Director of Degree Program Marketing

University of Virginia Health System

Job Description

The University of Virginia Darden School of Business seeks a hands-on, strategic Director of Degree Program Marketing to oversee development, coordination and implementation of marketing and prospect communication in support of enrollment goals for Dardens degree programs. A collaborative leader, the incumbent will consistently communicate the brand of the Darden School and its portfolio of degree programs, including the full-time MBA, the Executive MBA and its Global Executive MBA format, and the new Master of Science in Business Analytics, in partnership with UVAs McIntire School of Commerce. This role reports to the Senior Director of Enterprise Marketing.

The director, along with additional members of the C&M team, will develop, execute and analyze comprehensive, customer-centric marketing plans for each program in the degree portfolio, aligned with target audiences and market segments. The role will direct the marketing communication strategy for the recruitment and enrollment of prospective and admitted students prior to matriculation. This role will work cross functionally and collaboratively across C&M and Admissions teams as well as the broader Darden marketing community to identify marketing opportunities and align audience communications workflows and initiatives. The director will continuously monitor the competitive landscape and best practice examples of business school education with the goal of increasing brand awareness, engagement and applications to the Darden Schools degree programs.

Specific duties and responsibilities:

Marketing Communications Strategy Development

With a focus on the customer, sets the strategic direction and marketing communications goals and objectives to reach prospective applicants to Dardens degree programs. Designs, delivers and measures the customer journey for the inquiry pool, in-process applicant workflows and yield communications. Applies analytical thinking to assess and optimize digital marketing performance results across owned and 3rd party channels.
Based on a deep understanding of the MBA market landscape, develops and implements ongoing strategic marketing communications strategies for each degree program and target audience.
Oversees CRM strategies and, working with marketers in Communication & Marketing, employs the full potential of the CRM Slate by Technolutions. Oversees the Admissions blog, website, webinar series and video blog. Partners with internal and external resources in the conception, design and delivery of print and electronic collateral for Admissions.
Communicates the marketing strategy to both the Admissions and Communication & Marketing teams to leverage the capabilities of both teams. Works closely with the Senior Director of Enterprise Marketing and team to design and integrate workflows, execute multi-channel advertising and ensure consistent projection of the Darden brand.
Collaborates with Darden stakeholders, including Advancement and Engagement, the Career Development Center, and degree program teams create and maximize opportunities for mutually beneficial positioning efforts, including events, Darden branding initiatives, and website design and content.

Market Research and Best Practices

Develops, maintains and demonstrates a deep understanding of evolving marketing communications tools and channels and how to apply best practices, new technologies, communications channels, and advertising platforms.
Identifies, analyzes, and applies marketing research to develop and continuously improve marketing communications. Develops and assesses email and marketing reports to establish database behavioral models to inform future enrollment marketing strategies.
Provides annual reporting and research on Darden applicant pool and GMAT test-taking trends to Admissions and Communication & Marketing teams to inform and support annual recruitment plans, including travel.
Represents Darden in marketing and higher education professional organizations as needed.

Marketing Communications Results

Develops and manages integrated marketing and Admissions KPI/data reporting and dashboard design in alignment with the overarching enterprise marketing and admissions analytics and business intelligence processes and platforms. These data include full-funnel reporting and attribution inputs and insights from Ping and Populations (Slate analytics tools). Reports on the overall effectiveness of degree marketing communications, initiatives and programs. Makes recommendations on marketing strategy based on analysis of ROI and makes necessary adjustments and improvements throughout the recruitment cycle.
Reports to all constituent groups campaign performance metrics, implementing campaign testing and segmentation, maintaining the source code library and unique URLs for tracking campaign analytics. Develops and manages newsletters. Documents team processes and promotes best practices.
Drives application generation strategies by effective use of budgetary and human resources to achieve annual application goals.

Marketing Team Management

Sets team goals; ensures that goals are reasonable; tracks progress; ensures effective results.
Provides ongoing coaching and performance reviews for a team member/s.
Effectively communicates and supports the department values to foster inclusiveness and diversity and maintains sensitivity to the varying needs of a diverse community.

Staff Development

Supervises, trains, and evaluates staff person/s to meet.

Required knowledge, skills and abilities:

Minimum of 5 years experience in business school marketing and communications, or B2C related field
Bachelors degree in business, marketing or related field, or an equivalent combination of education and experience, MBA degree preferred
Data analytics and database experience and/or education degree/coursework a plus
Knowledge of marketing automation and CRM platforms, audience segmentation (Slate or HubSpot preferred)
Experience developing digital marketing strategies and plans
Experience developing multi-channel content and communications for both broad and targeted audiences
Experience leading or working with an interactive media marketing person/team
Excellent verbal and written communications skills
Demonstrated supervisory, interpersonal, organizational and presentation skills
Strong analytical skills, including use of Excel, Tableau and other similar platforms
Strong technical skills with experience in working with CRM or customer/students databases as an end-user and with social media platforms
Ability to think both strategically and creatively and translate that thinking into actionable marketing communications initiatives for enrollment marketing
Demonstrated ability to effectively motivate, influence, delegate, inspire, coach and lead
Ability to work independently and as part of a high-performing team with excellent initiative and judgment
Ability to prioritize shifting projects and initiatives in a fast- paced environment
Demonstrates self-motivation to identify and address emerging and changing marketing communications and recruitment opportunities
Enrollment marketing experience in an academic setting a plus

To apply, visit https://uva.wd1.myworkdayjobs.com/UVAJobs and search for Director of Enrollment Marketing, Degree Programs. Complete a Staff Application online and attach a cover letter, resume, and contact information for three references. The position will remain open until filled.

Questions regarding the application process should be directed to Ashley Cochran, Academic Recruiter at alc6dk@virginia.edu.

The University of Virginia, including the UVA Health System and the University Physicians Group are fundamentally committed to the diversity of our faculty and staff. We believe diversity is excellence expressing itself through every person's perspectives and lived experiences. We are equal opportunity and affirmative action employers. All qualified applicants will receive consideration for employment without regard to age, color, disability, gender identity, marital status, national or ethnic origin, political affiliation, race, religion, sex (including pregnancy), sexual orientation, veteran status, and family medical or genetic information.

Employment Type

Full time