“(From our client) Without carefully selected leadership for our students, their current success would just be an idea.”
With our client, people mean everything to them, they are the lifeblood of the organization. Without carefully selected staff for our students, their current success would just be an idea. VP of Marketing and Student Acquisition will drive our expected growth to reach an additional 12,000, PK-12 students.
This is a dynamic and data-driven role for a detail-oriented, analytical marketing professional with a high capacity for leadership, project management, and performance. This role will oversee all aspects of marketing for us including leading the marketing and enrollment team, driving enrollment (both digital and traditional) through an optimal marketing mix, nurturing and prioritizing leads and driving high conversions, maintaining our online presence and reputation, and branding and strategic positioning of the organization against competitors.
The ideal candidate should also be very comfortable in an optimization-oriented environment where rigorous mathematical and analytic approaches are applied to problem solving in addition to several years of experience;
Leading the marketing team and utilizing influence leadership at the campus level to generate a high % of conversions, reach enrollment goals, and increase retention and reputation of each campus. Leads the development of market segmentation models.
Produces projections and forecasts and drives marketing plans to align with planned campaigns and achieve annual operating plan goals..
Leading the enrollment team (sales team) through performance management and creating a results-driven and high-energy environment
Continuous optimization of the marketing mix by allocating spend to channels according to CAC and maximum throughput analysis of each channel. Conducting net income marginal analysis, CAC, and LTV to calculate max spend per recruit.
Using automation tools and workflow connector tools for tagging, attribution, and tracking and connecting of all aspects of our marketing system including online lead channels, funnels, auto email campaigns, and CRM
Driving online reputation and monitoring through campaigns and influence leadership of local school sites
Assesses school site and community needs and requirements for defined segments and target accordingly, routinely requiring multidisciplinary projects and initiatives.
Creates an annual campaign plan with budget and expected ROI and define ROI for all campaigns.
Designs, builds and drives the growth of a robust relationship ecosystem to create strategic plans for forging and building these specific relationships. Designs and executes on specific initiatives that drive these relationships. Forges, builds and maintains essential relationships with top stakeholders.
Working with or leading data personnel in creating a robust data collection, storage, and reporting system and procedure for all marketing and enrollment data
Overseeing the proper updating of all data from lead to conversion in CRM
Regular reporting of all KPIs
Nurturing of our online parent communities and web presence
Utilizing the following sources of marketing in the marketing mix
PPC - Google and Facebook and other sources
Purchased digital and physical lists
Extensive follow-up by enrollment reps on lead database
Events and open houses
DMP and DSP
Manually buying display in industry websites
Continuously learning from marketing efforts and optimizing and creating new strategies.
Utilizing and overseeing agency partnerships strategically and other vendors as required
Required skills and experience for the position include:
Excellent leadership and management skills in environments driven by high accountability
Can manage analytics team with advanced proficiency in Excel and ideally SQL, HTML5, R, or Python
Management and P&L responsibility for a $1.5 MM or higher marketing budget
Understanding of modeling including knowledge of using probability modeling, A-B testing, expected value and marginal analysis, linear and logistic regression, and Monte Carlo simulations
Some experience in WordPress and CMS
Compensation variable base on experience and proven past success.
Trilinear HR Consulting and the clients we engage with will protect the rights of, and does tolerate at any point in the applicant or employee experience, unfair treatment because of race, color, religion, sex (including pregnancy, gender identity, and sexual orientation), national origin, age , disability or genetic information. If you find that you have witnessed or are experiencing unfair treatment, please notify us immediately.
About Trilinear HR Consulting & Business Solutions:
Trilinear HR Consulting & Business Solutions takes care of Human Resource details to help ensure your company is on the right path, giving you..... freedom to pursue freedom to grow freedom to succeed freedom to focus freedom to move your business forward.....