Since our founding in 1919, The New School has pushed the boundaries of knowledge and creativity. Today, we are a comprehensive university with a unique multi-dimensional academic approach designed to foster deep critical thinking and creative problem solving, enabling students to actualize their potential and their vision. In addition to more than 120 programs for degree-seeking undergraduate and graduate students, the university offers continuing education programs for a range of audiences including a new initiative in Executive Education. As a member of the Continuing and Professional Education Marketing team within the university's Marketing and Communications department (M&C), the Director of Executive Education Marketing defines the strategy and oversees development and execution of marketing plans to promote Parsons' Executive Education programs in alignment with overarching university marketing strategic objectives and enrollment goals. This position reports to the Director, Continuing and Professional Education Marketing.
A strategic thinker, strong communicator and active listener, the Director is a savvy marketing expert with a particular expertise in digital who will lead and shape Parsons' Executive Education marketing and recruitment strategy. With a keen perspective on competitive offerings, the distinct needs of adult learners (both continuing and executive), and a deep understanding of The New School and Parsons' unique academic strengths, s/he will translate the university brand positioning for an executive-level audience within both direct-to-consumer and corporate partnership markets and provide recruitment support for direct-to-consumer offerings within the portfolio. Both a results-oriented leader and an experienced content marketer, the Director will communicate Parsons' unique positioning and leverage relevant thought leadership to reach and build key audiences. Due to COVID-19, this position is currently remote but may require limited on-campus presence when administrative offices resume on-campus operations. The New School is strongly committed to diversity and inclusion in the workplace and particularly seeks applications from members of underrepresented groups, as well as candidates who share this commitment. RESPONSIBILITIES Strategic Planning & Execution ● Develops and executes a comprehensive marketing strategy to reach enrollment goals for all Executive Education programs, across all modalities (on-campus, online, custom, and hybrid programs) and for relevant domestic and global markets. ● In collaboration with faculty, senior leadership, and program and admissions directors, and other key stakeholders, develops the overall narrative and messaging conveying Parsons Executive Education's unique value proposition for its distinct audiences. ● Provides insights on the needs of adult learners, both continuing and executive, and new developments in the landscape of competitive offerings ● Collaborates with M&C marketing staff to develop overall strategy and identify appropriate assets that support the overall organizational goals, focusing on creating a positive and consistent user experience. ● Partners with various teams on communications that are consistent across paid media, email campaigns, and admissions events: CPE Operations for open-enrollment programs; CPE Business Development on corporate/custom programs; TNS Admissions Communications on degree programs. ● Ensures all marketing campaigns are referential to and integrated with the university's strategic marketing plan, which includes public relations, social media, brand advertising, and program marketing for degree and non-degree offerings. ● Stays current on trends in digital advertising, user experience, inbound marketing, marketing automation, digital media and content strategy to help position Parsons Executive Education as a leader in the space. ● Advances the use of CRM, leveraging best practices in higher-ed marketing automation.
Marketing & CRM ● Plans and executes digital, print, video, conference/event, content, social media, website and story-based marketing activities as part of a multi-channel, integrated marketing plan. ● Builds, monitors, and improves CRM strategies and workflows to optimize prospect engagement, acquisition, and retention. Implements event and trigger-based communications and works to establish funnel-based metrics within the CRM and automation tools. ● Sets and manages the overall annual marketing budget based upon the strategy, channels, and ongoing ROI analysis ● Directs and collaborates with in-house and external marketing teams to implement the marketing and communication strategy. ● Strategizes and implements agency relationships across all media channels to engage markets, pursue best practices, and benchmark against industry trends. ● Serves as principal content and digital strategist for all Executive Education webpages, leading content production through web design, digital optimization, and social marketing campaigns. ● Develops sound social content and SEO strategy that can be monitored, measured, and optimized according to industry best practices, analyzing performance and identifying strategic opportunities to reach organizational goals ● Develops and delivers periodic quantitative and qualitative reports on optimization of the marketing funnel, campaign results, and return on investment for media, social, content and digital marketing campaigns ● Advances the use of Salesforce leveraging best practices in higher-ed marketing automation. Implements event and trigger-based communications and works to establish funnel-based metrics within the CRM and automation tools ● Other duties as assigned
● BA/BS required ● Minimum of 7 years of progressive experience in managing marketing and communications programs including a minimum of 5-years significant experience actively participating in successful strategic marketing campaigns across a variety of channels including traditional, web, and digital. ● Background in and knowledge of the professional, executive, and continuing education landscapes for adult learners. ● Experience developing and leveraging CRM capabilities across marketing and sales/business development activities. ● Proven experience using sales and marketing data to drive strategic planning and implementation; strong analytical and problem-solving skills. ● Proven ability to prepare and manage budgets. ● Proven experience conducting and evaluating market research to inform communications strategy and digital benchmarking in the context of higher education programs. ● Proven ability to work collaboratively with senior leaders in education organizations, as well as university faculty and staff. ● Experience and track record of sustaining a positive, results-oriented culture within a team or organization. ● Well-developed strategic planning and organizational skills necessary to conceptualize, manage, execute, and measure multiple concurrent activities and objectives. ● Experience prioritizing competing high-profile responsibilities and tasks, under tight deadlines and time pressure; high tolerance for ambiguity. ● Excellent presentation, verbal, written, and interpersonal skills ● Proficiency with MS Office and Google Suite Software ● Proficiency with Google Analytics
The New School, a leading university in downtown New York City, offers degree and nondegree academic programs in design, the social sciences, the liberal arts, management, the arts, and media. Students benefit from small classes, superior resources, and renowned faculty members who practice what they teach. Continuing education courses and public programs place the university at the center of New York’s cultural and intellectual life.