Digital Marketing Manager

The Teaching Company/The Great Courses - Chantilly, VA

Full-time

Position Specification – Manager, Digital Marketing

Corporate Overview:

A pioneer in the lifelong-learning market, The Teaching Company is a popular and growing media company that produces The Great Courses: a series of comprehensive and engaging, university-level, video and audio courses taught by the world’s greatest professors without the pressure of schedules, homework, or exams.

The Great Courses cover a wide variety of topics ranging from traditional liberal arts subjects, such as philosophy, history, literature, and the sciences, to practical classes, in photography, foreign languages, health and wellness, business skills, and much more. The company has ongoing partnerships with venerable educational brands such as the Smithsonian, National Geographic, Mayo Clinic, The Culinary Institute of America, and others.

The Teaching Company has developed a catalog of over 700 courses comprising over 8,900 hours of content. The Great Courses are delivered to customers via digital streaming, DVD, and CD sales on the e-commerce site www.TheGreatCourses.com; and, most recently, through The Great Courses Plus, a digital subscription platform that PC Magazine has called “Netflix for Learning.” The Great Courses can be found on Amazon Instant Video, Amazon Channels, Comcast Xfinity Video on Demand, Audible.com, Recorded Books, Kanopy, Hoopla, and more.

The Great Courses also has highly rated apps available across most major app platforms, including iOS, Android, Kindle Fire, Roku, Amazon Fire TV, Apple TV, and Amazon Alexa.

Since its establishment in 1990, The Teaching Company has sold more than 25 million courses and prominent and loyal customers of The Teaching Company include Bill Gates, Charles Schwab, and George Lucas, to name a few.

Position Description:

The Manager of Digital Marketing will play a lead role in paid digital marketing efforts to drive new subscribers for The Great Courses Plus. Driving campaign strategy across paid social media, display, video and search, he/she will be responsible for developing integrated digital campaign strategy, optimizing performance and increasing conversion. He/She will lead and collaborate with internal business and creative teams, external agencies and digital platforms to drive key projects and campaigns.

The ideal candidate will have a deep experience in digital marketing, an acute sense for creative that drives response, and a strong background using data to optimize marketing tactics. He/she will collaborate across multi-functional teams to drive digital strategies to deliver aggressive CPA goals for The Great Courses Plus.

Key Relationships:

Reports to: Sr Director, Customer Acquisition

Essential Duties and Responsibilities include the following. Other duties may be assigned.

  • Lead digital campaign strategy and execution for social media acquisition campaigns, including creative, audience and campaign set-up strategy.
  • Collaborate with digital acquisition team to drive programmatic platforms and search campaigns, establishing best practices for campaign execution and performance optimization.
  • Leverage a deep experience with digital marketing campaign management and analytics to drive successful integrated multi-channel campaigns within a target CPA.
  • Possess strong project management skills, thriving in a dynamic and fast-paced environment with multiple initiatives and aggressive timelines to execute campaigns on time.
  • Leverage deep experience of ad creative and landing page development to drive optimizations within user experience for acquisition efforts.
  • Mentor and collaborate with other acquisition team members, analytics, design and product teams, driving best practices for digital marketing across various initiatives that increase subscriptions for TGC Plus and digital buyers for The Great Courses.
  • Identify, evaluate, and onboard new digital media vendors to grow acquisition within the confines of the established forecasts.
  • Build and maintain effective relationships with 3rd party digital partners, agencies, and vendors.
  • Identify new digital marketing trends and work closely with Sr Director of Acquisition along with wider acquisition team to execute new tests to drive subscriptions.

Ideal Experience:

The ideal candidate for the Digital Marketing Manager at TTC will have:

  • Extensive experience in B2C digital marketing, demonstrating success through multiple digital channels, especially social media, paid search, programmatic display, and online video.
  • 5+ years’ experience in digital marketing, including deep experience managing paid social media, programmatic, and search.
  • Exceptional interpersonal skills to build and maintain key relationships with internal stakeholders and external vendors and agencies.
  • Strong experience using performance metrics to drive marketing initiatives. Experience should include multi-channel attribution analysis, campaign/analytics tools such as Google Analytics, Omniture, or similar platforms.
  • Deep experience in advertising digital platforms, including Facebook and Google. Facebook Ad and Google AdWords Certifications Ideal, but not required.
  • Experience is marketing creative media, video, publishing or education marketing ideal, but not required.
  • Strong understanding of general marketing, emerging trends, and marketplace changes.
  • Dedication to quality, detail and innovative thinking—while working collaboratively with Marketing, Analytics, and Creative teams.
  • Bachelor’s Degree in Business or Marketing, or related field.

Job Type: Full-time

Experience:

  • Digital Marketing: 3 years (Preferred)