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The IRD for this job is: 12-04-2023
ABOUT UC SANTA CRUZ
UC Santa Cruz is a public university like no other in California, combining the experience of a small, liberal arts college with the depth and rigor of a major research university. It's known as an unconventional place where innovation and experimentation is part of the campus's DNA. That playful, bold spirit still thrives today, all on a campus renowned as among the most beautiful in the world.
UC Scout is an online education program offered by the University of California, Santa Cruz, designed for middle and high school students, teachers, schools, and districts. Although primarily focused on supporting California, UC Scout extends its courses to students across the United States and globally. The program offers 'A-G' approved college preparatory and Advanced Placement courses online. UC Scout is dedicated to empowering California's educationally disadvantaged students, improving overall student achievement, and narrowing achievement gaps.
The organization comprises six departments: Marketing and Outreach, Customer Support, and Business Intelligence, Instructional Design, Video, and Academic. The team consists of approximately 50 full-time staff and 60 part-time employees. UC Scout collaborates closely with UCSC Extension support staff, including IT, finance, and the Office of the Dean, to achieve its objectives and support the organization's goals. While headquartered in Santa Clara, UC Scout functions as a remote team, occasionally holding meetings on-site.
The Director of Marketing and Enrollment at UC Scout plays a pivotal role in overseeing strategic initiatives to achieve the organization's mission-aligned goals. This position is responsible for enrollment management, data analysis, user success and support programs, public relations, brand identity, and the design and quality of internal/external communications. The Director of Marketing and Enrollment is also responsible for the articulation and promotion - both externally to the public and internally within the University of California system - of UC Scout's mission and program offerings to a broad stakeholder base: students (prospective and current), teachers, staff, school administrators, parents and families, alumni, and partners.
Reporting to the Executive Director, this key leadership position manages several key departments, including Outreach, Customer Support, and Business Intelligence along with other individual professional staff members serving in cross-departmental roles. The Director of Marketing and Enrollment will be expected to analyze market trends, identify opportunities, and optimize campaigns for maximum impact. They must also utilize exceptional communication skills to engage with internal and external stakeholders and provide clear direction to their team.
The Director of Marketing and Enrollment is accountable for managing the marketing budget, tracking key performance metrics, and reporting on the effectiveness of marketing initiatives. This role employs a deep understanding of digital marketing, including SEO, SEM, social media, email marketing, and content creation, as well as traditional marketing channels, drawing from market research and competitor analysis to adapt strategies to a rapidly changing market landscape.
As a key member of the UC Scout leadership team, the Director of Marketing and Enrollment is responsible for driving the brand's vision as the primary brand ambassador, ensuring consistency across all marketing channels, and contributing to the company's growth and continued success.
Budgeted Salary: $101,100 - $169,500/year. Salary commensurate with skills, qualifications and experience. Under California law, the University of California, Santa Cruz is required to post a reasonable estimate of the compensation for this role. The salary shown above is the budgeted amount the University reasonably expects to pay and the salary extended should not exceed this posted amount.
Benefits Level Eligibility: Full benefits
Percentage of Time: 100%, 40 Hours per Week
Days of the Week: Mon-Fri
Shift Includes: Day
Employee Classification: Career appointment
Job End Date: None
Work Location: Remote
Union Representation: Non-Represented
Job Code Classification: 000471 (MARKETING MGR 1)
Travel: Never or Rarely
35% - Departmental Oversight and Leadership
Operating as an experienced and adept project manager and leader, assume a pivotal role in overseeing the intricate operations of the Outreach and Marketing, Customer Support, and Business Intelligence departments, along with their individual contributors.
Lead departments with a depth of experience and strategic insight to ensure their efficient functioning and coordination.
Responsible for staff recruitment, training, and evaluation to ensure a highly productive and cohesive team.
Lead a highly productive and cross-collaborative group of departments that embrace continuous improvement.
Drawing on extensive program and project management expertise, play a central role in guiding and supervising these critical areas of the organization.
With a seasoned understanding of modern methodologies and best practices, steer the development and administration of our enrollment and recruitment programs, aligning them with the organization's objectives and vision.
Coaching and Supervision:
Provide essential guidance to the professional and support staff within these three departments and the creation of new programs focused on supporting external teachers and student success.
Bring a wealth of experience in decision-making processes, budgetary allocation, and conflict resolution while nurturing an innovative and supportive working environment.
Responsible for maintaining alignment of these departments with the overarching strategic objectives of UC Scout. A strategic and forward-thinking approach is instrumental to driving the departments forward and ensuring their collective contribution to the institution's continuing success.
This role is a member of the UC Scout core leadership team. The Director is expected to be collaborative, collegial, and forthright in representing the interests and ideas of their departments in critical discussions.
35% - Outreach and Marketing
With a focus on recruiting and converting user leads for UC Scout's curriculum plans - Basic, Plus, and On Demand - along with other programs, oversee the Outreach and Marketing department by supporting the Outreach and Marketing Supervisor.
Work directly with Outreach and Marketing Supervisor and staff in developing and implementing marketing strategies and campaigns to reach admissions and revenue targets.
Drive marketing and sales initiatives directed at increasing California enrollments among mission-aligned populations and exploring new markets.
Serve as the designated Public Information Officer (PIO) for UC Scout, representing the organization to the public in press releases, interviews, requests for comment, and events.
In partnership with the Executive Director, provide writing and editorial support for speeches, high-level presentations, major reports, and crisis communications, as needed.
Maintain the organizational 'voice' and brand identity, serving as the primary storyteller and brand ambassador.
Work with the Outreach and Marketing Supervisor to enforce brand guidelines and ensure consistent messaging.
In partnership with the Executive Director, serve as the organization's primary storyteller.
Advise, work directly with, and maximize the potential of staff to achieve strong results in all aspects related to writing, editing, and managing content across multiple communication channels, including the website, social media, video, and printed materials.
Provide writing and editing support for various communications, ensuring consistent brand identity.
Cultivate relationships with a broad base of users and UC Scout staff to craft content for effective community engagement.
Oversee the development of content updates for the UC Scout website and social media platforms that increase organic viewer engagement and conversions.
Provide expertise in optimizing digital and web strategies for SEO and managing strategic relationships with digital marketing vendors.
Advise on the creation of paid ad campaigns across platforms and the development of display ads and landing pages for maximum conversion rates.
Analyze markets, competitors, opportunities, and risks to inform marketing and enrollment strategies.
Working with the Outreach and Marketing Supervisor, develop multi-channel strategies for entering new markets and increasing reach in existing markets.
Working with leadership and the Outreach and Marketing team, provide vision and direction for internal and external communication strategies aligned with UC Scout's mission, identity, and goals.
In collaboration and coordination with others, manage the content and messaging across an integrated communications presence on the organization's website, social media accounts, videos, events, and printed collateral.
Oversee staff to provide data collection and reporting as required for the annual SAPEP report, among other evolving data needs.
Communicate appropriate enrollment and impact/usage data to internal and external stakeholders.
Contribute knowledge and experience analyzing data from other sources, including Google Analytics and other web platforms to better track and understand the full-funnel customer journey.
Work with Outreach and Marketing Supervisor to manage campaign budgets and forecasting for digital marketing efforts, targeted ad campaigns, and events.
Marketing Tools and Tech:
Use advanced marketing technologies (e.g., Customer Relationship Management systems, Content Management Systems, analytic tools for social media and websites, PowerBI and other reporting software) to the extent required to supervise departments using them and to incorporate them into strategies.
15% - User Support and Success
Provide guidance and oversight for the Customer Support department and its critical operations.
Oversee the Customer Support Supervisor, who manages the customer support daily operations, to ensure clear communication between and across departments and foster alignment with the goals and vision of the organization overall.
Assist in the management of critical customer accounts and the resolution of escalated issues.
Oversee a coordinated, multi-channel, proactive schedule of user communications related to program operations along with crisis communications that occur when there is an outage or other incident that impacts users. These communications must be professional, timely, and clear.
Ensure the prompt and efficient fulfillment of customer needs and foster the commitment to student access and success by overseeing a strong portfolio of student and teacher support resources and programs.
Use support technologies (e.g., ticketing systems, AI-enhanced chatbots, Student Information System) to the extent required to supervise departments using them and to incorporate them into strategies.
10% - Enrollment Strategy
Oversee the collaboration between the Outreach and Support departments to achieve UC Scout's admissions and mission-aligned usage/impact goals.
Ensure seamless support is provided as students move from prospective to enrolled students.
Provide strategic direction, supervisory support, and guidance for other staff positions related to business intelligence, academic support, teacher outreach, and project management that fall outside the Outreach and Customer Support departments but contribute to raising awareness of our programs.
Manage processes related to lead generation, conversion, and tracking.
Consistently ensure the delivery of high-quality, responsive programs and services through effective assessment of enrollment program outcomes and related data.
Oversee significant partnerships and explore new revenue stream opportunities.
External Teacher, School, and Student Support:
Manage the development of programs to build relationships with external schools and districts and to support their teachers and students in customizing and using our high school curricula effectively.
Share recommendations for program and process improvement based on insights from collected data.
5% - Additional duties
Manage various miscellaneous responsibilities, ad-hoc projects, and professional development activities that do not fall within the specific domains of the other outlined duties.
This may encompass diverse tasks that arise on an as-needed or unpredictable basis, potentially involving unique projects or initiatives requiring managerial attention (e.g., cross-departmental collaborations, special research or analysis, innovation exploration).
This aspect of the role may also include taking charge of the professional development for the team or self, staying abreast of industry trends, attending training or conferences, and nurturing a learning culture within the departments that report to this position.
Bachelor's degree in related area and/or equivalent experience or training.
A minimum of five years of demonstrated success in developing and executing strategic marketing plans.
Proven success in a leadership and supervisory role that included management of multiple departments, recruitment, staff coaching and management, and other related responsibilities.
Exceptional written, editorial, and oral communication skills.
Proficiency in digital marketing tools (e.g., Salesforce/CRM, Google Analytics, MailChimp, Drupal/CMS, PowerBI/Tableau) and techniques (e.g., SEO/SEM, market research, social media engagement) and, at minimum, the ability to learn and adapt to enterprise systems (e.g., SIS, Google Workspace).
Program management experience, including skills in data analysis, budget management, and project management.
Demonstrated ability to authentically capture and amplify a wide range of voices and perspectives.
A nuanced understanding of strategic marketing best practices and a keen eye for developing industry trends and advances.
Demonstrated track record for collaboration, organization, and efficiency, and the ability to work under pressure to meet strict deadlines.
Brand management experience, preferably with multiple product/program lines leveraging an overall institutional brand.
Ability to track, prioritize, and meet deadlines while overseeing multiple projects simultaneously and maintaining exceptional attention to detail.
Proven track record of successful implementation of institutional marketing and communications strategies in support of increasing awareness and enrollment, program impact, and customer service.
Bachelor's degree in Marketing, communications, business, public relations.
SPECIAL CONDITIONS OF EMPLOYMENT
Selected candidate will be required to pass a pre-employment criminal history background check.
Selected candidate will be required to successfully complete a pre-hire criminal history background check and a pre-hire credentialing check.
Ability to work long periods of time at a computer with or without accommodation.
This is a fully remote position, and the selected candidate must be able to work successfully from a home/remote office and be able to fulfill the requirements of the UCSC telecommuting agreement.
Ability to work occasional evenings and weekends as directed.
Ability to occasionally work overtime with little or no advance notice.
Ability to respond to emergencies after hours as necessary.
Selected candidate will be required to complete training within established time frames as directed including UC compliance training.
Ability to travel nationally.
Ability to maintain appearance and conduct suitable for working in a professional setting.
The University of California has implemented a Vaccination Policy covering all employees. Employees, including new hires, are required to comply with any applicable policies relating to the University of California vaccine program.
Per the Child Abuse and Neglect Reporting Act (CANRA), this position has been identified as a Mandated Reporter. The selected candidate will be required to report known or suspected child abuse or neglect as defined by CANRA and will be required to sign a Statement Acknowledging Requirement to Report Child Abuse prior to commencing employment. CANRA Penal Codes, and related definitions, requirements, and responsibilities may be obtainedhere.
All UCSC employees must understand and follow job safety procedures, attend required health and safety training, proactively promote safety at work, and promptly report actual and potential accidents and injuries.
The University of California is an Equal Employment Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, or protected veteran status. UC Santa Cruz is committed to excellence through diversity and strives to establish a climate that welcomes, celebrates, and promotes respect for the contributions of all students and employees.
To ensure review of application materials by the hiring unit, they must be submitted on or before the initial review date (IRD) via the Staff Employment Opportunities web site; https://jobs.ucsc.edu. A computer is available at the UC Santa Cruz Staff Human Resources Office located at Scotts Valley Center. The Scotts Valley Center is located at 100 Enterprise Way, Suite E100, Scotts Valley, CA 95066. To learn more or to request disability accommodations, call 831-459-2009. Hearing impaired are encouraged to use the California Relay Service at 800-735-2922. UC Santa Cruz is an Equal Opportunity Employer.
The University of California is an Equal Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, or protected veteran status. UC Santa Cruz is committed to excellence through diversity and strives to establish a climate that welcomes, celebrates, and promotes respect for the contributions of all students and employees.
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