Executive Director Marketing

Employer
Walden University
Location
Maryland, United States
Salary
Salary Not Specified
Posted
Sep 29, 2020
Employment Level
Executive
Employment Type
Full Time
Sr. Brand Director Role

The Sr. Director of Brand and Creative Operations is key leader on the Brand and Creative Services team. This individual will oversee a team of Brand/Product Marketers as well as Project Managers to ensure timely and high-quality delivery of all brand and communications programs across Paid Digital, traditional advertising, CRM and other channels that are delivered on budget. This individual will manage our various brand and creative agencies and be responsible for the development and execution of comprehensive communications and advertising programs in alignment with the brand strategy for Walden University and other subsidiary brands as needed. This role will partner across all members of the commercial operations organization and other key stakeholders to promote Walden’s brand vision and ensure brand consistency across all areas of the University, as well as across all consumer touch points and channels, as appropriate.

  • Lead agencies and internal teams to execute integrated marketing plans created for the Walden University brand
  • Lead the development of tactical creative briefs based on strategic marketing direction. Work with agencies and outside resources (freelancers) to ensure understanding and alignment with overall direction. Ensure creative product reflects and communicates this direction.
  • Develop and coordinate breakthrough, integrated programs across advertising disciplines and deliver excellent executions with our agencies. Supervise TV, Print, OOH, Digital, Social and other creative development for all brand/awareness and college-level programs.
  • Work with various internal functional departments including Research, Business Intelligence, Media, Public Relations, Legal and Academics to gather information needed to be included or considered in creative assignments.
  • Responsible for all creative budgets and execution of authorized plans, purchase orders and vendor payments. Approve billing and invoices for payment. Communicate with agencies and outside vendors for billing issues and dispute resolution.
  • Maintain accurate spending forecasts and update as needed; manage all activity for advertising/creative budget tracking.
  • Direct and report on effective use of Project Intake, Monthly Creative Services time/utilization
  • Lead and commission various insights gathering research studies for consumers and competitive category to secure knowledge that can be utilized to enhance and evolve the brand, student insights, and creative product.
  • Manage brand and advertising guidelines to ensure all vendors and internal audiences follow them and update as necessary.
  • Develop brand and advertising KPIs with VP, Marketing and other key stakeholders. Create scorecards, reports, and other tracking tools to track and analyze results of marketing/advertising campaigns and programs. Share results and recommendations to ensure goals are met.
  • Manage an internal brand and project management team of 6.
  • Lead agencies and teams to present ongoing competitive positioning, spend and analysis.
  • Direct the brand review process to ensure alignment across all areas of the organization on Brand Standards and Expression.
  • Lead Quarterly Agency and Vertical College Summits and weekly agency integration calls, as needed.
  • Work with our brand and other agencies and internal teams to develop, refine and/or execute the following for Walden, as needed:
  • Execution of the brand platform to include a definition of the Walden brand character and vision, value proposition, as well as positioning, personality, voice, tone and manner, behaviors


  • Bachelor’s degree required
  • MBA a plus


  • A minimum of 10-15 years of progressive brand/marketing management experience is required, as well as leading a team. Agency experience is a plus.


  • A proven record of success in developing and implementing brand/marketing plans and achieving business and brand goals through brand activation activities. Direct experience managing and overseeing creative production including broadcast (TV and radio), OOH, Digital, Social and print assets on a local and national level.
  • Ability to translate information from multiple sources regarding consumer needs/objectives into programs.
  • Must have supervisory experience.
  • Proficient in Excel/Word/Power Point/Outlook computer programs.
  • Thorough understanding of standards of brand health measurement and evaluation.
  • Be an analytical thinker. Ability to analyze and present data and findings clearly, concisely and accurately, and be able to draw meaningful conclusions and indicated actions.
  • Must be a strong communicator. Write and create presentations. Sell ideas internally and externally: influence people both inside and outside of department to drive quality execution.
  • Ability to work cross-functionally. Working knowledge of marketing, acquisition, finance, consumer promotions to build effective partnerships throughout the organization. Team player within Marketing group and across marketing teams and agencies.


  • #LI-MD1

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