Reporting to the Senior Executive Director of Donor Relations and Broad-based Marketing, the Senior Director of Digital Marketing Initiatives (DMI) sets strategy for, and manages implementation of, broad-based digital/web marketing and conversion initiatives for the Office of Alumni and Development (OAD). The Senior Director is responsible for developing, executing, and leading an integrated digital strategy across OAD for alumni engagement and solicitation, while overseeing a matrixed team responsible for many of the day-to-day operations including creating a consistent and positive alumni and donor digital experience.
The Senior Director works in close collaboration with colleagues leading Alumni Relations, Marketing and Communications, and Annual Fund Programs, ensuring that all digital channels support and integrate the overall strategic objectives and operational goals of these critical functional areas. The Senior Director's key success metrics include expanding the base of alumni and donors engaging with Columbia University through digital channels, increasing ALMA scores among those who do engage digitally, increasing the number of donors, and increasing donor retention.
Working closely with colleagues in Information Technology and Web Initiatives, the Senior Director ensures that investments in technology for online/digital marketing and solicitation are made with an emphasis on systems integration and optimization, with a clear ROI based on the metrics described above.
The incumbent must have a strong customer service orientation and an excellent understanding of, and successful track record with, providing a superb external customer experience as well as excellent internal customer service. The Senior Director plays a key role in managing and developing the members of the team to make sure they are learning new skills and adapting to changes in the digital marketing landscape.
Responsibilities include, but are not limited to:
Lead, develop, and mentor staff in matrix reporting structure.
Develop and manage cutting-edge digital marketing strategies, utilizing a range of tools and techniques.
Develop data management and analysis framework to inform decision-making and strategy development for alumni engagement and conversion of engaged alumni and non-alumni into donors.
In close collaboration with Alumni Relations, Marketing and Communications, and Annual Fund Programs, provide digital services and advise partners on best user experiences and practices for social channels, e-mails, websites and advertising campaigns.
Oversee the social media strategy for the Office of Alumni and Development and influence those maintained by school/unit partners.
Form collaborative partnerships for online initiatives such as Columbia Giving Day and other central engagement and giving projects.
Oversee the creation of digital materials for the Office of Alumni and Development.
Develop and test strategies to enhance learning that increases efficiency, scalability, and feasibility of marketing automation.
Partner with the broader OAD teams-including Finance, OAD Programs, Strategic Communications, Alumni Relations, and Annual Fund Programs-to ensure digital integration and alignment with overarching strategic goals and priorities.
Understand both the offline and online donor experience from engagement through to conversion and stewardship in order to best map digital marketing strategy and digital capabilities with strategic priorities.
Evaluate effectiveness and ROI of diverse online platforms, programs, and technologies to ensure maximal benefit from resources.
Share expertise, best practices, and strategic guidance with colleagues outside OAD on digital marketing and fundraising approaches.
Model Core Values for the Office of Alumni and Development, including Respect (patience, understanding, communication), Partnership (teamwork, synergy, flexibility), Ownership (accountability, professionalism, reliability), and Integrity (confidentiality, discretion, conduct)
For direct reports, oversee all recruitment, performance management and evaluation, and professional development. Ensures staff members operate in accordance with OAD's Core Values.
Manage operating budget.
Additional duties and responsibilities as assigned.
Bachelor's degree required. A minimum of seven (7) years of related experience required. Experience managing leading-edge digital marketing operations, including e-commerce, SEO, email marketing, and social media. Strong understanding of current online marketing concepts, strategy, and best practice. Previous experience in a similar digital marketing role.
Advanced degree preferred.
Demonstrated excellence in a variety of competencies including: project management, teamwork, analytical thinking and client/customer awareness. Must possess the ability to develop, supervise staff, and work with changing priorities and multiple projects. Excellent analytical, organization, interpersonal, oral and written communication skills, including a high level of attention to detail and active listening skills.
Equal Opportunity Employer / Disability / Veteran
Columbia University is committed to the hiring of qualified local residents.
Internal Number: 507607
About Columbia University
Columbia University is one of the world's most important centers of research and at the same time a distinctive and distinguished learning environment for undergraduates and graduate students in many scholarly and professional fields. The University recognizes the importance of its location in New York City and seeks to link its research and teaching to the vast resources of a great metropolis. It seeks to attract a diverse and international faculty and student body, to support research and teaching on global issues, and to create academic relationships with many countries and regions. It expects all areas of the university to advance knowledge and learning at the highest level and to convey the products of its efforts to the world.
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