Director of Digital Marketing

General Summary

This is an exciting time to join Labour s advancement team as we launch a comprehensive strategy to increase the visibility of the college and its mission. Labour's impact on the lives of its students and the people they care for is compelling and we are looking for an in-house Director of Digital Marketing to help us tell this story.

A key member of a small, dedicated team the Director of Digital Marketing has the opportunity to shape creativity and strategy to make a considerable impact on the college and the people it serves. Labour is a small college with a collaborative advancement department that houses brand, marketing, communications, and development. This position works across several areas to shape the brand awareness and visibility of the organization.

If you are passionate about supporting traditionally underserved students and immigrants in earning a degree, achieving financial independence through career education, breaking cycles of poverty for Greater Boston families, and achieving representation and health equity in our state you will find this position very rewarding.

Labour serves low-income, multicultural adult students pursuing careers in nursing and healthcare. At 68% BIPOC and over 40% multilingual, Labour graduates are diversifying the Massachusetts nursing workforce on a scale unmatched in New England. This profoundly affects health equity and racism in healthcare delivery while alleviating the local nursing and healthcare shortage.

Labour College is an independent, private, non-profit college specializing in nursing and healthcare career education. Established in 1892, Labour is the longest and largest provider of nurses in the Boston area. The College offers a variety of degree programs and certificates in healthcare fields and is located at 303 Adams Street in Milton.

Role Description

This is a full-time hybrid role (3 days on-campus per week) as a Director of Digital Marketing at Labour College of Healthcare. The role involves developing and implementing digital marketing strategies, generating leads, analyzing data, and adjusting to improve effectiveness. The position offers some flexibility for remote work.

Essential Job Functions:

• Develop and execute a comprehensive digital marketing strategy (paid and unpaid) for two key audiences: prospective students and potential donors/supporters.
• Organize and implement multi-channel marketing campaigns, including paid search, SEO/SEM, display, social, content, etc.
• Track and analyze marketing KPIs. Prepare regular reporting and provide insights to improve campaign effectiveness.
• Communicate with key offices within the college to further assess the success of campaigns and develop ways in which to improve upon them
• Oversee the creation of engaging marketing material (including ad graphics, social media posts, website content, blogs, and testimonials, etc.) using college photography, video, and audio equipment. (Advancement staff will support in developing content, but the Director drives overall strategy.)
• Collaborate in videography and photography sessions on campus. Work with Advancement staff to identify and interview students, staff, alumni, and partners to develop storytelling aligned with the college mission.
• Attend some college events to capture photos and video content for use on social media. (Photographers and video vendors are used when appropriate, but we want to increase our use of quickly shot, less polished media.)
• Monitor competitor programs and institutions, industry trends, and our target audience to ensure a strong position in the marketplace
• Manage and assess marketing budgets and financials, ensuring cost-effective use of resources
• Maintain the organization's brand strategy and ensure consistent messaging across all marketing channels.
• Collaborate with Admissions on creating copy and other content for use in CRM communications.
• Maintain and manage the college's digital asset library.
• Catalog and archive completed jobs according to office standards.
• Other support duties as assigned.

Minimum Qualifications:

• Bachelor's degree in marketing, communications, or related field
• 3-5 years of experience in advertising and digital content creation or a related field and experience working as part of a creative team
• A robust understanding of CRM tools, principles, and best practices

Preferred Qualifications:

• Experience with HubSpot
• Certifications in HubSpot Marketing, Google Ads, or other relevant digital marketing tools

Knowledge, Skills, and Abilities

• Experience in Meta, Google, Bing Ads; LinkedIn and TikTok a plus.
• Fluency using a Mac operating system and the Adobe Creative Suite
• Ability to shoot, edit, and produce photo and video content
• Expertise in digital marketing strategy, search engine optimization, e-commerce and lead generation, web analytics, YouTube and video marketing, and social media strategy
• Ability to learn and adapt to new technologies and best practices in online and social media marketing
• Strong analytical and strategic thinking abilities
• Experience managing multiple tasks under tight deadlines with strong attention to detail and accuracy.
• Excellent communication and leadership skills and the ability to respectfully work collaboratively with a small, driven team of communications, marketing, and development professionals
• Experience working with people of diverse backgrounds and identities, such as socioeconomic status, sexual orientation, religion, veterans, culture, race, and ethnicity, including those with different levels of academic preparation and varying physical and learning abilities.
• Have a valid driver's license and access to a vehicle for travel between campuses and partner sites.
• Ability to work evenings and weekends on occasion