Senior Director, Product Marketing & Brand Strategy

Company: UMass Global Administration
Location: Irvine
Posted on: June 25, 2022

Job Description:

Please Note: Internal Employees, please access the Career app on the Workday Dashboard homepage to apply for the position. Why join UMass Global? Competitive compensation and benefits promote your health and well-being. UMass Global embraces inclusion, promotes corporate responsibility, and applies sustainable practices on the job and in the office. Exceptional Benefits At the University of Massachusetts Global, we value the personal health and financial well-being of our employees. Our affordable and flexible benefits packages truly encompass our mission and values by giving our employees peace of mind to allow them to focus on their professional development and other important aspects in their lives. Our benefits include: - Variety of Medical, Dental, and Vision coverage - Health Savings Account (HSA) - Flexible Spending Accounts (FSA) - Employee Assistance Program (EAP) - Wellness Programs (Physical and Mental Health Challenges, Campus Events) - Robust and comprehensive Retirement Plan (Basic, Supplemental, Roth options) - Employer matching and mandatory contribution by UMass Global - Tuition Remission (UMass Global and Chapman) - Professional development through online learning and training tools - Service/Recognition awards - Paid time off Responsible for developing and executing product marketing strategies, product launches and go-to-market for the undergraduate and graduate degree programs. Also responsible for stewarding the University's master brand strategy, including brand positioning, competitive intelligence and market entry. New hires must be fully vaccinated against COVID-19 (including any boosters recommended by the CDC) and demonstrate proof of vaccination upon hire, unless approved for a disability or religious accommodation. UMass Global employees are eligible to participate in a hybrid flexible work arrangement benefit (including up to three days per week of remote work), with approval of their supervisor, through the University's Voluntary Flexible Work Arrangement Program. TYPE OF SUPERVISION: Receive general direction from the Executive Vice Chancellor, Marketing & CMO. General Direction - indicates that the incumbent receives guidance in terms of broad goals and overall objectives and is responsible for establishing the methods to attain them. Generally the incumbent is in charge of an area of work; and typically formulates policy for this area but does not necessarily have final authority for approving policy. POSITION DUTIES AND RESPONSIBILITIES: ESSENTIAL FUNCTIONS: Percentage Develop the University's product marketing strategies targeting students for the University's various schools, while establishing clear and measurable objectives, including revenue goals. Develop the University's master brand strategy. Identify the target audience. Define the University's tablestakes vs. differentiation in the competitive landscape. Define success against specific brand and business KPIs. Manage, coach and develop the Product Marketing Analyst and Go-to-Market Analyst. Cultivate their talents and career opportunities Collaborate with cross functional departments including institutional research, academic affairs, media, analytics, community outreach, enrollment management, IT and operations Manage the primary and secondary research pipeline needed to power product marketing and brand strategies. Research projects include product marketing focus groups, prospect and new student surveys, pricing research, and brand tracking surveys Translate business goals into specific product marketing plans. Institute and respond to competitive and market trend analysis; identify messaging and product attributes to drive inquiry traffic Develop product pricing strategies to maximize product contribution. Assess price position in the competitive landscape both before and after scholarship programs. Create and implement go-to-market strategies. Assess product opportunities within existing markets, and identify market entry opportunities in future markets Develop integrated marketing and communication plans with multi-channel approach. Work with marketing team members and advertising agency to develop both traditional and digital lead generation campaigns Oversee marketing budget to support goals including budget planning and recommendations with media peers As the SBPS, SAS, SE and SN program subject matter expert, be able to report out to leadership team campaign results, challenges and opportunities in growing enrollments for all degree programs Regularly Report on performance of product marketing plans through measurement and analysis of prospect leads and conversion to understand ROI. Propose countermeasures or realignments based on analysis Report on performance of master brand strategies periodically via a brand dashboard. Measure performance to purchase funnel, enrollment, and attitudinal metrics Report on competitive moves and their potential impact on brand strategy Report on performance against product and brand KPIs, and sharing these reports with institutional stakeholders to align tactics to business needs. 95% Perform other duties, as assigned 5% TOTAL 100% POSITION SPECIFICATIONS AND REQUIREMENTS: EDUCATION, EXPERIENCE, CERTIFICATION AND/OR LICENSES: Bachelor's degree in Marketing or a related field, or equivalent combination of education and experience. An advanced degree is preferred 8+ years of Marketing experience; at least 3 years of Product Marketing experience 3+ years supervisory experience B2C marketing experience Experience in developing marketing plans and tactics to drive leads Previous experience in higher education is preferred Digital or web marketing experience is preferred Master brand strategy experience is preferred ESSENTIAL KNOWLEDGE, SKILLS, AND ABILITIES: Knowledge of Search Engine Optimization, Search Engine Marketing, and Social media tactics Knowledge of best practices in digital, email, website optimization Knowledge of traditional or off-line media Skilled in problem-solving and analytics Skilled in planning, organizing, and project management Excellent oral and written communication skills Strong presentation skills and ability to lead and facilitate meetings Strong relationship building skills, good listener, collaborator and influencer Thrives in taking initiative and comfortable in leading projects Machines, Tools, Equipment, Electronic Devices and Software: Must be able to work with office equipment, along with personal computer. Knowledge of Microsoft Office Suite Contact with Students: Occasional Contact with Faculty and/or Staff: Frequent Contact with Community and Vendors: Frequent SPECIAL REQUIREMENTS: Working conditions are normal for an office environment. Position may be required to work flexible hours particularly given campuses' extended hours of operation and may require occasional weekend and/or evening work. Applicants for this position are subject to a background check and a criminal history review. Please Note: Internal Employees, please access the Career app on the Workday Dashboard homepage to apply for the position. Equal Employment Opportunity -UMass Global is committed to providing an educational and work environment free of unlawful discrimination and harassment in any form. UMass Global prohibits all forms of discrimination and harassment on the basis of age, ancestry, color, religious creed (including religious dress and grooming practices), disability (mental and physical), marital status, medical condition, genetic information, military and veteran status, national origin (including language use restrictions), race, sex (including pregnancy, childbirth, breastfeeding, and/ related medical conditions), gender, gender identity, gender expression, sexual orientation, or any other characteristic protected by local, state or federal law. Reasonable Accommodation - UMass Global provides reasonable accommodations to applicants with disabilities. If you need a reasonable accommodation for any part of the application and hiring process, please notify the recruitment department at burecruiting@umassglobal.edu.

Keywords: UMass Global Administration, Irvine , Senior Director, Product Marketing & Brand Strategy, Advertising , Irvine, California