Marketing Manager

Posted by
California College of the Arts
San Francisco, CA
Published 12 days ago

Marketing Manager

San Francisco

The Marketing Manager is a key member of CCA's Marketing and Communications team, an in-house creative and strategic group that partners with colleagues across the college to inform and inspire audiencesespecially prospective studentsby sharing compelling stories and information about CCA's vibrant community of students, faculty, and alumni. Reporting to the Director of Communications, the Marketing Manager develops, coordinates, and implements integrated, strategic marketing campaigns that increase enrollment, visibility, and brand awareness for the college. The person in this role is a data-driven marketer and creative collaborator who works closely with other members of the Marketing and Communications team (including designers, writers, strategists, and project managers) as well as the Admissions team and other stakeholders across campus to raise awareness of CCA's outstanding programs, with specific emphasis on prospective students and their families.

The Marketing Manager creates and executes marketing strategies to drive conversions across the applicant/student life cycle, from lead generation and inquiry through enrollment. This position will conceive and produce multi-tactic marketing plans incorporating email automation, social media, digital advertising, etc.; develop and coordinate journey and drip email campaigns; and liaise with the Admissions department and others across the college to ensure alignment with marketing goals.

Working closely with CCA's Educational Technology Services (ETS) and Enrollment Management teams, the Marketing Manager will represent the college's marketing interests in the set up and implementation of a new Salesforce/Pardot integration, and will serve as the Pardot system owner.
As CCA's Google Analytics and SEM guru, this role stays up-to-date on best practices with organic (SEO), outbound (PPC), and inbound marketing tools, and will continually track metrics, analyze results, and set the strategy for generating website traffic, qualified admissions leads, and inquiries with the primary goal of increasing enrollment.

The Marketing Manager will be an active participant in the department's and the college's efforts to identify and dismantle structural inequities and promote anti-racism, equity, inclusion, and belonging at CCA and in our society. The successful candidate will contribute to the diversity of personal and professional perspectives, backgrounds, and experiences that support these efforts.

Essential Job Function(s)

Marketing Strategy 30% of time Responsibilities
  • Partner with campus partners (Enrollment Management/Admissions) to develop and execute annual marketing strategies, including strategic marketing plans for undergraduate and graduate admissions
  • Manage audience-specific email streams, from inquiry to admit
  • Develop and project-manage communication plans and assets to lead prospects through the enrollment funnel

Media Buying/Advertising 25% of time Responsibilities
  • Strategize and execute all advertising campaigns for print and digital in support of admissions or other campus clients
  • Strategically implement digital media buys including pay-per-click, display, retargeting, geo-targeting, paid social, video ads, native advertising, sponsored content, etc.
  • Manage additional advertising/marketing that may include print media buys, event participation, out-of-home, and media sponsorships
  • Write copy and work with editors and designers to generate advertising creative assets
  • Create and manage an advertising calendar to ensure consistent messaging and optimized placement
  • Liaise with media representatives and work with project manager and other team members to traffic-manage creative to media outlets

Inbound Marketing 20% of time Responsibilities
  • Generate new leads by attracting and converting site traffic through calls to action, landing pages, and lead-generation content
  • Manage Marketing and Communications' involvement in the configuration, implementation, and deployment of CCA's marketing automation system (transitioning to Salesforce/Pardot) and serve as CCA's Pardot system owner going forward
  • Design and execute full campaign strategy from target identification through message, workflow, landing-page creation, and other content creation
  • Build landing pages, web forms, email and email workflows, and segmented lead lists
  • Set up and launch email campaigns; design and execute A/B tests and dynamic content to measure the effectiveness of designs, messages, and content

Digital Strategy and Content Coordination 20% of time Responsibilities
  • Research and set strategy for improving SERP rankings through a variety of SEO tactics
  • Work closely with writers, media relations manager, web producer, and social media strategist to ensure consistent implementation across messaging, keywords, and digital platforms
  • Collaborate with social media manager and multimedia producer to adapt or create in-bound content for social media around key enrollment deadlines; work with editorial team to develop content in support of marketing strategies

Metrics/ Tracking ROI 5% of time Responsibilities
  • Maintain and track acquisition goals in Google Analytics
  • Create, report, and analyze performance dashboards (in Google Data Studio or other tools) and analyze campaign performance to derive actionable insights for improvement and demonstrate ROI.

  • Bachelor's degree and at least three years relevant professional experience
  • Strong tactical experience with digital marketing strategy and marketing automation systems (Salesforce/Pardot, HubSpot, Marketo, Salesforce Marketing Cloud, or similar)
  • Extensive CRM experience specifically related to email strategy, segmentation, and analytics
  • Management of workflows, templates, list imports, A/B testing and dynamic content methodology, and scoring models
  • Experience with successfully boosting SEO and SERP for various sites
  • Proven expertise in using analytics to measure ROI and success of campaigns
  • Proficiency with Salesforce/Pardot (strongly preferred), HubSpot, or similar system; G-Suite (including Data Studio); project management software (Asana preferred)

  • Understanding of higher education recruitment and marketing cycles
  • Appreciation and interest in art, design, and culture

San Francisco

Application Instructions
Applicants are required to attach a cover letter and resume. Incomplete applications will not be considered. Recommended document file formats are Word or PDF. If there are multiple attachments, we recommend compressing/zipping your files into a zip format file. There is also a place in the application for you to provide a link to large documents. Please submit an application form for each position for which you believe you are qualified. Applications are not kept on file for future positions.

Application Deadline
For staff positions, screening begins immediately and continues until the position is filled.

EEO Statement
As an educational and cultural institution, California College of the Arts has a responsibility to provide access and opportunities for all people, with special attention to supporting groups historically underrepresented in higher education.

We believe that a culturally diverse campus is integral to academic excellence, and our student, faculty, staff, and trustee bodies should reflect the diverse world in which we live, with attention to race, ethnicity, religious creed, national origin, age, sex, sexual orientation, gender identity or expression, and ability.

California College of the Arts is an equal opportunity employer and encourages applications from individuals who will contribute to its diversity.

Please address any questions to

To apply, visit

Founded in 1907, California College of the Arts (CCA) is an independent art college with 21 undergraduate programs in architecture, design, fine arts, visual studies, and writing. The college also has graduate programs in architecture, comics, curatorial practice, design, design strategy, film, fine arts, visual and critical studies, and writing. Through these programs, the college has created a dynamic and interdisciplinary environment. Diverse cultural perspectives enrich the CCA community and the college believes that continuing to expand the horizons of the students and faculty is essential to achieving its educational objectives. With campuses in Oakland and San Francisco, CCA currently enrolls 1,950 full-time students.


Marketing Manager

San Francisco

The Marketing Manager is a key member of CCA's Marketing and Communications team, an in-house creative and strategic group that partners with colleagues across the college to inform and inspire…

Details at a Glance

  • Time Commitment
    Full Time Schedule
  • Education
    4-Year Degree Required
  • Professional Level


San Francisco, CA, United States

How to Apply

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