About the position
The Director of Workforce Solutions Student Marketing (DWSSM) will lead the creative, content and digital marketing strategy, content creation and dissemination activities, and lead scoring and nurturing activities for the Adtalem Elevate business unit. The DWSSM will report to the COO, Adtalem Elevate and also be an active member of the Creative and Content Center of Excellence (COE). This leader will build Brand campaigns that inspire action within our prospects, as well as architect the resulting program and product activation that all ladder into an established Brand platform. He or she will guide activities responsible for delivering creative and content across multiple channels, with a focus on warming leads generated by the Workforce Solutions team and improving lead to enrollment performance. In addition to building new capabilities around lead scoring and nurturing, the successful candidate will bring strategic acumen to supporting Workforce Solutions overall strategy, supporting the team in prioritizing lead generation activities (i.e. prioritization of activities for the team), and take an active role in identifying new sources of leads. The DWSSM will also be responsible for conducting B2B2C marketing activities to support Adtalem’s strategic partners within the healthcare field. The DWSSM will support alumni marketing efforts, partner with the Creative and Content Center of Excellence (COE) for marketing automation, use of third-party agencies, and needed resources. We are looking for an individual that is creative, innovative and also process oriented to push the capabilities and content to new levels for our institutions.
Responsibilities
- Immerse in the target profiles, Brand ideas/campaigns and program details to drive creative strategy aimed at employees of our strategic partners (B2B2C) with a focus on increasing conversion of MSN (Master of Science in Nursing) candidates to enrollment, supporting partner programs to recruit and enroll BSN (Bachelor of Science in Nursing) programs.
- Support marketing efforts for tradeshows, partner site visits and job fairs.
- Develop strategies to enable strategic partners to conduct independent marketing on our behalf, along with strategies for Adtalem to craft account-based programs for partners.
- Architect creative and content roadmaps for email, paid and owned channels.
- Build and refine lead scoring and warming strategies to track prospect engagement, convert leads to enrolled students.
- Build and refine dashboards and data reporting to provide clear insight into lead activity and performance for the Workforce Solutions team.
- Evaluate and drive creative storytelling with channel and platform best practices.
- Create and review monthly and annual budgets.
- Oversee owned channel creative of social, CRM, events and direct mail.
- Implement data and reporting for optimization, learning and agile testing plans.
- Work with the alumni team to develop content-based marketing activities for our alumni network, with an eye towards increasing active engagement of alumni in supporting student enrollment at their institutions.
- Collaborate with the channel leads, institutional marketing teams, product teams, finance and compliance.
- Manage agency relationships including budget management, day-to-day operations, scope and contract oversight.
- Establish and build productive and efficient processes for workflow and project management in the COE.
- Explore and implement loyalty programs for partners, alumni and students to drive enrollment across the student lifecycle.
- Partner (as relevant) with agencies to develop and shepherd Brand campaign ideas for full funnel creative needs.
Requirements
- Bachelor’s degree required.
- Agency experience or experience managing Agency resources preferred.
- Must have B2C experience.
- At least 10+ years’ experience leading Brand and/or creative strategy.
- Experience understanding market research and insights, as well as the implementation of performance data reporting.
- Experience leading the development and production of multi-channel paid media campaigns.
- Proven experience in building and refining lead scoring and warming programs that improved conversion.
- Proven knowledge of Lead-generating marketing programs including direct mail, seminars, trade shows, events and on-line campaigns.
- Must have experience developing and managing a budget and understanding financial implications of marketing programs.
- Microsoft Office/TEAMs, project management platforms (Workfront, Monday), and various marketing programs.
- Experience working in a complex or matrix environment.
- Ability to work in a fast-paced, highly regulated environment.
- Excellent project management skills with the ability to manage multiple projects simultaneously.
- Strong leadership and collaboration skills and experience effectively managing requests from numerous stakeholders.
- Ability to interface with people at all levels within the organization.
- High level of enthusiasm and dynamism, functions well in a team-driven and highly creative environment.
- Excellent written and verbal communication skills and an ability to work effectively with all levels in an organization.
Benefits
- Health, dental, vision, life and disability insurance
- 401k Retirement Program + 6% employer match
- Participation in Adtalem’s Flexible Time Off (FTO) Policy
- 12 Paid Holidays
