The Manager of College and Audience Marketing owns the high-level marketing strategy for their college. This position is responsible for understanding the strategy, plan, and goals for their assigned college(s) and/or strategic audience (military, community college, etc.), and developing a marketing plan that aligns to the overall goals. This position will work closely with the college academic team to understand their challenges and recommend solutions. This position must have a deep understanding of the market and target audience for their assigned college and audiences. This role directly manages a coordinator position, and interfaces closely with roles across academics and marketing. This role is highly strategic and collaborative. Candidates must have extensive marketing experience, understand and embrace emerging media channels, be a good listener and communicator, and be good at managing relationships. Key areas of focus include strategic planning, testing new media channels and managing the media mix, and managing audience targeting at the college level.
Essential Functions and Responsibilities
Work with the college/audience leadership team to understand the academic goals and marketing needs of assigned colleges and strategic audiences.
Develop the marketing strategy (five year) and operating plan (one year) for assigned college.
Develop a monthly media plan for each assigned college/audience with media channels, spend, goals, and metrics for tracking goals.
Develop fiscal year budgets by month for each assigned college/audience. Track spending to budget.
Develop a creative strategy for each assigned college/audience that aligns to the personas, messaging pillars, goals, and university creative strategy/direction.
Work with the creative team on developing creative assets that align to the creative strategy.
Work with the media channel teams on building monthly budgets, placements, and goals.
Work with the website team on messaging creative.
Work with the conversion team on messaging and cadence of conversion tactics.
Work closely with enrollment on meeting app, enroll, and start targets, and work on new marketing and conversion tactics to help enrollment meet goals. Work with enrollment on training around new campaigns and program launches.
Work with analytics team to develop monthly tracking and reporting documents, attribution tracking, monthly insights, and recommended changes for the following month.
Manage new program launches and program updates for assigned college.
Manage relationship and projects with research partners for micro personas and other college marketing related research needs.
Schedule and manage a monthly reporting and recommendations readout meeting with marketing and leadership teams.
Manage college and audience marketing coordinator, ensure they are managing all projects and hitting deadlines in order to execute on strategy and tactics.
Mentor and support college and audience marketing coordinator, give them opportunities to learn and grow in their position. Empower them to make decisions related to campaign delivery.
Tenacity with follow up and ensuring that deadlines are met.
Project management, including task management.
Able to manage creative development projects.
Track record for effective communication and collaboration with a diverse professional population.
Demonstrated professionalism that displays effective judgment and professional integrity that represent the educational standards within higher education.
Data driven decision making.
Industry experience in the areas of our four colleges helpful.
Bachelor's degree in marketing or communications.
Experience developing and executing a marketing strategy and cross-channel media plan.
Strong background working with cross-departmental or cross-functional teams.
Managing marketing and communications projects.
Three or more years directly managing employees.
Managing marketing strategy and media plans for a product line.
Post-secondary education experience a plus.
Western Governors University