Sr. Manager, Marketing & Communications - Audiences
Company: Western Governors University
Location: Salt Lake City
Posted on: April 18, 2024
Job Description:
The salary range for this role takes into account the wide range
of factors that are considered in making compensation decisions
including but not limited to skill sets; experience and training;
licensure and certifications; and other business and organizational
needs.At WGU, it is not typical for an individual to be hired at or
near the top of the range for their role, and compensation
decisions are dependent on the facts and circumstances of each
case. A reasonable estimate of the current range is: Pay Range:
$93,600.00 - $168,500.00If you're passionate about building a
better future for individuals, communities, and our country-and
you're committed to working hard to play your part in building that
future-consider WGU as the next step in your career.Driven by a
mission to expand access to higher education through online,
competency-based degree programs, WGU is also committed to being a
great place to work for a diverse workforce of student-focused
professionals. The university has pioneered a new way to learn in
the 21st century, one that has received praise from academic,
industry, government, and media leaders. Whatever your role,
working for WGU gives you a part to play in helping students
graduate, creating a better tomorrow for themselves and their
families.About the Role:The Senior Manager, Marketing &
Communications - Audiences is responsible for overseeing the
development and execution of strategic marketing and communications
plans tailored for prioritized prospective student audiences
(defined by prior education experience and learning profile,
socioeconomic factors, location and lifestyle, other demographics,
etc.) and specific B2B partner audiences (e.g., Military, Community
College, Executive Partners, K12). This role entails budget
stewardship and accountability for achieving new student
application targets and other growth-related KPIs in coordination
with other teams who are accountable for region, school, and
program performance. The Sr. Manager, Audience will manage a team
of marketing and communications specialists.The Sr. Manager,
Marketing & Communications - Audiences will work with the Director,
Marketing & Communications - Audiences & Markets, the Regional
Operations team, and the Partnership team to define opportunities
and strategies for growing student enrollment across WGU's academic
schools and over sixty degree and certificate programs. As part of
its mission to expand access to educational opportunity, WGU has
prioritized several strategic audiences for targeted marketing
efforts; the Audience Marketing & Communications team develops
plans to reach each of these audiences via dedicated campaigns and
communication opportunities.WGU employs a full range of B2C and B2B
marketing tactics, and as such, the Sr. Manager must have
experience orchestrating fully integrated marketing programs
leveraging a broad range of tactics, including television (DRTV,
OTT, CTV), OOH, print, radio and digital audio, conferences/events,
partner marketing, video, display, social media, email, SEM,
website, etc. Excellence in competitive, market, and channel
analysis and strategic synthesis are essential to this role.What
You'll Do:
- Develop audience specific plans to meet growth targets within
each territory based on in-depth market-level competitor, prospect,
and employer research and analysis.
- Manage audience marketing and communications budget.
- Drive the collection and synthesis of strategic insights
regarding existing and potential priority audiences; develop
targeted strategies and campaigns based on these insights, and
ensure they inform and are reflected in overall WGU branding and
cross-audience campaigns.
- Coordinate brand building, lead generation, and communication
efforts with central marketing services including Integrated
Marketing, Marketing Operations, and External Communications.
- Work with Strategic Partnerships team to develop appropriate
marketing support for regionally based field teams; identify ways
to develop new partnerships and grow existing partnerships.
- Ensure effective planning and execution of localized marketing
tactics and campaigns to influence B2B and B2C audiences.
- Drive audience-based forecasting, reporting, and root cause
analysis to drive insights at the intersection of audiences,
markets, and program offerings.
- Establish and continually refine audience-specific messaging
that powerfully communicates WGU's positioning, attributes, and
proof points in tailored, culturally appropriate ways.
- Some travel required (up to 10%)
- Performs other related duties as assigned.Knowledge, Skills,
and Abilities You'll Need to be Successful:
- Demonstrated ability to develop and achieve cross-functional
strategic plans, key objectives, and measurable KPIs including
managing to audience-based targets.
- Mix of B2B and B2C marketing experience.
- Ability to lead and manage a team of specialist and manager
level individuals.
- Experience operating in a disaggregated marketing model; able
to make decisions and drive business forward in a highly complex,
multi-faceted organization.
- Success working across marketing disciplines including brand
development, creative, paid media, social media, interactive
products, email, field marketing, PR, and analytics.
- Excellent written and verbal communicator capable of building
strong relationships across contributors and teams, including
C-level executives.
- Ability to organize information and effectively present issues,
recommendations, and conclusions.
- Innovative and inclined to explore new approaches via constant
learning and optimization.
- Strong critical thinker capable of making smart judgements
under pressure.
- Ability to manage time and resources for multiple projects at
one time.Minimum Requirements:
- Bachelor's degree in marketing, communications, or related
field required.
- 7+ years of marketing domain experience, 3+ years as a manager
of a team
- Budget management experience, including responsibility for
marketing budgets of $5MPreferred Requirements:
- Multicultural marketing experience.
- Industry experience in higher education and/or areas relevant
to WGU colleges (e.g. business, healthcare, K12 education, IT)
- Master's degreePhysical Requirements:
- Prolonged periods sitting at a desk and working on a
computer.
- Must be able to lift up to 15 pounds at times.Why Join WGU?
- You will be part of a growing, diverse, inclusive workforce,
committed to creating pathways to a better life for our students by
expanding access to education for everyone.
- We provide comprehensive dental, vision, and medical benefits,
with paid time off, parental leave, and inclusive family forming
benefits.
- We offer generous retirement and HSA company
contributions.
- You will also have opportunity for continuous learning!
Employees and their families receive discounted undergraduate and
graduate WGU tuition.#LI-AE1#D&I#LI-HybridDisclaimer: This Job
Description has been designed to indicate the general nature,
essential duties, and responsibilities of work performed by
employees within this classification. It does not contain a
comprehensive inventory of all duties, responsibilities, and
qualifications that are required of the employee to do this job.
Duties, responsibilities and activities may change at any time with
or without notice. This Job Description does not constitute a
contract of employment and the University may exercise its
employment-at-will rights at any time.As an equal opportunity
employer, WGU recognizes that our strength lies in our people. We
are committed to diversity.
Keywords: Western Governors University, West Valley City , Sr. Manager, Marketing & Communications - Audiences, Advertising , Salt Lake City, Utah
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