Senior Director, Product Marketing & Brand Strategy
Company: UMass Global Administration
Location: Irvine
Posted on: June 25, 2022
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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
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