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West Coast University

Vice President, Marketing

West Coast University, Irvine, California, United States, 92713


SummaryReporting to the Co-President, Business Operations in a multi-faceted, multi-location academic and administration setting, the Vice President, Marketing is responsible for the short-/long-range marketing and strategic planning that includes direct and online marketing for new services, programs, and communications for expansion and growth. Drives the design and implementation of a strategic marketing strategy that creates a first impression that is second to none for multiple constituencies including but not limited to prospective students, the current student body, alumni clinical partners, regulators, banking partners, and graduate employers.Facilitates client development through marketing initiatives that will drive both American Career College and West Coast University’s efforts to be a visionary leader in its emerging market and revenue goals by acquiring and developing new customers through overall marketing, direct and online marketing initiatives, measuring and communicating results, acquiring new customers to help develop and launch new products, attracting new leads, brand/image management, optimizing search engine capabilities, establishing a segmentation strategy to increase the effectiveness of the online marketing efforts.Essential Job Functions and ResponsibilitiesDevelop, manage and maintain marketing strategy for brand.Create and manage a brand framework that can be leveraged in multiple regions in the US, including consistent equity measures and relevant brand guidelines.Lead the marketing communications content development team within the business, including agency relationship management and exploration of unique content development models.Leverage the use of data and analytics with a clear understanding of the “full-funnel” marketing model.Lead thinking of the management team on evolutions in marketing and how they apply to our organization.Create a high performing team that is encouraged in the company with adequate career progression and succession plans.Evolve and diversify the integrated marketing and channel strategy across SEO, paid search, paid social, email marketing, display, retargeting, and video to acquire and retain new students.Implement a content marketing strategy that drives awareness, differentiation, and interest.Strategically match messaging and channel to various constituents for sustainable positive brand awareness and affinity.Assist in implementing a marketing strategy to build the University and College visibility and enrollment as well as create brand awareness.Responsible for crafting a clear differentiating strategy to ensure that all marketing campaigns are fully integrated (internal/external).Supervise staff and several outsourced contractors, having P&L responsibility with direct reports.Manage direct responsibility for the media budget that drives first-time student enrollments.Lead the organization’s overall marketing, branding, and advertising, working closely with communications to increase awareness and student enrollment through optimizing digital marketing and social media.Target appropriate student demographics and channels while utilizing metrics to evaluate the effectiveness of marketing programs and take ongoing corrective actions as needed to reach/stretch objectives.Create content that will attract potential students on new products/features and engage them in innovative ways to drive awareness via digital media and appropriate legacy media channels.Collaborate with Admissions, Communications, and Operations to develop and direct the implementation of marketing strategies and achieve increased market share objectives.Responsible for evaluating and improving ROI of all marketing campaigns through continual testing to beat standards and accountable for performance metrics. Implement controls to manage efficient COA and generate student interest resulting in increased student admissions.Manage external advertising and direct response agencies to drive student enrollments while maintaining a positive image for the University and College. Optimizing CRM systems will be critical to success.Serve as the primary media strategist to leverage the University and College’s existing marketing efforts in direct response advertising including Social Media, online advertising, TV, radio, direct mail, and print by creating a multi-channel integrated expansion from traditional and online media to social networking outlets.Establish a marketing strategy to increase the effectiveness of the online marketing efforts. Develop and execute an online student acquisition plan designed to maximize website traffic and enrollment demand that includes paid and natural search, social media, affiliate programs, partnership, marketing/content integration programs, and email marketing acquisition and retention programs.Continually assess the University and College’s marketplace, the alignment of its mission and programs with market interests, and the effectiveness of its media and messages.Represent the Company externally to media, regulatory agencies, funding agencies, and the general public as appropriate.Review workload and analyze staffing requirements. Interview, select, train, counsel, and evaluate staff to ensure effective support. Review the efforts of staff and provide direction where needed, ensuring timely completion in accordance with objectives.Work closely with Corporate Management staff, attend meetings, and provide reports and/or information as needed.Participate in professional development and organizations to maintain an understanding of current ideas, research, and practices, attending meetings, workshops, and seminars to enrich personal growth, knowledge, and skill in management development.Maintain professional appearance for the position and serve as a role model, leader, and mentor to the campus community.Adhere to Company policies and procedures and provide leadership to all staff through guidance and example.Conduct job responsibilities in accordance with the standards set out in the Company’s Code of Ethical Conduct, Compliance Agreement, Sexual Harassment Policy, or any of its policies and procedures, applicable federal and state laws, and applicable professional standards.Maintain regular and timely attendance, report to work as scheduled, and assure time worked and/or time-off is recorded properly.Maintain established department policies, procedures, and attend in-services and other required meetings.Maintain confidentiality of all student, associate, and/or company information as required.Exercise care, proper use, and maintenance of department equipment and supplies and identify unsafe conditions and make appropriate adjustments.Maintain order, cleanliness, and safety at work.May perform other duties as assigned.EducationBachelor degree in sales, marketing, business, communications, or a related field required.Master’s degree in sales, marketing, business, communications, or a related field preferred.Experience in higher education in either a not-for-profit or for-profit organization is a plus.Required Knowledge/ExperienceThe successful candidate must have ten or more years’ experience with most recent experience in a senior level position managing the marketing department with P&L responsibility. Must have experience recruiting and managing internal staff as well as external vendors such as agencies. Must have recent experience in digital marketing.Previous experience in Higher Education preferred.Proven ability to lead various marketing functions, including content marketing, SEM, SEO, email marketing, retargeting, paid social media, mobile, and display.Must have demonstrated experience creating successful online strategy and direct response marketing and advertising with demonstrated ability to innovate, increase lead generation and conversion, and deliver measurable bottom-line results.Must have excellent written, editing, and oral communication skills, particularly with the ability to persuade, both verbally and in writing. Outstanding interpersonal skills, including independent judgment and the ability to relate well to administrators, board members, faculty, staff, students, and the media in multiple locations is important.Must be performance-driven and have exceptional analytical skills. Strong analytics foundation with the ability to drive data-based decision making.Strong financial acumen with proven planning, forecasting, and budgeting skills.Superior leadership skills including team leadership, thought leadership, problem solving, and collaboration.Experience leading and managing agency partners.Exceptional cross-functional management and project management skills and experience.Highly organized and detail-oriented with the ability to maintain flexibility.Demonstrated ability to innovate, increase lead generation and conversion, and deliver bottom-line results.Knowledge of state, federal, and local laws/regulations relating to programs, governmental compliance, and other regulatory standards such as Title IV, ACICS, WSCUC, and other accreditation standards.

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