Director, Local Digital Marketing

K12   •  

Herndon, VA

Industry: Education, Government & Non-Profit


11 - 15 years

Posted 36 days ago

This job is no longer available.

The Director of Local Digital Marketing is responsible for ensuring K12 public, private, and institutional school partners websites, landing pages, and digital assets are highly effective marketing vehicles with state-of-the-art UX that drives school and brand awareness, user engagement, and demand generation. The Director develops and executes a strategic roadmap to transform digital communications and ensures cohesiveness and consistency in process and strategy. They are responsible for leading a team that publishes and collaborates relevant content and executes functional changes to all local digital properties.

• Collaborates with the with the K12 digital marketing team and manages the redesign of K12's public partner school websites, working to continuously improve usability, design, content, and conversions,

• Responsible for creating and implementing strategies and tactics to drive online traffic to K12's public, private, and institutional partner school websites, lead forms, and landing pages,

• Collaborates with the K12 demand team and develops and manages local digital marketing campaigns leveraging a range of techniques including paid search and SEO,

• Aligns with the social media strategy for K12's public, private, and institutional partner schools,

• Responsible for planning and budgetary management of all local digital marketing,

• Leverages customer research, market conditions and competitor data,

• Reviews new technologies and collaborates cross-functionally to keep the overall department on the forefront of developments in digital marketing,

• Identifies trends and insights, and provides recommendations to optimize spend and performance based on these insights,

• Plans, executes, and measures experiments and conversion tests,

• Collaborates with internal teams to create landing pages and optimize user experience,

• Utilizes strong analytical skills to evaluate end-to-end customer experience across multiple channels and customer touch points,

• Identifies target audiences and devises digital campaigns that engage, inform and motivate,

• Responsible for oversight of the local digital marketing team and driving results aligned with departmental and organizational goals.


• Bachelor's Degree(s) AND

• Minimum Ten (10) years of digital marketing experience OR

• Equivalent combination of education and experience

• Ability to collaborate and influence others

• Strong understanding of current online marketing concepts, strategy and best practice

• Experience managing a team


• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate

• Familiarity with SEO tools and understanding of SEO fundamentals

• Solid knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends)

• Experience in optimizing landing pages and user funnels

• Experience with A/B and multivariate experiments

• Strong communication, project and time management skills

• Proficient in Microsoft Office Outlook, Word, Excel

• Ability to pass required background check