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Director of Degree Program Marketing

Employer
University of Virginia
Location
Charlottesville, VA

Job Details

Job location: Charlottesville, VA


Employment Type: Full-time
Posted data: 2019-03-21
Req: R0001660
The University of Virginia Darden School of Business seeks a hands-on, strategic Director of Degree Program Marketing to oversee development, coordination and implementation of marketing and prospect communication in support of enrollment goals for Darden’s degree programs. A collaborative leader, the incumbent will consistently communicate the brand of the Darden School and its portfolio of degree programs, including the full-time MBA, the Executive MBA and its Global Executive MBA format, and the new Master of Science in Business Analytics, in partnership with UVA’s McIntire School of Commerce. This role reports to the Senior Director of Enterprise Marketing.

The director, along with additional members of the C&M team, will develop, execute and analyze comprehensive, customer-centric marketing plans for each program in the degree portfolio, aligned with target audiences and market segments. The role will direct the marketing communication strategy for the recruitment and enrollment of prospective and admitted students prior to matriculation. This role will work cross functionally and collaboratively across C&M and Admissions teams as well as the broader Darden marketing community to identify marketing opportunities and align audience communications workflows and initiatives. The director will continuously monitor the competitive landscape and best practice examples of business school education with the goal of increasing brand awareness, engagement and applications to the Darden School’s degree programs.

Specific duties and responsibilities:

Marketing Communications Strategy Development

  • With a focus on the customer, sets the strategic direction and marketing communications goals and objectives to reach prospective applicants to Darden’s degree programs. Designs, delivers and measures the customer journey for the inquiry pool, in-process applicant workflows and yield communications. Applies analytical thinking to assess and optimize digital marketing performance results across owned and 3rd party channels.
  • Based on a deep understanding of the MBA market landscape, develops and implements ongoing strategic marketing communications strategies for each degree program and target audience.
  • Oversees CRM strategies and, working with marketers in Communication & Marketing, employs the full potential of the CRM Slate by Technolutions. Oversees the Admissions blog, website, webinar series and video blog. Partners with internal and external resources in the conception, design and delivery of print and electronic collateral for Admissions.
  • Communicates the marketing strategy to both the Admissions and Communication & Marketing teams to leverage the capabilities of both teams. Works closely with the Senior Director of Enterprise Marketing and team to design and integrate workflows, execute multi-channel advertising and ensure consistent projection of the Darden brand.
  • Collaborates with Darden stakeholders, including Advancement  and Engagement, the Career Development Center, and degree program teams create and maximize opportunities for mutually beneficial positioning efforts, including events, Darden branding initiatives, and website design and content.

Market Research and Best Practices

  • Develops, maintains and demonstrates a deep understanding of evolving marketing communications tools and channels and how to apply best practices, new technologies, communications channels, and advertising platforms.
  • Identifies, analyzes, and applies marketing research to develop and continuously improve marketing communications. Develops and assesses email and marketing reports to establish database behavioral models to inform future enrollment marketing strategies.
  • Provides annual reporting and research on Darden applicant pool and GMAT test-taking trends  to Admissions and Communication & Marketing teams to inform and support annual recruitment plans, including travel.
  • Represents Darden in marketing and higher education professional organizations as needed.

Marketing Communications Results 

  • Develops and manages integrated marketing and Admissions KPI/data reporting and dashboard design in alignment with the overarching enterprise marketing and admissions analytics and business intelligence processes and platforms. These data include full-funnel reporting and attribution inputs and insights from Ping and Populations (Slate analytics tools). Reports on the overall effectiveness of degree marketing communications, initiatives and programs. Makes recommendations on marketing strategy based on analysis of ROI and makes necessary adjustments and improvements throughout the recruitment cycle.
  • Reports to all constituent groups campaign performance metrics, implementing campaign testing and segmentation, maintaining the source code library and unique URLs for tracking campaign analytics. Develops and manages newsletters. Documents team processes and promotes best practices.
  • Drives application generation strategies by effective use of budgetary and human resources to achieve annual application goals.

Marketing Team Management               

  • Sets team goals; ensures that goals are reasonable; tracks progress; ensures effective results.
  • Provides ongoing coaching and performance reviews for a team member/s.
  • Effectively communicates and supports the department values to foster inclusiveness and diversity and maintains sensitivity to the varying needs of a diverse community.

Staff Development

  • Supervises, trains, and evaluates staff person/s to meet.

Required knowledge, skills and abilities:

  • Minimum of 5 years’ experience in business school marketing and communications, or B2C related field
  • Bachelor’s degree in business, marketing or related field, or an equivalent combination of education and experience, MBA degree preferred
  • Data analytics and database experience and/or education degree/coursework a plus
  • Knowledge of marketing automation and CRM platforms, audience segmentation (Slate or HubSpot preferred)
  • Experience developing digital marketing strategies and plans
  • Experience developing multi-channel content and communications for both broad and targeted audiences
  • Experience leading or working with an interactive media marketing person/team
  • Excellent verbal and written communications skills
  • Demonstrated supervisory, interpersonal, organizational and presentation skills
  • Strong analytical skills, including use of Excel, Tableau and other similar platforms
  • Strong technical skills with experience in working with CRM or customer/students databases as an end-user and with social media platforms
  • Ability to think both strategically and creatively and translate that thinking into actionable marketing communications initiatives for enrollment marketing
  • Demonstrated ability to effectively motivate, influence, delegate, inspire, coach and lead
  • Ability to work independently and as part of a high-performing team with excellent initiative and judgment
  • Ability to prioritize shifting projects and initiatives in a fast- paced environment
  • Demonstrates self-motivation to identify and address emerging and changing marketing communications and recruitment opportunities
  • Enrollment marketing experience in an academic setting a plus

To apply, visit https://uva.wd1.myworkdayjobs.com/UVAJobs and search for Director of Enrollment Marketing, Degree Programs. Complete a Staff Application online and attach a cover letter, resume, and contact information for three references. The position will remain open until filled.

Questions regarding the application process should be directed to Ashley Cochran, Academic Recruiter at alc6dk@virginia.edu.

The University of Virginia, including the UVA Health System and the University Physician’s Group are fundamentally committed to the diversity of our faculty and staff.  We believe diversity is excellence expressing itself through every person's perspectives and lived experiences.  We are equal opportunity and affirmative action employers. All qualified applicants will receive consideration for employment without regard to age, color, disability, gender identity, marital status, national or ethnic origin, political affiliation, race, religion, sex (including pregnancy), sexual orientation, veteran status, and family medical or genetic information.

Organization

In 1819, the University of Virginia established a new model for intellectual exchange and cross-disciplinary collaboration in higher education. Two hundred years later, as a major research institution, we continue to challenge conventions, lead with ingenuity and advance knowledge for the common good.

What began as an innovative idea has become one of the nation’s leading public research universities, with over 21,000 undergraduate, graduate and professional students. UVA also has over 3,000 full-time faculty offering more than 400 degrees.

Each of the University’s eleven schools has its own distinctive mission, working together to garner consistently high rankings—including #2 Best Value Public College (Princeton Review, 2016), #3 Public University in the Nation (U.S. News & World Report, 2016), and #3 Best Value Among Public Colleges (Kiplinger’s, 2016).  

As we invest in and strengthen our research capabilities, UVA seeks new faculty ready to uncover new insights, rewrite old rules and collaborate on intellectual discoveries.

RESEARCH COLLABORATIONS THAT CROSS DISCIPLINES

As an R1 institution, the University’s research centers, consortia and laboratories are on the leading edge of discovery and technology, offering collaborative spaces for students and faculty to solve global problems.

Our professors are recognized members of major national scholarly and professional organizations, including the National Academy of Sciences and the American Academy of Arts and Sciences. Our faculty’s engagement in interdisciplinary research is being facilitated by new research institutes specializing in everything from big data to brain functioning, and by cluster hires across schools.

NATIONALLY RANKED HEALTH SYSTEM

UVA is also home to a nationally renowned academic medical center and the UVA Health System, which serves a three-part mission to treat patients, conduct translational research and train medical practitioners in a wide variety of disciplines.

Established as the nation’s 10th medical school in 1825, the institution has since grown to include a 612-bed hospital and a Level I trauma center, nationally recognized cancer and heart centers, a Children’s Hospital, and primary and specialty clinics throughout Central Virginia.

The UVA Medical Center is consistently ranked among the nation’s best hospitals by the U.S. News & World Report magazine and has been named among the top 25 percent in seven specialties.

INSPIRING STUDENTS, INSPIRED TEACHING

The vast majority of UVA students come from the top 10% of their high school class, as well as from all 50 states, over 142 countries and a variety of socioeconomic backgrounds. Despite their diversity, all UVA students share a love of learning and a drive to achieve.

One of the reasons students choose Virginia is our unique residential culture. At UVA, the community of students, faculty and staff personifies the Jeffersonian idea that living and learning are connected. The Academical Village was constructed to support a unique residential experience, with faculty living in the Pavilions, students occupying Lawn rooms and the world-famous Rotunda at its heart. The University’s residential culture continues to support this experience today—strengthened by students, faculty and staff rich in backgrounds, ideas and perspectives. Our unique culture is also paying dividends in innovation:  UVA’s faculty have generated more than 130 patents since 2010.

Perhaps most importantly, faculty come to UVA knowing that instruction is as important as research, and they pride themselves on their many teaching awards.  Our best professors look for ways to encourage, mentor and develop tomorrow’s leaders inside and outside the classroom.

LIFE IN CHARLOTTESVILLE

Living in Charlottesville you’ll find sophisticated restaurants, world-renowned wineries and breweries, cosmopolitan arts and music, friendly urban and suburban neighborhoods and a Piedmont landscape that has lured adventurous souls for centuries.  No wonder the U.S. National Bureau of Economic Research named Charlottesville the “happiest city in America” in 2014.

In addition to UVA and its health system, several major employers have facilities in Charlottesville, including State Farm, Northrop Grumman, the U.S. Department of Defense, GE and others.  Charlottesville is also becoming a center for innovative start-up businesses.  The University also actively helps spouses and partners of faculty members build their networks and pursue employment opportunities with a wide variety of area employers. 

The University of Virginia is an equal opportunity and affirmative action employer. Women, minorities, veterans, and persons with disabilities are encouraged to apply. In accordance with the Americans with Disabilities Act Amendments Act of 2008 (ADAAA) and the Rehabilitation Act of 1973, qualified individuals with disabilities are protected from discrimination and may be entitled to reasonable accommodations to assist in their pursuit of employment at the University. This includes assistance in completing the online job application as well as reasonable accommodations during the interview process. Please contact the UHR Service Center: 434.982.0123 orAskHR@virginia.edu to request assistance.

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