Assoc Dir Or Marketing, HES

Basic Qualifications

• Bachelor's degree in marketing, communications, business, or related field

• Minimum 7 years of product or program marketing experience

Additional Information

• This is an 18-month term position with the possibility of extension at the end of the term.

• We will not provide visa sponsorship for this position.

• In order to be considered for this role, a resume and cover letter must be submitted with application.

• All formal offers will be made by FAS Human Resources.

Position Description

Content Strategy & Development

• Create new content for the HES website, social media, email, marketing assets, and events to attract new audiences and encourage conversion for prospective students by showcasing the HES value proposition for course takers, degree prospects, and certificate prospects.

• Collaborate with other marketing team members, including temporary content developers, to ensure HES website content is up to date and optimized to achieve student attraction and retention goals.

• Integrate search engine optimization (SEO) and user experience (UX) best practices into new content developed and provide guidance for content produced by others.

Marketing Strategy

• Collaborating with the Director of Marketing, assume responsibility for one or more HES program portfolios or offering segments, such as technology programs or microcertificates, to develop and execute strategic integrated marketing plans.

• Collaborate with Director of Marketing and HES academic leadership to identify and/or assess viability of new program areas and refine messaging and marketing opportunities for existing courses, programs, and topic areas.

• Serve as voice of the customer to inform HES program development and marketing by analyzing market research and regularly surveying and collecting information from prospective, current, and non-students, including working with contractors and consultants to plan and execute survey instruments.

• Collaborate with teams across the enrollment funnel (i.e. Admissions, Enrollment and Retention, and Alumni Affairs) to identify opportunities to strengthen touchpoints across the student journey, including improvements to nurturing and retention tactics.

• Develop periodic quantitative and qualitative reports on optimization of the marketing funnel, campaign results, and return on investment for marketing campaigns.

Integrated Campaign Development and Management

• Collaborate with Director of Marketing, HES and marketing team members to create integrated, multi-channel campaigns across paid media, email, social media, and events to drive awareness goals and student acquisition targets.

• Guide campaign execution, including the production of media and other assets, to ensure that campaigns launch smoothly and are optimized throughout the full campaign cycle.

Paid Advertising Management/Oversight

• Collaborate with Director of Marketing, HES and other Marketing Directors to direct creative and advertising agencies.

• Contribute strategic insights and provide oversight to creative development and campaign execution, including development and optimization of landing pages.

• Assist with allocating HES advertising budget to achieve enrollment goals and acquire new students at or below projected costs.

Other

• Collaborates with the Division of Continuing Education (DCE) Marketing web development team and marketing insights analyst to test new ways to deliver and present content on the web and campaign landing pages.

• Directs the use of A/B and usability testing tools to employ a data-driven approach to website optimization to increase site engagement and conversions.

• Assists in management of the DCE Course Browser to effectively market individual HES courses.

• Collaborates with Harvard Summer School (HSS) Marketing Directors to ensure that HSS General Program strategies and campaigns are consistent with and reinforce HES and vice-versa.

Job Summary

Reporting to the Director of Marketing, Harvard Extension School, the Associate Director will assist with the position of Harvard Extension School (HES) courses, certificate programs, degree programs, and topic areas by creating content for the web, social media, and advertising campaigns to achieve enrollment growth targets.