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Propel America · 2 weeks ago

Senior Director of Digital Marketing & Sourcing

United States

Full-time

Hybrid

Director/Executive

$123K/yr - $153K/yr

7+ years exp

Propel America is dedicated to creating equitable education and workforce systems for marginalized citizens. They are seeking a Senior Director of Digital Marketing & Sourcing to lead marketing strategies for applicant acquisition and employer engagement, while managing campaigns and optimizing marketing funnels.

EducationTraining

Responsibilities

Design, execute, and optimize applicant acquisition campaigns across paid and organic channels for both applicants and employers

Own paid media campaigns on Meta (FB/IG), Google Ads, TikTok, and Linkedin with focus on CAC, ROAS, A/B testing, audience segmentation, and conversion tracking

Translate Propel’s brand voice into authentic short-form content for Gen Z audiences (18–26)

Brief and manage creative talent (video editors, social creators, alumni ambassadors, interns) to produce high-quality campaign assets

Track performance, model attribution, and optimize campaigns to maximize qualified applications

Use AI-enabled creative tools (e.g., Canva AI, LLMs) to streamline rapid concepting, copy first-drafts, and testing variations—always maintaining strong editorial oversight

Partner with the Workforce Partnerships team to develop marketing strategies that support healthcare employer needs, elevate Propel’s value proposition, and increase inbound interest from healthcare employers

Build website landing pages and content that drive inbound leads, informed by research and internal insights

Own website content strategy, updates, and SEO optimization

Ensure the website is user-friendly, brand-aligned, and supports applicant and employer acquisition goals

Setting up conversion tracking with goal tagging in Google Analytics

Use AI tools for personalization testing, message variants, and workflow efficiencies—ensuring final content remains authentic and human-led

Manage marketing automation and CRM tools (Hootsuite, Salesforce, Asana, Campaign Monitor) to nurture leads and optimize applicant journeys

Optimize emails, SMS, landing pages, and other outreach for engagement, completion, and conversion

Collect and manage fellow, employer, and alumni testimonials via video, photo, and written content

Manage the content creator contractor and coordinate alumni ambassadors to amplify reach and engagement

Oversee all social media channels end-to-end: LinkedIn, Meta, TikTok

Ensure all content reflects Propel’s mission, brand, and strategic objectives

Partner closely with the Program team to ensure marketing messages align with the fellow experience and program design

Collaborate with the Workforce Partnerships team to understand employer demand, prioritize healthcare pathways, and shape sourcing strategies that meet workforce needs

Work with Tech team to analyze funnel performance, refine targeting, inform product improvements, and ensure applicant and employer journeys are optimized

Coordinate with Talent Acq to ensure marketing and sourcing efforts produce qualified applicants who meet readiness, timeline, and pathway requirements

Serve as an internal strategic partner by translating cross team insights into actionable marketing decisions, content needs, and campaign adjustments

Participate in cross functional planning cycles, OKR reviews, and strategic working groups to ensure marketing efforts are aligned with Propel’s organizational goals

Qualification

Digital marketing strategyPaid media expertiseFull-funnel acquisition campaignsMarketing automationSEO optimizationContent creationAI-enabled marketing toolsCross functional collaborationProject managementWriting skills

Required

Deep commitment to Propel's mission and to diversity, equity, and inclusion

Ability to work across teams in a highly collaborative and organized way

7–10+ years in marketing, including 4+ years leading digital marketing strategy and execution

Proven ability to run full-funnel acquisition campaigns with clear performance outcomes

Expertise in paid media (Meta, Google Ads, TikTok, Indeed): bid strategies, A/B testing, conversion tracking, CAC, and ROAS optimization

Experience building and managing influencer or ambassador programs, especially for Gen Z audiences

Proficiency with marketing automation, CRM systems, and email/SMS/funnel optimization

Strong writing and storytelling skills, with the ability to create or direct high-impact short-form content

Experience managing website content, SEO, and analytics

Highly organized, self-directed, and comfortable owning strategy and execution as a one-person marketing function

Strong cross functional collaboration and communication skills, with the ability to translate insights across teams into effective marketing strategy

Demonstrated project management and execution skills, including the ability to lead complex campaigns, manage timelines, and deliver high quality work in a fast paced environment

Ability to apply an equity lens to marketing decisions, audience targeting, messaging, and storytelling to ensure inclusive and ethical practices

Comfort using AI-enabled marketing tools (e.g., Canva AI, LLMs, Lovable) to accelerate creative and testing workflows; experience helpful but not required