Director of Digital Performance Marketing

MARKETING SUPV 2 (007554)

UCPath Position ID: TBD_189511

Position Description History/Status

Approved Date:

9/19/2025 6:51:37 PM

Date Last Edited:

9/19/2025 6:51:35 PM

Last Action Effective Date:

Organization Details

Business Unit (Location):

LACMP

Organization Code:

8400O

Organization:

CONTINUING EDUCATION

Division Code:

8420D

Division:

DEAN, UCLA EXTENSION

Department:

574500 - UNEX-MARKETING

Position Details

UCPath Position Number:

TBD_189511

Position Description ID

242086

UC Payroll Title:

MARKETING SUPV 2 (007554)

Personnel Program

Management and Senior Professional (MSP)

Salary Grade:

Grade 24

Job Code FLSA:

Exempt

Union Code (Collective Bargaining Unit):

99: Non-Represented (PPSM)

Employee Relations Code:

C: Supervisor - Not Confidential

Employee Class (Appt Type):

2 - Staff: Career

Full-Time Equivalent (FTE)

1

SUPERVISION

UCPath Reports to Position Number:

41109707

Reports to Payroll Title:

ADMIN MGR 1

UCPath Department Head Position Number:

41109707

Department Head Payroll Title:

ADMIN MGR 1

DIRECTION - Indicates that the incumbent establishes procedures for attaining specific goals and objectives in a broad area of work. Only the final results of work done are typically reviewed. Incumbent typically develops procedures within the limits of established policy guidelines.

007455

DIGITAL COMM SPEC 3

1

006065

APPLICATIONS PROGR 3

1

005887

COMM SPEC 4

1

007299

APPLICATIONS PROGR 2

1

POSITION SUMMARY

UCLA Extension is considered one of the top programs of its kind, offering to more than 45,000 students per year approximately 4,500 classes and non-degree certificate programs to meet the professional development, continuing education and personal enrichment needs of the full spectrum of nontraditional students as well as companies and organizations throughout and beyond the Los Angeles region.

Reporting to the Assistant Dean for Enrollment & Student Services, the Director will apply deep understanding, expertise, and leadership in strategizing and managing the continuous improvement of digital marketing, product marketing and growth marketing.

The Director of Digital Performance Marketing will lead a team focused on driving enrollment and revenue growth through data-informed strategies. Key areas of responsibility include Performance Marketing, Growth Strategy, Marketing Analytics, Product Marketing, CRM, and Consumer Insights, all aimed at enhancing the student experience and expanding our reach in continuing education.

Close collaboration with Academic departments, IT Services, International Programs, and Student Services is essential for maintaining healthy and fully operational digital marketing presence, including reliable integration across UNEX systems, including but not limited to Destiny, Marketing Cloud, and Salesforce

Strategic Leadership & Staff Supervision

• Develop and execute a comprehensive digital marketing strategy aligned with organizational goals, with a focus on acquisition, engagement, retention, and revenue growth.

• Oversee and participate in cross-functional collaboration to unify marketing efforts across digital channels, paid media, web experiences, lifecycle communications, and events.

• Partner with leadership to establish key performance indicators, forecast growth opportunities, and evaluate ROI across all marketing initiatives.

• Manage and mentor a multidisciplinary marketing team—including email marketing, web development, paid marketing, and events marketing—ensuring strategic alignment, collaboration, and innovation. Directly Supervise a Digital Marketing Manager, Enrollment Communications Specialist, and Senior Web Developer. Indirectly supervision of one Web Developer.

• Cultivate a culture of accountability and creativity by mentoring team members, providing coaching, and guiding professional development across all areas of digital communications.

• Take ownership of marketing operations designing and refining team structures, workflows, and processes to maximize efficiency, scalability, and executional excellence.

• Oversee staff recruitment and selection processes for the department. Actively participating in candidate evaluation and selection to build a high-performing, mission-driven team.

• Performance management, coaching, and making recommendations for corrective action, hiring, and employee separations as needed.

• Provide strategic direction and hands on leadership for key team members, including the Digital Marketing Manager, Enrollment Communications Specialist, and Senior Web Developer. Assign and guide projects to ensure timely and high-quality delivery.

50%

Digital Marketing, Web Strategy, and Program Growth

• Oversee and optimize paid media campaigns across PPC, display, paid social, and programmatic channels to drive cost-per-conversion and maximize ROI.

• Leverage advanced analytics and attribution modeling to guide campaign strategy and enhance performance

• Continuously identify and test new channels and tactics to expand audience reach and drive growth.

• Direct lifecycle marketing strategies to engage prospective and current students through targeted email automation, segmentation, and personalized campaigns.

• Collaborate with stakeholders to optimize the lead funnel, improve conversion rates at every stage, and enhance the overall enrollment journey.

• Implement A/B testing and performance optimization strategies to enhance engagement, retention and marketing ROI.

• Supervise the web development team to ensure the website is optimized for high performing, user-centric experience, engagement and conversion.

• Drive initiatives to improve website traffic, engagement, and enrollment pathways.

• Align web strategies with SEO best practices and paid marketing efforts to create a cohesive and effective digital experience.

• Create and implement comprehensive marketing plans for courses and certificate programs, including positioning, messaging, and differentiation to drive enrollment and engagement.

• Perform competitive and market analysis to identify trends, assess demand, and uncover opportunities for new programs and innovation and growth to current existing programs.

• Work closely with internal stakeholders to align marketing initiatives with program objectives, target audience needs, and organizational priorities.

• Guide and oversee the execution of event strategies to increase brand awareness, engage prospective students, and support lead generation across the enrollment funnel.

• Position event marketing as a core driver within demand generation to accelerate pipeline growth and program interest.

• Measure and analyze the impact of event marketing  on key business outcomes, including lead quality, enrollment conversion, and revenue contribution, to inform future planning and optimization

40%

Analytics & Reporting

• Develop and maintain dashboards and reporting frameworks to track the performance of marketing campaigns and overall growth metrics.

• Use data to uncover insights, inform decision-making, and optimize marketing strategies.

• Present performance updates and strategic recommendations to senior leadership.

10%

•

Performs other duties as assigned.

•

Complies with all policies and standards.

•

Complies with the University of California, Los Angeles (UCLA) Principles of Community.

•

This position description is not intended to be a complete list of all responsibilities, duties or skills required for the job and is subject to review and change at any time, with or without notice, in accordance with the needs of the organization.

QUALIFICATIONS

Bachelor's Degree

in Marketing or related fields and / or an equivalent combination of education/training and experience.

Required

 5-10 years of experience

in digital communications operations, complex marketing systems, and/or website management systems.

Required

Highly collaborative hands-on team player; initiating/maintaining cooperative relationships with coworkers, managers, and clients with focus on problem resolution, efficient and streamlined operations, and customer service; taking initiative in resolving issues.

Required

Strong skills and experience managing a team of direct reports; possessing adequate skills to select, train, supervise, guide, and evaluate staff and take corrective action as required.

Required

Highly focused on putting customer needs first with a positive can do" attitude; independently responding to customer needs in supportive, professional manner promptly and solutions-focused.

Required

Strong knowledge of current and emerging digital communications best practices, including experience building governance frameworks and supporting processes to ensure consistency and quality

Required

Excellent and highly thorough project management, analytical, and problem-solving skills that involves scoping work, driving execution, and delivering on deadlines while working with multiple stakeholders. Strong ability to quickly learn business environment and client goals/objectives sufficiently to internally identify new methods and processes, and to recommend site enhancements.

Required

 Highly methodical and possessing a metrics-driven approach to continuous improvement; strong analytical skills with the ability to identify insights that are actionable.

Required

 Skilled in creating and managing data visualizations and dashboards using tools like Tableau to monitor key performance indicators and support data-driven decision-making

Required

Solid understanding of SEO fundamentals and their integration with website architecture and content; Highly proficient in utilizing analytics and SEO tools such as Google Analytics 4 (GA4), Google Search Console, SEMrush, and Google Tag Manager to evaluate and optimize digital marketing performance

Required

Highly experienced in developing online marketing/e-commerce sites including navigation and interactive web pages. Possess subject matter expertise in web strategy & production, site operations, UI/UX features, and relevant functionalities.

Required

Exceptional strategic thinking and problem-solving skills with proficiency in marketing, web content development, and emerging technologies in the field and industry. Possesses knowledge and understanding on how to optimize the web for lead generation.

Required

Experienced in executing integrated campaigns within Salesforce Marketing Cloud, including use of CRM data, automation tools, and customer journey mapping.

Required

Knowledgeable in implementing and managing lead capture forms using FormTitan or similar tools, ensuring proper data integration with CRM systems and alignment with digital campaign goals.

Required

SPECIAL REQUIREMENTS AND/OR CONDITIONS OF EMPLOYMENT

Background Check: Continued employment is contingent upon the completion of a satisfactory background investigation.

Live Scan Background Check: A Live Scan background check must be completed prior to the start of employment.

Age Requirement: Candidate(s) must be 18 years or older to be eligible to be hired.

LOCATION AND PHYSICAL, ENVIRONMENTAL, MENTAL (PEM) REQUIREMENTS

Environment and Work Location Information

Environment Type:

Non-Clinical Setting

Location Setting:

Non-University Setting(s)

Location:

10920 Lindbrook Dr, Los Angeles, CA 90024.

Standing/Walking

X

Sitting

X

X

Bending/Stooping

X

Squatting/Kneeling

X

Climbing

X

Lifting/Carrying/Push/Pull 0-25 lbs

X

X

Lifting/Carrying/Push/Pull 26-50 lbs

X

Lifting/Carrying/Push/Pull over 50 lbs

X

Physical requirements other

X

Chemicals, dust, gases, or fumes

X

Loud noise levels

X

Marked changes in humidity or temperature

X

Microwave/Radiation

X

Operating motor vehicles and/or equipment

X

Exposures other

X

Sustained attention and concentration

X

X

Complex problem solving/reasoning

X

X

Ability to organize & prioritize

X

X

Communication skills

X

X

Numerical skills

X

X

Mental demands other

X

X

Classification 3:  Position in which exposure to blood, body fluids or tissues is not part of the position description. The normal routine task involves no exposure to blood, body fluids or tissues and the employee can decline to perform tasks which involve a perceived risk without retribution.