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Experience Level:
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Description:
GENERAL SUMMARY:
The Director, Digital Media and Marketing will lead the development and execution of marketing strategies and tactics for specific professional target markets (i.e. K-12 teachers, psychologists, business management professionals). This individual is responsible for understanding the target market and their educational needs and working with cross-functional partners to develop and execute strategies and tactics to reach the respective audience. The Director of Marketing is measured on increases in brand awareness among the target market, with an emphasis on driving prospective student inquires, conversion and retention of the students. He/she will ensure that our positioning in the market place is unique for the audience and the marketing plan drives achievement of budgeted growth rates.


ESSENTIAL DUTIES AND RESPONSIBILITIES:

• Develop the marketing strategy for target audiences/programs: Work with academic leadership, product management, product development and enrollment management to develop an in-depth understanding of the target market, and apply these learning's to developing a marketing strategic plan to reach the respective audience.
  
• Identify when resources are needed outside of the company to understand the target market.
  
• Represent the marketing team resources as a member of the product cross-functional team. Identify issues; engage appropriate marketing team members as necessary.
  
• Ensure audience-marketing plans are synergistic with overall educational institution positioning and strategies.
  
• Set Marketing Channel Goals: Work with the channel-marketing managers to develop a clear marketing tactical plan.
  
• Develop unique messaging and positioning for the their audience area and respective educational programs.
  Develop channel specific goals (i.e. direct mail, web marketing, media).
  
• Lead cross-functional execution of all marketing plan initiatives.
  
• Track performance of marketing strategy through measurement and analysis of prospective student inquiries, conversion, and retention to understand effectiveness and ROI.

• Obtain in-depth understanding of the Laureate Online Education's business plans and strategies.
  
• Interface effectively with Product Management, Enrollment Management, Product Development, and Academic leadership to collaborate on program management and strategies.
  
• Provide feedback and direction for future programs and campaigns.
  
• Interface with academic partners to ensure clear understanding of program elements such as admissions requirements, course curriculum, program outcomes, and professional accreditations.
  
• Provide timely and accurate communication to Enrollment, Product Management and Sales Teams to ensure awareness of and participation in all marketing events.
  
• Ensure successful coordination of marketing channel programs.
• Execute all activities in a timely and accurate manner including status reports, expense reports, budget development, forecast updates and marketing plans.
  
• Measure, report and analyze all marketing activity: Quantify expected results and track performance.

Experience:
EDUCATION and/or EXPERIENCE:

• Minimum 10+ years marketing management experience required. At least 3 years at the manager level.
  
• Minimum 5+ years marketing web products experience required.
  
• Bachelors' degree required. MBA or graduate level education desirable but not necessary for success.
  
• Brand management experience with a consumer packaged goods,
• service, education, publishing, or media company preferred.
  
• Co-Marketing, Advertising, Membership marketing, direct marketing a plus.
  
• Web marketing experience is required.


• Experience in understanding market research and business analytics; integrate with market and product knowledge, to develop marketing strategies and plans for the audience.
  
• Exceptional problem solving and analytic skills.
  
• Possess strong leadership abilities in the areas of managing and executing marketing programs and tactics.
  
• Experience in developing marketing plans and tactics to drive lead generation, conversion and retention.
  
• Lead-generating marketing programs include media, direct mail, telemarketing, seminars, trade shows, events and on-line campaigns.
  
• Must be intelligent, professional, mature and well organized.
  
• Must have experience developing and managing a budget and understanding financial implications of marketing programs.
  
• Experience managing strategic projects, ability to understand big picture. Ability to get strategy implemented.
  
• Strong presentation and meeting facilitation skills. Excellent oral and written communications skills.
  
• Strong relationship building skills.
  
• A good listener, collaborator, and influencer.
  
• Ability to interface with people at all levels within the organization.
  
• High level of enthusiasm and dynamism, functions well in a team-driven and highly creative environment.
  
• Strong organizational, prioritization and time management skills.
  
• Strong knowledge of social media principles required
  
• Knowledge of one of the following target markets is a plus: K-12 Education and/or Business Professionals.
  
• Previous experience in the higher education
  marketplace is a plus as well.