Director of Marketing, Professional Development Programs
This position is responsible for directing the marketing for Professional Development Programs (PDPs), which serves approximately 2,000 participants on an annual basis in intensive noncredit programs for mid-level managers lasting from 2-5 days on campus. The Division has ambitious goals for future growth.
Reporting to the Marketing Director of Extension School, this position is an important part of the Office of Strategic Growth Initiatives within DCE, a department of approximately 40 staff. This position works closely with the Director of Marketing Services, the Marketing Directors for the other DCE schools/programs and several external strategic partners.
The Division is seeking a seasoned, metrics-driven marketing professional who is well-versed in marketing. The successful candidate will have demonstrated ability to make data-driven decisions to deliver profitable growth in enrollment as well as experience measuring and reporting back on marketing performance. This role requires both strong project and stakeholder management skills, and the ability to set and maintain priorities in a very busy department.
Leads the development of the marketing strategy for Professional Development Programs. Defines and executes market research efforts to gather insights on demand, competitive opportunities, and brand awareness. Serves as the voice of the customer and provides industry insights to identify and shape existing and future offerings. Works with program team to determine the value proposition and points of differentiation of programs and builds effective positioning.
Develops the marketing plan for Professional Development Programs to attract qualified leads and drive enrollment and retention, in the US and key international markets.
Works in partnership with the marketing services team and strategic partners to execute integrated marketing campaigns and effective go-to-market strategies to acquire and retain qualified students for existing and new offerings. Manages an advertising budget of approximately $900K allocated through the most effective channels as supported by data. Guides the production of valuable content for the public websites and social channels.
Manages the effective and timely execution of campaigns and key marketing initiatives for PDP. Contributes to ongoing improvements in work processes.
Delivers periodic quantitative and qualitative reports on the marketing funnel, campaign results, and return on investment for marketing campaigns with a focus on continuous optimization.
Working with alumni affairs, develops and implements an approach to engage the community of past participants and Extension School alumni with the goal of driving enrollment into PDPs.
Interacts and manages external partners, freelancers and consultants. Works cross functionally with the Program Director, Enrollment Services and other internal groups to drive growth.
Bachelors degree in the Arts or Sciences required.
7+ years experience in Marketing and/or Communications.
Demonstrated success with development and execution of strategic marketing planning and digital marketing including analytics, SEO, SEM, social, and content that drives inbound leads.
Flexible, creative thinker open to new ideas and changing priorities within a fast-paced organization. Strong project management skills and ability to manage stakeholder expectations. Ability to think and act both analytically and strategically.
Familiarity with marketing automation and CRM tools and strategy to achieve lead generation and lead nurture goals in a B2C environment. Preference for knowledge of Salesforce.
Proven ability to work with vendors and agencies to produce results. This may include digital agencies, creative agencies, designers, call centers, and/or sales partners.
Expert project management and organizational skills, excellent verbal and written communication skills and comfort working with data/analytics.