Executive Director, Marketing Strategy

Job Summary

Under the newly minted division of University Marketing & Communications, the Office of Marketing Communications creates proactive, innovative, and comprehensive marketing, communications and branding strategies that highlight Drexel’s academic strengths and research, while emphasizing the value and potential of the experiential education model. The Office of Marketing Communications works closely with colleges, schools, academic and administrative staff throughout the University to create comprehensive marketing and communications strategies that serve the University’s overarching branding, recruitment and retention goals to meet or exceed the enrollment and revenue objectives. The Office of Marketing Communications defines, protects, and disseminates the Drexel University brand while clearly illustrating its unique value proposition.

The Executive Director, Marketing Strategy is a leadership role within Marketing Communications, charged with executing national and international brand and enrollment campaigns to position Drexel as an R1 research institution and experiential education leader in a competitive marketplace.

The position is responsible for developing the strategy and roadmap for enrollment growth for the University while supporting each of the colleges/programs/administrative stakeholders, including but not limited to: prioritization of programs to achieve Drexel University business objectives, management of multi-channel communication efforts including advertising and creative strategy (including branding, direct-to-consumer, strategic partnerships, and event marketing/promotion), cultivating college-marketing relationships, as well as leveraging customer and competitive landscape research and analysis.

The Executive Director, Marketing Strategy will be the advocate for their programs, and have a deep understanding of their target audiences and all activities within their business units (colleges/programs/administrative stakeholders). They will act as a liaison between the colleges/programs/administrative stakeholders in their portfolio and the internal marketing team and be responsible and accountable for the performance of his/her colleges/programs/administrative stakeholders’ campaigns.
The Executive Director, Marketing Strategy will represent the Associate Vice President, Marketing in meetings as assigned/appropriate and perform all additional duties and responsibilities to manage his/her business to success.

Essential Functions

• Build and optimize annual marketing strategy, budgets and campaign plans (overall business roadmap), including prioritization of program focus to achieve Drexel University business objectives. Oversee comprehensive communication plan, comprising recruitment, admission, and retention needs for all Drexel University campuses and locations.
• Oversee and manage day-to-day marketing performance of each college/program/administrative stakeholder to ensure favorable performance, including building monthly marketing plans based on prior month and trending performance and allocating marketing spend across multiple channels to maximize return on investment.
• Communicate a thorough knowledge of program information, marketing initiatives, market research, and future challenges.
• Perform school/program/industry analysis with a deep understanding of student demographic and psychographic information, with the goal of successfully positioning programs within the competitive post-secondary education market.
• Define new program needs (including management of new program launches) and work with colleges/schools to integrate (program names, price points and program features where able to do so).
• Provide regular reporting to senior leadership and colleges/programs/administrative stakeholders and ensure appropriate follow-up.
• Work with the creative services team to build creative messaging strategy that resonates with target audience.
• Work closely with Drexel University’s strategic partnership and enrollment teams to align and promote benefits of graduate study and program features, benefits and competitive advantages.
• Manage IT and operations projects specific to their business.
• Supervise Associate Director, Marketing Strategy – including training, development, task management and evaluation.

Required Qualifications

• Bachelor's Degree or Equivalent
• Bachelor’s degree in marketing or business with concentration in marketing or other related specialization.
• 10+ years of experience within a variety of marketing roles is required.
• Must be highly organized and proactive; self-motivated.
• Highly proficient in Microsoft Excel, Power Point.
• Proven experience using customer segmentation to drive successful campaigns.
• Excellent interpersonal and communication skills.
• Must be able to analyze data and identify key trends and performance drivers/inhibitors.
• Strong skills in research, analytics and building reports.
• Experience presenting to senior management.
• Understanding of integrated marketing; how various offline/online and brand/direct response channels work together
• Strong brand messaging and creative experience; understands how to develop brand messaging strategy and execute through creative.
• Ability to shift thinking frequently from high level strategic decisions to detailed tactical decisions.

Preferred Qualifications

• Master’s degree preferred.
• Project management experience is a plus.
• Education industry experience is preferred.
  
  

Location

• Hybrid/Flexible work arrangement.

Additional Information

This position is classified as exempt with a salary grade of N. For more information regarding Drexel’s Professional Staff salary structure, https://drexel.edu/hr/career/ducomp/salstructure/

Please review the Benefits Brochure for some information on our benefits offerings.

Special Instructions to the Applicant

Please make sure you upload your CV/resume and cover letter when submitting your application.

Review of applicants will begin once a suitable candidate pool is identified.

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Advertised:Dec 12 2022 Eastern Standard Time
Applications close:Mar 31 2023 Eastern Daylight Time