DIRECTOR OF PROGRAM MARKETING

As a UW employee, you have a unique opportunity to change lives on our campuses, in our state and around the world. UW employees offer their boundless energy, creative problem-solving skills, and dedication to build stronger minds and a healthier world.

UW faculty and staff also enjoy outstanding benefits, professional growth opportunities and unique resources in an environment noted for diversity, intellectual excitement, artistic pursuits, and natural beauty.

The College of Education has an outstanding opportunity for a Director of Program Marketing to join their team.

Reporting to the Assistant Dean for Academic and Student Affairs, the Director of Program Marketing will be responsible for developing and executing comprehensive marketing strategies to promote our academic programs, ensuring program visibility, and attracting prospective students. You will play a pivotal role in directing and conducting market research, communicating market insights and intelligence, and recommending marketing and communications strategies that support the enrollment management goals for College of Education's portfolio of undergraduate and graduate degree programs. The Director will also supervise the Program Marketing Specialist and Student Marketing Assistant, managing the goals and initiatives for the team. Given the complexity involved in managing marketing for multiple programs, each with its own unique characteristics, the Director must be strategically minded, exceptionally organized, able to address high-level problems and adept at communicating effectively with a wide variety of stakeholders.

DUTIES AND RESPONSIBILITIES

Marketing Strategy and Planning

Develop and execute the overarching marketing strategy for the College of Education masters, doctoral, and undergraduate programs.

Align marketing plans and budgets with College goals and market trends.

Standardize marketing processes, including the creation of engaging content and the optimization of website content, and improve lead conversion.

Oversee advertising campaigns across digital and traditional channels to increase program visibility.

Manage project management systems and oversee timely completion of projects from the marketing team.
Enrollment Strategy and Lead Generation

Collaborate with program directors, advising and outreach staff, and enrollment management leaders to understand goals, and enrollment capacity for each program.

Work with assistant deans, program directors, area chairs, and graduate advisers to help establish enrollment goals for each program.

Develop and implement lead generation strategies to build a pipeline of prospective students.

Monitor the progression of prospective students through the enrollment process using the College's CRM (Slate) and by working with the graduate advisers to understand their funnel.

Work with the Director of Institutional Research to understand the details of the enrollment funnel and the trends for each program.
Content Development and Digital Marketing

Create compelling and relevant content such as print and digital collateral, interviews, articles, videos, and webinars to showcase program offerings.

Utilize digital marketing platforms, including social media, email marketing, and PPC advertising, to engage with prospective students and alumni.

Align all content with brand standards and strategic goals through following UW brand guidelines, COE branding, and keeping consistency across undergraduate and graduate messaging.
Vendor Management and Budget

In collaboration with the Dean's Office Finance and Administration team:

Identify, contract, and manage external vendors such as advertising agencies, design firms, and media partners to support marketing initiatives.

Develop and manage the marketing budget, optimizing resource allocation for maximum ROI.
Analytics, Reporting, and Data Utilization

Utilize analytics and marketing metrics to measure campaign effectiveness and make data-driven decisions.

Identify metrics to measure awareness and interactions for campaigns, then prepare reports to share marketing impact and find places for improvement. Collect, synthesize, and interpret marketing and enrollment data from various systems and sources to influence campaign decisions.
Messaging, Branding, and Reputation Building

Create targeted messages utilizing a wide range of communication tools such as social media, traditional media, advertising, collateral materials, text messaging, the College website, and on-campus digital channels.

Collaborate with the COE Director of Marketing & Communications to set and understand the marketing goals for the year.

Collaborate with the COE Director of Marketing & Communications to ensure consistent and effective use of the College brand in all mass communications and across all platforms (digital and print).

Develop innovative and effective outreach strategies in partnership with academic advisors, recruiters, community partnership, and outreach staff.

Direct research as needed to optimize enrollments and workflows, including market research to identify prospects and CRM lost customer analysis.
Market Research and Competitive Intelligence

Conduct thorough market research to identify target audiences, analyze competition, and stay informed about industry trends.

Review education and rankings media channels and inform leadership and key staff about competitive intelligence, major trends, and shifts in the Education landscape, including trends in online offerings.

Foster marketing innovation by staying current on the latest marketing research and best practices.

Research new markets for education-related content and instruction.
Collaboration and Outreach

Build strong relationships with the Director of Communications, faculty, staff, alumni, advisors, community outreach liaisons, and external vendors to support marketing initiatives and expand program reach.

Support and participate in other projects and events such as the COE apparel shop, graduation, admitted student days, and others as needed.

Supervise, mentor, and manage the hiring/ onboarding process of the Program Marketing Specialist and a Student Marketing Assistant. Day-to-day ensure effective collaboration, execution of marketing initiatives, and reaching personal and team goals.
Other duties as assigned
MINIMUM REQUIREMENTS

Bachelor's degree in Marketing, Business, Communications or a related field and 3-4 years of relevant work experience.
Equivalent education/experience will substitute for all minimum qualifications except when there are legal requirements, such as a license/certification/registration.
ADDITIONAL REQUIREMENTS

Proven experience in marketing leadership roles, preferably in the education sector.

Demonstrated success in developing and executing comprehensive marketing strategies.

Experience with digital marketing, including social media, email marketing, and PPC advertising.

Proficiency in utilizing marketing analytics and metrics to drive decision-making.

Strong leadership and team management skills, including experience supervising staff and coordinating with multiple stakeholders.

Familiarity with Customer Relationship Management (CRM) systems, such as Slate.

Experience managing external vendors, agencies, and budgets.

Proficiency in Adobe Creative Cloud, specifically in Illustrator, InDesign, Photoshop, Lightroom, and Premiere Pro.

Proficiency with HTML editing software such as Drupal, WordPress or Adobe Dreamweaver, as well as Google Analytics and search engine optimization.
DESIRED QUALIFICATIONS

Master's degree in marketing or a related field is preferred.

Previous experience working in a higher education institution, particularly in a marketing or communications capacity, with knowledge of academic program structures and enrollment processes.

Familiarity with policies and procedures of the University of Washington and/or the UW College of Education.

Experience conducting market research, competitive analysis, and staying informed about industry trends.

Proficiency with Tableau and Microsoft Excel for data analysis.

Proficiency with Microsoft SharePoint.
Application Process: The application process may include completion of a variety of online assessments to obtain additional information that will be used in the evaluation process. These assessments may include Work Authorization, Cover Letter and/or others. Any assessments that you need to complete will appear on your screen as soon as you select "Apply to this position". Once you begin an assessment, it must be completed at that time; if you do not complete the assessment, you will be prompted to do so the next time you access your "My Jobs" page. If you select to take it later, it will appear on your "My Jobs" page to take when you are access ready. Please note that your application will not be reviewed, and you will not be considered for this position until all required assessments have been completed.
Committed to attracting and retaining a diverse staff, the University of Washington will honor your experiences, perspectives and unique identity. Together, our community strives to create and maintain working and learning environments that are inclusive, equitable and welcoming.
The University of Washington is an affirmative action and equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, gender expression, national origin, age, protected veteran or disabled status, or genetic information.
To request disability accommodation in the application process, contact the Disability Services Office at [redacted] or [redacted].
Applicants considered for this position will be required to disclose if they are the subject of any substantiated findings or current investigations related to sexual misconduct at their current employment and past employment. Disclosure is required under Washington state law.