Interactive Manager

Interactive Manager 

Department:  Interactive Marketing

Location: Pittsburgh, PA

 

Education Management is seeking an Interactive Manager. This position will report directly to the Senior Interactive Director and work closely with the Web Development and Brand teams for their assigned education system(s).  He/she will be responsible for significant web marketing “experiences” with the major emphasis on the acquisition of new students.  The Interactive Manager assists the Senior Interactive Director in their responsibility for optimizing the marketing effectiveness of EDMC’s web properties to drive:

 

1. Organic/natural search relevance rankings of strategic search terms and phrases

2. Organic site traffic

3. Conversion rates from visitor to inquirer of all site/microsite/landing page traffic

 

To achieve these objectives, this individual will manage internal and external resources to achieve specific numerical results on rankings, organic traffic, and site conversion/acquisition rates.  This person is accountable for the management of these student inquiry acquisition activities (and online appointment sets in future) on all assigned web properties (e.g.*.edu sites, landing pages, paid search micro-sites, community/interest sites, banners, interactive viewbooks, and related interactive properties).  Works closely with the Web Development team to use A/B testing and other optimization schemes to drive maximum conversion efficiency.  Ensure these properties are continuously optimized for organic natural search relevance rankings on search engines.  Ensure properties are optimized for inquiry generation while reflecting the educational systems’ branding and positioning.  Across all interactive experiences, optimize towards the lowest cost-per-application and cost-per-start in partnership with other central staff Marketing and school Admissions teams.  In addition to internal direct and cross-functional team facilitation, a major portion of work involves directly project managing external web marketing partners.  The Interactive Manager is accountable for content editing/writing, content syndication (content feeds in and out), linking (development and maintenance of linking relationships), and optimization of the interactive experiences to the targeted prospect segment.  This person serves as a key point person for the content generation and project management of new projects and works hand-in-hand with the Web Development and Brand teamsto deliver the inquiry goals for these projects.  Also works closely with the Web Chat Team, Online Advertising and External Web Marketing Partners for campaign development and management of micro-sites, landing pages, banners and display ads. 

 

 

Key Job Elements 

 

• Partner/Vendor management – project manage interactive experience development, search engine optimization, banner development with external partners; partner with the Web Development team to deliver on inquiry operations

• Project Leadership – develop RFP’s and quotes from the interactive user experience perspective in conjunction with Web Development.  Project manage RFP process, develop and manage project scope, plans, and resources to deliver business results from web solutions.  Responsible for the design, development, and content management of web property interactive experiences.

• Ownership for content management - ensuring the accuracy and freshness of the content in accordance with BPC approvals while utilizing Search Engine Optimization practices to optimize web text, linking relationships, and meta-tags

• Ownership for operational results - personally manages and drives daily performance against web site acquisition (conversion) and organic site traffic goals.  Strives for automation that supports growth and scale to the organization. 

• Analysis – Utilize Web Trends, pixel tracking, and other information sources to optimize the effectiveness of the website and interactive paths/experiences to meet the needs of the website visitor and achieve inquiry acquisition goals.

 

Requirements

• Strong vendor management and advanced project management skills for interactive development projects

• Strong experience and detailed knowledge and application of project management principles.

• Experience with web based student recruitment marketing strongly preferred

• Experience with accreditation and business practice committee (regulated) approval process

• Demonstrated experience with search engine optimization.

• Fluency in analyzing web behavior  (web analytics) to meet business objectives

• Excellent interpersonal, communication and organizational skills

• Customer service-oriented

• Must be a self-starter with a can-do attitude

• Excellent research skills, analytical skills and detail orientated.

• Minimum Bachelor’s degree in marketing or similar field.  Master’s helpful

 

These specifications are for the ideal candidate who may not be readily available in the marketplace. Some allowance for strengths and weaknesses in different areas will have to be made, and necessary training requirements highlighted in writing at the time of the hire.

 

Contact:

Beth McCrea - Staffing Specialist

Fax - 412-995-7723

210 Sixth Avenue

33rd Floor

Pittsburgh, PA 15222

staffing@edmc.edu

 Education Management embraces diversity as a critical step in ensuring employee, student and graduate success. We are committed to building and developing a diverse environment where a variety of ideas, cultures and perspectives can thrive.