Senior Marketing Manager, Graduate Programs

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The Senior Marketing Manager for the Graduate Admission Team requires a deep understanding of the marketing and sales funnel and creative ideas to market our programs. This role requires exceptional attention to detail, the ability to meet tight deadlines, strong project management skills, and a high level of professionalism. The Senior Marketing Manager, Graduate Programs, represents the Graduate Admission Team internally and externally, leading strategy and reporting and presenting to senior management.

ESSENTIAL JOB DUTIES

Marketing Management

• Manage the Graduate Team’s marketing budget of $1 million across advertising (print & digital), new creative concepts, reporting, and partnership fees
• Develop and execute marketing strategies for the College’s 14 individual Graduate Programs, portfolio programs, and awareness initiatives
• Lead marketing campaign development from concept to launch 
• Employ a test-and-learn mentality and data-centered approach in the development of marketing campaigns; openly share learnings across internal and external teams.
• Champion the brand, ensuring usage of colors, logos, and text are consistent across all marketing and sales channels
• Develop new strategies that ensure leads are flowing through our marketing funnel, including branding and awareness, lead generation, and nurture campaigns
• Identify new and upcoming advertising opportunities in the marketing and higher education landscape, keeping your ear to the ground on trending platforms and topics as a way to reach new audiences
• Act as lead project manager across marketing campaign development and execution, marketing operations, tracking and reporting, and branding 
• Identify enrollment and lead goals for each Graduate Program alongside the Director of Graduate Admission and track the progress of these goals on a weekly basis through the recruitment cycle
• Create go-to-market strategies for new Graduate Programs that include identifying budgets, platforms, key partners, content, and more to ensure a smooth launch of our new programs
• Prepare annual reports and present the marketing data and strategy to each Graduate Program Director
• Manage the College’s external Advertising Agency, ensuring campaigns are launched on time, goals are clearly communicated, and branding is in line with the College’s. 

Data Management 

• Create and report quarterly digital marketing ROI reports and present them to the Director of Graduate Admission and the VP of Enrollment Management
• Review the Graduate Enrollment sales and marketing pipeline to ensure campaigns are performing and leads are accurately entering our CRM system
• Track growing lead numbers for each program, working closely with the Director of Graduate Admission to report on the numbers on a weekly basis
• Analyze campaign success rates, pivoting strategy, and making optimizations based on data outcomes 
• Manage our external Advertising Agencies Data and Reporting metrics, passing along internal data reports and comparing them to our internal reporting to ensure the numbers are aligned 

Web, Content, and Social Media Management 

• Write, edit, and coordinate with the Graduate Program Directors, Assistant Directors, and the Web Team to create new content for programs

• Manage an annual editing process for the accuracy of content across the Graduate Enrollment pages
• Design and manage landing pages for digital marketing campaigns alongside the Marketing and Web Teams
• Partner with the Communications Manager to develop new email strategies to test and implement across the marketing funnel 
• Strategize with the Communications Manager and Director of Admission to develop progressive profiling strategies across our sales and marketing funnels
• Partner with the web team to ensure the site is easily navigable, meets industry best practices, provides students with an easy lead-generating experience, and ensures they enter our marketing/sales funnel 
• Manage the organic editorial calendar for the Graduate Team’s social media channels and blog and collaborate with social media managers throughout the College
• Act as editor and chief of the Graduate blog
• Direct new video scripts to be used on our blog and social media campaigns 
• Manage the creation of graphics, animations, videos, and presentations 
• Partner with the Graduate Admi