This position is responsible for creation, execution, management and optimization of marketing strategies to build awareness, drive interest and increase enrollments for all programs at the School of Professional Studies. The ideal candidate will be detail-oriented and be able to lead a team of marketing and event strategists, work cross-functionally across the School and University, and continuously innovate to build genuine connections with prospective students.
Please note: Some evening or weekend hours may be required to support marketing activities.
Create and develop marketing strategies and integrated marketing plans to build awareness, drive interest and increase enrollment for all SPS degree, certificate, credit and non-credit programming. Oversee, guide and direct internal team and external agency(s) in the development and execution of these plans.
Lead annual marketing planning process including, but not limited to, budget allocation, program-specific strategies, target market analysis and strategies, proposals for innovation and improvement.
Present marketing strategies and plans to key stakeholders including, but not limited to, the Marketing/Enrollment Management team and SPS leadership.
Manage external agency(s) responsible for campaign management. Includes reconciling internal data vs. agency information to track performance and key KPIs, consistently monitoring all available platform analytics and effectively coordinating and managing campaigns with vendor representatives and agency partners.
Marketing budget management and performance measurement.
Provide ongoing reporting to Director of Marketing and Enrollment Management showing marketing performance by program and analysis of trends with an emphasis on ideas for innovation and improvement. Identify new data points and/or avenues for measuring marketing effectiveness.
Oversee marketing strategy team regarding budgets, planning, execution, creative, post-campaign, measurement and budget reconciliation for all programs within each fiscal year.
Develop, maintain and improve systems for reporting to track campaign performance including, but not limited to, cost-per-lead, cost-per-click, click-through rates, landing page tracking, source and quality of leads, leads to student conversion, etc.
Regular (daily, weekly, quarterly) analysis and management of campaign performance to meet or exceed marketing goals, while managing to a fixed advertising budget.
Manage events team, responsible for 90+ annual prospective online and in-person special events.
Guide team in the planning, execution and assessment of 90+ events annually to promote SPS programs.
Assume primary responsibility for the strategic vision and implementation of events as application conversion tools for the school, collaborate with Events team to envision innovative ideas for event format, delivery, content, event promotions, competition, etc.
Ensure integration of event strategy into overall marketing strategies.
Collaborate and coordinate with Creative Team in the implementation of integrated marketing plans, including, but not limited to content management, curation and distribution. Assist in the creation and distribution of content for maximum reach. This includes, but is not limited to, assistance in the following areas: identifying topics, research, writing and editing.
Team management to develop and build an effective and high-performing marketing team. Manage the on-boarding, training, evaluation and professional development of all members of the marketing team (as outlined in the organizational chart below).
Collaborate with Enrollment Management team to obtain an ongoing understanding of audience feedback to improve marketing strategies and techniques.
Cross-school and inter-University collaboration in order to ensure marketing strategies represent a holistic view and align with the goals of the school and University. Integrate most directly with creative, enrollment management, enrollment management systems, and marketing finance.
Liaise with academic departments to stay informed of program and industry updates, changes and launches.
Facilitate collaboration and coordination with academics team/faculty, student services and alumni relations teams to produce engaging, thought-leadership driven content relevant to all SPS audiences.
Collaborate with Northwestern University’s global marketing team to understand and incorporate University-wide best practices, brand standards and look/tone/feel, showcase SPS content and marketing efforts, etc.
Oversee staffing and training of Chicago Front Desk position responsible for front-line customer service including, but not limited to, answering the general SPS phone line, general SPS email, and maintaining SPS internal blog. Maximize the productivity of the position by providing marketing assistance to cross-functional teams across SPS as needed/applicable.
Regularly monitor the competitive (higher education, marketing and media, etc.) landscape and stay current with trends, testing new approaches and adopting best-practice strategies across all marketing disciplines to bring creativity and innovation to the SPS marketing approach.
Other duties as assigned.
Bachelor’s degree in marketing or related field.
4 years of work in marketing, with experience in digital marketing.
2 years direct supervisory experience
Experience in managing to a fixed budget.
Minimum Competencies: (Skills, knowledge, and abilities.)
Demonstrated capacity for developing, implementing and measuring integrated marketing plans (media planning, buying, etc).
Demonstrated understanding of the entire consumer decision lifecycle.
Strong understanding and proficiency in digital marketing (e.g. SEO, SEM, PPC) and social media (organic and paid).
Working knowledge of Google Analytics, Google Tag Manager and other online advertising management tools.
Experience in working with cross-functional teams and a strong sense of teamwork.
Excellent communications and presentation skills.
Strong research and market analysis skills.
Experience and proficiency in data analysis.
Demonstrated excellence in problem solving and creating innovative solutions
Demonstrated initiative and flexibility.
6 years of work in marketing.
Preferred Competencies: (Skills, knowledge, and abilities)
Demonstrated success in determining ROI of integrated marketing plans.
Demonstrated excellence in problem solving and creating innovative solutions.
Experience in leading cross-functional teams.
Experience working with a customer relationship management system (CRM).
Experience in international marketing.
Northwestern University is an Equal Opportunity, Affirmative Action Employer of all protected classes, including veterans and individuals with disabilities. Women, racial and ethnic minorities, individuals with disabilities, and veterans are encouraged to apply. Hiring is contingent upon eligibility to work in the United States.
Internal Number: 35545
About Northwestern University
Northwestern University is a major private research university with 12 academic divisions located on three campuses in Evanston, Chicago, and Education City in Doha, Qatar. We have approximately 2,500 full-time faculty members, 17,000 graduate and undergraduate students, and over 5,700 full and part-time staff. Northwestern University combines innovative teaching and pioneering research in a highly collaborative environment. It provides students and faculty exceptional opportunities for intellectual, personal and professional growth.