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Director of Marketing, Acquisition

Sales/MarketingPosted 27 days 2 hours 38 minutes ago. Viewed: 41 times.

Description

Capella University is an online university built on graduate degrees, with more than 29,000 students throughout the U.S. and in other countries. Founded in 1993 to provide advanced educational opportunities for working professionals, Capella has become a national leader in online education, offering bachelor’s, master’s, and doctoral programs. The university’s success is built upon a culture that promotes human potential, achievement, innovation, integrity, collaboration, and teamwork. Capella Education Company (CPLA), parent company of Capella University, is publicly traded on the NASDAQ. Capella Education was named to the Inc. 500 Hall of Fame for being listed as one of the nation’s fastest-growing companies for 7 consecutive years. Capella University is accredited* by The Higher Learning Commission and a member of the North Central Association of Colleges and Schools.

 

Director of Marketing, Acquisition

 

This individual will be responsible for envisioning future lead generation models and managing current year new enrollment marketing efforts. In partnership with VP Enrollment Services, this individual will oversee University-wide acquisition efforts to generate qualified leads and convert them to new enrollments.  The successful candidate must be an excellent marketing strategist, strong people manager and digital / CRM marketer who understands how to most effectively use online and offline best marketing practices to drive leads and convert inquiries to enrollment, focusing on the highest lifetime value segments.  In addition, this candidate must be able to understand internal and external market factors and move lead generation activities toward a fast developing future state. 

 

Responsibilities:

-Drive the acquisition marketing group and agencies to develop, test and roll-out innovative strategies and tactics to outperform existing campaigns and media plans.  Maintain strong external view of acquisition best practices.

-Understand lead acquisition and conversion best practices in other industries and leverage appropriately.   Uncover and understand internal and external forces / trends and discern how they impact our business / can be leveraged by Capella.

-Develop a deep understanding of consumer insights to develop more effective marketing programs.

-Lead development of annual strategic marketing plans for acquisition.

-Oversee strategic direction, creative development, campaign execution, performance assessment and optimization across online lead generation, display media, search engine marketing, Web site marketing, and database marketing/CRM.

-Manage integrated agency relationship and develop strong top level agency relationships.  Oversee acquisition-related agencies/vendors that are not part of integrated agency.

-Co-lead with VP Enrollment Services new enrollment initiatives across the university.

-Supervise, develop and motivate Acquisition team.

-Spearhead the testing, analysis and refinement of online and offline marketing campaigns in order to maximize the effectiveness of inquiries and conversion.  Help build a culture of plan, test, measure, expand. 

-Work with internal partners and external agencies to ensure a consistent, unified marketing message and integrated marketing approach across acquisition marketing vehicles.

-Manage the acquisition portfolio to drive an efficient cost per enrollment by source and across sources.  Regularly optimize spending mix.

-Establish performance metrics and track marketing performance to ensure measurable deliverables that are successful, tied to marketing objectives and are profitable.

-Work closely with other departments including Enrollment Services, Learner Services, Communications, Knowledge Insight & Analytics, Web Strategies, IT and Finance, to ensure smooth and optimized operations.

 

Qualifications:

The ideal candidate for this position must be experienced in strategy development, direct marketing, digital marketing, people management and cross functional collaboration, with proven acquisition/retention capabilities.  A combination of future oriented strategy development, digital marketing and brand marketing experience is critical.  Specific experience, qualifications and personal characteristics should include:

-Strong track record of developing and executing breakthrough, future-oriented differentiated strategies, with a track record of driving success.

-Proven ability to lead cross functional teams.

-Significant understanding of online media, paid search, natural search, web site optimization, and database marketing

-Experience managing an organization

-Demonstrated high energy and strong work ethic; known for a resourceful approach to problem-solving and data-driven/performance-based marketing solutions

-Strong interpersonal, communications and presentation skills

-Ability to establish early credibility at all levels of the company and with external business partners

-Strong business and financial skill set with a demonstrated ability to effectively analyze marketing campaigns, individual direct marketing components and demographic targets; ability to create templates to track performance/optimize return on marketing investment

-Bachelor’s Degree is a must; MBA or related post-graduate degree is strongly preferred.

 

Key Skills

Strategic Skills:  Ability to create comprehensive acquisition marketing strategies in support of new learner acquisition goals, as well as broad business strategies. 

 Leadership Skills:  Ability to create an energized climate in which people want to do their best; envisions big ideas that align with current strategy; and steadfastly pushes self and others for results

Business/Financial Skills:  Ability to effectively analyze financial marketing metric (ROI, Net investment, net contribution, etc.) and to budget and forecast realistic response, cost and performance goals for all acquisition programs

 Management Skills:  Ability to effectively direct, manage, and develop direct reports and the team as a whole

 

To apply, go to www.capella.edu/careers and click Search and Apply.

 

This position is based in Capella’s corporate headquarters in Minneapolis, Minnesota and relocation assistance is not provided.

 

Capella University provides high caliber education that moves you forward without compromise. We are looking for individuals who want to do the same. Headquartered in downtown Minneapolis, Capella rewards creative, intelligent, and highly motivated professionals willing to accept, encourage, and initiate change. We look for enterprising individuals with integrity who are accustomed to attaining results. Our employees enjoy a competitive salary and benefits package, including 100% education reimbursement.

 

Capella is committed to the development of a multicultural environment. We seek greater diversity in our faculty and staff to broaden our academic experience and to reflect the diversity within our learner community. We value the input of multiple viewpoints and perspectives across the university and our corporate offices. Our goal is to create academic and business communities that are rich with cultural, social and intellectual diversity. Capella is an Affirmative Action/Equal Opportunity employer.

 

Industry: Education
Discipline: Strategy & Bus Dev
Experience: 8 - 10 Years
Level: Director
Compensation: $140K
Company: Capella University

Contact information

Apply Online at TheLadders.com