Reporting to the Senior Director and working collaboratively with team members across the College Board, the Director will develop, deliver, and manage integrated, cross-channel B2B marketing campaigns that will drive growth of our SAT Suite of Assessments among targeted professional audiences—including, but not limited to, principals, school counselors, and teachers. The ideal candidate must thrive in a fast-paced, collaborative environment, show results in planning and launching successful marketing campaigns, and be an out-of-the-box thinker who can bring the perspective of these audiences to growth strategies. The director must be able to engage with diverse audiences in a thoughtful and strategic matter manner to further our mission. The Suite consists of the SAT, our globally recognized college entrance exam, PSAT/NMSQT, PSAT 10, and PSAT 8/9.
Responsibilities of the role
Develop growth strategies that leverage the right mix of marketing channels and tactics to engage customers and guide them through the purchase funnel.
Develop audience-based digital strategies targeting K-12 professionals based on customer insights, conversion trend analyses and campaign performance.
Find actionable insights by analyzing quantitative and qualitative data from market research and customer analytics.
Communicate goals and develop creative briefs for internal teams and external agencies to ensure projects are in alignment with strategy.
Project manage and oversee the flawless execution of campaigns and initiatives that are on strategy, on brand, on message, on budget and on time.
Track, analyze, and report on channel KPIs early and often to optimize and drive campaign success.
Collaborate effectively with an agile, multi-disciplinary team including Program, Digital Media, Brand Experience and Marketing Operations.
Understand the key trends that drive audience behavior and affect the way that we communicate.
Be an audience advocate that represent the concerns and needs of K-12 professionals related to the SAT Suite of Assessments.
Keep abreast of industry and competitive marketing trends; effectively communicate these trends to the organization and make recommendations as appropriate for new marketing approaches.
Qualifications needed for the role
Bachelor’s degree required (MBA a plus).
At least 5-10 years in a B2B marketing role, preferably in the K-12 educational product industry.
Demonstrated experience working on the creation, development, implementation and measurement of marketing strategies and campaigns across paid and owned channels.
Strong verbal and written communication skills.
Strong presentation skills
Preferred skills and other attributes for the role
Self-starter and proactive in approach with a focus on driving results and outcomes with multiple priorities and stakeholders.
Familiarity with content creation for various media.
Aptitude for uncovering audience insights and developing meaningful segments.
Data-driven and results-focused approach to marketing and optimization.
Strong business acumen and project management orientation.
Ability to effectively coordinate multiple responsibilities simultaneously.
Capacity to oversee the work of others, including those who are not direct reports.
We’re a mission-driven, not-for-profit organization that promotes excellence and equity in education. Our mission—to connect students to college success and opportunity—is at the heart of everything we do. We support students as they build the skills they’ll need in college and work to remove barriers that can stand in the way of higher education.