Asst. Dean, Marketing Strategy & Engagement

The Asst. Dean, Marketing Strategy & Engagement provides operational and strategic leadership to the marketing functions for the Miami Herbert Business School (MHBS). The role will be responsible for defining and enhancing the MHBS marketing strategy, overseeing the vendor selection process, and ensuring faculty, staff, student, alumni, donors, and external partners alike fully understand the school’s marketing plan, overall value proposition, and differentiation. The incumbent will elevate MHBS engagement with all stakeholders through a comprehensive marketing plan that is consumer focused and engages across traditional and non-traditional channels. Additionally, they will lead the digital strategy for the portfolio of graduate programs; work collaboratively with the MHBS leadership team to develop and implement a marketing strategy that is focused on consumer outcomes for the school and oversee all organizational marketing messaging.

CORE JOB FUNCTIONS                                                                                                     

Assists in the conceptualization, creation, and implementation of marketing campaigns. Oversees the development and implementation of external marketing delivery by MHBS admissions team to ensure, that marketing message delivery is consistent with the current strategy. Writes, edits, directs, publishes, and distributes marketing materials designed to meet marketing objectives. Leads efforts in the design and implementation of marketing activities, including the development and fulfillment of collateral associated with marketing campaigns, placement of advertising in print and electronic media, development, and execution of electronic and internet marketing. Oversees the development design and creation of the content for MHBS internal and external websites. Strategizes and implements processes for Salesforce automation that will directly impact lead conversion. Directs product strategic planning activities; prioritizes product opportunities to maximize enrollment and financial targets; directs, monitors, and evaluates marketing communication and possesses a well-rounded understanding of the graduate business program portfolio. Develops a student-focused marketing journey that fosters an enduring relationship in a relevant way, resulting in increased engagement and support. Creates a marketing plan for graduate business programs that are highly synergistic and drive engagement with faculty, staff, current/prospective students, alumni, donors, and other stakeholders. Oversees the planning, development, and execution of the MHBS marketing, program-specific branding (i.e., 2 Year MBA, Health MBA, etc.), and advertising initiatives. Refines core messaging to ensure organizational consistency in all aspects of marketing including development, organizing, and education. Develops strategies to target key population/demographic segments. Integrates the latest technology platforms into marketing research, strategy, and execution. Identifies differentiators and key messaging within product line initiatives and helps position each line to grow in volume and market share and to support overall MHBS positioning.

Partners with department chairs and program directors to develop a strategic plan to increase enrollment in all graduate programs at the MHBS by introducing consumer-focused insights and direct/digital marketing strategies and initiatives. Develops and employs marketing metrics that demonstrate the ROI of marketing investments across channels, including digital marketing effectiveness and cost-per-lead optimization. Produces, maintains, and interprets enrollment management statistical reports as well as yield projections to design and implement marketing strategy. Utilizes reporting to inform a continuous improvement model that drives attracting and selecting the most academically talented and diverse students.  Builds and mentors a cohesive, high-quality marketing organization and leverages agency relationships as appropriate, and acts as a liaison to media and external sources. Executes innovative stakeholder marketing strategies to educate and inform current internal and external constituents about activities and accomplishments to drive engagement by faculty, staff, students, alumni, and donors’ engagement and satisfaction. Ensures internal control oversight and compliance with laws and regulations, safeguarding of assets, compliance with university policies and procedures, reliability of internal and external reporting, and efficiency and effectiveness of operations.  Create an effective control environment, conduct risk assessments, implement, and monitor controls.

This list of duties and responsibilities is not intended to be all-inclusive and may be expanded to include other duties or responsibilities as necessary.

CORE QUALIFICATIONS                                                                                                    

Education:

Master’s degree in relevant field

Experience:

Minimum 5 years of relevant experience

Knowledge, Skills, and Attitudes:

• Ability to communicate effectively in both oral and written form.
• Ability to maintain effective interpersonal relationships.
• Ability to exercise sound judgment in making critical decisions
• Knowledge of business and management principles.
• Ability to direct, manage, implement, and evaluate department operations.
• Ability to establish department goals and objectives that support the strategic plan.
• Ability to effectively plan, delegate and/or supervise the work of others.