Director, Engagement and Reach: Students and Families

Director, Engagement and Reach: Students and Families 

College Board – Engagement and Reach 

Remote - USA 

About the Team  

The College Board Engagement and Reach team is organized by audience and is comprised of the Engagement and Reach: Students and Families team and the Engagement and Reach: Professionals team. These teams build, execute, and optimize multi-channel campaigns to meet our audiences where they are and drive forward our organizational priorities. We’ve built a reputation for our attention to detail, focus on audience experience, and data-driven approach to delivering the right message at the right time to the audiences we serve.  

The Engagement and Reach: Student and Families team has a particular focus on increasing engagement with our SAT Weekend and Student Search Service programs, and we also develop consumer-facing brand campaigns to expand the reach of our AP and BigFuture offerings. Our work is particularly collaborative and cross-functional, partnering with colleagues in Program, Product, State and District Partnerships, and across the Engagement and Reach Division to meet our goals.    

About the Opportunity   

The Director, Engagement and Reach: Students and Families will become an expert and advocate for these audiencesYou’ll help connect high school students across the country to postsecondary opportunities through College Board offerings. You’ll play a vital role in developing and delivering integrated, cross-channel campaigns to promote our SAT, BigFuture, and AP offerings, including our SAT Weekend, Real Talk, and National Recognition Programs. The Director will manage four or more campaigns each year—setting the strategy, developing clear and engaging content, ensuring clean execution, and reporting on campaign performance. 

In this role, you will:  

Campaign Strategy and Management – 35%  

• Based on organizational goals and input from your manager and stakeholders, develop strategic plans for the campaigns you will lead. Strategy will include timing, target audience, measurement plan, messaging, channel mix, etc. 

• Effectively manage campaign efforts across various teams using internal project management systems (JIRA/Confluence), including submitting requests and managing timelines for each campaign element 

• Lead the content review and approvals process with internal stakeholders 

• Ensure clean delivery of the campaign across channels, including email, web, SEM, social, text, direct mail, video, and events 

• Manage relationships with external agencies, partner organizations, and other external groups, as necessary 

Performance Analysis and Audience Insights - 35%   

• Track and analyze campaign effectiveness through Salesforce Marketing Cloud dashboards and Adobe Analytics Workspaces and optimize as required to ensure overall success 

• Leverage industry-wide best practices to continuously A/B test new me