Digital Marketing Director

JOB SUMMARY

The Director – Digital will provide strategic leadership in driving the University's digital transformation and growth agenda by strengthening brand visibility, maximizing admissions through digital channels, and enhancing overall digital engagement. The incumbent will be responsible for developing and executing integrated digital marketing strategies, managing digital assets, optimizing lead generation and conversion, and leveraging emerging technologies to deliver measurable business outcomes. Working closely with the Admissions, Branding, IT, and Communications teams, the Director will ensure the University's digital ecosystem supports institutional growth and market leadership.

Essential Duties & Responsibilities

I. Develop and implement the University's digital strategy to enhance brand visibility, student acquisition, lead generation, and admissions performance across all digital platforms.

II. Lead and manage end-to-end performance marketing initiatives across Google Ads, Meta Ads, YouTube, Display Networks, Programmatic Advertising, and other digital channels to maximize quality leads and conversion rates.

III. Define and execute a comprehensive content strategy, including campaign messaging, website content, landing pages, videos, creatives, blogs, email campaigns, and admission-focused communication.

IV. Oversee website management by ensuring continuous improvements in user experience (UX/UI), search engine optimization (SEO), landing page optimization, website performance, and CRM integration.

V. Lead Search Engine Optimization (SEO) and Search Engine Marketing (SEM) initiatives to improve organic rankings, website traffic, and overall digital visibility.

VI. Develop and execute Online Reputation Management (ORM) strategies by monitoring and managing the University's presence across Google, review platforms, Quora, social media, educational forums, and other digital channels.

VII. Plan and execute influencer marketing campaigns by collaborating with education influencers, student ambassadors, content creators, alumni, and strategic partners to enhance brand awareness and engagement.

VIII. Provide strategic leadership for all social media platforms by developing content calendars, engagement campaigns, paid promotions, community management initiatives, and brand-building activities.

IX. Monitor, analyse, and optimize campaign performance using Google Analytics, CRM dashboards, marketing automation platforms, AI-driven insights, and other analytics tools to improve return on investment (ROI).

X. Collaborate closely with Admissions, Counselling, Branding, IT, and Academic departments to align digital marketing initiatives with enrolment objectives and institutional priorities.

XI. Lead, mentor, and manage internal digital marketing teams and external agencies by establishing clear KPIs, ensuring timely execution, and maintaining accountability for campaign performance.

XII. Develop and manage digital marketing budgets, optimize media spends, evaluate vendor performance, and ensure effective utilization of resources to maximize business outcomes.

XIII. Drive innovation by implementing AI-powered marketing tools, automation platforms, predictive analytics, lead scoring models, chatbots, and advanced technologies to improve marketing efficiency and applicant engagement.

XIV. Stay abreast of emerging digital marketing trends, competitor strategies, and technological advancements, recommending innovative initiatives to strengthen the University's digital leadership.

XV. Prepare and present periodic MIS reports, performance dashboards, campaign insights, and strategic recommendations to senior leadership, supporting informed decision-making and continuous improvement.

Qualification & Skills

• MBA or Postgraduate Degree in Marketing, Digital Marketing, Business Administration, or a related discipline.
• 15+ years of progressive experience in Digital Marketing, Performance Marketing, or Brand Management, with a minimum of 8–10 years in a leadership role. Experience in the higher education sector will be preferred.
• Proven expertise in Performance Marketing, Digital Strategy, Lead Generation, SEO, SEM, Social Media Marketing, Content Strategy, Website Management, and Marketing Analytics.
• Strong understanding of CRM platforms, Marketing Automation Tools, Google Analytics, AI-powered marketing solutions, and digital reporting dashboards.
• Demonstrated leadership, stakeholder management, project management, budgeting, and vendor management capabilities.
• Excellent communication, analytical, presentation, and decision-making skills.
• Relevant certifications in Google Ads, Meta Blueprint, Google Analytics, HubSpot, or Digital Marketing will be an added advantage.
• Ability to manage multiple projects and collaborate effectively with cross-functional teams in a fast-paced environment.

Benefits & Compensation

• Competitive compensation package aligned with industry standards.
• Opportunity to lead large-scale digital transformation and high-impact marketing initiatives.
• Career progression within a dynamic, innovation-driven university environment.
• Exposure to cutting-edge digital technologies, AI-enabled marketing solutions, and strategic leadership opportunities.