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Marketing Manager

General Purpose

The Marketing Manager must ensure the achievement of financial and operational goals within the marketing budget while ensuring compliance and adherence to the institution’s Mission, Vision, Performance as well as Strategic Goals.

Essential Job Duties & Responsibilities

  • Develop marketing strategy, budgets and forecasts aligned with overall marketing and business objectives of campuses.
  • Research, select, onboard and manage lead generation (lead aggregator) partners.
  • Develop international strategy for the company across multiple channels.
  • Plan and execute all digital campaigns on web, marketing database, social media and display advertising.
  • Develop and execute a strong social media advertising presence.
  • Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs).
  • Identify trends and insights, and optimize spend and performance based on the insights.
  • Brainstorm new and creative growth strategies to test new forms of digital media.
  • Leads the development and production of publications including brochures, direct mail pieces, ads and other publications to advance enrollment and to communicate with active students.
  • Project manage the onboarding of new partners.
  • Manage multiple campaigns with multiple performance/price characteristics to meet overall objectives.
  • Develop and manage affiliate marketing program.
  • Work with vendor for SEO growth and development.
  • Troubleshoot underperforming partners/campaigns and optimize performance.
  • Provide subject matter expertise within organization for all internet lead generation activities.
  • Develop and manage Social Media strategy.
  • Develop and manage Website blogs.
  • Work with admissions to properly segment and route student inquiries.
  • Perform deep analysis on campaign performance; distill into regular reports for senior management.
  • Conduct weekly performance reviews for all campaigns .
  • Stay current with all industry trends in the highly competitive education space.
  • Develop and manage Paid Search strategy.
  • Develop and manage Mobile (both Paid Search and SEO) strategy.
  • Manage online compliance agency.
  • Other Duties as assigned.

Education and/or Experience

  • Bachelor’s degree in discipline applicable to marketing, communications, business or media/public relations.
  • Experience working within digital marketing, specifically in SEO and PPC campaigns
  • Experience with lead generation / lead aggregators is required (within education industry is preferred)
  • At least 3 years of experience in media planning and buying or direct marketing background, preferably in a higher education setting.
  • Demonstrated knowledge of advertising, public relations, print, broadcast and digital media.
  • Experience in developing and analyzing metrics related to marketing efforts.
  • Strength in identifying market segments and determining how to reach them creatively and effectively.
  • Effective organizational and management skills with a demonstrated ability to manage a marketing team.
  • Proven ability to work effectively in a team environment relating to a variety of clients, both internal and external.
  • Experience in developing and implementing marketing strategies related to the recruitment of students preferred
  • Fluent in English with excellent written and oral skills 
  • Used to working with tight deadlines and juggling priorities 
  • Supervision of Marketing Team.

Related Skills

  • Ability to read and comprehend simple instructions, short correspondence, memos, invoices, and contracts. 
  • Ability to write simple correspondence. 
  • Ability to effectively present information in one-on-one and small group situations to customers, clients, and other employees of the organization.

Mathematical Skills

  • Ability to add, subtract, multiply and divide in all units of measure, using whole numbers, common fractions, and decimals.  Ability to compute rate, ratio, and percent and to draw and interpret bar and pie graphs.
  • Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists. Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.

Equipment/Computer Skills

  • Incumbent must be able to use the following equipment and software packages with proficiency:
  • Microsoft Office Suite
  • CRM System
  • Google Analytics
  • Word Press
  • PDF
  • Adobe Creative Suite
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