Title: Marketing Director
Department: Graduate Education Office
Job ID: 6186
The primary responsibility of the Marketing Director for the School of Medicine’s Office of Graduate Education will be to generate significant, sustainable revenue for the school through the strategic growth of its graduate education and training programs. The Marketing Director will be required to build and maintain a system of operations, working in conjunction with numerous programs and departments at the School of Medicine, involving the creation and coordination of a marketing platform. By developing, executing and monitoring an automated, multi-channel system of marketing, which will be fully integrated with a customer relations management system, the Marketing Director will set and achieve admissions goals for the 50 plus current and planned graduate education programs. Among this individual’s responsibilities will be a series of integrated, personalized, automated and trackable products and services that achieve targeted engagement and conversion of the target populations. The Marketing Director will lead a Graduate Education Revenue Taskforce consisting of the Associate Dean of Graduate Education, Vice Dean for Finance, Vice Dean for Medical Education, Vice Dean for Research, Associate Dean for Marketing and Strategic Communications, and the Director of Master’s Programs in the School of Medicine. The Marketing Director will also be required to create and maintain a system of continuous quality improvement to evaluate and improve the selection, response and yield of quality candidates. The director’s responsibilities also include formative marketing research including conducting focus groups and the writing, implementation and evaluation of bi-annual market surveys. Also, the Marketing Director will identify and develop engagement opportunities that leverage events-based strategies and participate in direct interaction with potential students. In addition to the Graduate Education Revenue Taskforce, the Marketing Director will coordinate and collaborate marketing efforts with the 30 plus Directors of the school’s graduate programs, as well as the Director of the Biomedical Sciences Training Program and the Director of Master’s Programs.
- Set the admission goals for each graduate program. Create, implement, track, and measure an integrated marketing platform and customer relationship management tools to achieve the goals. Establish graduate education marketing standards for all programs. Develop, disseminate, and train graduate program administrators and directors on best practices and procedures for marketing their programs. Create and maintain a data base and a series of integrated products and outreach activities to targeted prospects across the lifecycle of prospect engagement. Design, implement and measure a continuous quality improvement program. Incorporate state-of-the art techniques in online marketing and search engine optimization, email campaign strategy, social media outreach, telemarketing, and the creation and dissemination of print materials to attract and cultivate customer prospects and convert them into valuable candidates. Segment, plan, schedule, and launch the wide array of outreach marketing strategies to prospective audiences including students, parents, education influencers, guidance counselors or the media with relevant messages that resonate with each audience. As part of the bi-annual continuous quality improvement program, organize, implement and evaluate an audit of the entire marketing program. (60%)
- Develop a data-driven evaluation platform to monitor the success of all marketing and communication approaches. Determine the appropriate elements, identify clear and measurable goals and establish budgets for media buys, creation of collateral materials, and other aspects of each campaign. Provide direct oversight of the Marketing and Communications budget by; prepare annual budgets for the SOM Graduate Education marketing unit, prepare and review year-to-date reports at least quarterly, and review and approve all marketing expenditures. (15%)
- Establish and manage a marketing infrastructure across the school and the university that coordinates resources to achieve program goals. Establish and coordinate external vendors as well as appropriate resources and departments within the university. Work closely with the Associate Dean for Marketing and Strategic Communications for the SOM to further establish the institutional brand including a plan of paid and free advertising. (10%).
- Develop and foster new relationships as well as strengthen existing collaborative relationships with various high level external stakeholders including national higher education leadership, faculty, program directors, and undergraduate advisors at other institutions to ensure an on-going, national approach that promotes our programs to their students and advisees. (10%)
- Review, revise, and implement changes in marketing as needed to accomplish the mission of increased awareness and expansion of SOM graduate education programs. (5%)
- Attend various national conferences for higher education marketing to remain current with modern approaches to graduate education marketing trends.
- Work with both the SOM Graduate Education Office and individual program faculty and staff to ensure all websites are kept up to date and all promotional materials are accurate.
- Email communications to alumni, especially from the program they graduated from, to engage them in department activities and events.
- Develop resources for prospective and newly admitted students, such as housing information, information on the area, guides to resources on campus, etc.
- Perform other duties as assigned.
Department/School: Frequent contact with the Associate Dean of Graduate Education, Associate Dean of Marketing and Strategic Communications for the School of Medicine, Director of Master’s Programs, and Biomedical Science Training Program Director. Continuous contact with the Vice Dean for Finance, Vice Dean for Medical Education, and Vice Dean for Research. Continuous contact with graduate program directors, administrators, and faculty.
University: Routine contact with the Associate Dean and Dean in the School of Graduate Studies. Frequent contact with Director of Enrollment and Degree Certification, Manager, Graduate Enrollment and Marketing, and Admissions Coordinator in the School of Graduate Studies.
External: Frequent interaction with affiliated institutions, including University Hospitals, Cleveland Clinic, VA Hospital, and MetroHealth Medical Center. Routine interaction and communication with various institutional leaders and faculty across the nation.
Students: Regular contact with graduate students to assist in marketing efforts as well as undergraduate leads, applicants and candidates.
Direct a team of five administrative professionals and part-time students in implementation of various marketing strategies. Review and revise as needed job descriptions and oversee workload balances for team members.
Experience: 8 or more years of marketing experience required; preferably in marketing graduate level academic programs. Experience and in-depth understanding of biomedical graduate programs at research-intensive institutions is highly desirable.
Education/Licensing: Bachelor’s degree in Marketing or Communication required; Master’s degree is preferred.
- Professional and effective verbal and written communication skills.
- Strong interpersonal skills; ability to work and communicate with various individuals from a broad spectrum of disciplines, technical and educational backgrounds within the department, school and university, and with individuals outside the university.
- Strong organization skills; ability to multi-task, prioritize and give attention to detail in order to complete tasks and meet deadlines.
- Knowledge of Hobson’s (application system) and Hobson’s connect (communication system built within application system) or demonstrated potential to learn quickly.
- Technical expertise with software programs such as Microsoft Office, database applications, surveys, and with internet navigation.
General office working environment.
In employment, as in education, Case Western Reserve University is committed to Equal Opportunity and Diversity. Women, veterans, members of underrepresented minority groups, and individuals with disabilities are encouraged to apply.
Case Western Reserve University provides reasonable accommodations to applicants with disabilities. Applicants requiring a reasonable accommodation for any part of the application and hiring process should contact the Office of Inclusion, Diversity and Equal Opportunity at 216-368-8877 to request a reasonable accommodation. Determinations as to granting reasonable accommodations for any applicant will be made on a case-by-case basis.
CWRU offers a flexible benefits package including tuition waiver for employees and dependents; Respond in confidence, including salary history : CASE WESTERN RESERVE UNIVERSITY, Human Resources Job Code #6186, apply at: http://www.case.edu/finadmin/humres/employment/career.html