Student Marketing Director

Position Overview

Join the Follett Team where employees are valued, respected, and offered career paths throughout its many campus locations.

Follett Higher Education is a leading educational service provider and omnichannel retailer, providing students, faculty, staff, parents, and fans with the course materials, learning tools, and retail services needed to successfully support the collegiate journey. Follett Higher Education supports over 6 million students through its 1,100 physical and 1,750 eCommerce campus stores across North America.

The Student Marketing Director will lead local marketing tactics on campus, via in-store and social media efforts, driving traffic, overall awareness, and sales for campus stores.

Responsibilities

Social Marketing:

• Adapt social media strategies to enhance brand awareness and drive traffic in-store and online on various platforms (Facebook, TikTok, Instagram, Snapchat, Twitter/X, YouTube, LinkedIn, etc.).
• Execute on guidance provided by the Senior Social Media Manager.
• Create regular, original, on-brand content for social media, including copy/storytelling, video, live streams, and photography.
• Manage time and projects by utilizing a team content calendar and submitting content for approval at least 1 week in advance.
• Grow social media audiences on all platforms with the use of promotions, contests, partnerships, and other effective tactics.
• Analyze performance metrics and trends on a weekly basis to refine content creation for optimal outcomes.
• Collaborate with other Student Marketing Directors, influencers, athletes, and administrators through social media content to establish meaningful connections and drive traffic to the store.
• Meet regularly with the Senior Social Media Manager on campaigns, social media best practices, etc.
• Respond to customer service inquiries on social media and through the website.

In-Store Marketing:

• Engage university administrators to support and drive traffic to the Campus Store.
• Develop a local marketing calendar and execution plan that includes key campus events (sports, graduation, etc.) in addition to creating excitement for non-key event weeks.
• Track marketing tactics and execution for campaigns, store events, and local initiatives.
• Act as the liaison between the store and the in-house creative/production team to develop desired marketing collateral to support local marketing efforts.
• Develop relationships with school contacts, including marketing, admissions, alumni, athletics, etc., to engage support for sharing of local initiatives to drive commissionable sales.
• Discuss local strategy with OTC marketing partners for execution of strategy.
• Meets regularly with the Campus Store Director/Manager on the local marketing calendar.
• Generate and activate in-store events and manage marketing operations to increase foot traffic to the store during non-event times, including NIL opportunities, scavenger hunts, etc.
• Supports national marketing initiatives at the store level.
• Maintain in-store signage, online image maintenance, and EDU compliance.

Other duties as assigned.

Qualifications

• Applicants must be enrolled as students at the university where this position is being offered.
• Sophomore or Junior.
• Applicants must be able to work 20 hours a week.
• Creative thinker with a keen eye for engaging content.
• Ability to thrive in a fast-paced, dynamic, and entrepreneurial environment.
• Up-to-date knowledge of social media trends, algorithms, and best practices.
• Self-starter who takes the initiative.
• Excellent verbal and written communication skills.
• Excellent organizational skills and attention to detail.
• Able to build and present reports on your efforts that show an evaluation of your performance and provide leadership with the ability to track results.
• Ability to manage and work within assigned local budget.
• Proficient in Microsoft Office Suite.
• Background in Canva Pro and CapCut Pro is a plus!
• It requires some evening and weekend work to oversee events and manage and complete projects based on the needs of the business.
• Ability to sit, stand, walk, lift, carry, push, and pull. Handle objects: conventional computer hardware and office supplies.

Work Environment: This position primarily involves in-store content creation, with optional remote work opportunities available during school breaks (e.g., spring break and summer break).

International Students: Will need to work with their school to acquire the required work authorization documentation.