Chief Marketing Officer

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.


GENERAL SUMMARY
The Chief Marketing Officer (CMO) leads the teams and processes that drive enrollment growth at the University of St. Augustine for Health Sciences (USAHS) through timely and effective demand generation, lead-to-enrollment conversion strategies, brand management, and messaging/storytelling.

The CMO must understand digital, social, mobile and emerging media as marketing vehicles and be experienced with integrating offline and online marketing efforts to drive brand preference and demand generation. The CMO will leverage USAHS’ sound digital foundation to drive high-quality lead volumes, track performance metrics, and maximize prospective/student engagement through each point in the decision lifecycle. The CMO will help to build an organizational culture that is grounded in analytics and insights to inform and support decisions, including those around media investments and performance, resource allocations, customer segmentation and marketing implementation.

This position will involve close collaboration with the USAHS leadership team to identify strategic relationships that will profitably drive revenue and brand awareness. The ideal candidate will bring high-touch, service-oriented experience in an environment that involves considered decision-making by the consumer. This leader will have a hands-on, roll-up-your-sleeves approach and the ability to create and implement strategy, drive activation through to on-the-ground guerilla marketing initiatives, build departmental capabilities and provide exceptional team leadership.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Demand Generation
• Create integrated marketing plans and execution strategies for driving student acquisition, enrollment, and engagement, and overall market share, ultimately growing revenue and EBITDA.
• Ability to build student personas and effectively target prospective students with brand/program messaging designed to generate enrollment interest and leads
• Experience with digital and organic channels; ability to build channel strategies appropriate for reaching the target and analyzing channel performance
• Identify opportunities to expand reach to target market through alumni, institutional and academic partnerships, feeder schools, clinical referrals, etc.
• Understanding of business cycles and related analytics required to determine performance to goals
• Possess the financial acumen necessary to determine required marketing investments and resulting ROI; manage the annual marketing budget for USAHS
• Select, direct and manage external agencies and consultants
Brand Management and Awareness
• Oversee an integrated brand strategy based on key consumer insights and market research with a focus on generating measurable awareness, equity, preference and credibility for the brand.
• Develop brand/program messaging that will influence and inspire the target audience and build brand awareness for USAHS programs
• Effectively identify and communicate University and program differentiators to support USAHS premium position and create student preference for the University
• Develop social media content strategies that will 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

Website Design and Performance
• Provide strategic oversight to 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 that may include traffic, time on site, conversion on site, bounce rate, etc.
• Establish website maintenance protocol to include regular content audits and updates
Enrollment Management
• Lead a high-performing student recruitment and enrollment team, providing strategies and resources required to ensure lead-to-enrollment funnel conversion
• Provide leadership, direction, training and talent development support to ensure optimal enrollment team performance
• Establish expectations for funnel management and reporting, including predictive models that will help to identify issues, opportunities and areas for implementation improvement
• Develop strategic plan to maximize enrollments for all programs while planning for long-term growth
• In partnership with the enrollment management leadership team, analyze and provide insight of the enrollment pip