Director, Marketing Optimization and Integration

The salary of the finalist selected for this role will be set based on a variety of factors, including but not limited to departmental budgets, qualifications, experience, education, licenses, specialty, and training. The above hiring range represents the University's good faith and reasonable estimate of the range of possible compensation at the time of posting.

Position Summary

The Marketing Optimization & Integration team in the Office of Alumni Relations & Development (OAD) works closely with cross-functional teams to use industry-leading technology to deliver omnichannel campaigns that reach constituents on their channel of choice at the right time, with the right content. The Marketing Strategy & Enablement team is composed of three teams : Marketing Analytics & Performance, Marketing Content & Creative, and Marketing Optimization & Integration. These teams serve to engage donors and to secure philanthropic revenue for Columbia's Schools and various programmatic units.

Reporting to the Assistant Vice President of Marketing Strategy and Enablement, the Director, Marketing Optimization and Integration is a strategic, visionary, and results-driven leader and critical member of the constituent-centric lifecycle marketing unit. This role is a senior-level position overseeing the operational execution of marketing campaigns, driving to increase alumni engagement and donor participation / retention. With a strong focus on maximizing channel performance and operational efficiency, the position leads the Marketing Optimization & Integration function and leverages strong digital acumen to scale efforts and unlock new opportunities for broad-based engagement and fundraising.

Responsibilities

Project and Campaign Management

• Owns, manages, and administers all channel deployment accounts across social, email, web, SMS, paid advertising, direct mail, and the Digital Experience (ambassador) program.
• Oversees the execution and delivery of marketing projects and campaigns, including Columbia Giving Day. They work closely with the marketing team to execute project goals, timelines, and deliverables, ensuring that projects are completed on time and within budget.
• Working closely with the Analytics and Performance team provides data-driven insights and perspectives on how best to reach our target audiences and personas through their channels of choice.
• Fosters a culture of documentation for new campaigns, onboarding, best practices, and internal processes.
• Executes on a social and paid media strategy to extend reach and program visibility for OAD broad-based marketing campaigns.

Process Optimization

• Identifies opportunities to streamline marketing processes and improve operational efficiency. They establish and implement standardized processes and workflows to ensure consistent and effective project delivery.
• Oversees the implementation of marketing efficiency and advanced automation.
• Leverages project management tools and technologies to automate and streamline tasks.
• Identifies and implements strategies that optimize direct mail, email, texting, social, and web campaign performance for measurable engagement and fundraising outcomes to ensure a robust pipeline of loyal supporters for the future.
• Executes a 'test and learn' environment with the goal of optimization.

Marketing Technology and Enablement

• Working with OAD's technology team influences the marketing technology roadmap to ensure the ongoing development of tools and processes that drive operational efficiency and optimum marketing delivery outcomes.
• Works with the Marketing Analytics and Performance team to ensure relevant in-platform data is shared and available for analysis to support ongoing strategic decision-making across the funnel.
• Collaborates with the Marketing Content and Creative team to ensure content insights are shared and emerging platform-specific best practices are adhered to.

Resource Allocation and Management

• Manages and optimizes the allocation of resources, including technology, to support marketing initiatives. They collaborate with cross-functional teams, such as Marketing Content and Marketing Analytics / Performance, and work in close collaboration with colleagues in Alumni Relations, Communications, Annual Giving, and Stewardship, ensuring that all channels and delivery support and integrate with the overall strategic objectives and operational goals of these critical functional areas.
• Manages campaign budgets and spend to maximize outcomes across channels.

Team Leadership and Development

• Leads and manages a team of operations and delivery professionals. They provide guidance, mentorship, and support, fostering a collaborative and innovative work environment. They also stay up to date with industry trends and emerging marketing delivery strategies, sharing knowledge and best practices with the team.
• Serves as a strategic liaison to school and departmental partners in demonstrating and communicating the best practices and value-add of omni-channel constituent-centric lifecycle marketing.
• Performs other marketing projects as needed.

Minimum Qualifications

• Bachelor's degree required. A minimum of seven (7) years of related experience is required.
• Experience with CRM tools and marketing automation platforms (Salesforce, Ascend, and Salesforce Marketing Cloud preferred).
• 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.
• Must have the ability to manage relationships with faculty, students, staff, and alumni and have the temperament to work skillfully with a diverse population.

Preferred Qualifications

• Advanced degree preferred.
• Excels in collaborating with a wide range of partners and demonstrates a passion for marketing and creatively proposing new solutions and ways of thinking.

Other Requirements

• Subject to business needs, the Office of Alumni Relations and Development supports a hybrid work arrangement for this position. Options will be discussed during the interview process.

Equal Opportunity Employer / Disability / Veteran

Columbia University is committed to the hiring of qualified local residents.