Peabody College seeks a Marketing and Social Media Manager to design and execute marketing strategy and activities for the college's graduate (Ph.D.) and professional (M.Ed., M.P.P. and Ed.D.) academic programs, as well as the daily social media strategy and initiatives for the college's social channels. This individual is responsible for developing, managing, and implementing marketing strategies, campaigns, and initiatives to advance the college's recruitment goals and to support efforts that drive engagement and philanthropic support and that strengthen the college's reputation among key audiences including its research reach and impact.
Reporting to the Director of Communications, the Marketing and Social Media Manager works closely with the Director of Graduate and Professional Admissions and other academic leaders to achieve admissions targets and external communications' goals. This individual also direct other communication team members in executing marketing strategy and external communication initiatives, including webpage integration in strategies and activities.
Vanderbilt Peabody College is a world-class college of education and human development with a top-five U.S. News & World Report ranking. Our mission is to enhance the human condition, with a particular focus on children's learning and development. We do this through the preparation of teachers and leaders; through research and dissemination; through service to families, schools, and communities; and through external engagement with professionals, leaders, and policy-makers. Peabody's focus on learning differences has helped to define the college, as has a reputation for empirical rigor in educational neuroscience; child, family, and community development; special education; the learning sciences; and educational leadership and policy. Peabody is devoted to creating opportunity in an increasingly diverse society and to solving large societal problems.
The Peabody Office of Communications is responsible for strategic communication between Peabody and various external and internal constituencies including prospective students, alumni, donors, funders, parents, faculty, students, staff, professionals, and rankings influencers.
Duties and Responsibilities
Working closely with the Office of Graduate and Professional Admissions, and in concert with peers in the Office of Communications, the Marketing and Social Media Manager is charged with developing integrated marketing promotions in support of achieving long-term goals and annual admissions targets. This individual further manages all content creation, curation, and scheduling for Peabody social media channels and supporting web pages.
Write and execute all student recruitment emails, SMS, and postcards for prospective and admitted students using Peabody's CRM system, Slate, implementing segmented lists, strategic messaging, and auto comm flows
Coordinate and implement activities with third parties, such as OHO Interactive, to ideate and copywrite student recruitment campaigns on social media, Google Ads, Google Search, web modals, and landing pages.
Assist the admissions team with the production process of graduate recruitment materials
Collaborate with and supervise graphic designers, technical support staff, videographers, and content creators in the production of digital or print collateral materials
Manage and promote online admissions events
Develop and/or update auto comm flows to optimize student recruitment outcomes
Review, update or create web pages in alignment with marketing strategies and tactics
Coordinate list acquisition and management of prospective applicant data
Build Slate forms, such as surveys and RFI forms, as needed
Arrange for the purchase and placement of advertisements in digital and print outlets for marketing initiatives
Develop reports and queries for the admissions team and selected vendors as needed
In Social Media:
Manage the creation and implementation of a comprehensive, strategic social media marketing plan that is driven by recruitment and rankings
Work closely with the admissions team to outline this strategy and define the value proposition of each academic program
Work closely with communications team and faculty to promote important research, awards, honors and events
Create, schedule and post content for Peabody's Facebook, Twitter, LinkedIn, Instagram, or other social platforms, ensuring that the content is fresh and engaging
Partner with academic departments and the admissions team to identify research, programs and activities in need of social promotion
Ensure team coverage of events for streaming, live tweeting, capturing photos or videos
Periodically audit and assess the current state and strategy of Peabody's social media accounts, comparing current performance and strategy to peer schools and industry benchmarks
Leverage web and social analytics tools to produce monthly and campaign-level social media reports
Include key performance indicators (KPIs) such as engagement, reach, and follower growth
Include industry benchmarks for measuring the true effectiveness of social media campaigns
Make organic recommendations to maintain or improve performance
Organically grow each channel's following (and retain existing followers) in line with industry growth benchmarks
Manage an editorial calendar that includes the minimum posting frequency:
Facebook, Instagram, LinkedIn: 1 post/day
Twitter: 5+ posts/ day
Manage the annual private Facebook group for admitted students
Manage student and alumni takeovers on Instagram (ideally 1 takeover/week)
Identify and implement new ways to develop brand awareness through social media. Evaluate and recommend hashtags, contests and influencer outreach strategies.
Communicate with students, alumni, and professors to arrange takeovers, interviews, quotes, permissions, etc.
Monitor online discussions about Peabody using social listening tools like Sprout Social or Google Alerts, and respond or engage with discussions in a timely manner
Provide a crisis communications plan for various scenarios
Identify threats and opportunities in user-generated content. Reach out to students, alumni, and other members of the Peabody community to propose partnerships
Ensure that the Peabody brand is properly and uniformly represented on social media
Assist Peabody academic programs and departments' social media presences when needed
Serve as a resource and guide for faculty members and students who want to develop a social media presence
Monitor trends in social media tools, applications, channels, design and strategy and stay-up-to-date on the latest social media capabilities
Identify promotional opportunities and coordinate videography, live streaming, photography, graphic design, technical support or other resources to implement above tasks
Increase inbound traffic to the admissions portions of Peabody's website, including program and landing pages, through strategic social media and digital marketing initiatives
Increase YoY page views, social referrals and new users
Recommend or make content upgrades to admissions and academic program web pages, and related pages, in support of marketing and communication objectives
Review admissions content periodically for accuracy and currency; remove or edit outdated information
Build landing pages for various Peabody events: webinars, commencement, conferences, etc.
Demonstrate understanding of the university's mission, values, goals and priorities and an ability to ensure that all are considered in developing marketing plans.
Communicate and collaborate effectively with a wide range of audiences--including faculty, students, leadership, staff, alumni, suppliers and agencies.
Efficiently and effectively manage multiple, complex and results-oriented projects with quick turn-around requirements.
Adhere to confidentiality and business ethics; demonstrate outstanding judgment and discretion.
Work outside regular business hours as needed in order to perform job responsibilities, including being officially on-call.
Perform other relevant duties as assigned.
This position has supervisory responsibility for in-house graphic design, videography, and web development; this position reports administratively and functionally to the Director of Communications.
A Bachelor's degree in a related field is necessary.
A Master's degree is preferred.
At least four years of social media and digital marketing experience is necessary.
Solid familiarity with email marketing tools is necessary.
Solid familiarity with social ad platforms, including Facebook Ads is necessary.
Excellent editing, writing, and proofreading skills is necessary.
Ability to meet deadlines is necessary.
Experience with CRM software is strongly preferred, with prior experience in using Slate or Salesforce desirable.
Knowledge of the higher education and PK-12 education marketplaces is strongly preferred.
Proficiency with professional graphic design software is desirable.
Commitment to Equity, Diversity, and Inclusion
At Vanderbilt University, we are intentional about and assume accountability for fostering advancement and respect for equity, diversity, and inclusion for all students, faculty, and staff. Our commitment to diversity makes us who we are. We have created a community that celebrates differences and lets individuality thrive. As part of this commitment, we actively value diversity in our workplace and learning environments as we seek to take advantage of the rich backgrounds and abilities of everyone. The diverse voices of Vanderbilt represent an invaluable resource for the University in its efforts to fulfill its mission and strive to be an example of excellence in higher education.
Vanderbilt University is an equal opportunity, affirmative action employer. Women, minorities, people with disabilities and protected veterans are encouraged to apply.
Please note, all candidates selected for an offer of employment are subject to pre-employment background checks, which may include but are not limited to, based on the role for which they have been selected: criminal history, education verification, social media review, motor vehicle records, credit history, and professional license verification.
Internal Number: 10000566
About Vanderbilt University
Vanderbilt University is a center for scholarly research, informed and creative teaching, and service to the community and society at large. Vanderbilt will uphold the highest standards and be a leader in the quest for new knowledge through scholarship, the dissemination of knowledge through teaching and outreach, and the creative experimentation of ideas and concepts. In pursuit of these goals, Vanderbilt values most highly intellectual freedom that supports open inquiry, equality, compassion, and excellence in all endeavors.