Executive Director of Marketing and Market Intelligence, School of Professional Studies

Job description

Job location: School of Professional Studies (Charlotte)

Employment Type: Full-time
Posted data: 2021-02-16
Req: R0003095
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Job Description Summary

The Executive Director of Marketing and Market Intelligence leads the brand management efforts of our School, oversees the effective promotion of our offerings, and ensures that our program portfolio evolves continuously to reflect the changing needs of our learners and partners. The Executive Director helps curate a compelling and engaging narrative about the mission and community impact of the School to internal and external audiences. S/he leads the marketing efforts of SPS programs and manages demand generation via digital and non-digital marketing channels and external partnerships. The Executive Director conducts sophisticated analytics and grounded research to position and promote our programs in ways that maximize their impact on the career outcomes of the learners and professional development goals of business partners. The Executive Director plays a critical role in shaping the product roadmap of the School by serving as our internal “voice of the market,” continuously scanning community needs and the competitive educational landscape, assessing viability for potential new programs, and identifying opportunities for enhancing existing programs.

Job Description

Essential Functions:

• Set the early strategic direction of the marketing and market intelligence functions of the School to ensure appropriate brand positioning and effective promotion and implementation of inaugural programs.
• Lead the formulation and focused implementation of marketing plans and campaigns to support brand development, new program launches, learner growth, and stakeholder satisfaction consistent with the School’s aspirations.
• Pursue the completion of in-depth studies (using both primary and secondary research data) to generate actionable insights for program marketing and to guide the program roadmap of the School.
• Effectively represent the School’s programmatic offerings and educational pathways to target learner segments in ways that support significant career outcomes and ease of access.
• Optimize enrollments by managing the digital assets of the School (website, presence on social networks, etc.) and establishing productive partnerships with external marketing agencies.
• Build relationships of trust with University marketing leaders. Facilitate strong cross-organizational information sharing and cooperative strategy development and tactical execution.
• Collaborate with program leadership to assess feasibility of new program ideas and create marketing plans and enrollment forecasts for new program launches.
• Maintain deep subject matter expertise of relevant consumer/business segments, educational market dynamics, and trends for the working professional community in Charlotte and the Southeast US.
• Build consumer empathy and understanding across the whole SPS team by identifying actionable learning needs and representing the voice of prospective and current learners.
• Assist with setting SPS performance targets, and provide regular reporting, forecasts, and root-cause insights to inform ongoing adjustments to drive KPIs.
• Work closely with the internal and agency creative teams to ensure the development of compelling story narratives and creative requests are accurate, on time, and on brand.

Other Functions:
• Has a strong outcomes-based orientation (pushes self and helps others to achieve results) and a continuous improvement mindset.
• Is adept at utilizing sophisticated analytical tools to derive evidence-based decisions and has deep understanding of digital channels and networks that are utilized by working professionals. Utilizes such knowledge and relevant analysis to optimize campaign outcomes and increase efficiency of marketing investments.
• Learns quickly when facing new situations. Experiments to find new solutions. Takes on challenges of unfamiliar tasks. Extracts lessons-learned from failures and mistakes. Expands knowledge base through ongoing curiosity.
• Forms teams with appropriate and diverse mixes of styles, perspectives, and experience. Establishes common objectives and a shared mindset. Creates a feeling of belonging and strong team morale. Shares wins and rewards team efforts. Fosters open dialogue and collaboration among the team. Creates a team that works well cross-functionally.
• Deals comfortably with the uncertainty of change and ambiguity. Effectively handles risk. Is calm and productive, even when things are up in the air. Deals constructively with problems that do not have clear solutions or outcomes.

Required Education, Knowledge, Skills, Abilities:
• Bachelor’s degree in Marketing, a related field, or equivalent experience.
• 10+ years of experience in marketing roles.
• Executive-level communication ability. Must be able to clearly and persuasively communicate both verbally and in writing with staff at all levels of the University and with external partners.
• Strong quantitative and strategic analysis skills. Must be able to gather and analyze data and research reports to identify significant trends, implications and opportunities, and derive actionable initiatives to pursue.
• Fluency in a wide variety of marketing disciplines, including traditional and digital media, SEO, content marketing, social networks, and event marketing.
• Drive and ability to influence others to act without direct reporting authority.

Preferred Education, Knowledge, Skills, Abilities:
• Previous experience in a higher education environment that included the marketing of programs to adult learners and business partners.
• Significant experience in managing digital assets and marketing channels.

Additional Job Description

Time Type Requirement

Full timeNote to Applicant:This position profile identifies the key responsibilities and expectations for performance. It cannot encompass all specific job tasks that an employee may be required to perform. Employees are required to follow any other job-related instructions and perform job-related duties as may be reasonably assigned by his/her supervisor.

In order to provide a safe and productive learning and living community, Wake Forest University conducts background investigations and drug screens for all final staff candidates being considered for employment.

Wake Forest seeks to recruit and retain a diverse workforce while promoting an inclusive work environment committed to excellence in the spirit of Pro Humanitate. In adherence with applicable laws and as provided by University policies, the University prohibits discrimination in its employment practices on the basis of race, color, religion, national origin, sex, age, sexual orientation, gender identity and expression, genetic information, disability and veteran status and encourages qualified candidates across all group demographics to apply.

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