Senior Director, Media and Digital Marketing

The mission of The University of St. Augustine for Health Sciences is the development of professional health care practitioners through innovation, individualized, and quality classroom, clinical, and distance education.

GENERAL SUMMARY

This individual will be responsible for leading, coaching, and developing a team of media marketing professionals in understanding their respective roles in driving the progression of critical institutional and vertical strategies. This individual will oversee the development and execution of global marketing media strategies and tactics and be responsible for the comprehensive planning, implementation and management of the global marketing plans. This individual will ensure that the institution/program positioning in the market place is unique for the audience and the marketing plans drive achievement of budgeted growth rates.

ESSENTIAL DUTIES AND RESPONSIBILITIES
  • Assess key functional strengths and determine most efficient team structure; develop, lead, and coach a multi-campus team of marketing professionals
  • Identify and integrate through a test and learn strategy new media models, channels, and continual optimization of existing digital and social media plans
  • Oversee the development and execution of global marketing strategies and tactics for existing programs and the launch of new programs per the strategic product roadmap.
  • Responsible for the strategic planning, implementation, and management of the integrated marketing plan
  • Responsible for managing the portfolio of programs and products at the institutional level, ensuring that they reach the appropriate target audience and coordinate with the marketing aspects of the program management leadership on cross-institutional programs and new product development
  • Identify the correct target audiences for the institutional/program including positioning in the market place through content development that is unique for the audience and the marketing plans drive achievement of budgeted growth rates.
  • Must be able to strategically manage teams and agencies in a multi-campus, multi-brand environment.
  • Develop market-specific customer insights, messaging, and digital assets and/or programs for target audiences
  • Identify growth barriers in key markets and online audiences and drive strategy for enrollment growth
  • Collaborate closely with Enrollment teams, Program Directors, Admissions and others to guide and direct the implementation of marketing strategies.
  • Demonstrate understanding and leverage key marketing metrics to help drive business growth
  • Represent a global perspective within the marketing team, in both strategy, planning, idea generation and execution
  • Work with academic leadership, product management, product development, and enrollment management to develop an in-depth understanding of the target market and apply these learnings to develop a strategic marketing plan to reach the respective audiences throughout key markets
  • Manage the marketing budget, planning process, and forecasts

OTHER DUTIES AND RESPONSIBILITIES
May perform other duties and responsibilities that management may deem necessary from time to time.


POSITION IN ORGANIZATION

Reports to :
Chief Marketing Officer

Positions Supervised: Specialist, Manager and Director-level professionals in Digital Marketing. Marketing Automation and Marketing Analysis as well as Digital Media agency, SEO agency, marketing automation and optimization agency vendors.

TECHNICAL, MANAGERIAL & PEOPLE SKILLS REQUIRED

To perform this job successfully an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Incumbents will be evaluated, in part, based on performance of each essential function. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

EDUCATION and/or EXPERIENCE
  • Minimum 10+ years marketing management experience required. At least 3 years at the manager level.
  • Digital media experience, SEO and social media understanding and expertise
  • 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 or web marketing experience is a plus.
  • 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 digital 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.
  • 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.


TRAVEL

Ability to travel domestically a requirement of the position.

BUSINESS COMPETENCIES

To perform the job successfully, an individual should demonstrate the following competencies:


  • Collaborates - Building partnerships and working collaboratively with others to meet shared objectives.

  • Being Resilient - Rebounding from setbacks and adversity when facing difficult situations.

  • Instills Trust - Gaining the confidence and trust of others through honesty, integrity, and authenticity.

  • Drives Results - Consistently achieving results, even under tough circumstances.

  • Innovation - Creating new and better ways for the organization to be successful.

  • Customer Focus - Building strong customer relationships and delivering customer-centric solutions.

  • Drives Engagement - Creating a climate where people are motivated to do their best to help the organization achieve its objectives.

  • People Leadership - Leads by example when it comes to finding and developing talent, with a focus on talent acquisition strategies, setting performance targets that raises standards and development of high potential talent.


WORK ENVIRONMENT
Work is performed primarily in a standard office environment but may involve exposure to moderate noise levels. Work involves operation of personal computer equipment for six to eight hours daily and includes physical demands associated with a traditional office setting, e.g., walking, standing, communicating, and other physical functions as necessary.

The University of St. Augustine for Health Sciences is an equal opportunity at will employer and does not discriminate against any employee or applicant for employment because of age, race, religion, color, disability, sex, sexual orientation or national origin.

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