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About the Role

The Chief Marketing Officer (CMO) leads teams and processes that drive enrollment growth through demand generation, lead conversion, brand management, and messaging. The CMO must understand digital, social, mobile, and emerging media, integrating offline and online efforts to drive brand preference and demand. This role leverages a digital foundation to drive high-quality leads, track performance, and maximize student engagement throughout the decision lifecycle. The CMO will foster a culture grounded in analytics and insights to inform decisions regarding media investments, resource allocation, customer segmentation, and marketing implementation. This position involves close collaboration with the USAHS leadership team to identify strategic relationships that profitably drive revenue and brand awareness. The ideal candidate will bring high-touch, service-oriented experience in an environment with considered consumer decision-making, a hands-on approach, and the ability to create and implement strategy, drive activation through to guerilla marketing, build departmental capabilities, and provide exceptional team leadership.

Responsibilities

Create integrated marketing plans and execution strategies for driving student acquisition, enrollment, engagement, and market share, ultimately growing revenue and EBITDA.
Build student personas and effectively target prospective students with brand/program messaging to generate enrollment interest and leads.
Develop digital and organic channel strategies appropriate for reaching the target market and analyze channel performance.
Identify opportunities to expand reach to the target market through alumni, institutional and academic partnerships, feeder schools, and clinical referrals.
Determine performance to goals using an understanding of business cycles and related analytics.
Determine required marketing investments and resulting ROI, and manage the annual marketing budget.
Select, direct, and manage external agencies and consultants.
Oversee an integrated brand strategy based on key consumer insights and market research to generate measurable awareness, equity, preference, and credibility.
Develop brand/program messaging to influence and inspire the target audience and build brand awareness.
Identify and communicate University and program differentiators to support USAHS's premium position and create student preference.
Develop social media content strategies to engage prospective students, improve SEO, and drive high-converting lead generation through organic channels.
Establish brand awareness/preference benchmarks and measure performance against them.
Serve as a brand advocate in the industry and marketplace.
Provide strategic oversight to the USA.EDU website and related properties to align with premium brand position and provide an exceptional user experience.
Develop content, design, and execution strategies that drive positive performance trends measured by KPIs such as traffic, time on site, conversion, and bounce rate.
Establish website maintenance protocols, including regular content audits and updates.
Lead a high-performing student recruitment and enrollment team, providing strategies and resources for lead-to-enrollment funnel conversion.
Provide leadership, direction, training, and talent development to ensure optimal enrollment team performance.
Establish expectations for funnel management and reporting, including predictive models to identify issues, opportunities, and areas for improvement.
Develop a strategic plan to maximize enrollments for all programs while planning for long-term growth.
Analyze and provide insight into the enrollment pipeline in partnership with the enrollment management leadership team to accurately predict future enrollments.
Invest in talent to build, lead, develop, and motivate a best-in-class, accountable, and results-oriented marketing (and enrollment) organization.
Develop strong cross-functional partnerships with program strategists, academic leadership, finance, admissions, and student administration to drive business results and inspire a culture of transparency, collaboration, and accountability.
Serve as a member of the senior leadership team, contributing a view of USAHS customers/students and the marketplace to decisions.

Requirements

Undergraduate degree is required; MBA is highly preferred.
A minimum of 15 years of progressive experience in senior-level marketing roles within best-in-class, complex multi-unit, customer-centric companies offering products/services requiring deliberate customer decision-making.
Significant experience with marketing automation and CRM software (e.g., Salesforce, Marketo).
Functional breadth across brand management, advertising, media planning and execution, field/local marketing, and partnership marketing.
Track record of developing and implementing a consistent, scalable brand, marketing, and media strategy that is innovative, disruptive, and drives short- and long-term business results.
Track record of developing and implementing 360-degree customer engagement plans leveraging disruptive (digital, mobile, social) and traditional channels (email, direct mail, outdoor, broadcast, print).
Savvy in experiential and digital/social engagement vehicles.
Proven ability to harness customer insights and market research to drive measurable results such as brand awareness, acquisition, and sales.
Proven ability to assess talent, build talent capabilities, and coach/mentor/inspire a high-performing team.
Experience effectively working across complex organizational and geographic boundaries at all levels within the company.
Proven ability to influence others through data, insights, and leadership.

Skills

Digital marketing
Social media marketing
Mobile marketing
Emerging media
Brand management
Demand generation
Lead conversion
Messaging and storytelling
Marketing analytics
Performance tracking
Customer segmentation
Media investment analysis
Marketing automation
CRM software
Experiential marketing
Partnership marketing
Talent assessment
Team leadership
Cross-functional collaboration
Data analysis
Influencing

Location

US campuses

Work Type

Full-time

Experience Level

Senior level
15+ years

Education Level

Undergraduate degree
MBA preferred

About the Company

The mission of the University of St. Augustine for Health Sciences is the development of professional health care practitioners through innovation, individualized, and quality classroom, clinical, and distance education.