Description

Georgia State University’s J. Mack Robinson College of Business is the sixth largest business schools in the country with an enrollment of approximately 8,000 students. Our undergraduate and part-time MBA programs for working professionals are ranked among the best by U.S. News & World Report, and our Executive MBA is ranked among the world’s best by CEO Magazine. Georgia State University is located in the heart of Atlanta and has strong ties with Atlanta’s business leaders, many of whom are alumni of the Robinson College.

In a leadership role working with the Chief Marketing & Communications Officer, this role will be responsible for the planning, development, implementation and management of the Program Marketing function - a new area - within Robinson.

The Program Marketing function will oversee the process of bringing fifteen specialized Masters programs and the MBA programs to market and overseeing marketing success. Working in tandem with the Chief Learning Officer, Department Chairs and the Associate Dean for Strategy and Special Projects, the Associate Director of Program Marketing will be responsible to drive impact from the development and delivery of programs by creating program roadmaps, go-to-market strategies and plans, and directing tactical execution to exceed graduate enrollment targets. The incumbent will collaborate across the College to synthesize program value propositions, messaging, and positioning to build a foundation for marketing strategies. In collaboration with the Marketing services team, the incumbent will oversee the execution of awareness and demand generation activities to include advertising & digital marketing, content development, events, and public relations. In addition, the incumbent will work with the Chief Learning Officer to help guide research efforts to identify new market opportunities, influence program direction, and lead enablement efforts to accelerate effective recruitment.

We are looking for someone with deep experience in product, portfolio, or solutions marketing, executing the go-to-market strategy and orchestrating all functions across an organization for a wide range of internal business stakeholders, preferably in the B2C arena. The incumbent should have experience with product launches, a knowledge of digital marketing and best practices, and UX, customer journey, persona development and segmentation.  In addition, the incumbent must have a keen understanding of data analytics and experience in using them to drive marketing strategy.

Duties and responsibilities include, but are not limited to the following:

• Planning, development, implementation and management of the Program Marketing function - a new area - within Robinson, including the development of processes, procedures and a governance model.
• Works in tandem with the Chief Learning Officer, Department Chairs and the Associate Dean for Strategy and Special Projects to develop annual and quarterly marketing plans for graduate degree programs to drive awareness, preference and enrollment that align with business priorities.
• Serves as the strategic lead for the Program Marketing function, collaborating with internal business partners including Program Development, Program Management, Recruitment, and Marketing Services teams to develop go-to-market strategy and plans along with the program roadmap for new and existing programs, overseeing their execution.
• Crafts market research plans to drive insights for the basis of strategies and plans to drive high impact and differentiated programs, including targeted messaging and marketing strategies.
• Works with the broader Marketing team to determine how best to integrate research, data, and insights to lead campaign plans, and clearly identify target segments, markets, and media channels that will drive the greatest ROI.
• Leads the development of positioning, messaging and the overall launch strategy for current and new programs brought to market.
• Collaborates with internal and external communications teams to ensure key messaging is integrated across executive communications, team member communications, program communications, and industry communications/PR.
• Develops and manages the governance model and processes for working with Marketing Services.
• Makes recommendations for allocation of advertising budgets across programs; manages program budgets.
• Oversees the development of key KPIs to measure program success.
• Manages the monitoring, measurement, analysis and results reporting along key metrics.
• Provide direct supervision to two Assistant Directors, Program Marketing (e.g., hiring, firing, training, performance evaluations, disciplinary actions).

QualificationsMust possess one of the following:

• Master's degree in Marketing, Communications or Business and seven years of related experience
• A combination of education and related experience.

College/Business Unit10/06/19, 10:59:00 PM

College/Business Unit: Robinson College of Business
Location: Atlanta Campus
Job Posting: 01/08/20, 12:00:03 PM