Product Marketing Specialist

Job description

Posting #: 3288
Position Status: Full-time regular
Location: San Diego
Position Type: School of Business, Staff

Position Title & Department:

Product Marketing Specialist; School of Business

Posting #


Department Description:

The University of San Diego School of Business embraces a stewardship approach to business education. Stewardship requires businesses to protect and care for society in pursuit of a greater good. The USD School of Business community of faculty, staff, students, and graduates, embrace stewardship by applying values-driven, free-enterprise skills to improve businesses, industries, and the lives of people in our community and around the world.

Looking forward, the Knauss Center for Business Education will be the physical home for the USD School of Business, and more important, the mortar that binds us together is our unique competitive advantage as we deliver a rich, holistic student experience, crafted with a higher purpose in mind, for all the greater good. See our progress:

University Description:

The University of San Diego, a contemporary and engaged Roman Catholic institution, was founded by the Diocese of San Diego and the Society of the Sacred Heart in 1949. Governed by an independent board of trustees since 1972, USD remains committed to a liberal arts education grounded in the Catholic intellectual tradition and the pursuit of truth, goodness and beauty. Inspired by this centuries old tradition of Catholic higher education, the University welcomes people of all faith traditions and any, or no, religious background. The future success of USD relies on the contributions of those who seek to foster the development of engaged global citizens and an earnest confrontation of humanity’s urgent challenges.

Detailed Description:

This recruitment is open to current University of San Diego employees only. Only current USD employees are eligible to apply and be considered for this position.

Under direction from the Director of Brand Marketing and Communications, the Product Marketing Specialist is responsible for the market positioning and lead generation strategies of the School of Business academic program portfolio. The Specialist will manage processes and strategies across multiple platforms with the goal of increasing student enrollments and revenue in a supporting environment, while positively shaping USD School of Business’ identity, profile and visibility within the community.

Duties & Responsibilities:

Manage marketing strategies and campaigns for the School of Business portfolio of academic programs that yield a quantifiable and significant return on marketing investments across various channels

  • Positively impact the fiscal performance of the School of Business degree and certificate programs and the quality of the relationships with internal and external constituents who are collaborative partners
  • In coordination with the Portfolio Managers, responsible for creating brand promise and attributes that are unique and important to the target audience for each degree program and certificate presented to the marketplace, developing compelling messaging campaigns, target personas and stewarding the campaign process with all stakeholders
  • Forecast CPL and budget needs to achieve enrollment goals
  • Increase lead generation and enrollments by prospective students while decreasing cost per inquiry
  • Write copy for email nurturing campaigns, landing pages and website, and work with external vendors including digital agencies, designers, printers, marketing services and mail processing to develop and execute jobs, such as, collateral items, HTML email, search engine optimization, pay-per-click, direct mail, print, etc. for the targeted marketing campaigns of the School of Business’ portfolio of programs
  • Develop a communication and marketing strategy that addresses the student life cycle and considers program priorities including: using customer data to establish cost effective contact practices; combining customer data to determine best ROI for promotional efforts per program, etc.

Collaborate with the Director of Brand Marketing and Communications, Assistant Directors of Outreach and Recruitment as well as external partners to implement program-specific strategic and multi-channeled, integrated marketing and communication plans for degree programs

  • Develop a high-converting stream (lead-to-student) of inquiries from a diversified marketing mix that emphasizes strategic deployment of resources to the highest converting lead sources
  • Strategically evaluate and select outsourcing opportunities to vendors and contractors for various marketing projects in order to optimize internal and external resources
  • Beta testing of digital ad campaigns in multiple platforms and landing pages
  • Program specific target personas development
  • E-mail nurturing campaigns management
  • Selection, negotiation and booking of media, lists, career and educational portals
  • Flyer and print collateral creation
  • Blog, email and web content management for each program assigned
  • In consultation with the Director, manage marketing-related contracts and external vendors

Support the Director of Brand Marketing and Communications, the School of Business team and external teams to build marketing campaigns that find and acquire student prospects and help convert them to students

  • Recommend digital strategy and marketing spend per academic program and certificate programs
  • Forecast CPL and budget needs
  • Monitor the budget for each marketing program campaign with the goal of optimizing return on marketing investment

Collaborate with Assistant Directors of Outreach and Recruitment to develop and implement data-driven, metric-based marketing research, analysis and marketing assessments

  • Work with Portfolio Managers to conduct market research to adjust marketing plan and strategy as needed in order to optimize student recruitment and retention
  • Research marketing channels for specific audiences as support for assessing the ability to reach the target audience and build a marketing promotional plan
  • Conduct enrollment analysis and analyze database of prospective students to forecast future student conversions
  • Monitor, track and report on all campaign activities including cost per lead (CPL) by source, lead conversions, ROI on campaign expenditures, response rates, etc

Other duties as assigned

Job Requirements:

Minimum Qualifications:

● Bachelor’s degree from an accredited college or university with preference given to Business, Marketing and/or related field of study
● 2 years of work experience in product marketing, campaign planning, digital marketing, messaging, positioning, copywriting and/or related field

Preferred Qualifications:

● Bachelor’s degree from an accredited college of university in Business, Marketing or a related field
● 3+ years of progressively responsible marketing experience in product marketing, campaign planning, digital marketing, messaging, positioning and/or copywriting
● 2+ years of hands-on experience in lead generation, search, online advertising and pay-per-click (PPC)
● Experience working in higher education

Performance Expectations - Knowledge Skills and Abilities:

Knowledge of and experience with:
● Computers and software (including MS Word, Access, Internet, Web, etc.)
● Excellent skill in using business software systems in the completion of work assignments; i.e. Word and Excel, PowerPoint, Web analytics, search (paid and organic), content management system (CMS) and customer relations management (CRM) software
● Excellent knowledge of the fundamentals of writing, grammar, syntax, style, and punctuation
● Excellent knowledge of appropriate editorial style and publication guidelines
● Excellent skills to write clear, lively, engaging and compelling copy in a variety of styles appropriate to target audiences and/or the broader public, while ensuring adherence to the campus message
● Excellent marketing writing skills targeted at different audiences
● Presenting materials
● Product or program promotion and marketing
● Interacting with the professional business community

Demonstrated performance in:
● Human relations and interpersonal communications
● Exercising self-initiative and creativity
● Be able to function with a high degree of autonomy
● Demonstrated capacity for developing and understanding strategy
● Lead nurturing campaign experience with proven results
● Operation of personal computer equipment and web management
● Time management and organization of multi-tasking work requirements
● Communicating effectively both verbally and in writing
● Ability to use mature judgment
● Ability to form productive working relationships with faculty, staff, and administration
● Working with diverse personalities
● Being flexible and versatile in coping with evolving and work situations
● Ability to focus on technical details in an environment with many distractions
● Ability to shift mental tasks from the minute and technical to interpersonal and creative at any given moment
● Being able to handle the stress of last-minute deadlines and changes
● Ability to assume responsibility and effectively resolve problems by exercising independent judgement

Tools & Equipment Used:

Computer, telephone, fax, and other related office equipment.

Background check: Successful completion of a pre-employment background check.

Degree Verification Requirement: Persons offered employment in this position will be required to provide official education transcripts for degree verification purposes.

Posting Salary:

Commensurate with experience; Excellent Benefits.

The University of San Diego offers a very competitive benefits package, to include medical, dental, vision, a retirement contribution given to you by the University (with three year vesting period), and access to on-campus Fitness Centers. Please visit the benefits section of our website to view all of the perks and benefits that USD has to offer. USD: Human Resources: Benefits

Special Application Instructions:

Click 'Apply Now' to complete our online application and, for full consideration, please upload a resume to your application profile for the hiring managers’ review. You are also strongly recommended to upload a cover letter to your application profile for the hiring managers’ review. If you have any questions or difficulties please contact the Employment Services Team at 619-260-6806, or email us at [email protected]

Additional Details:

Hours: 37.5

Closing date: May 7, 2021

Note: External job postings will be up for at least five days. After that time, applications will be reviewed by the hiring manager/committee throughout the posting period. A candidate may be selected at any time which could then close this posting on a date earlier than listed.

The University of San Diego is an equal opportunity employer committed to diversity and inclusion and is especially interested in candidates who can contribute to the diversity and excellence of the campus community.

The University of San Diego is a smoking and tobacco-free campus. For more information, visit

Advertised: April 23, 2021 Pacific Daylight Time
Applications close: May 07, 2021 Pacific Daylight Time




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Job No:
Posted: 4/24/2021
Application Due: 5/7/2021
Work Type: Full Time