for improvements.
Implement, maintain and continually optimize strong SEO strategies, in conjunction with Communications Manager.
SEM campaign management and optimization to ensure a strong ROI and achieve results within given budget.
Develop website traffic and lead generation plans and create goals and benchmarks.
Develop and manage implementation of A/B testing protocols and procedures.
Work with team to improve ticket-buying experience, and maximize potential of marketing and development opportunities within ticketing software.
Ensure website meets the University's accessibility requirements.
Be the marketing team’s main liaison with central IT department, and Northrop’s security/maintenance and video booth vendors.
Use and create HTML templates to execute emails using Sales Force and Dreamweaver within Northrop brand. Monitor and fix any delivery issues.
Develop and maintain system for segmenting target audiences.
Analyze and report on results of emails to improve future performance.
Identify appropriate metrics and measurement vehicles to determine effectiveness of tactics and strategies.
Using Google Analytics and other tools, collect, synthesize and analyze performance data and provide actionable insights that drive business results and growth opportunities.
Monitor trends of competitors and partners in the market.
Provide clear, monthly, executive-level reporting on all digital activity by Northrop (except social), along with suggestions for improvement and new ideas.
Pull reports and analyze customer data on ticketing system, using information to develop targeted communications and promotions.
Northrop Story Booth (5%):
Oversee technical aspects of the Northrop Story Booth equipment and online services, along with its interface with Northrop’s website.
Provide feedback to the marketing team to determine campaigns, measure success, and showcase content.
Digital Signage System (5%):
Manage digital signage system throughout Northrop and for internal and outside clients. Program, schedule, and maintain system using Spyeworks Network Manager and Spyeworks Scheduler, and program delivery of segmented content.
Assist with general Northrop administrative tasks relevant to position including maintaining an archive of activities, as well as training manuals to ensure continuity.
Remain informed about Northrop’s operations and organizational goals, including those of all residents in the building.
Represent the brand, mission, values, and goals of Northrop and the University of Minnesota in all situations.
Remain on the forefront of ideas and best practices of other performing arts/academic centers in the U.S., as well as around the world.
Review new technologies and keep Northrop at the forefront of developments in digital marketing.
Video production and editing for campaigns.
Other duties as assigned or needed.
Bachelor's degree in marketing, communications, or related field plus 2 years professional experience, or 6 years combined equivalent education and experience
Experience maintaining websites, especially using Drupal or similar platform.
Experience using Marketing Cloud or other software for sending bulk e-mail messages, tracking analytics, deploying A/B testing, and meeting marketing and communications objectives.
Strong experience with SEO and SEM, with proven growth and success.
Experience with creating, executing, analyzing and optimizing Google AdWords campaigns.
Experience with meeting accessibility needs in digital environments.
Experience using Marketing Cloud, Adobe Creative Suite (especially Dreamweaver), Drupal, Microsoft Word and Excel, and Google Docs.
REQUIRED KNOWLEDGE, SKILLS AND ABILITIES:
Advanced knowledge of HTML and CSS.
Excellent knowledge of Google Tag Manager and Google Analytics.
Solid understanding of performance marketing, conversion, and online customer acquisition.
Outstanding quantitative and analytical skills, with the ability to identify trends and insights through data analysis.
Photo sizing using Adobe Photoshop and at least basic video editing skills.
Well organized and detail oriented, with a proven track record of seeing projects through to completion within deadlines.
Ability to handle multiple projects simultaneously and learn new skills quickly.
Excellent oral and written communication skills, and understand communication objectives and target audiences.
A team player that understands organizational goals, with demonstrated experience working collaboratively across teams, while also being able to work independently, take ownership, and develop solutions.
Ability to succeed in a fast-paced environment where proficiency in meeting income and engagement goals.
Demonstrated ability to work nights and weekends as needed.
Understanding of intellectual property rights in relation to digital images and artworks.
Performing arts knowledge and background.
Experience with video editing software such as Adobe Premiere.
Experience with Adobe After Effects.
WORK DAYS: Monday to Friday. This position occasionally requires that essential functions are performed during weekend and/or evening hours as needed, based on the schedule of Northrop’s events
WORK HOURS: 40 hours/week
Internal Number: 326037
About University of Minnesota, Twin Cities
The University of Minnesota, founded in the belief that all people are enriched by understanding, is dedicated to the advancement of learning and the search for truth; to the sharing of this knowledge through education for a diverse community; and to the application of this knowledge to benefit the people of the state, the nation, and the world.