Director, Product Marketing

Location
Irvine, California
Posted
Apr 03, 2017
Institution Type
Four-Year Institution

POSITION SUMMARY: 

Under general supervision from the Associate Vice Chancellor, Marketing Operations, the  Director, Product Marketing will be responsible for developing and executing product positioning, product launches, marketing strategies and uncover opportunities to drive inquiries for the undergraduate and graduate degree programs of Brandman University’s School of Business and Professional Studies (SBPS). School of Arts and Sciences (SAS), School of Education (SE) and School of Nursing (SN). 

The incumbent will be responsible for managing the Campus Marketing Manager as their direct report. The Campus Marketing Manager is responsible for marketing project intake from Brandman’s campuses. The Director, Product Marketing will be responsible for directing the client service activities of the Campus Marketing Manager, and leveraging synergies between campus marketing and product marketing.  

The role will have responsibility over the budget, develop marketing strategies, and provide oversight of marketing campaigns to meet revenue goals. In creating marketing strategies, the incumbent will be responsible for understanding the target market, their educational needs, Brandman University’s degree benefits and differentiators.  The candidate must have experience creating data-driven product marketing strategies from primary and secondary research.

Individual must demonstrate the ability to communicate with a wide range of stake holders. The Director of Product Marketing must be able to collaborate and lead cross-functional teams to develop and implement marketing strategies.

POSITION DUTIES AND RESPONSIBILITIES:   

Essential functions:  100% of time

  • Develop Brandman’s product marketing strategies targeting students for Brandman University’s SBPS, SAS, SE and SN while establishing clear and measurable objectives
  • Manage Campus Marketing Manager. Directing client service activities and leverage synergies between campus marketing and product marketing
  • Collaborate with cross functional departments including institutional research, academic affairs, media, analytics, community outreach, enrollment management, IT and operations
  • Translate business goals into specific media plans to create awareness and inquiries
  • Oversee marketing budget to support goals including budget planning and recommendations with media peers
  • As the SBPS, SAS, SE and SN program subject matter expert, be able to report out to leadership team campaign results, challenges and opportunities in growing campus student population for all degree programs
  • Institute and respond to competitive and market trend analysis
  • Develop integrated marketing and communication plans with multi-channel approach
  • Identify messaging and product attributes to drive inquiry traffic
  • Work with marketing team members and advertising agency to develop both traditional and digital lead generation campaigns
  • Track performance of marketing campaigns through measurement and analysis of prospect leads, conversion and retention to understand effectiveness and ROI

 

EDUCATION AND EXPERIENCE

Required:

  • 7+ years of Marketing experience; at least 2 years of online/social marketing experience
  • Bachelor’s Degree required, MBA preferred
  • B2C marketing experience

Desired Qualifications:

  • Product Marketing experience
  • Previous experience in higher education a plus but not required
  • Digital or web marketing experience preferred

Knowledge and Education:

  • Experience in developing marketing plans and tactics to drive leads
  • Strong problem-solving and analytical skills
  • Demonstrable experience or familiarity in SEO, SEM, and Social media tactics
  • Knowledge of best practices in digital, email, website optimization
  • Knowledge of traditional or off-line media
  • Skilled in planning, organizing, and project management
  • Excellent oral and written communication skills
  • Strong presentation skills and ability to lead and facilitate meetings
  • Strong relationship building skills, good listener, collaborator and influencer
  • Thrives in taking initiative and comfortable in leading projects
  • Microsoft Office Products