Director, Digital Marketing

At Watermark, we partner with institutions of higher education to improve student learning and institutional quality with proven, reliable, and user-friendly assessment management and e-portfolio solutions and supporting services. Watermark is a recognized leader in student assessment, portfolio and accreditation. We serve over 1,700 institutions and close to a million students across the country.
 
 About Us
Watermark is a high-growth SaaS provider of assessment software for higher education institutions worldwide. Our global organization provides educational intelligence systems that help colleges and universities gain insights into student learning so they can improve the quality of educational programs, assess institutional effectiveness, and streamline the accreditation process. Watermark supports over 1,700 higher education institutions, including the majority of the top 200 U.S. News & World Report colleges. There is a reason we’ve won EdTech’s Overall Higher EdTech Solution of the Year!… and we’re just getting started! Our phenomenal team of people is at the heart of everything we do — join us to experience the Watermark Workplace difference firsthand.

About the Role
The Director, Digital Marketing has a passion for driving brand awareness and buyer engagement committed to keeping us at the top with creative and evolving plays. Reporting to the Chief Marketing Officer, you will design and execute the digital marketing strategy with your team. As an expert on driving measurable awareness and interaction, understanding intent and building these components into personalized marketing experiences, you’ll play an essential role in ensuring our overall marketing strategy achieves our organization’s goals. If you possess a relentless pursuit for optimization based on data, thrive on collaboration with a winning team and are passionate about the field of higher education, this role may be for you.

The Director, Digital Marketing reports to the CMO.
 
 Key Responsibilities of the Role
• Create a comprehensive digital marketing strategy aligned with the organization’s goals, including target audience identification, channel prioritization, and KPI setting. Anticipate changing needs based on performance and help integrate this strategy into the overall marketing strategy. Allocate and manage budgets effectively across different initiatives and tracking ROI.
• Oversee the development, launch, and optimization of digital marketing campaigns across all channels, ensuring consistent messaging and branding. Monitor performance, identify key insights, and make data-driven decisions to optimize campaigns.
• Direct and partner with agency partners across various functions including strategy, budget, contract management, and prioritization of tasks and deliverables.
• Oversee website development, design, and user experience to maximize lead generation and conversion rates.
• Lead and mentor a team of digital and content marketers across various channels including advertising, customer review sites, content marketing, creative, social media, SEO, PPC, and public relations.
• Implement SEO best practices to improve organic search ranking and website visibility.
• Manage paid advertising campaigns across platforms including Google Ads, Bing, social, and display advertising. This includes analyzing ROI and adjusting spend as necessary.
• Oversee the development and execution of a content creation strategy to attract, educate, and engage target audiences through blog posts, articles, videos, and other content formats.
• Oversee the development and execution of the social media strategy that includes engaging content, and monitor online conversations to manage brand reputation.
• Lead the team in their development of creative and compelling messaging to be used across customer touchpoints including thought leadership, webpages, advertising, social posts, press releases, and more.
• Collaborate with cross-functional partners across the Marketing and Sales teams.

Knowledge, Skills and Abilities and Experience
• Deep understanding of digital marketing principles, tactics and trends
• Proven experience in managing and leading a team focused on successful digital marketing campaigns across multiple channels
• Bachelor’s degree in Marketing or related business field
• 7-10 years of experience in a marketing environment with 5+ years of experience in Digital Marketing
• Experience working with and managing agency relationships
• Demonstrated exceptional organization and communications skills
• Exceptional ability to prioritize and collaborate cross-functionally
• Experience managing complex cross-functional or multi-stakeholder projects
• Experience with buyer persona and buying journey analysis
• Excellent interpersonal skills and follow-through interacting with colleagues, cross-functional teams, and third parties

Desired Qualifications
• SaaS or cloud-based technology experience
• B2B marketing experience
• Digital marketing proficiency
• Higher education technology experience is a plus
• Account Based Marketing (ABM) is a plus
• Experience with Forrester (Sirius) Decisions is a plus
• Experience with 6sense, Wordpress, Qualified, Marketo and Salesforce
• Austin-based or remote role
• Travel: 5%

Watermark is committed to fair and equitable pay practices for all qualified candidates. The pay range for this role is $140K - $160K and varies based on several factors including geographical location, level of experience related to the role, education/ licensure/certificates of the individual filling the role and other business and operational considerations.

At Watermark we are continually strengthening the rich diversity in our workplace — the primary reason we succeed and we’re proud to be an equal opportunity employer. We work together to provide an inclusive hiring experience where all qualified applicants receive equal consideration for employment without regard to race, color, religion, gender, gender identity or expression, family status, marital status, sexual orientation, national origin, genetics, neurodiversity, disability, age, veteran status, or any other non-merit based or legally protected grounds.
 
 About Watermark
Watermark’s mission is to put better data into the hands of administrators, faculty, and students everywhere to empower them to connect information and gain insights into learning that will drive meaningful improvements. Through its innovative educational intelligence system, Watermark supports over 1,600 institutions around the world in developing an intentional approach to learning so that they can leverage data for a more holistic view of learning, faculty and staff impact, and institutional quality.