Job Description

Associate Director, Digital Marketing

Wake Forest University

Overview

Wake Forest University seeks an innovative and detail?oriented digital marketing professional to serve as Associate Director of Digital Marketing within University Marketing and Communications (UMC). Reporting to the Executive Director of Digital Marketing, this position plays a key role in advancing the Universitys strategic priorities through coordinated, data?informed digital marketing initiatives.

The Associate Director will oversee the implementation and optimization of marketing automation, CRM?based communications, and SEO/SEM initiatives that strengthen the Universitys brand, academic reputation, and stakeholder engagement. The role requires both strategic thinking and hands?on executionideal for someone who thrives in a collaborative, fast?paced environment and is passionate about leveraging technology to drive measurable results.

Responsibilities

• Plan, launch, and monitor digital marketing campaigns across paid search, display, social, email, and web channels to support institutional priorities.
• Translate strategic goals into actionable digital tactics, ensuring alignment with UMC messaging and brand standards.
• Coordinate with campus partners and vendors to manage timelines, creative assets, and reporting deliverables.
• Administer Salesforce Marketing Cloud and related platforms, managing segmented campaigns, journeys, and automations that enhance audience engagement.
• Maintain data integrations between Salesforce CRM and marketing systems in coordination with IS and Advancement teams.
• Ensure compliance with data governance, privacy, and accessibility standards.
• Use Google Analytics 4 (GA4), SiteImprove, and related tools to track and evaluate campaign performance, website traffic, and user engagement.
• Create recurring dashboards and summaries that inform data?driven decision?making and continuous improvement.
• Identify optimization opportunities to enhance reach, engagement, and conversions across channels.
• Manage SEO strategy using SiteImprove, BrightEdge, and other tools to improve search visibility and site quality.
• Collaborate with content and web teams to optimize copy, structure, and tagging for maximum performance and accessibility.
• Work cross?functionally with departments, schools, and administrative units to align digital marketing efforts with institutional goals.
• Develop user guides, templates, and training sessions to strengthen digital literacy and campaign best practices across the University.
• Responsible for own work only.

Physical Requirements

• Talking: Expressing or exchanging ideas by means of the spoken word.
• Hearing: Perceiving the nature of sounds at normal speaking levels.
• Repetitive Motions: Substantial movements of the wrists, hands, and/or fingers.
• Visual acuity for computer work, detailed analysis, and content review.
• Ability to work extended hours when needed to meet deadlines.
• Ability to travel occasionally for conferences, campus visits, and professional development.
• Environmental Conditions: The majority of duties are performed in a typical office environment.

Qualifications

• Bachelors degree in marketing, communications, digital media, or related field; masters degree preferred.
• Minimum 57 years of experience in digital marketing, marketing automation, or CRM administration.
• Proficiency with Salesforce Marketing Cloud, Google Analytics 4, and SiteImprove (or comparable SEO/SEM and CRM platforms).
• Hands?on experience managing digital advertising campaigns across Google, Meta, and LinkedIn platforms.
• Strong data literacy with the ability to translate analytics into actionable insights.
• Excellent communication, project management, and organizational skills.

Equal Opportunity Statement

The University is an equal opportunity employer and welcomes all qualified candidates to apply without regard to race, color, religion, national origin, sex, age, sexual orientation, gender identity and expression, genetic information, disability, and military or veteran status.

Accommodations for Applicants

If you are an individual with a disability and need an accommodation to participate in the application or interview process, please contact AskHR@wfu.edu or (336) 758-4700.

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