Director, Executive Education Marketing
- Employer
- The New School
- Location
- New York, United States
- Salary
- Salary Not specified
- Date posted
- Jun 24, 2021
View more
- Position Type
- Administrative, Business & Administrative Affairs, Public Relations & Marketing (Campus)
- Employment Level
- Administrative
- Employment Type
- Full Time
Applicants must apply at: https://careers.newschool.edu/postings/19695
Since our founding in 1919, The New School has pushed the boundaries of knowledge and creativity. Today, we are a comprehensive university with a unique multi-dimensional academic approach designed to foster deep critical thinking and creative problem solving, enabling students to actualize their potential and their vision. In addition to more than 120 programs for degree-seeking undergraduate and graduate students, the university offers continuing education programs for a range of audiences including a new initiative in Executive Education. As a member of the Continuing and Professional Education Marketing team within the university’s Marketing and Communications department (M&C), the Director of Executive Education Marketing defines the strategy and oversees development and execution of marketing plans to promote Parsons’ Executive Education programs in alignment with overarching university marketing strategic objectives and enrollment goals. This position reports to the Director, Continuing and Professional Education Marketing.
A strategic thinker, strong communicator and active listener,
the Director is a savvy marketing expert with a particular
expertise in digital who will lead and shape Parsons’ Executive
Education marketing and recruitment strategy. With a keen
perspective on competitive offerings, the distinct needs of adult
learners (both continuing and executive), and a deep understanding
of The New School and Parsons’ unique academic strengths, s/he will
translate the university brand positioning for an executive-level
audience within both direct-to-consumer and corporate partnership
markets and provide recruitment support for direct-to-consumer
offerings within the portfolio. Both a results-oriented leader and
an experienced content marketer, the Director will communicate
Parsons’ unique positioning and leverage relevant thought
leadership to reach and build key audiences.
Due to COVID-19, this position is currently remote but may require
limited on-campus presence when administrative offices resume
on-campus operations.
The New School is strongly committed to diversity and inclusion in
the workplace and particularly seeks applications from members of
underrepresented groups, as well as candidates who share this
commitment.
RESPONSIBILITIES
Strategic Planning & Execution
● Develops and executes a comprehensive marketing strategy to reach
enrollment goals for all Executive Education programs, across all
modalities (on-campus, online, custom, and hybrid programs) and for
relevant domestic and global markets.
● In collaboration with faculty, senior leadership, and program and
admissions directors, and other key stakeholders, develops the
overall narrative and messaging conveying Parsons Executive
Education’s unique value proposition for its distinct
audiences.
● Provides insights on the needs of adult learners, both continuing
and executive, and new developments in the landscape of competitive
offerings
● Collaborates with M&C marketing staff to develop overall
strategy and identify appropriate assets that support the overall
organizational goals, focusing on creating a positive and
consistent user experience.
● Partners with various teams on communications that are consistent
across paid media, email campaigns, and admissions events: CPE
Operations for open-enrollment programs; CPE Business Development
on corporate/custom programs; TNS Admissions Communications on
degree programs.
● Ensures all marketing campaigns are referential to and integrated
with the university’s strategic marketing plan, which includes
public relations, social media, brand advertising, and program
marketing for degree and non-degree offerings.
● Stays current on trends in digital advertising, user experience,
inbound marketing, marketing automation, digital media and content
strategy to help position Parsons Executive Education as a leader
in the space.
● Advances the use of CRM, leveraging best practices in higher-ed
marketing automation.
Marketing & CRM
● Plans and executes digital, print, video, conference/event,
content, social media, website and story-based marketing activities
as part of a multi-channel, integrated marketing plan.
● Builds, monitors, and improves CRM strategies and workflows to
optimize prospect engagement, acquisition, and retention.
Implements event and trigger-based communications and works to
establish funnel-based metrics within the CRM and automation
tools.
● Sets and manages the overall annual marketing budget based upon
the strategy, channels, and ongoing ROI analysis
● Directs and collaborates with in-house and external marketing
teams to implement the marketing and communication strategy.
● Strategizes and implements agency relationships across all media
channels to engage markets, pursue best practices, and benchmark
against industry trends.
● Serves as principal content and digital strategist for all
Executive Education webpages, leading content production through
web design, digital optimization, and social marketing
campaigns.
● Develops sound social content and SEO strategy that can be
monitored, measured, and optimized according to industry best
practices, analyzing performance and identifying strategic
opportunities to reach organizational goals
● Develops and delivers periodic quantitative and qualitative
reports on optimization of the marketing funnel, campaign results,
and return on investment for media, social, content and digital
marketing campaigns
● Advances the use of Salesforce leveraging best practices in
higher-ed marketing automation. Implements event and trigger-based
communications and works to establish funnel-based metrics within
the CRM and automation tools
● Other duties as assigned
Minimum Qualifications:
● BA/BS required
● Minimum of 7 years of progressive experience in managing
marketing and communications programs including a minimum of
5-years significant experience actively participating in successful
strategic marketing campaigns across a variety of channels
including traditional, web, and digital.
● Background in and knowledge of the professional, executive, and
continuing education landscapes for adult learners.
● Experience developing and leveraging CRM capabilities across
marketing and sales/business development activities.
● Proven experience using sales and marketing data to drive
strategic planning and implementation; strong analytical and
problem-solving skills.
● Proven ability to prepare and manage budgets.
● Proven experience conducting and evaluating market research to
inform communications strategy and digital benchmarking in the
context of higher education programs.
● Proven ability to work collaboratively with senior leaders in
education organizations, as well as university faculty and
staff.
● Experience and track record of sustaining a positive,
results-oriented culture within a team or organization.
● Well-developed strategic planning and organizational skills
necessary to conceptualize, manage, execute, and measure multiple
concurrent activities and objectives.
● Experience prioritizing competing high-profile responsibilities
and tasks, under tight deadlines and time pressure; high tolerance
for ambiguity.
● Excellent presentation, verbal, written, and interpersonal
skills
● Proficiency with MS Office and Google Suite Software
● Proficiency with Google Analytics
Preferred Qualifications:
● Admissions marketing experience
● Finance experience
● Salesforce (Pardot, Marketing Cloud) experience
Applicants must apply at: https://careers.newschool.edu/postings/19695
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