Marketing Lead

at  Harvard University

JOB SUMMARY

The Marketing Lead will serve a critical role in enabling the Harvard Graduate School of Education (HGSE) Professional Education to reach thousands of educators annually with evidence-based professional learning programs. HGSE Professional Education serves more than 16,000 educators annually in early-childhood, K-12, and higher education around the world, online, on-campus, and through custom professional development programs, to improve educators’ leadership and instructional practices.
The Marketing Lead will be responsible for managing comprehensive, multi-channel, integrated marketing strategies that achieve vital enrollment targets for a portfolio of 20+ professional development programs. This role will develop and drive program marketing plans and campaigns, in collaboration with the relevant stakeholders (including portfolio directors, sales and engagement staff, marketing content managers, faculty, and alumni) and manage contractors and vendors assigned to the campaigns. The Marketing Lead ensures that each program in their portfolio has consistent demand generation and enrollment, aligned with the HGSE Professional Education brand and strategies.
The Marketing Lead must have a marketing and communications background and must be a highly collaborative, detail-oriented, and adaptable team member. A successful candidate will also be an agile project manager and a self-starter with a creative and entrepreneurial spirit and with experience and track record in product marketing, demand generation, and demand capture as well as hands-on technical abilities with email marketing, html, project management software, and google analytics.

POSITION DESCRIPTION

• Job-Specific Responsibilities
• Develop full understanding of HGSE Professional Development’s mission, impact goals, organizational values, program offerings, and target audiences served by HGSE Professional Education.
• Achieve enrollment targets for a portfolio of 20+ programs by directing all the portfolio’s marketing campaigns and initiatives. This responsibility includes:
• Leading the development of program-specific marketing plans, in collaboration with key stakeholders (Professional Education staff, as well as HGSE faculty).
• Managing and guiding internal and external resources, including copywriters, graphic designers, HTML developers, brochure vendors, social media partners, etc.
• Guiding these resources’ development of all required marketing assets, and supplementing their writing, campaign scheduling, etc. as necessary.
• Managing the production of all aspects of web and multimedia content for each program in the portfolio.
• Allocating the marketing budget dedicated for each program, breaking it down into most effective marketing channels including, ads, email, social media, digital and print advertising, conferences, and other direct marketing.
• Monitoring marketing activities performance in Salesforce Marketing Cloud and build marketing decisions based on these analytics.
• Partnering with the Senior Marketing Manager to implement Search Engine Optimization (SEO) recommendations, program updates, and content creation.
• Collaborate with professional education partners to ensure they receive all marketing assets and communication they need to ensure that all their marketing needs and goals are met.
• Engage with professional education associations to secure opportunities for presenting at their conferences, utilizing calls for proposals, sponsorships, and or partnership agreements to enhance our visibility and outreach.
• Build and maintain strong relationships across functional teams, working collaboratively with program managers/directors, admissions, and finance to identify new marketing opportunities, surface opportunities for enablement, process improvements, or optimization – keeping user experience and marketing goals in mind.

BASIC QUALIFICATIONS

• Minimum of 3 years related marketing work experience
• Experience developing and managing marketing campaigns, reporting performance outcomes, managing relationships, email marketing and html email design, copywriting, and project management.

ADDITIONAL QUALIFICATIONS AND SKILLS

• Outstanding interpersonal, organizational, planning, and time-management skills
• The ability to balance the interest and needs of multiple stakeholders, from liaising with faculty and members of leadership to working hands-on with data and task execution
• A proven record of working collaboratively and project-managing a wide range of constituents, as well as individually to achieve deadlines and goals
• Demonstrated experience developing and conveying marketing messages that are compelling and effective at capturing attention, and accurately present the value proposition of a given program or product offering
• Strong skills in writing, editing, and proofreading
• Experience leveraging multiple marketing channels in a coordinated way, including a range of digital platforms for outreach
• Experience moving from general concepts to a thoughtful marketing plan that is aligned and consistent with both the HGSE-wide and HGSE Professional Education brand message and impact model.
• Familiarity with inbound marketing, account-based marketing, content marketing fundamentals
• Technical proficiency with current email marketing technology (such as Salesforce Marketing Cloud, Pardot, Marketo, etc) and the use of a CRM (prior use of Salesforce and Marketing Cloud and/or Exact Target is strongly desired)
• Additional technical proficiency with HTML for email including basic understanding of amp script and UTM codes, A/B testing, and reporting analytics such as GA4, Intelligence reports, etc.Passion for, experience in, and familiarity with K-12 or higher education

Please refer the Job description for details