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Marketing Manager

Virginia University of Integrative Medicine Fairfax, VA

  • Posted: over a month ago
  • $50,000 to $65,000 Yearly
  • Full-Time
  • Benefits: 401k,
Job Description: About the Institution: The Virginia University of Integrative Medicine is the only accredited institution in Virginia that is focused on advancing the profession of Acupuncture and Integrative Medicine through its Graduate and Certificate program offerings. VUIM is a private, non-profit institution of higher education dedicated to producing educated healthcare practitioners highly skilled in Acupuncture and Integrative Medicine, trained to provide the community with affordable healthcare services while fostering the growth and practice of Acupuncture and Integrative Medicine. We are institutionally accredited by the Accreditation Commission for Acupuncture and Oriental Medicine (ACAOM) and currently offer Master's and Doctoral level degrees in Acupuncture and Oriental Medicine as well as Post-Master level Certificates. Our Master level Degrees in Acupuncture and Oriental Medicine are also accredited to be offered in the Chinese and Korean Languages. VUIM has experienced a period of growth over the last three years due to the broader adoption of alternative, complementary, and integrative modalities of health and healing coupled with our institution’s unique position in the market. We are affordable and committed to providing a superior education at a cost that is sustainable and allows the institution to continue to grow both in size of enrollment and available resources. Job Summary: VUIM is seeking applications for a full-time Marketing Manager – Admissions and Patient Recruitment. The position will be salaried, reporting to the Dean of Enrollment Management, with the expectation of working a full 40-hour week, Monday through Friday. There will be some flexibility in creating a schedule that works within the operation of the University. Some weekends and evenings will be required. The Marketing Manager will build, track, analyze and report key touchpoints and phases within the prospect and applicant journeys for each of VUIM’s degree programs. This includes a continuous analysis of the customer journey, event management and yield communications, managing communication flows, and cross-functional alignment and coordination. It will also involve crafting and assembling a variety of communications to key audiences, from prospective applicants to admitted students. A high level of experience with the Hubspot CRM and Learning Management Systems (specifically Populi) is preferred. The role will expand and promote a culture of process-oriented, data-driven decision-making informing and aligning with the digital marketing initiatives of the institution for the purposes of student and patient recruitment. We are seeking a strategic, proactive, and data-minded individual with demonstrated competencies across a spectrum of marketing efforts and integrated channels. The Marketing Manager’s primary function is to design, formulate, and initiate marketing efforts that drive prospects to engage with VUIM, converting high-quality applicants from across marketing channels as well as the School’s existing degree programs. The Marketing Manager plays a crucial role in the division of Enrollment Management, heavily supporting institutional student recruitment as well as protecting and advancing the brand and reputation of the organization. The individual chosen for this role will have excellent critical thinking and problem-solving skills, be highly motivated by an environment where their impact is felt daily, and be able to effectively communicate with various audiences through both written and spoken channels. In this role, we are looking for an enthusiastic, proactive, self-starter to help lead VUIM to new heights within the field of Integrative Medicine, not yet achieved by institutions of this size. A vision for the future, including but not limited to the ability to analyze the status quo and pivot nimbly is necessary to be successful in the role. As a part of the larger Enrollment Management team, this person must be willing to complete tasks outside of the job description at different times throughout the year. Responsibilities: Admissions Marketing: · Prospect and Applicant Journey Data and Analysis o Develop and execute advertising and marketing plans for prospective students in collaboration with department staff and senior leadership; o Help design, deliver, and measure the customer journey, including persona development, audience segmentation, marketing automation, lead scoring and tailored, nurturing communications o Gather, analyze, and interpret key interactions and engagement metrics in prospect and applicant journeys of the VUIM degree programs o Report on the overall effectiveness of campaigns and events through KPIs and dashboards, to quantify and optimize the impact § Develop thoughtful goals, metrics, and KPI’s that inform performance, assess benchmarks and progress and guide budget allocation; o Report on and provide high-value, actionable recommendations about key segment behaviors based on lead source and demographics critical to building VUIM’s admitted student classes o Work to fully leverage Hubspot CRM for internal efficiencies and to implement full-funnel reporting and attribution to gain insights through data analysis § Build custom journey pathways within the institutional CRM, Hubspot for various constituents, in order to optimize engagement; · Manage Communication Flows o Assist with engagement strategies and communications on the website, email workflows, and internal student portals for VUIM’s degree programs. o Design, execute and launch a new communication program (e.g. monthly newsletter to prospective student audiences, admitted students, and other subgroups) to support admissions yield. o Design a variety of ads and electronic communications produced in house and direct the development, design, and production of all communications produced from any external partners; o Manage social media presence, monitor campaign performance, audience penetration, platform tools, and algorithm changes of advertising platforms (Google, Facebook, LinkedIn); o Execute the VUIM brand through all internal and external communications, and advise campus departments on the use of the VUIM brand; o Manage the College website through daily editing and coordinating redesign projects; Train appropriate staff across the College to manage dedicated web pages. Patient Recruitment · Responsibilities o Creating and maintaining relationships with hospitals, physician practices, attorneys’ offices, including the front desk, referral coordinators, and physicians. o Representing our University’s Clinical Practice and information via personal conversations, flyers, and other grassroots educational material. o Reporting daily activities with referral sources and/or clients. o Tracking the increase in referrals from the visits made and presenting them. Cross-functional Alignment and Coordination · Collaborate and coordinate with multiple staff peers · Foster collaborative relationships with faculty, staff, and administration; · Manage press releases in concert with the Department · Work collaboratively with all other staff members to develop and update appropriate student and patient-related policies, seeking approvals from VUIM leadership when needed General · Build and maintain an appropriate marketing plan for a university of this size · Track and report results of the marketing and advertising campaigns and initiatives; · Identify and lead technology projects and work with external partners on website development projects and initiatives; · Manage effective relationships with key vendors and partners to optimize marketing initiatives; · Management of a future team of marketing operations roles (in-house and external, work for hire contractors) · Monitor and administer marketing and communications budget in order to maximize ROI for the University; · Establish and maintain workflow and process for the department; · Build and deliver quarterly and annual presentations to the Dean of Enrollment Management and Chief Executive Officer, informing the leadership of strategies, successes, and plans related to Student and Patient Recruitment; · Maximize the efficiency of marketing and communications operations, files, databases, archives, records, etc. · Identify additional initiatives to support students and patients · Perform other duties as assigned Qualifications and Desired Skills: · Bachelor’s degree required (degree in marketing, data analytics or a related field preferred) · At least 3 years of experience in a CRM-based function required (Hubspot and Populi experience highly preferred) · Strong written and speaking communication skills · HTML, CSS, Java, SQL · Proven experience in digital marketing and social media marketing strategy for student recruitment. Knowledge of Google Analytics required. · WordPress; Website design, development, and management experience · Adobe or other design software · Microsoft Office Suite (Power User of Word, Excel, PowerPoint preferred) · Knowledge of data visualization platforms · Experience in audience segmentation and persona creation · Strong analytical skills · Strong organizational ability · Ability to work independently and as part of a high-performing team with excellent initiative and judgment · Ability to think with an entrepreneurial mindset · Ability to prioritize shifting projects in a fast-paced environment · Positive, proactive, highly motivated, and flexible · Ability to multitask a heavy volume of short- and long-term projects in a deadline-driven environment required · Higher education Marketing experience preferred · Conversational Korean language skills preferred Working Environment: VUIM prides itself on having a close-knit and vibrant community of individuals who work together to achieve the mission of the institution. In that context, individuals interested in this position should be comfortable working in a small, fast-paced, and alway

Virginia University of Integrative Medicine

Why Work Here?
Small organization, charismatic and hardworking staff, faculty and students, and tons of potential for growth and development!


9401 Mathy Drive

Fairfax, VA



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