West Coast University and American Career College are seeking a dynamic Marketing Manager to join our team. Reporting to the Executive Director of Brand and Content Marketing, the Marketing Manager will play a pivotal role in executing strategic initiatives designed to grow and strengthen relationships with key business partners.
This role requires a strategic thinker with experience in developing scalable B2B marketing content that drives measurable business outcomes. The Marketing Manager will execute comprehensive marketing strategies to promote programs and highlight the unique educational offerings in the competitive higher education market.
In addition to partner-focused initiatives, this role will provide cross-functional marketing support to departments such as alumni relations and campus operations.
Responsibilities:
- Develop, implement, and manage integrated marketing plans and campaigns across various channels to attract and engage prospective students for WCU and ACC’s diverse healthcare programs.
- Utilize independent judgment to analyze market trends, interpret competitive data, and make critical decisions on target audience segmentation and messaging strategies.
- Collaborate with the Marketing leadership team to align marketing strategies with enterprise-wide enrollment goals and long-term strategic initiatives.
- Conduct market research and competitive analysis to identify trends, opportunities, and challenges.
- Oversee the end-to-end execution of marketing campaigns, including concept development, content creation, channel selection, launch, team readiness, and post-campaign analysis.
- Manage a variety of marketing channels, which may include digital advertising (paid search, social media, display), email marketing, content marketing, SEO, and traditional media where applicable.
- Indirectly manage internal creative teams, external agency partners, Campus Support Services partners, and Admissions/Campus partners – directing the end-to-end development and execution of marketing campaigns and programs while delivering on the strategic objectives and growth targets of the organization.
- Develop engaging and strategic marketing copy tailored to various audience segments—including prospective and current students—to enhance campaign effectiveness and drive re-engagement.
- Independently decide on the most impactful narratives and content formats to resonate with prospective students, ensuring consistent brand messaging and tone across all communications. This includes selecting which student success stories to feature or how to frame complex program benefits. Craft compelling calls-to-action that encourage prospective students to inquire, apply, and enroll.
- Track, analyze, and report on key marketing metrics (e.g., leads generated, website traffic, conversion rates, campaign ROI) using analytics tools (e.g., Google Analytics, CRM data, ad platform dashboards). Utilize data insights to identify areas for optimization, improve campaign performance, and inform future marketing strategies.
- Conduct A/B testing on various marketing elements (e.g., ad copy, landing pages, email subject lines) to maximize effectiveness.
- Act as a key liaison between the Marketing Department and other college/university departments, including but not limited to Admissions, Academic Programs, Student Services, Alumni Relations, and IT.
- Collaborate with the Admissions team to understand their needs, provide marketing support, and ensure a seamless prospective student journey.
- Contribute to the development and execution of strategic partner marketing initiatives that strengthen employer relationships and enhance post-graduation success for students.
- Manage relationships with external vendors, partners, and agencies as needed to execute marketing initiatives. Effectively present advertising concepts, campaign strategies, and performance results to company leadership, clearly articulating insights and recommended next steps.
- Champion our brands, ensuring their integrity and consistent representation in all marketing efforts.
- Identify opportunities to strengthen our reputation and visibility within a competitive healthcare education community.
Required Experience & Skills:
- Bachelor’s Degree in Marketing, Communications, Business or related field.
- 5-7 years of relevant experience.
- Proven ability to develop and execute effective marketing strategies that achieve measurable results (e.g., lead generation, enrollment growth, brand awareness).
- Strong understanding of digital marketing principles, including SEO, SEM, social media marketing, email marketing, and content marketing.
- Competent with marketing analytics and reporting tools (e.g., Google Analytics, CRM systems like Salesforce, marketing automation platforms).
- Excellent written and verbal communication, presentation, and interpersonal skills.
- Strong project management abilities with the capacity to manage multiple projects simultaneously and meet deadlines in a dynamic environment.
- Demonstrated ability to directly and indirectly manage, influence, negotiate, and navigate internal and external talent and resources to deliver on the strategic priorities and growth objectives of the organization.
- Creative thinker with a data-driven approach to problem-solving.
- Highly collaborative, proactive, and capable of working both independently and as part of a team.
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