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Marketing Manager (Brand)

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General Summary

Looking for a driven, passionate, creative and entrepreneurial marketing manager to join our team.

The Marketing Manager is responsible for development of strategy and marketing campaigns, focused on digital and direct response efforts driving performance for brand, campus, and degree programs efforts.

Accountable for developing strategies and activating tactics to deliver upon performance objectives including branding, communications planning and content strategies that drive lead generation. 

 

Must be an adept integrator working in close collaboration with the Brand Marketing Director and supporting efforts for brand, campus, and digital. The Marketing Manager must ensure accurate representation of marketing programs/products, flawless communication and strategy execution.

This position requires the ability to thrive in a fast-paced and entrepreneurial environment. Also requires experience in the following disciplines:  Market Strategy, Brand and Product Positioning and Messaging, Content Marketing, Channel Strategy, Account Management and Project Management.

 

Should possess the ability to handle a variety of quick-turn requests across a variety of channels while maintaining composure.

 

Principal Duties & Responsibilities

 

  • Applies insights from research, analytics and media teams and conducts supplemental market assessment through primary and secondary research to inform and evaluate marketing plans, product positioning, tactics and creative initiatives for brand and campus efforts.
  • Understand lead and channel performance reports to help inform marketing plans and shifts in initiatives to drive business goals across channels.
  • Responsible for supporting marketing director in the marketing plan development and execution across channels. Maintains annual marketing calendar.
  • Brand, digital, and program expertise charged with continually building understanding and knowledge of key targets and programs for the universities, including competitive landscape, innovations, outcomes and career correlation.
  • Supports new business opportunities and special projects as requested by the Brand Leadership.
  • Works within the developed standards and processes for analysis and interpretation of media, website, and data.  Assist in data collection and Web Analytics to track the effectiveness of creative.
  • Demonstrates a clear understanding of all marketing channels and their roles in the media mix. Consistently shows ability to consider marketing and communications as a whole when developing and optimizing strategies.

 

OVERSEE PRODUCTION

  • Lead and execute high-volume creative and digital production
  • Support marketing director in management of the creative process – client intake, understanding objectives, planning, resource allocation, creative development, compliance,  approvals, distribution, performance, tracking, and optimization
  • Develop and implement marketing campaigns, as well as measurable short and long term marketing strategies for digital direct response and university brand channels
  • Partner with leadership, marketing peers, academic, admissions, and other student-facing teams to determine topics, tactics, and to source trends and proactively launch marketing efforts to drive performance.
  • Has deep understanding of audience for assigned programs and partners and applies those insights to the development of the engagement strategy.
  • Manages and executes the delivery of integrated marketing initiatives (i.e. advertising campaigns) for assigned partners working in close conjunction with the creative teams. Responsible for effective project briefing and setting up SME executors for success with assigned deliverables. Briefing should be concise and delivered in an inspired way to solicit the best work product.
  • Responsible for the development of partner and program-specific value propositions, offers and calls-to-action to convert prospective students to qualified leads.
  • Develops creative briefing materials and is responsible for collaborating with creative services to ensure creative and messaging for assigned clients and teams align with marketing strategies and brand guidelines.
  • Responsible for creating and executing strategy development, management and distribution across channels ensuring that creative is compelling and well-organized based on deep understanding of business objectives, prospects decision journey and best practices.
  • Develops and deploys lead nurturing strategies to support Admissions and enable the guidance of prospects through the decision journey.
  • Works with Marketing Director as day-to-day marketing lead to oversee, activate tactics across integrated campaigns (Account Management and Marketing execution) and handle approvals and other creative projects. Responsible for updating status reports and leading internal meetings.

 

MEASURE AND OPTIMIZE

  • Evaluate and interpret data, like Google Analytics or search trends, to inform, assess, and evolve campaign strategy
  • Develop goal-based KPIs for creative initiatives and report on performance
  • Evaluate education competitors, as well as leaders in content marketing, to refine and stay fresh
  • Create email marketing campaigns and expand upon successful initiatives

 

Knowledge, Skills and Abilities, Competencies

 

  • Expertise with producing compelling marketing campaigns across all devices (web, mobile, tablet)
  • Digital fluency and comfort with modern tools/channels where consumers engage
  • Skill for getting things done quickly without sacrificing quality, ability to prioritize for top impact
  • Ability to identify and deliver upon clearly articulated performance metrics
  • History as an effective self-starter with ability to project manage large scale efforts
  • Experience effectively coaching and managing teams, including content creators and influencers
  • Proven problem solving ability with ability to generate creative ideas and break those solutions down into iterative improvements
  • An eye for user experience and effective creative/content
  • Eagerness to work with smart people to solve complex problems and a knack for collaborating with people in all roles and levels of an organization
  • Drive to take initiative when needed while balancing team approach to a creative practice
  • Ability to act creatively, pragmatically, and analytically as your daily work requires
  • Exceptional project management skills and ability to manage multiple, high-priority or complex projects at once
  • Ability to develop and cultivate relationships with key stakeholders and lead cross-functional teams
  • Excellent multi-tasking, project management, and prioritization skills
  • Ability to take the initiative and influence decisions
  • Resilient and optimistic outlook
  • Excellent written and oral communication skills
  • Translate learnings and insights into actionable strategic recommendations
  • Creative thinker and problem solver with a passion for driving performance
  • Strong financial acumen

 

Education and Experience:  Minimum

 

  • Bachelor's degree in Marketing, Communications, Advertising, Business or related field of study from an institution accredited by an agency recognized by the U.S. Department of Education (or international equivalent)
  • 3 - 5 years of experience in a related position

 

Education and Experience:  Preferred

 

  • Bachelor's degree in Marketing, Communications, Advertising, Business or related field of study from an institution accredited by an agency recognized by the U.S. Department of Education (or international equivalent)
  • 5 – 7 years of experience in a related position

 

 

 

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