About Us

Shorelight is reinventing the international education experience for students worldwide. Based in Boston, the company works directly with top-ranked, nonprofit American universities to build innovative programs and high-touch, technology-driven services that help talented students thrive and become global citizens.

Job Overview

The Executive Director, Digital Marketing, leads the execution of paid and organic inbound marketing strategies that drive demand and conversion across direct sales and agent channels.

This role focuses on paid social, paid search, retargeting, organic search, email, lead capture, affiliate marketing, display advertising, and management of associated digital media.

The Executive Director oversees marketing automation technologies and processes to ensure they conform to industry best practices. In addition, this individual works closely with the customer insights and analytics team to lead the development and execution of a clear, comprehensive reporting methodology for communicating top-of-funnel trends and attribution.

In driving new student and agent enrollments for the direct and agent channels, the Executive Director partners with the Vice President of Marketing, the Executive Director of Inside Sales, and the Senior Director of Product Marketing to collaboratively design a cohesive end-to-end customer engagement and conversion funnel across all key recruitment regions.

This role is a key member of Shorelight’s growing customer marketing team and reports directly to the Vice President of Marketing.

Essential Functions

Direct Marketing Strategy and Execution

• Partner with the senior marketing leadership team to drive the demand generation and conversion strategy
• Develop a results-oriented inbound digital marketing strategy to achieve enrollment and revenue goals
• Analyze and share performance of digital marketing campaigns, and optimize ROI through testing and innovation

Talent Management

• Develop, inspire, and manage a team of digital marketing professionals toward the effective use of inbound marketing strategies to drive conversion
• Evaluate and evolve team structures and agency vs. in-house approaches
• Champion digital marketing best practices and educate senior leadership and adjacent teams about same

Performance Management

• Evaluate the Shorelight inbound marketing digital ecosystem and work across the broader marketing team to develop and align around a set of collaborative strategies that drive traffic to chosen channels
• Identify the most appropriate digital platforms, tools, and systems to support inbound digital marketing strategies, partnering with technology to implement where appropriate
• Establish clear and comprehensive measurement processes and frameworks to allow active management of campaign performance, quantitative insight on content effectiveness, and deliver regular reporting for stakeholders
• Report out regularly and consistently on company digital marketing activities

P&L Management

• Assume P&L responsibility for Shorelight’s inbound digital marketing activities and accountability for meeting the business’s performance marketing KPIs
• Manage team budget and explore variable spend models that shift from fixed budget approaches toward output and contribution

Minimum Qualifications

• Bachelor’s degree in marketing, communications, or related field
• 5–7 years’ experience in direct digital marketing
• Clear track record of effectively leading high-profile initiatives to meet performance marketing KPIs
• Deep experience and understanding of the principles and disciplines of performance marketing, including (but not limited to) SEM, affiliates, display, CRM, marketing automation
• In-depth knowledge of digital engagement channels, technical strategies, and emerging global trends
• Extensive background in Marketo (or similar marketing automation software) and Google Analytics (or similar analytics software)
• Proven analytical skills in leveraging customer data and insights to drive campaign decisions
• Leadership skills to drive, mentor, and develop high-performing teams across different levels of experience
• Ability to respond nimbly in a fast-paced environment
• Clear understanding and demonstrable experience of working with internal stakeholders to execute and measure a global digital engagement strategy to achieve commercial objectives
• Excellent communication skills and ability to engage and present to stakeholders and influence all levels and across all functions, internally and externally
• Significant experience working with global markets, managing multimarket campaigns, and working closely with teams in satellite offices
• Experience managing large, complex budgets
• Exceptional at working cross-functionally with the creative, digital, and brand marketing teams
• Experience with developing and managing executive-level reporting

Preferred Qualifications

• Master’s degree in marketing, communications, or related field

Application Process

To apply for this position, please visit the Shorelight Careers page to submit an application with a resume and cover letter.

Background Check Required — Education, Criminal, Identity

Shorelight is an Equal Opportunity Employer.