The Executive Director of Marketing is responsible for marketing strategy and campaign development at the brand and program level for the Division of Graduate and Professional Studies. This position will assist the Division in achieving aggressive enrollment and program growth goals in the online and on-campus graduate and undergraduate programs supported by the Division.
The Division seeks a seasoned, metrics-driven professional who is versed in marketing to adult and online students. This role requires strong project and stakeholder management skills, the ability to set and maintain priorities in a very busy department, and the ability to lead discussions about new offerings and new marketing that GPS should consider. This position is responsible for directing the marketing for Graduate & Professional Studies, which includes the University’s Graduate programs, Online and Continuing Education programs, and Corporate programs. Reporting to the Vice Provost for Innovation & Workforce Development, this leadership position is an integral part of the marketing team. This position oversees 4-6 direct reports and works closely with the Academic Leadership, Program Directors, Director of Marketing Services, and the Marketing Directors for the other schools/programs and several external partners.
Develops and manages the marketing strategy for Graduate & Professional Studies
Leads market research efforts to gather insights on demand, competitive opportunities, and brand awareness to inform positioning.
Establishes a global B2C lead generation strategy and marketing plan that attracts qualified leads from across the globe and converts them to enrolled students.
Provides input on new offerings that market is demanding and new market opportunities for GPS.
Develops and delivers periodic quantitative and qualitative reports on optimization of the marketing funnel, campaign results, and return on investment for marketing campaigns.
Works with the marketing services team to create and execute integrated marketing campaigns and effective go-to-market strategies to acquire and retain qualified students for existing and new offerings. Guides the production of valuable content within the marketing services team for the public websites and social channels
Works with the marketing services group and strategic partners to allocate an advertising budget of approximately $2.5M through the most effective channels as supported by data. Measures and reports back on results and focuses on continuous optimization.
Serves as the voice of the customer and provides industry insights to identify and shape existing and future offerings. Works with academic program Directors to determine the value proposition and points of differentiation of programs and builds effective content to convey those. Educates both internal and external stakeholders and student service teams on new and existing offerings and their benefits.
Works with alumni affairs to gather alumni data and guides direct reports in developing an event strategy for prospective students.
Minimum Qualifications (Required):
Bachelor's degree in related discipline
Ten years of management and marketing experience with supervisory responsibilities, at least 5 years in higher education
Evidence of project management, budget management and stakeholder management experience
Experience working with marketing data analytic tools to develop marketing strategy
Advanced experience in metrics and marketing to adult and online students
A strong background in market analysis, and the use of data-driven decision making is critical
Must understand the complexity of higher education issues, the environment, and decision-making process
A good listener with high energy, drive and both intellectual and emotional intelligence
Strong character; integrity, bias to action, tolerance for process; sense of humor
Must believe in the mission and academic philosophy of GPS
Master's Degree preferred
Experience developing strategy for digital and direct marketing, market research, SEO/SEM, social media, content marketing, web presence, mobile, channel selection and optimization, and PR are important
Special Instructions to Applicants:
Initial review of applications will begin immediately and continue until the position is filled. However, the position may close when an adequate number of qualified applications are received.
Please include a cover letter and resume with your application. Names and contact information of three references will be required at the time of application.
Internal Number: 501517
About University of Massachusetts Lowell
UMass Lowell is a public university committed to preparing our students for work in the real world? solving real problems and helping real people? by providing an affordable high-quality education.Whether you?re pursuing a career path or still searching for one, UMass Lowell is the ideal place to discover and achieve your purpose. Our campus is bursting with energy? enrollment is up, new academic programs are being launched, and new facilities are being acquired and are under construction. Most importantly, our students are more successful than ever thanks to highly accredited programs, our focus on experiential ?hands-on? learning, and personal attention from our accomplished and committed faculty and staff.