The Institute of Culinary Education (ice.edu) is one of the nation’s most well-regarded culinary education providers. We are the largest and leading culinary schools in America’s two largest markets – New York and Los Angeles. Since 2018, ICE has notably grown with the opening of the LA campus (2018), and licensing acquisitions of the former International Culinary Center (2020) and the Natural Gourmet Institute (2019). Now, ICE is looking for a new Director of Marketing.
ICE’s core educational products are its under one-year, accredited diploma programs in Culinary Arts and Pastry & Baking Arts. Over the years, other related programs have been added in Restaurant Management, Hospitality Management, Health-Supportive Culinary Arts, Sommelier Training, Cake Decorating and Bread Baking. In addition, the NYC campus has offered a vast array of recreational cooking and baking courses, as well as cooking parties and events. Compared to many learning institutions, ICE has weathered the pandemic well. With a range of safety measures, both campuses re-opened for hands-on, in-person classes in August 2020, and enrollment has been strong.
For all leading educational institutions, marketing begins with elements outside of the marketing realm. That includes strong student outcomes, reputation, excellent curriculum and faculty, an aspirational environment and the perception of value. ICE offers these attributes. The role marketing plays is to present and promote these attributes via storytelling, digital marketing, a strong web presence, email campaigns, social media, public relations, advertising and related brand building activities. Notably, while ICE is an institution, the atmosphere is not institutional. Walk through our halls and you will see students, staff, chef-instructors, faculty and other customers whose attitudes are serious, dedicated, focused and fun. And from a business perspective, the school is entrepreneurial.
The Director will report to the company President and will be responsible and accountable for the following range of activity:
Team Management – Six team members between NY and LA covering the website, blog, public relations, analytics and industry engagement. Their work flows and output are necessarily intermingled, and interface and teamwork with other school departments is ongoing.
Brand & Positioning Management – Current status is good, but evolution and enhancement are ongoing processes based on both school growth and the external environment.
Lead Generation – Organic and inorganic search that generates leads is vital to each campus’ Admissions department. Implementation of ICE’s strategy and tactics is managed by a new, outside agency.
Strategy Development with School Leadership – ICE’s growing status as category leader presents a range of opportunities for institutional advancement.
New Marketing Initiatives – From creative partnerships to implementation of new software, apps and technology, ICE has an ongoing interest in exploring new marketing tools, channels and options.
Content Development and Management – ICE has a strong track record in content development and utilization, and the school is a content-rich environment. The product and our alumni provide compelling stories to be told. Ensuring that the content program and messaging are optimized is a complex and ongoing process.
Analytics & Budgets – The annual budget is in excess of $2.5 million and requires accurate and actionable reporting.
In terms of background, the ideal candidate has:
1. Demonstrated ability and track record of leading teams and creating a positive environment for collaboration and creativity.
2. A strong understanding of digital marketing including SEO, SEM, email, mobile and text marketing, and organic and paid social.
3. At least 10 years of relevant and related business experience, ideally in B2C, service or education businesses.
4. A mind and personality that is adept at both identifying and developing opportunities and solving problems.
5. Excellent communications skills for internal and external constituents. Ideally at a level at which the Director could at times be a school/brand representative.
6. A demonstrated interest, aptitude and knowledge base in the realm of food, cooking, restaurants and America’s culinary culture.
7. A heartfelt sentiment that if you are going to market a product or service, that Education is one of the worthiest products!
Send resume and cover letter to firstname.lastname@example.org.
About Institute of Culinary Education
The Institute of Culinary Education (ICE) is one of the largest and most diverse culinary schools in the world with campuses in New York and Los Angeles. Established in 1975, ICE offers award-winning six to 13-month career training programs in Culinary Arts, Pastry & Baking Arts, Health-Supportive Culinary Arts, Restaurant & Culinary Management, and Hospitality & Hotel Management, in addition to professional development in Artisan Bread Baking and The Art of Cake Decorating — with more than 14,000 alumni, many of whom are leaders in the industry. ICE also offers continuing education for culinary professionals, hosts 400 special events each year and is home to one of the world’s largest recreational cooking, baking and beverage programs with 26,000 students annually. ICE’s 74,000-square-foot, cutting-edge campus in New York City and its 38,000-square-foot Los Angeles campus were designed for inspiration, creativity and community. ICE continues to grow and evolve with the launch of its LA campus in 2018, the addition of the Natural Gourmet Center in 2019 and the agreement with the International Culinary Center in 2020. Visit us at ice.edu or join us on Instagram, Facebook, Twitter, YouTube and TikTok at @iceculinary to Find your culinary voice™.
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