GENERAL SUMMARY:

The Executive Director of Marketing will lead the development and execution of comprehensive, integrated marketing strategies for Kendall College. This individual is responsible for understanding the target market and their educational goals and needs. They will work with cross-functional partners to develop and execute strategies and tactics to reach the respective audience. The Executive Director of Marketing is measured on driving prospective student inquiries, conversion and retention of students, and increased brand awareness. He/she will ensure that our positioning in the market place is unique for the audience and the marketing plan drives achievement of budgeted growth rates. The position reports directly to the President. The Executive Director of Marketing will oversee all college marketing, public relations and communications, both internal and external.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

• Serve as a member of the Executive Committee, reporting to the President of Kendall College.
• Develop, monitor and track the marketing budget.
• Set and manage marketing channel goals: create realistic goals, targets and benchmarks for domestic and international channel performance (i.e., paid search, social, web marketing, direct mail, etc.); collaborate with enrollment and channel-marketing team members to develop a clear tactical marketing plan.
• Develop the marketing strategy for target audiences/programs: work with academic leadership, business analytics, Executive Director of Enrollment to develop an in-depth understanding of the target market; apply these learnings to developing a marketing strategic plan to reach the respective audience. Identify when resources are needed outside of the college to understand the target market.
• Oversee primary and secondary, qualitative and quantitative market research for the college.
• Track performance of the marketing strategy through measurement and analysis of prospective student inquiries, conversion and retention to understand overall effectiveness, detailed projections by term start and ROI.
• Ensure the marketing plan aligns with and supports the strategic plan and is integrated with enrollment and the budget.
• Ensure the audience plans are synergistic with the institution brand positioning and strategies.
• Develop unique messaging and positioning for each target audience that highlights the differentiators, outcomes and value of Kendall College's educational programs.
• Interface effectively with leadership, program directors, enrollment, admissions, student services, finance and academic leadership to collaborate on program management and strategies.
• Provide recommendations, feedback and direction for future programs and campaigns.
• Interface with academic partners to ensure clear understanding of program elements such as admissions requirements, course curriculum, program outcomes and differentiators, and professional accreditations.
• Provide timely and accurate communication to other college departments to ensure awareness of and participation in all marketing events.
• Able to drive the product management process with diplomacy and enthusiasm.
• Advanced knowledge of product and project management principles, practices, methods, and terminology.

External Requirements
REQUIRED EDUCATION and/or EXPERIENCE:

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. Appropriate reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

• Minimum 10+ years marketing management experience required. At least 3 years at the manager level.
• Bachelors' degree required. MBA or graduate level education preferred.
• Brand management experience with a consumer packaged goods, service, higher education, publishing, or media company preferred.
• Previous experience in the higher education marketplace is highly preferred.
• Must have experience developing and managing a budget and understanding financial implications of marketing programs.
• Understanding and direct oversight of market research and business analytics.
• Exceptional problem-solving, strategic planning and analytic skills.
• Possess strong leadership abilities in the areas of managing and executing marketing programs and tactics and in collaborating with cross-functional departments to achieve success.
• Experience in developing marketing plans and tactics to drive lead generation, conversion and retention (including paid and earned media, direct response, events and digital campaigns).
• Must have ability to work well under pressure, manage deadlines, and possess the ability to work effectively with both on-campus and off-campus constituencies, as well as the media.
• Must also have proven management capabilities, and be able to oversee a staff of creative and self-motivated associates to achieve strategic departmental and institutional goals.
• CRM experience: Salesforce

Job Category
Marketing

State/Province/Region
IL

Country
United States

Position Type
Staff

Employment Type
Regular

Job Type
Full Time

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