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Under the general direction of the VP, Marketing & Communications, the AVP, Marketing oversees and supports enrollment marketing initiatives focused on digital and traditional marketing strategies to meet the University’s enrollment goals across Adler’s three-campus system (Chicago, Vancouver, and Online). The role directs all activities focused on timely and targeted lead generation strategy, the establishment and measurement of key performance metrics, and provides supervision to the enrollment marketing team. The AVP, Marketing provides thought-leadership to the university while leveraging industry knowledge and best practices to promote the mission and vision of the Marketing & Communications organization and all three campuses of the institution. Supports culture development and management efforts.
Learn more about the general tasks related to this opportunity below, as well as required skills. Education/Experience: Bachelor’s degree in marketing, communications, or related field required. Master’s degree preferred. Minimum eight (8) years digital marketing and lead generation experience at the Director level required; of the eight years’ experience, a minimum five (5) years of experience managing staff (direct reports). Higher education and/or agency experience preferred. K/S/A Proficient and functional knowledge of digital marketing management (SEM/SEO, display, and paid social media campaigns), creative vision and campaign development, and marketing analytics. Ability to develop, execute, and optimize cutting-edge, direct-response digital campaigns from conception to launch (paid search/paid social specifically). Advanced knowledge of media fundamentals and an ability to educate at all levels. Ability to work cross-departmentally to align campaign strategies and goals across the University. Ability to provide actionable insights into campaign performance to relevant stakeholders. Ability to define, measure, and evaluate relevant paid media KPIs. Skilled in campaign optimization and showing positive ROI to achieve University objectives. Skilled with keyword research and connecting it to University objectives. Ability to create and execute a holistic channel approach to planning. Proven leadership ability and experience managing a team. A desire and ability to grow and develop talent. Strong comfort level with data and analytics of funnel metrics from lead generation through enrollment. Experience collaborating with media owners, agency business units, and creative agency partners. Well-versed in Google Analytics, able to pull out key insights and put them into action. Ability to cultivate and engage targeted audiences through multi-touch strategies (i.e., phone, email, text) to increase contact rate and lead conversion. Solid understanding of both Brand and Performance marketing. Proven ability to develop and manage annual budgets and provide accurate forecasts. Strong creative, strategic, analytical, organizational, and communication skills. Ability to work independently and responsibly while managing numerous initiatives. A desire and ability to work collaboratively with various constituencies, including senior leadership, department chairs, faculty and staff. Ability to consistently identify opportunities for improvement and make recommendations based on observations. Strong demonstration of alignment with Adler’s social justice mission and vision. Strong critical thinking, problem-solving and visioning acumen. Demonstration of Emotional Intelligence and professional maturity. Proficient and functional knowledge of MS Office (Word, Excel, PowerPoint, and Outlook). Supervision (if applicable):
Paid Search Manager, Paid Social Manager, and Enrollment Marketing Manager. Essential Duties & Responsibilities: Supports the creation and execution of the departmental strategic plan. Oversees, motivates, and ensures the engagement of a team of marketing specialists and works collaboratively with them to develop and execute the University’s lead generation strategy (paid search, online display, paid social media, and email marketing); ensure appropriate lead and application volume to achieve annual enrollment goals. Oversees and directs bodies of work of direct reports and demonstrates strong leadership through consistent feedback, motivation, and engagement of direct reports. Leads regular conversations regarding marketing channel performance; developing and disseminating monthly reporting; and making tactical recommendations based on performance. Supports strategic planning and departmental strategic plan execution. Manages multi-million-dollar lead generation budget and provides accurate quarterly forecasts. Determines and reports ROI from various lead generation efforts. Addresses campus-specific lead flow issues, diagnosing problems and taking appropriate actions to correct them in a timely fashion. Supports admissions events through traditional and online advertising strategies. Manages key systems (CRM, CMS, & Google Analytics) to report on the effectiveness of marketing initiatives; provides insights and recommendations on areas of opportunity/improvement. Leads the development of multi-touch lead nurturing strategies to increase contact rate and lead conversion which result in new student enrollment. Directs competitive analysis and segmentation analysis to inform strategic decisions. Ensures all creative/messaging is consistent and follows the University’s style guide. Other duties as assigned and/or required. Universal Core Behaviors: Communication: Effectively expresses oneself in all oral and written communications. Exhibits good listening and comprehension skills. Keeps others informed, as well as responds, in a timely manner. Demonstrates match between words and actions. Responds with tact, diplomacy, respect, and composure when dealing with others. Promotes the spirit and essence of the School’s Vision, Mission, Values, and Key Strategies through both verbal and written communication. Teamwork and Collaboration: Cooperates with others toward the achievement of common goals. Seeks consensus and win-win solutions to problems and conflicts. Contributes actively and participates fully in team initiatives. Puts the success of the team above own interests. Builds and maintains constructive work relationships. Responsive to Change: Supports changes in the work environment. Displays a proactive, problem-solving approach toward work. Committed to life-long learning by continuously increasing skills, knowledge, and effectiveness. Actively seeks and initiates creative and innovative solutions. Exercises sound, accurate, and informed independent judgment when needed. Quality-Driven and Accountable: Results-oriented and committed to quality through continuous process improvement. Eliminates ineffective activities and closes performance gaps. Anticipates and responds to customer needs. Monitors own performance, accepts responsibility for actions, and actively seeks feedback. Meets deadlines and completes projects and activities in a professional, timely manner. Seeks opportunities to increase productivity and/or reduce costs while maintaining the highest quality standards (fiscally responsible). Support of Vision, Mission, Values, Key Strategies: Supports and models the School’s Values of social interest, compassion, justice, respect for the individual, honors diversity and difference, intellectual rigor, optimism, and collaboration. Articulates the School’s Vision, Mission, and Key Strategies in a way to educate others. Demonstrates active commitment in advancing the School’s Vision, Mission, and Key Strategies. Exhibits personal integrity, honesty, zeal, and compassion. Aligns work processes to advance the School’s strategic plan and key strategies. Equal Opportunity Employer It is the policy of Adler University that all persons are entitled to Equal Employment Opportunity (EEO) protection. The University does not discriminate against any individual for employment because of age, religion, race, color, gender, gender identity, sexual orientation, national origin, ancestry, marital status, physical or mental disability, military status (including unfavorable discharge from the military), or any other category protected by federal, state, or local law. As part of Adler’s equal employment opportunity policy, Adler will also take affirmative action to ensure that minority group individuals, females, disabled veterans, recently separated veterans, other protected veterans, Armed Forces service medal veterans, and qualified disabled persons are introduced into our workforce and considered for promotional opportunities.
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Learn more about the general tasks related to this opportunity below, as well as required skills. Education/Experience: Bachelor’s degree in marketing, communications, or related field required. Master’s degree preferred. Minimum eight (8) years digital marketing and lead generation experience at the Director level required; of the eight years’ experience, a minimum five (5) years of experience managing staff (direct reports). Higher education and/or agency experience preferred. K/S/A Proficient and functional knowledge of digital marketing management (SEM/SEO, display, and paid social media campaigns), creative vision and campaign development, and marketing analytics. Ability to develop, execute, and optimize cutting-edge, direct-response digital campaigns from conception to launch (paid search/paid social specifically). Advanced knowledge of media fundamentals and an ability to educate at all levels. Ability to work cross-departmentally to align campaign strategies and goals across the University. Ability to provide actionable insights into campaign performance to relevant stakeholders. Ability to define, measure, and evaluate relevant paid media KPIs. Skilled in campaign optimization and showing positive ROI to achieve University objectives. Skilled with keyword research and connecting it to University objectives. Ability to create and execute a holistic channel approach to planning. Proven leadership ability and experience managing a team. A desire and ability to grow and develop talent. Strong comfort level with data and analytics of funnel metrics from lead generation through enrollment. Experience collaborating with media owners, agency business units, and creative agency partners. Well-versed in Google Analytics, able to pull out key insights and put them into action. Ability to cultivate and engage targeted audiences through multi-touch strategies (i.e., phone, email, text) to increase contact rate and lead conversion. Solid understanding of both Brand and Performance marketing. Proven ability to develop and manage annual budgets and provide accurate forecasts. Strong creative, strategic, analytical, organizational, and communication skills. Ability to work independently and responsibly while managing numerous initiatives. A desire and ability to work collaboratively with various constituencies, including senior leadership, department chairs, faculty and staff. Ability to consistently identify opportunities for improvement and make recommendations based on observations. Strong demonstration of alignment with Adler’s social justice mission and vision. Strong critical thinking, problem-solving and visioning acumen. Demonstration of Emotional Intelligence and professional maturity. Proficient and functional knowledge of MS Office (Word, Excel, PowerPoint, and Outlook). Supervision (if applicable):
Paid Search Manager, Paid Social Manager, and Enrollment Marketing Manager. Essential Duties & Responsibilities: Supports the creation and execution of the departmental strategic plan. Oversees, motivates, and ensures the engagement of a team of marketing specialists and works collaboratively with them to develop and execute the University’s lead generation strategy (paid search, online display, paid social media, and email marketing); ensure appropriate lead and application volume to achieve annual enrollment goals. Oversees and directs bodies of work of direct reports and demonstrates strong leadership through consistent feedback, motivation, and engagement of direct reports. Leads regular conversations regarding marketing channel performance; developing and disseminating monthly reporting; and making tactical recommendations based on performance. Supports strategic planning and departmental strategic plan execution. Manages multi-million-dollar lead generation budget and provides accurate quarterly forecasts. Determines and reports ROI from various lead generation efforts. Addresses campus-specific lead flow issues, diagnosing problems and taking appropriate actions to correct them in a timely fashion. Supports admissions events through traditional and online advertising strategies. Manages key systems (CRM, CMS, & Google Analytics) to report on the effectiveness of marketing initiatives; provides insights and recommendations on areas of opportunity/improvement. Leads the development of multi-touch lead nurturing strategies to increase contact rate and lead conversion which result in new student enrollment. Directs competitive analysis and segmentation analysis to inform strategic decisions. Ensures all creative/messaging is consistent and follows the University’s style guide. Other duties as assigned and/or required. Universal Core Behaviors: Communication: Effectively expresses oneself in all oral and written communications. Exhibits good listening and comprehension skills. Keeps others informed, as well as responds, in a timely manner. Demonstrates match between words and actions. Responds with tact, diplomacy, respect, and composure when dealing with others. Promotes the spirit and essence of the School’s Vision, Mission, Values, and Key Strategies through both verbal and written communication. Teamwork and Collaboration: Cooperates with others toward the achievement of common goals. Seeks consensus and win-win solutions to problems and conflicts. Contributes actively and participates fully in team initiatives. Puts the success of the team above own interests. Builds and maintains constructive work relationships. Responsive to Change: Supports changes in the work environment. Displays a proactive, problem-solving approach toward work. Committed to life-long learning by continuously increasing skills, knowledge, and effectiveness. Actively seeks and initiates creative and innovative solutions. Exercises sound, accurate, and informed independent judgment when needed. Quality-Driven and Accountable: Results-oriented and committed to quality through continuous process improvement. Eliminates ineffective activities and closes performance gaps. Anticipates and responds to customer needs. Monitors own performance, accepts responsibility for actions, and actively seeks feedback. Meets deadlines and completes projects and activities in a professional, timely manner. Seeks opportunities to increase productivity and/or reduce costs while maintaining the highest quality standards (fiscally responsible). Support of Vision, Mission, Values, Key Strategies: Supports and models the School’s Values of social interest, compassion, justice, respect for the individual, honors diversity and difference, intellectual rigor, optimism, and collaboration. Articulates the School’s Vision, Mission, and Key Strategies in a way to educate others. Demonstrates active commitment in advancing the School’s Vision, Mission, and Key Strategies. Exhibits personal integrity, honesty, zeal, and compassion. Aligns work processes to advance the School’s strategic plan and key strategies. Equal Opportunity Employer It is the policy of Adler University that all persons are entitled to Equal Employment Opportunity (EEO) protection. The University does not discriminate against any individual for employment because of age, religion, race, color, gender, gender identity, sexual orientation, national origin, ancestry, marital status, physical or mental disability, military status (including unfavorable discharge from the military), or any other category protected by federal, state, or local law. As part of Adler’s equal employment opportunity policy, Adler will also take affirmative action to ensure that minority group individuals, females, disabled veterans, recently separated veterans, other protected veterans, Armed Forces service medal veterans, and qualified disabled persons are introduced into our workforce and considered for promotional opportunities.
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