Strategic Marketing Leader
The University of Cincinnati currently has 82 degrees and certificates offered online. More than 6,000 students are enrolled in 100% online learning programs, and more than 10,000 students took online courses in the last year. The Strategic Marketing Leader will play an important role in creating the communication, attraction, and conversion strategy and process that allows Cincinnati Online to communicate with, advise, attract and enroll students, as well as prepare and plan for significant growth.
Under general direction of the Vice Provost and Dean, the Strategic Marketing Leader oversees the full marketing activity of Cincinnati Online, the University of Cincinnati's online learning unit. Through the successful investment of a sizeable marketing budget into lead-generation activities, the Strategic Marketing Leader launches a value chain that will be tracked and evaluated in multiple ways in order to view the progress qualified leads as they move within the advising, application, and admissions process through to seeing them as enrolled students participating in online courses and programs.
The Strategic Marketing Leader must research, develop, and implement a comprehensive and multi-channeled marketing structure with the goal of increasing student enrollments and revenue, while positively shaping Cincinnati Online's identify, profile, and visibility within local, regional, national, and international markets.
The Strategic Marketing Leader reports directly to the Vice Provost and Dean of Cincinnati Online, and guides the overall marketing strategy, activity, direction, and operations of the communication, advertising, lead-generation, and recruitment functions of the unit. Entrusted with a significant marketing budget, the Strategic Marketing Leader must be data driven and business oriented, willing to create a system and process for gathering, analyzing, and driving forward to produce significant and positive returns on the marketing investment. Cost per lead, cost per enrollment, total acquisition cost per student, conversion rates of leads by marketing channel, recruiter contact rates, recruiter conversion rates, and many other metrics will be the measures of impact and value creation. Building a team of marketing managers and marketing coordinators who are similarly concerned with detail, data driven, metrically focused, and analytically oriented will be required in order to meet the scale and need of the online marketing effort at the University of Cincinnati.
Incorporates Cincinnati Online's mission of online education into a strategic and integrated marketing vision for the organization. Financially accountable for the management and investment of a significant budget for a marketing program with the goal of optimizing return on marketing investment. Develops goals and objectives for enrollment planning in collaboration with Cincinnati Online's budget team and with the budget teams of UC's colleges. Oversees the online student recruitment process and vendor relationships for marketing and recruitment to ensure effective management and conversion of prospective students leads. Represents and advocates marketing resource needs to the Vice Provost and Dean, including staffing resources and technical needs.
Collaborates with internal constituents to develop and implement a branding strategy based on student and market research that incorporates the overall institutional vision, mission, goals and strategic plan. Gathers and uses response and enrollment data to benchmark and refine the media mix. Oversees brand control in alignment with UC brand standards. Generates and tracks inquiries from potential students for courses, certificates, and degrees from national, regional, and local audiences. Plans and implements program-specific strategic, and multi-channeled marketing and communication plans for online programs. Develops a marketing strategy that addresses the student life cycle and takes into account Cincinnati Online's priorities including: using customer data to establish optimum, cost effective contact practices, and combining customer data to achieve the best ROI for promotional efforts. Implements electronic and online marketing efforts including: the development, maintenance, and optimization of the architecture and usability of Cincinnati Online's public website, the incorporation of search engine optimization and digital marketing techniques, and the utilization of other social and emerging digital marketing strategies and channels. Performs the planning, placement, organization, distribution, and evaluation of all Cincinnati Online's promotional print, television, web, radio advertising and direct mail marketing. Assists the Vice Provost and Dean in developing relationships with a wide variety of constituencies within the UC community, throughout the region and state, nationally, and internationally, to advance Cincinnati Online's goals and to enhance the organization's image. Coordinates with UC's communication leaders on various public relations and media planning opportunities as they arise.
In consultation with the Vice Provost and Dean, the program directors, and program managers and coordinators, adapts and tailors the organization's strategic marketing vision into a multi-channeled and comprehensive marketing plan for each Cincinnati Online program, estimated at over 3,000 individual marketing activities annually. Develops and implements marketing product strategy, targeting, branding, creative services, print and online advertising, publication distribution, e-marketing, media planning, public relations for online education, quality assurance, and on-time deliverables for all Cincinnati Online programs (product lines). Develops a high-converting pipeline (lead-to-student) of inquiries from a diversified marketing mix that emphasizes strategic deployment of resources to the highest converting lead sources. Evaluates and selects outsourcing opportunities to vendors and contractors for various marketing projects in order to optimize internal and external resources. In consultation with the Vice Provost and Dean, manages all marketing-related contracts.
Develops and implements data-driven, metric-based marketing research, analysis and assessment tools for Cincinnati Online. Oversees staff and external vendors in performing market research, enrollment analysis, and assessment services. Interprets market research data and assists Cincinnati Online's leadership and functional teams in setting institutional and departmental curriculum development priorities for internal and external clients. Uses market research to adjust marketing strategies in order to optimize student recruitment and retention. Plans and oversees program reporting and analysis including campaign media planning, budget allocation, lead source tracking, weekly snapshots of results, and formal semester reports.
Serves as Cincinnati Online's primary advocate for “client-centered” standards and best practices to serve UC's online students and stakeholders. Creates a client-centric system and identify solutions for relationship strategies that advance Cincinnati Online's strategic and operational goal of developing a sustainable student and client base through improved student/client relationship management. Guides the deployment and use of Cincinnati Online's customer relations management system (CRM) to ensure accurate lead capturing, tracking, reporting, and on-going prospect communications. Develops strategies and implements practices to increase student recruitment and retention including: development of customer contact policy (e.g., email deployment and maintenance procedures), initiating inquiry follow-up/student service practices, and establishing conversion goals relative to various academic programs and the priorities of Cincinnati Online. Creates an environment to further develop Cincinnati Online's relationships with corporations, professional organizations, and campus departments.
Develops and implements with program staff the student facing marketing strategy including, research, messaging and positioning, copy, campaigns, and media placement for all programs under contract and new program launches as they occur. Stays informed of continuing developments in the industry and applies best practices on behalf of Cincinnati Online. Continually improves lead and student volume and ROI for dollars invested on each program. Implements marketing campaigns, testing new initiatives, and yield managing the marketing investment to achieve program specific goals in alignment with the investment strategy established for each program. Develops, measures and publishes key metrics for marketing operations per program and division-wide. Shares key findings and developments for the benefit of other stakeholders and roll global enhancements across all program sites and campaigns. Develops, measures and reports progress on an integrated project plan for each program. Manages departmental costs to meet or spend less than budget. Formally presents summarized results of revitalized program marketing to operating and executive teams. Participates as department head in budgeting processes. Provides strategic input toward the future evolution of the department and function as the division grows. Develops standards and documents best practices as it relates to program marketing strategy, stakeholder and student engagement, and investment management.
- Master's degree with ten (10) years' experience; -OR- Bachelor's degree with twelve (12) years' experience. At least ten (10) years of experience developing marketing strategy, including research, messaging, positioning, copy, and campaigns, with management responsibility of a team performing these services for at least five (5) years. At least five (5) years of experience selecting, managing, and growing marketing teams. Ability to manage, motivate, and teach staff and vendors to deliver high quality executions of campaign elements on multiple concurrent projects. Strong strategic thinking and creative skills. Demonstrated ability to negotiate.
- Proficient with Microsoft Office. Very strong Excel skills with experience using its analytical and data tools. Experience working with a CRM. Experience with web content management systems. Experience with digital campaigns and developing the analytics and tools to improve them in an iterative fashion. Ability to lead, direct, and manage, but willingness and skillset capable of performing hands-on tasks as needed. Experience with budget and financial processes and structures.
- Understanding of the administrative functions, academic programs, and requirements of a university.
Interested candidates should apply at: http://bit.ly/2H3y7EI
The University of Cincinnati, as a multi-national and culturally diverse university, is committed to providing an inclusive, equitable and diverse place of learning and employment. As part of a complete job application you will be asked to include a Contribution to Diversity and Inclusion statement.
As a UC employee, and an employee of an Ohio public institution, if hired you will not contribute to the federal Social Security system, other than contributions to Medicare. Instead, UC employees have the option to contribute to a state retirement plan (OPERS, STRS) or an alternative retirement plan (ARP).
The University of Cincinnati is an Affirmative Action / Equal Opportunity Employer / M / F / Veteran / Disabled.
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