Associate Director, Counselor Community Marketing

Associate Director, Counselor Community Marketing
College Board – Communications and Marketing
Location: Remote
Type: Full time, permanent
Travel Required: 10-12 per year (around once per month for several days at a time)
 

About the Team

The Counselor Community Engagement Team at College Board is a small close knit, dedicated team of 6 people with a passion for educating school and college counselors on how to get their students to and through college using College Board programs and services. The team is committed to providing resources, tools, and training to assist school counselors serving the 50+ million students enrolled in K-12 schools around the country. We work closely with AP, CRA Suite of Assessments, BF and Customer Service.

About the Opportunity

As our Associate Director Counselor Marketing, you will lead the digital marketing strategy that promotes our programs and services to the counseling community. You will also work to advance our mission of clearing a path for students to own their future by providing training/information in Spanish to counselors and families in Latinx communities.

You will develop and deliver integrated, cross-channel marketing campaigns that drive growth of AP, Digital SAT and Big Future among the school counselor audience. You will also proactively work to meet the needs of Latinx counselors and families, through the development of programming and training.

External Marketing (50%)

• Develop, lead, and implement creative marketing campaigns that drive awareness, traffic and productive use of College Board programs and services across all counselor channels including email, web, SEM, social, text, direct mail, video, and events

• Gather stories from school counselors and create campaigns that generate awareness and drive students to take action

• Promote resources and virtual events through digital marketing efforts to increase engagement with the counselor audience

• Leverage industry-wide best practices to continuously A/B test new messaging, creative, segmentation, customer journeys, etc. to increase conversion rates

• Track and analyze campaign effectiveness and optimize as required to ensure overall success 

• Leverage quantitative/qualitative data sources to drive recommendations for our target audiences using insights obtained from market research

• Develop marketing plans and strategies to increase access and equity for the Latino audience

Lead Annual Growth Targets (20%)

• Set and achieve annual targets that drive enrollment for counselors attending Counselor Community Engagement events through paid and organic marketing efforts

• Set and achieve annual targets that drive counselor awareness and engagement through multiple channels for Advanced Placement, Digital SAT Suite and BigFuture

• Align marketing strategy with overarching Marketing Teams

Counselor Site Web Producer (20%)

• Apply UI/UX principles to serve as web producer for the College Board Counselor’s site

Professional Development Training (10%)

• Develop and deliver workshops for counselors in Spanish

About You

• Bachelor’s degree or equivalent required with 1 – 3 years’ experience in marketing

• Understanding of marketing and communications strategies, channels, and campaign execution

• Marketing experience in education industry or marketing directly to a targeted group

• Excellent verbal and written communication skills, including facilitating meetings and presenting remotely and in-person to groups of 15 or more  

• Fluent Spanish-speaking, reading and writing ability

• Strong organization and prioritization skills and the proven ability to move forward multiple projects in concert, both independently and as a member of the team   

• Adept problem-solving skills, including using data to inform decisions and actions   

• Ability to segment audiences meaningfully, develop creative campaign ideas, execute flawlessly and report back quickly

• Salesforce CRM/Marketing Cloud and Web analytics platform experience and some knowledge of Content Management Systems, preferably Drupal

• Familiarity or experience with email marketing software, marketing analytics, and execution of paid and organic social content

• Travel 10 – 12 times per year for meetings, conferences and workshops

• Excellent PowerPoint, Word, Excel, and MS Project skills 

• Eligibility to work in The United States of America

About Our Process 

• Application review will begin i