The Senior Marketing Manager, Audience Marketing is responsible for drafting and creating key marketing strategies against target customer segments and audiences for Northeastern University's portfolio of graduate and bachelor's completion degree programs. The Sr. Marketing Manager will take a leadership role on the Audience Marketing team and spend significantly more of their time building and optimizing marketing strategies against the full marketing funnel, acting as a mentor for the other members of the Audience Marketing team. S/he will also take on special projects as assigned by the Associate Director while continuing to also create, deploy, track, and measure the success of their strategies and campaigns. This team member will also be the lead audience team member to work with the creative and EM leadership teams to create the overall market positioning of the graduate and/or bachelor's completion portfolios at Northeastern.
The Senior Marketing Manager is data-focused in his/her approach, and capable of leveraging all internal systems and tools to evaluate campaign and strategy performance, with minimal to no oversight needed by their manager. S/he also proactively and independently conducts regular industry and competitive research to share with the broader Digital Marketing team to drive stronger campaigns & campaign optimizations.In addition to the Digital Marketing team, s/he shares this information across the wider Enrollment Management team as appropriate, in both large and small meeting forums.
He/she will partner across the entire enrollment management team including program and regional marketing, analytics, content development, enrollment counseling, and the customer experience teams to plan and execute annual strategies. This person will often represent the audience marketing team in meetings where their manager may not be present.
Key responsibilities include (but are not limited to):
Independently drafting an annual tactical plan to deliver on the overarching portfolio goals and strategies as outlined by the Digital Marketing Leadership, for review by Associate Director of Audience Engagement.
Conducting regular industry and competitive research and presenting key findings and opportunities for the Digital Marketing team
Ensuring consistency in the overall positioning and messaging of the assigned portfolio (graduate or bachelor's completion) across the marketing funnel. Regularly partners with creative and leadership teams to update or optimize the positioning and key messaging as appropriate.
Partners with customer success teams, media agencies, and market research to outline the best sectors or programs in the Northeastern portfolio for each audience.
Effectively project manages the development of marketing content across multiple audiences
Manages testing strategy to improve performance of campaigns and to drive optimization; includes testing new potential audience targets, content, and key messages
Partners with the channel marketing team to execute and measure campaign effectiveness on both a regular and ad-hoc basis.
Support and execute on special projects assigned by Associate Director, as needed.
5-7 years of experience executing successful marketing campaigns, preferably those focused on audiences, that support generating and nurturing leads
Experience developing tactical plans that deliver on goals and KPIs, as well as measurement plans, and analyzing marketing campaigns
Ability to manage multiple priorities and projects across various initiatives, stakeholders, and audiences
Strong leadership and collaboration skills, with internal and external stakeholders
Familiarity with Tableau, Marketo, and Salesforce preferred but not required
Bachelor's degree required
Marketing and Communications
Northeastern University is an equal opportunity employer, seeking to recruit and support a broadly diverse community of faculty and staff. Northeastern values and celebrates diversity in all its forms and strives to foster an inclusive culture built on respect that affirms inter-group relations and builds cohesion.
All qualified applicants are encouraged to apply and will receive consideration for employment without regard to race, religion, color, national origin, age, sex, sexual orientation, disability status, or any other characteristic protected by applicable law.
Founded in 1898, Northeastern University is a private research university located in the heart of Boston. Northeastern is a leader in worldwide experiential learning, urban engagement, and interdisciplinary research that meets global and societal needs. Our broad mix of experience-based education programs?our signature cooperative education program, as well as student research, service learning, and global learning?build the connections that enable students to transform their lives. The University offers a comprehensive range of undergraduate and graduate programs leading to degrees through the doctorate in nine colleges and schools.