Kaplan Higher and Professional Education is one of nation’s leading and most innovative for profit institutions, well known by our flag ship university, Kaplan University. With a rich history of innovation and focus on positive student outcomes, Kaplan University continues to be a leader in the industry, rapidly expanding our strategic Integrative Marketing capabilities. To help achieve this strategic expansion, we are in a search for a Director, DigitalMarketing.
The Director, Digital Marketing for Kaplan Higher and Professional Education is a highly visible role within the marketing organization, reporting into the Vice President, Integrated Marketing. As a key leader in the Integrated Marketing function, this role requires close cross-collaboration across multiple business units, as well as cross functionally in the areas of Marketing, Admissions, Analytics, Operations and Finance. This role has overall responsibility for leading the strategy and execution of large-scale, segmented student prospecting and acquisition programs.
The Right Candidate
The right candidate is a proven data driven, hands on marketing leader, with the strategic acumen to strategically develop and tactically execute a wide range of Digital Marketing programs with excellence.
He/she will partner with the existing Integrated Marketing team and provide thought leadership to an evolving customer centric, Integrated Marketing approach across customer segments and marketing channels. A strong collaborator, he/she will be experienced in managing a portfolio of external agencies and partners in a thoughtful manner leveraging internal and external expertise while optimizing performance. In depth experience across the full range of digital marketing channels is essential, with particularly a strong background in paid media channels such as SEM, Display, Social and other forms of Programmatic media including Mobile. A demonstrable strong background in data driven performance optimization through testing is essential.
●Leads the development of the Digital Marketing strategy and program execution across Kaplan Higher Education Group
●Manages portfolio of agency partners in planning, execution and reporting on performance of digital marketing programs
●Manages and develops a growing Digital Marketing team built around analytical rigor and excellence in execution
●Partners with the Marketing Analytics team to drive a prioritized Test and Learn roadmap aimed at optimizing ROAS
●Collaborates and works with Admissions and Operations to improve student acquisition and retention process from prospecting to acquisition
●Works closely with Channel Marketing teams to ensure the Digital strategy and program execution is consistent with our evolving Integrated Marketing approach
Desired Education & Experience
●8+ years marketing digital marketing experience, 5+ years leading digital marketing teams.
●Hands on experience developing and executing digital marketing programs from the ground up
●Experience managing both in house and agency teams to collaboratively drive performance strongly preferred
●A high degree of analytical thinking, leveraging both quantitative and qualitative data to identify, prioritize and pursue opportunities comes naturally
●In depth experience in SEM, Display, Contextual, Social and Programmatic marketing required. Experienced managing and scaling media budgets > $ 25M annually.
●AdTech experience in SEM bid management, Retargeting, Attribution software highly desired.
●Expert channel management and partner management skills
●Strong analytical, mathematical skills, and forecasting/budgeting background
●Ability to ‘cut through the clutter’ – ability to identify which data is relevant to drive decision making, and use that data to succinctly make a persuasive argument
●Comfortable working in a high performance environment, with ability to embrace and thrive in change
●Ability to influence others and lead cross functional teams
●Strong written communication and presentation skills
●Experience in managing multiple, competing priorities, duties, and projects
●Strong decision-making, organizational, planning, and problem-solving skills
●BA in Business/Marketing/Finance or related degreerequired, MBA preferred