Talentfoot Executive Search and Staffing
VP of Marketing
Talentfoot Executive Search and Staffing, Irvine, California, United States, 92713
Since the early 1900’s, our client has built an institution around a bold objective and a compassionate spirit: to make healthcare education accessible and lead the way for market-responsive programs that adapt to the complex and changing healthcare landscape.They are a community of dedicated, like-minded individuals focused on helping our students achieve their career goals. Their university programs range from bachelor’s to doctorates in healthcare, business, and nursing. While some of their competitors limit educational opportunities, they provide our students with the choice to study online or on campus.Although they've been in business for over 100 years seeing major success in the California region, they opened 2 new campuses in Florida and Texas in the past several years, growing their educational footprint across the nation.They are currently hiring a digitally minded marketing leader to drive their approach on lead generation, brand direction, and content models to continue their exciting growth trajectory. They are looking for a collaborative, transparent, and consensus-driven executive to own the marketing vision in their student-centric organization. This position provides a multi-faceted opportunity for a passionate marketer to play a critical role within one of the country’s most well-respected institutions.Key Responsibilities
Develop, manage and maintain marketing strategy for brand.Create and manage a brand framework that can be leveraged in multiple regions in the US. This includes consistent equity measure and relevant brand guidelines.Lead the marketing communications content development team within the business. This includes agency relationship management and exploration of unique content development models.Leverage the use of data and analytics with a clear understanding of the “full-funnel” marketing model.Lead thinking of the management team on evolutions in marketing and how they apply to our organization.Create a high performing team that is encouraged in the company and with adequate career progression and succession plans.Evolve and diversify the integrated marketing and channel strategy across SEO, paid search, paid social, email marketing, display, retargeting, video to acquire and retain new students.Implement a content marketing strategy that drives awareness, differentiation and interest.Strategically matches messaging and channel to the various constituents for sustainable positive brand awareness and affinity.Assists in implementing a marketing strategy to build the University and College visibility and enrollment as well as create brand awareness.Responsible for crafting a clear differentiating strategy to ensure that all marketing campaigns are fully integrated (internal/external).Supervises a staff and several outsourced contractors and has P&L responsibility with direct reports.Manages direct responsibility for the media budget that drives first-time student enrollments.Leads the organization’s overall marketing, branding, and advertising and works closely with communications to increase awareness and student enrollment through optimizing digital marketing and social media.Targets appropriate student demographics and channels while utilizing metrics to evaluate the effectiveness of marketing programs and take ongoing corrective actions as needed to reach/stretch objectives.Creates content that will attract potential students on new products/features and engage them in innovative ways to drive awareness via digital media and appropriate legacy media channels.Collaborates with Admissions, Communications, and Operations to develop and direct the implementation of marketing strategies and achieve increased market share objectives.Responsible for evaluating and improving ROI of all marketing campaigns through continual testing to beat standards and accountable for performance metrics. Implement controls to manage efficient COA and to generate student interest resulting in increased student admissions.Manages external advertising and direct response agencies to drive student enrollments, while maintaining a positive image for the University and College. Optimizing CRM systems will be critical to success.Serves as the primary media strategist to leverage the University and College’s existing marketing efforts in direct response advertising including Social Media, online advertising, TV, radio, direct mail, and print by creating a multi-channel integrated expansion from traditional and online media to social networking outlets.Establishes a marketing strategy to increase the effectiveness of the online marketing efforts. To develop and execute an online student acquisition plan designed to maximize web site traffic and enrollment demand that includes paid and natural search, social media, affiliate programs, partnership, marketing/content integration programs, email marketing acquisition and retention programs.Continually assesses University and College’s marketplace, the alignment of its mission and programs with market interests, and the effectiveness of its media and messages.Represents the Company externally to media, regulatory agencies, funding agencies, and the general public as appropriate.Key Qualifications
The successful candidate must have 10 or more years of experience with most recent experience in a senior level position managing the marketing department with P&L responsibility. Must have experience recruiting and managing internal staff as well as external vendors such as agencies. Must have recent experience in digital marketing.Previous experience in Higher Education preferred.Proven ability to lead various marketing functions, including content marketing, SEM, SEO, email marketing, retargeting, paid social media, mobile and display.Demonstrated experience creating successful online strategy and direct response marketing and advertising with demonstrated ability to innovate, increase lead generation and conversion, and deliver measurable bottom-line results.Excellent written, editing and oral communication skills, particularly with the ability to persuade, both verbally and in writing. Outstanding interpersonal skills, including independent judgment and the ability to relate well to administrators, board members, faculty, staff, students, and the media in multiple locations is important.Must be performance-driven and have exceptional analytical skills.Strong financial acumen with proven planning, forecasting, and budgeting skills.Superior leadership skills including team leadership, thought leadership, problem solving and collaboration.Experience leading and managing agency partners.Exceptional cross functional management and project management skills and experience.Highly organized and detail oriented with ability to maintain flexibility.Demonstrated ability to innovate, increase lead generation and conversion, and deliver bottom-line results.Knowledge of state, federal and local laws/regulations relating to programs, governmental compliance and other regulatory standards.This is an onsite position and only candidates within commutable distance to Irvine, CA, or those willing to relocate will be considered.
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Develop, manage and maintain marketing strategy for brand.Create and manage a brand framework that can be leveraged in multiple regions in the US. This includes consistent equity measure and relevant brand guidelines.Lead the marketing communications content development team within the business. This includes agency relationship management and exploration of unique content development models.Leverage the use of data and analytics with a clear understanding of the “full-funnel” marketing model.Lead thinking of the management team on evolutions in marketing and how they apply to our organization.Create a high performing team that is encouraged in the company and with adequate career progression and succession plans.Evolve and diversify the integrated marketing and channel strategy across SEO, paid search, paid social, email marketing, display, retargeting, video to acquire and retain new students.Implement a content marketing strategy that drives awareness, differentiation and interest.Strategically matches messaging and channel to the various constituents for sustainable positive brand awareness and affinity.Assists in implementing a marketing strategy to build the University and College visibility and enrollment as well as create brand awareness.Responsible for crafting a clear differentiating strategy to ensure that all marketing campaigns are fully integrated (internal/external).Supervises a staff and several outsourced contractors and has P&L responsibility with direct reports.Manages direct responsibility for the media budget that drives first-time student enrollments.Leads the organization’s overall marketing, branding, and advertising and works closely with communications to increase awareness and student enrollment through optimizing digital marketing and social media.Targets appropriate student demographics and channels while utilizing metrics to evaluate the effectiveness of marketing programs and take ongoing corrective actions as needed to reach/stretch objectives.Creates content that will attract potential students on new products/features and engage them in innovative ways to drive awareness via digital media and appropriate legacy media channels.Collaborates with Admissions, Communications, and Operations to develop and direct the implementation of marketing strategies and achieve increased market share objectives.Responsible for evaluating and improving ROI of all marketing campaigns through continual testing to beat standards and accountable for performance metrics. Implement controls to manage efficient COA and to generate student interest resulting in increased student admissions.Manages external advertising and direct response agencies to drive student enrollments, while maintaining a positive image for the University and College. Optimizing CRM systems will be critical to success.Serves as the primary media strategist to leverage the University and College’s existing marketing efforts in direct response advertising including Social Media, online advertising, TV, radio, direct mail, and print by creating a multi-channel integrated expansion from traditional and online media to social networking outlets.Establishes a marketing strategy to increase the effectiveness of the online marketing efforts. To develop and execute an online student acquisition plan designed to maximize web site traffic and enrollment demand that includes paid and natural search, social media, affiliate programs, partnership, marketing/content integration programs, email marketing acquisition and retention programs.Continually assesses University and College’s marketplace, the alignment of its mission and programs with market interests, and the effectiveness of its media and messages.Represents the Company externally to media, regulatory agencies, funding agencies, and the general public as appropriate.Key Qualifications
The successful candidate must have 10 or more years of experience with most recent experience in a senior level position managing the marketing department with P&L responsibility. Must have experience recruiting and managing internal staff as well as external vendors such as agencies. Must have recent experience in digital marketing.Previous experience in Higher Education preferred.Proven ability to lead various marketing functions, including content marketing, SEM, SEO, email marketing, retargeting, paid social media, mobile and display.Demonstrated experience creating successful online strategy and direct response marketing and advertising with demonstrated ability to innovate, increase lead generation and conversion, and deliver measurable bottom-line results.Excellent written, editing and oral communication skills, particularly with the ability to persuade, both verbally and in writing. Outstanding interpersonal skills, including independent judgment and the ability to relate well to administrators, board members, faculty, staff, students, and the media in multiple locations is important.Must be performance-driven and have exceptional analytical skills.Strong financial acumen with proven planning, forecasting, and budgeting skills.Superior leadership skills including team leadership, thought leadership, problem solving and collaboration.Experience leading and managing agency partners.Exceptional cross functional management and project management skills and experience.Highly organized and detail oriented with ability to maintain flexibility.Demonstrated ability to innovate, increase lead generation and conversion, and deliver bottom-line results.Knowledge of state, federal and local laws/regulations relating to programs, governmental compliance and other regulatory standards.This is an onsite position and only candidates within commutable distance to Irvine, CA, or those willing to relocate will be considered.
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