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About the Role

The Marketing Manager (MM) is responsible for managing marketing strategies and campaigns for educational programs within the Division of Professional and Continuing Education (PCE). The role aims to positively impact fiscal performance, enhance constituent relationships, and increase inquiries and enrollments while decreasing cost per inquiry. The MM will lead brand strategy development, copywriting, project management, analysis, and staff/vendor management to increase student enrollment and revenue in a self-supporting environment.

Responsibilities

Collaborate with and support the Marketing Director, Program Departments and Recruitment Services teams to build marketing campaigns that find and acquire student prospects and help convert them to students.
Recommend budget for marketing spend and CPL for each program and participate in each re-forecasting initiative.
Monitor the budget for each marketing program campaign with the goal of optimizing return on marketing investment.
Plan and implement program-specific strategic and multi-channeled, integrated marketing and communication plans for degree programs including: selection, negotiation and booking of media, lists, career and educational portals, print, broadcast, referrals, and Web activities for social media and search activities for each program assigned.
Conduct the planning, placement, organization, distribution, and evaluation of all promotional print, television, Web, radio advertising, social media and direct mail marketing of programs/courses assigned.
Define keywords, audience profile, write content, and position programs for pay-per-click (PPC), search engine optimization (SEO), and online education directories (OEDs).
Write copy and work with external vendors including digital agencies, designers, printers, marketing services and mail processing to develop and execute jobs, such as, collateral items, HTML email, website and landing pages, search engine optimization, pay-per-click, direct mail, print, etc.
Develop a communication and marketing strategy that addresses the student life cycle and takes into account program priorities including: using customer data to establish optimum, cost effective contact practices; combining customer data to determine best ROI for promotional efforts.
Implement electronic and online marketing efforts including: the development, maintenance, and optimization of the architecture and usability of Professional and Corporate Education’s online degrees website; the incorporation of search engine optimization and digital marketing techniques, and the utilization of other social and emerging digital marketing channels.
Assist in developing relationships with a wide variety of constituencies within the USD campus, throughout the San Diego area, nationally, and internationally, to advance Professional and Continuing Education’s goals and to enhance the organization’s image.
Coordinate with USD’s Media Relations on various public relations and media planning opportunities as they arise.
Support the Marketing Director, Program Directors and Program Managers/Coordinators, to adapt and tailor the organization’s strategic marketing vision into a multi-channeled and comprehensive marketing plan for each program.
Develop and implement marketing and communications product strategy, targeting, branding, creative services, print and online advertising, publication distribution, digital marketing, media planning, public relations, quality assurance, and on-time deliverables for all assigned programs.
Develop a high-converting stream (lead-to-student) of inquiries from a diversified marketing mix that emphasizes strategic deployment of resources to the highest converting lead sources.
Strategically evaluate and select outsourcing opportunities to vendors and contractors for various marketing projects in order to optimize internal and external resources.
Manage marketing-related contracts.
Develop and implement data-driven, metric-based marketing research, analysis and assessment tools.
Assist in interpreting market research data for Professional and Continuing Education’s leadership team and academic departments in setting institutional and departmental curriculum development priorities for internal and external clients.
Use market research to adjust marketing plans in order to optimize student recruitment and retention.
Research marketing channels for specific audiences as support for assessing the ability to reach the target audience and build a marketing promotional plan.
Research new opportunities and threats in the marketplace.
Track inquiries from potential students for courses, certificates, and degrees from national, regional, and local audiences.
Analyze database of prospective students to forecast future student conversions.
Track and report on campaign response rates.
Determine return-on-investment (ROI) on campaign expenditures.
Track and report on cost-per-lead (CPL) by source.
Track and report on cost-per-start (CPS) by each source per program.
Provide, monitor and update consolidated marketing costs per program by source.
Solve common problems.
Collaborate with program staff on student-facing marketing strategy including research, messaging and positioning, copy, campaigns, and media placement for all programs under contract and new program launches.
Stay informed of continuing developments in the industry and apply best practices.
Continually improve lead and student volume and ROI for dollars invested on each program.
Implement marketing campaigns, testing new initiatives, and yield managing the marketing investment to achieve program specific goals in alignment with the investment strategy established for each program.
Develop, measure and publish key metrics for marketing operations per program and division-wide.
Share key findings and developments for the benefit of other stakeholders and roll global enhancements across all program sites and campaigns.
Develop, measure, and report progress on an integrated project plan for each program.
Manage departmental costs to meet or spend less than budget.
Formally present summarized results of revitalized program marketing to operating and executive teams.

Requirements

Bachelor’s degree in related field.
Minimum two years’ experience in product marketing, campaign planning including direct and/or interactive marketing, research, messaging, positioning, copy-writing.
Demonstrated capacity for developing and understanding strategy.
Excellent creative skills.
Proficient with Microsoft Office, design and layout.
Strong knowledge of project management fundamentals.
Excellent copy writing skills.
Excellent organizational skills and ability.
Excellent CRM and CMS experience. Strong experience in WordPress is highly preferred.
Excellent analytical skills.
Strong ability to establish and build relationships with key stakeholders.
Hands-on experience in search, online advertising and pay-per-click (PPC).
Must be able to work flexible hours including evenings and weekends in order to meet project deadlines.
Must be able to work with all required technologies and tools.
Successful completion of a pre-employment background check.
Persons offered employment in this position will be required to provide official education transcripts for degree verification purposes.

Skills

Marketing strategies and campaigns
Brand strategy development
Copywriting
Interpersonal collaboration
Project management
Analysis
Staff/vendor management
Marketing and communications program planning
Media selection, negotiation, and booking
Web activities for social media and search
Promotional print, television, Web, radio advertising, social media and direct mail marketing
Pay-per-click (PPC)
Search engine optimization (SEO)
Online education directories (OEDs)
HTML email development
Website and landing page development
Direct mail marketing
Customer data analysis
Electronic and online marketing
Website architecture and usability optimization
Digital marketing techniques
Social and emerging digital marketing channels
Public relations and media planning
Product marketing
Targeting
Branding
Creative services
Print and online advertising
Publication distribution
Media planning
Quality assurance
Lead generation
Outsourcing management
Market research
Enrollment analysis
Marketing assessments
Data-driven, metric-based marketing research, analysis and assessment tools
Interpreting market research data
Curriculum development support
Marketing plan adjustment
Channel research
Competitive analysis
Inquiry tracking
Database analysis
Campaign response rate tracking
Return-on-investment (ROI) analysis
Cost-per-lead (CPL) tracking
Cost-per-start (CPS) tracking
Marketing cost tracking and reporting
Functional area knowledge
Cross-functional impact understanding
Verbal communication
Written communication
Interpersonal communication
Presentation skills
Marketing campaign creation and implementation
Current public educational programs and trends knowledge
Business software systems proficiency (Word, Excel)
Access, PowerPoint, design print, Web analytics, search (paid and organic), and customer relations management (CRM) software knowledge
Writing, grammar, syntax, style, and punctuation knowledge
Editorial style and publication guidelines knowledge
Clear, lively, engaging and compelling copy writing
Research and fact verification skills
Attention to detail
Organizational skills

Location

San Diego

Work Type

Full-time

Experience Level

Minimum two years’ experience

Education Level

Bachelor’s degree

Salary/Compensations

$5,720 - $5,875 per month

Benefits

Medical
Dental
Vision
Retirement contribution
Access to on-campus Fitness Centers

About the Company

The University of San Diego's Division of Professional and Continuing Education (PCE) offers a robust portfolio of courses and programs needed by aspiring professionals that evolve in response to their professional development in the fields of business, education, and health care.
PCE nurtures key partnerships on the local, national and international level to better serve working professionals who seek to enhance or build their careers, as well as with their employers to help achieve their highest value and potential.
The University of San Diego, an engaged and contemporary Catholic institution, was founded by the Diocese of San Diego and the Society of the Sacred Heart in 1949.
Governed by an independent board of trustees since 1972, USD remains committed to a liberal arts education grounded in the Catholic intellectual tradition and the pursuit of truth, goodness and beauty.
Inspired by this centuries old tradition of Catholic higher education, the University welcomes people of all faith traditions and any, or no, religious background.
The future success of USD relies on the contributions of those who seek to foster the development of engaged global citizens and an earnest confrontation of humanity’s urgent challenges.

Equal Opportunity

The University of San Diego is a smoking and tobacco-free campus.