VP, Digital Marketing
Company: Laureate Education
Posted on: October 18, 2019
Reporting to the Chief Marketing Officer, Walden University, the
Vice President Global Digital Marketing will lead a team of
marketing professionals who are responsible for a $80+ million
digital marketing budget supporting Walden University in both
domestic and international markets.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
--- Demand Creation and Lead Generation - Primary responsibility
will be to work closely with all the digital marketing channels,
the institutional Presidents/P&L holders and the VPs of
Enrollment to coordinate and establish annual Marketing plans,
ensuring that those plans generate high-potential leads and align
with the budget and financial commitments. Tactics will likely
include Paid Search, Social Advertising, Mobile, Video, Inbound
calling, Email, Webinars, Face-2-Face events, operating a real-time
bidding (RTB) trading desk, Mobile calling campaigns and partnering
with other critical marketing groups such as web management, CRM
and product marketing.
--- Lead Gen to Enrollment - As a top priority, work with the
institutional Presidents and Heads of Enrollment to ensure all
brands meet their enrollment goals across key programs,
geographies, etc. Work to optimize the online channel Marketing mix
to achieve the right number of Leads at the right cost (CPL) within
the right Geos with the right portfolio mix at the right budget
levels to achieve the profitable enrollments at the targeted
--- Segmentation and Targeting -Work closely with Business
Intelligence, Sales, and each of the brand's Marketing partners to
identify the highest potential prospects who offer the greatest
Lifetime Value (LTV). Appropriately allocate Marketing resources to
capitalize on these segments in a manner that meets the
triple-bottom line. This targeting process may require segmentation
research to help drive the design and utilization of a prospect
database, which will be optimized for each critical customer
segment, program, and channel.
--- Marketing Planning and Tactical Execution - Develop and lead a
disciplined Marketing planning and subsequent go-to-market process
that is built on rigorous metrics and a focus on ROI. Ensure that
the planning process and key decisions are supported by fact and
consumer insight vs. "art" and "intuition". Continually measure
Marketing allocation and course-correct as marketplace conditions
--- Offline to Online Marketing Connectors - Collaborate with the
Global BD, Field Sales and Operations teams to ensure digital
marketing efforts support the local efforts; integration of the
offline efforts into a fully integrated attribution model will
ensure all marketing touch-points are valued.
--- Innovation - Collaborate with key marketing partners (e.g.,
Google, Facebook, etc.) and other innovation teams at Laureate to
help drive innovation throughout every aspect of the digital
operation with the ultimate goal to enhance/personalize the
prospective student experience and deliver the best possible
--- Functional Leadership & Organizational Development - Build and
shape a highly-effective, world-class Digital Marketing
organization by hiring, training, motivating and setting leadership
direction for all direct reports, and cross-functional teammates.
Establish, monitor, and improve processes across all brands, all
market segments and channels. Define and nurture a collaborative
and customer-oriented Marketing community.EDUCATION and/or
--- Direct Marketing Experience - Proven experience leveraging
insights and analytics to drive leads, cross-sell, and in general,
to create a compelling, overall prospective student experience that
reflects the essence of each brand
--- Online/Interactive Experience - Successful managing large and
small scale online operations; including e-commerce platforms.
Additionally, strong attention to the user experience, cross
channel digital journeys and oversight developing both strategic
and tactical digital plans for an online operation (be it
stand-alone or blended as a portfolio). Experience developing or
overseeing Interactive Marketing plans with an understanding of the
current online customer acquisition channels. Experience with
E-Mail, Display Advertising, Affiliate, SEO/SEM, Social Media, and
--- Passion for Digital - Strong, deep passion for everything
digital and mobile. As they are the most disruptive innovations
across the globe, thriving in an ever changing, highly demanding,
unsettled environment, 24/7 is critical
--- Brand Development Experience - Proven ability to build and grow
Brands, with an intuitive sense for defining a brand's essence.
--- Entrepreneurial/Start-up Experience - Experienced the
challenge, and thrill, of building a brand or business from the
beginning, or have a passion for transformation.
--- Organizational/Functional Development - Experience recruiting,
hiring, managing, developing, motivating and promoting direct
reports, and creating or promoting a customer-centric culture.
Demonstrated success in process redesign and implementation of
tools and protocols that improve the effectiveness and efficiency
of marketing efforts.
Keywords: Laureate Education, Severn , VP, Digital Marketing, Other , Marriottsville, Maryland
Didn't find what you're looking for? Search again!