Job Summary:

The Assistant Director, Digital Marketing (Admissions) provides strategic leadership and oversight of the Texas Christian University Undergraduate Admission web ecosystem, aligning digital platforms and marketing technologies with the institution's mission and strategic enrollment goals. This role ensures the delivery of a seamless, engaging, and innovative user experience across all digital touchpoints, leveraging expertise in marketing, web strategy and analytics to enhance brand presence and achieve institutional enrollment goals. This position manages the Office of Admission’s website and manages relevant staff, including the Digital Marketing Coordinator, and works with campus partners and external vendors to ensure a seamless student experience through the enrollment funnel.

Duties & Essential Job Functions:

1. Maintains the Office of Admission website using content management system software and HTML programming, ensuring web content is dynamic, responsive, user- and mobile-friendly, meets accessibility requirements, and is optimized for SEO.
2. Uses analytics platforms and optimization techniques to such as Google Analytics, Google Tag Manager and custom dashboards to track performance metrics and user behavior.
3. Conducts regular analysis of website and marketing campaign performance, identifying opportunities for improvement and reporting results to stakeholders.
4. Integrates data from multiple platforms (web, email, social, CRM) to provide actionable insights for continuous improvement.
5. Utilizes A/B testing and other optimization techniques to enhance user engagement and conversions.
6. Gains knowledge of and shares insights into pertinent trends and innovations through market research, participation in peer networks and associations.
7. Manages and mentors the Digital Marketing Coordinator, fostering professional growth and ensuring high-quality work.
8. Collaborates with campus partners and external vendors, ensuring deliverables align with project goals, timelines, and institutional priorities.
9. Performs other duties as assigned.

Required Education & Experience:

• Bachelor’s degree in related field
• 3-5 years’ experience in digital marketing, web strategy, and analytics.

Preferred Education & Experience:

• Higher education industry experience.

Required Licensure/Certification/Specialized Training:

• None

Preferred Licensure, Certification, and/or Specialized Training:

• None

Knowledge, Skills & Abilities:

• Knowledge of web technologies such as content management systems, HTML/XHTML, Google Analytics and Google Tag Manager.
• Knowledge of SEO, SEM and digital marketing techniques.
• Knowledge of project management techniques.
• Knowledge of supervisory techniques.
• Skill in written and oral communication.
• Skill in some or all components of Microsoft Office.
• Skill in some or all components of Adobe Creative Suite.
• Skill in organization, time management and collaboration.
• Ability to participate actively on committees.
• Ability to train, evaluate and supervise staff.
• Ability to work independently as well as on a team.
• Ability to interact with students, TCU administration and staff.

TCU Core Competencies:

University Core Competencies definitions may be found on the Human Resources website and in the staff performance management system.

Physical Requirements (With or Without Accommodations):

• Visual acuity to read information from computer screens, forms and other printed materials and information.
• Able to speak (enunciate) clearly in conversation and general communication.
• Hearing ability for verbal communication/conversation/responses via telephone, telephone systems, and face-to-face interactions.
• Manual dexterity for typing, writing, standing and reaching, flexibility, body movement for bending, crouching, walking, kneeling and prolonged sitting.
• Lifting and moving objects and equipment up to 10 lbs.

Work Environment:

• Work is indoors and sedentary and is subject to schedule changes and/or variable work hours.
• This role is an on campus, in-person position.
• There are no harmful environmental conditions present for this job.
• The noise level in this work environment is usually moderate.

AA/EEO Statement:

As an AA/EEO employer, TCU recruits, hires, and promotes qualified persons in all job classifications without regard to age, race, color, religion, sex, sexual orientation, gender, gender identity, gender expression, national origin, ethnic origin, disability, genetic information, covered veteran status, or any other basis protected by law.