POSITION DESCRIPTION The Marketing Manager leads the development and implementation of marketing plans and strategies for the College of Continuing and Professional Studies’ undergraduate and graduate academic programs to drive program interest, awareness, and action. The Marketing Manager provides leadership and strategic consultation to marketing and program staff in the pursuit of this objective.
The Marketing Manager demonstrates CCAPS values of access, learning, inclusivity, collaboration, and excellence by working as part of a dynamic team to help prospective students from all walks of life discover CCAPS programs, learn about program opportunities and outcomes, and enroll. The Marketing Manager is successful through positive collaboration, proactive communication, and effective cross-functional team leadership without formal authority. This position reports to the Executive Director of Marketing and Enrollment Management.
- Provide leadership direction, visioning, and strategic alignment on marketing, branding, and advertising activities for CCAPS’s graduate and undergraduate programs. - Build and maintain strong relationships with key program area staff (including associate deans and program director) that are based on mutual goals. Collaborate and communicate with them frequently and effectively to identify and prioritize marketing strategies/tactics and keep them informed on project status. Provide expert advice to program leadership, faculty, and administrators on the most effective methods to achieve program and marketing goals. - In collaboration with program partners and the marketing team, lead the development of annual marketing plans for assigned programs using analysis of historical data/results and trends to guide decisions. Ensure that plans address current opportunities and challenges and that they are aligned with best practices, Marketing department priorities, and College goals. - Provide expert advice and direction for program branding and market positioning vis a vis CCAPS and University of Minnesota brand hierarchy. - Envision and create comprehensive integrated and multi-channel marketing strategies and campaigns for existing programs and to launch new programs. Develop and manage program marketing budgets to maximize marketing ROI. - Provide non-supervisory leadership and oversight to the marketing team on the initiation and production of marketing projects and jobs. Ensure that project goals and outcomes are met by preparing thoughtful creative briefs or project requests that articulate how the project contributes to larger strategic goals and provide clear direction to team members. - Throughout the job creative process, ensure that all parties have the appropriate time and information to successfully complete projects. As appropriate and necessary, help marketing teammates and program partners resolve prioritization, process, quality, and timeline conflicts. - Proactively determine how success of marketing campaigns and initiatives will be measured and work with Marketing team members to track results. Comprehensively communicate results to all stakeholders and make course corrections as warranted. - Work with other Marketing and Enrollment Management team leaders to allocate resources and prioritize the work of the team. - Develop and maintain a strong working knowledge of the higher education market in general and, specifically, of assigned program areas and the markets they serve. Based on this knowledge, contribute to the strategic direction of existing and new programs to meet market needs. - Proactively identify the need for market research and collaborate with the Marketing Research Manager to ensure that the research addresses the stated objectives and provides data on which to build strategic actions. - Effectively and professionally manage relationships with external partners (marketing agencies, etc.), maximizing their value to CCAPS. - Keep up-to-date on current, relevant marketing strategies and tactics. Evaluate the impact of these trends on applicable marketing systems and activities. Recommend, champion, and implement changes as necessary.
Required - Bachelor’s degree in Marketing, Communications, or Journalism or a related field and a minimum of four years of professional marketing experience. Or a non-marketing related bachelor’s degree and six years of professional marketing experience. - Experience developing and implementing strategic marketing plans for a program, product, or service. - Strong understanding of and experience in digital marketing including analyzing campaign results. - Proven experience in leading cross-disciplinary teams (with or without formal authority) to develop and implement marketing plans. - Experience in successfully guiding creative and content development teams to produce strategic and effective creative solutions. - A high degree of emotional intelligence that includes courage, patience, tact, and the ability to work well with a variety of people. - Demonstrated commitment to inclusivity and working with diverse audiences
Preferred - Master’s degree - Eight plus years of professional marketing experience - Higher education marketing experience - Experience with branding and positioning complex, multi-level brands. - Experience leading video and multi-media campaigns - Experience with Customer Relationship Management Systems, Salesforce CRM experience a plus. - Experience with Google’s suite of products (Gmail, Calendar, Docs, Analytics, Google+)
Internal Number: 334905
About University of Minnesota, Twin Cities
The University of Minnesota, founded in the belief that all people are enriched by understanding, is dedicated to the advancement of learning and the search for truth; to the sharing of this knowledge through education for a diverse community; and to the application of this knowledge to benefit the people of the state, the nation, and the world.