Reporting to the Director of Marketing, the Senior Marketing Manager is responsible for creating, deploying, tracking and measuring marketing strategies and tactics for degree programs and initiatives across Northeastern University's portfolio of professional degree programs. Activities must drive and support annual enrollment goals, increase awareness, and contribute to the overall success of Northeastern University and its programs.
Working closely with marketing, recruitment and enrollment strategy partners as well as content and creative teams internally and externally, the Senior Marketing Manager supports the execution of an integrated marketing and communications strategy by developing and implementing strategic messaging for the marketing vehicles and degree programs. In addition, the Senior Marketing manager provides leadership on strategies that reach beyond individual program portfolios, leads initiatives that engage strategic priority audiences, and ensures consistency in branding and graphic identity. The Senior Marketing Manager also provides mentorship to junior members on the team about best approaches to planning marketing strategy and tactics, collaborating with partners across the university, consulting data, and navigating departmental and university processes.
The Senior Marketing Manager is data-driven in his/her approach to optimization and ensures tracking of information and trends to measure effectiveness of various marketing approaches in meeting enrollment targets. He/she develops campaigns in alignment with the marketing and enrollment KPI framewotk to facilitate campaign effectiveness and optimizes strategies and tactics to maximize lead performance and support enrollment goals. The Senior Marketing Manager communicates proactively, diplomatically, and clearly around shared marketing and business objectives and is able to engage effectively with diverse stakeholder audiences, including faculty and administrators.
Key responsibilities include:
Leads strategic marketing projects from conception to execution to improve the customer experience, increase conversions, and optimize collaborative processes.
Promotes alignment of program and audience strategies across portfolios and facilitates consistent brand messaging across undergraduate and graduate degree programs and certificates.
Develops and manages execution of marketing plans through effective project management skills. Assists leadership in defining and redefining key collaborative processes for the Marketing and Enrollment teams to promote effective workflows.
Effectively tracks and measures campaign success and ROI through regular monitoring and reporting of data through the entire enrollment funnel; from lead generation and nurturing through enrollment. Proactively identifies data needs and helps reimagine data tracking mechanisms and processes for decision making around data.
Works collaboratively with Enrollment Marketing team to ensure that all marketing reflects consistent and timely on-brand messages. Mentors team members on aligning messaging and ensuring consistency across the portfolio.
Utilizes marketing automation tool (Marketo) and CRM (Salesforce) to attract and nurture prospective students through the enrollment process. Provides strategic leadership on key marketing team inititaives, which could include, but are not limited to, lead nurture and content marketing.
Effectively manages the budget for assigned degree programs, disciplines and initiatives and provides assistance to Director on budget management as needed.
Bachelor's degree in Marketing, Communications, Business, or related field. 6-8 years of experience in marketing and communications with demonstrated mastery of multiple marketing disciplines. Proven success in development and execution of strategic marketing plans and programs that leverage a range of outbound and inbound strategies as well as a variety of channels. Experience developing and managing against a KPI framework for marketing success. Excellent written and verbal communication skills and ability to work independently and in a team environment.
Flexible, creative thinker open to new ideas and changing priorities within a fast-paced organization. Strong project management skills and ability to manage stakeholder expectations. Ability to think and act both analytically and strategically. Working knowledge of marketing automation and CRM tools and strategy to achieve lead generation and lead nurture goals. Experience working in both Marketo and Salesforce a plus. Experience in higher education a plus.
Requisition Number: STFR005357
Internal Number: 60529
About Northeastern University
Founded in 1898, Northeastern University is a private research university located in the heart of Boston. Northeastern is a leader in worldwide experiential learning, urban engagement, and interdisciplinary research that meets global and societal needs. Our broad mix of experience-based education programs?our signature cooperative education program, as well as student research, service learning, and global learning?build the connections that enable students to transform their lives. The University offers a comprehensive range of undergraduate and graduate programs leading to degrees through the doctorate in nine colleges and schools.