Senior Associate Director, B2B and Integrated Channel Marketing in Executive Education
June 8, 2018
New York, New York
Advertised Summary Job Description: Reporting to the Head of Marketing, Executive Education, the Senior Associate Director, B2B and Integrated Channel Marketing will drive the lead generation strategy and implementation through sales enablement, paid and earned media, and partner marketing for Columbia Business School Executive Education (CBSEE).
1.Execute on the marketing strategies set forth by the Associate Dean and Head of Marketing to promote the School's Executive Education portfolio in order to achieve enrollment and revenue goals. Works with colleagues at Columbia Business School Executive Education to ensure timely, high-quality implementation of all marketing-driven initiatives. 2.Develop and deliver B2B sales enablement strategy and tactics to drive and support "outside sales" initiatives, including creating sales tool kits and developing custom content specific to verticals and functions. Develop messaging, positioning, and custom content for the Open Enrollment and Custom program sales teams. Enhance sales execution tailored assets, case studies, and white papers around customer successes. Coordinate with sales teams to successfully execute B2B campaigns and sell through the portfolio. 3.Effectively collaborate with the Open Enrollment and Custom program sales teams to develop high-impact, account-based media strategies and tactics. Design, along with the Information Design team, a system for tracking and measuring B2B accounts and successes. 4.Identify and secure presence at B2B events / conferences; collaborates with Event Manager to manage the group's presence and lead the production and execution of the events. Focus on supporting the CBSEE flagship Advanced Management Program. 5.Design and deliver on the paid and earned media strategy from media planning to implementation and monitoring across channels including online, SEM, print, custom content (advertorial), and social media (paid and earned) for B2B and B2C audiences. Act as the primary liaison to media planning and buying agency and publisher partners on all media activity for Executive Education; work with the Head of Marketing to manage, build and maintain these relationships and promote the agency/publisher capabilities across the School, as appropriate. 6.Oversee the paid and earned social media campaigns including collaborating with internal teams to develop strategies to increase followers and engagement, partnering with paid social media consultant / media agency to identify content for social media campaigns and interpreting campaign data for optimization in other channels. 7.Contribute to development of custom content (advertorial) media campaigns and content syndication (republishing existing content) to drive brand awareness and affinity through thought leadership promotion. Constantly and effectively optimize all marketing initiatives including: Monitoring media performance, lead all media calls and meetings, Identify test media publication and outlets and evaluate media proposals, oversee implementation and maintenance of media tracking pixels and tagging, identify and leverage the latest ad tech solutions and tools to drive decisions. 8.Identify, evaluate and execute on new and existing partners marketing opportunities to increase brand awareness and drive lead generation. Help develop relationships with external partners from strategy through execution. Identify and build alliances with internal stakeholders that may also benefit from CBSEE partnerships. 9.Regularly benchmarks competitive marketing efforts, specifically peer school's collateral, to provide recommendations to keep the Columbia Business School Executive Education website, email campaigns and collateral "best in class." 10.Performs other related duties and travel as needed.
General Minimum Qualifications: Bachelor's degree and/or its equivalent required. Minimum 4-6 years of related experience required.
Additional Specific Minimum Qualifications: Must possess a comprehensive understanding of B2B sales enablement, integrated marketing channels, CRM systems, and be comfortable with marketing analytics. A comprehensive understanding of ad / marketing tech and the ability to drive adoption of new ad tech for campaign analysis and improved execution / automation. Inquisitive with a desire to scale best practices and operate more efficiently. The ability to bring new ideas & innovative thinking to drive marketing effectiveness. This role requires the marketing skills to effectively communicate internally and externally; excellent written and oral communication skills required. Must be able to work well under deadline pressure and be a self-starter who anticipates opportunities and problems and takes initiative to identify and implement creative solutions. Strong organizational skills with an emphasis on being conscientious and detailed oriented. Individual must be flexible, have a positive attitude, collaborative spirit and be able to work independently as well as part of a team. Knowledge and/or experience with Google Analytics, Salesforce, and HTML.
As a member of the National Collegiate Athletic Association (NCAA) and the Council of Ivy Group Presidents (Ivy League), it is imperative that members of the Columbia University community, in all matters related to the intercollegiate athletics program, exhibit the highest professional standards and ethical behavior with regard to adherence to NCAA, Conference, University, and Department of Intercollegiate Athletics and Physical Education rules and regulations.
Columbia University is an Equal Opportunity/Affirmative Action employer.
Internal Number: 126_169851
About Columbia University
Columbia University is one of the world's most important centers of research and at the same time a distinctive and distinguished learning environment for undergraduates and graduate students in many scholarly and professional fields. The University recognizes the importance of its location in New York City and seeks to link its research and teaching to the vast resources of a great metropolis. It seeks to attract a diverse and international faculty and student body, to support research and teaching on global issues, and to create academic relationships with many countries and regions. It expects all areas of the university to advance knowledge and learning at the highest level and to convey the products of its efforts to the world.