Western Governors University

The Sr. Manager, Marketing & Communications - Audiences will work with the Director, Marketing & Communications - Audiences & Markets, the Regional Operations team, and the Partnership team to define opportunities and strategies for growing student enrollment across WGU's academic schools and over sixty degree and certificate programs.. As part of its mission to expand access to educational opportunity, WGU has prioritized several strategic audiences for targeted marketing efforts; the Audience Marketing & Communications team develops plans to reach each of these audiences via dedicated campaigns and communication opportunities.. WGU employs a full range of B2C and B2B marketing tactics, and as such, the Sr. Manager must have experience orchestrating fully integrated marketing programs leveraging a broad range of tactics, including television (DRTV, OTT, CTV), OOH, print, radio and digital audio, conferences/events, partner marketing, video, display, social media, email, SEM, website, etc.. Multicultural marketing experience.. Industry experience in higher education and/or areas relevant to WGU colleges (e.g. business, healthcare, K12 education, IT)

manager marketing communications

The salary range for this role takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs. At WGU, it is not typical for an individual to be hired at or near the top of the range for their role, and compensation decisions are dependent on the facts and circumstances of each case. A reasonable estimate of the current range is: Pay Range: $93,600.00 - $168,500.00 If you're passionate about building a better future for individuals, communities, and our country-and you're committed to working hard to play your part in building that future-consider WGU as the next step in your career. Driven by a mission to expand access to higher education through online, competency-based degree programs, WGU is also committed to being a great place to work for a diverse workforce of student-focused professionals. The university has pioneered a new way to learn in the 21st century, one that has received praise from academic, industry, government, and media leaders. Whatever your role, working for WGU gives you a part to play in helping students graduate, creating a better tomorrow for themselves and their families. About the Role: The Senior Manager, Marketing & Communications - Audiences is responsible for overseeing the development and execution of strategic marketing and communications plans tailored for prioritized prospective student audiences (defined by prior education experience and learning profile, socioeconomic factors, location and lifestyle, other demographics, etc.) and specific B2B partner audiences (e.g., Military, Community College, Executive Partners, K12). This role entails budget stewardship and accountability for achieving new student application targets and other growth-related KPIs in coordination with other teams who are accountable for region, school, and program performance. The Sr. Manager, Audience will manage a team of marketing and communications specialists. The Sr. Manager, Marketing & Communications - Audiences will work with the Director, Marketing & Communications - Audiences & Markets, the Regional Operations team, and the Partnership team to define opportunities and strategies for growing student enrollment across WGU's academic schools and over sixty degree and certificate programs. As part of its mission to expand access to educational opportunity, WGU has prioritized several strategic audiences for targeted marketing efforts; the Audience Marketing & Communications team develops plans to reach each of these audiences via dedicated campaigns and communication opportunities. WGU employs a full range of B2C and B2B marketing tactics, and as such, the Sr. Manager must have experience orchestrating fully integrated marketing programs leveraging a broad range of tactics, including television (DRTV, OTT, CTV), OOH, print, radio and digital audio, conferences/events, partner marketing, video, display, social media, email, SEM, website, etc. Excellence in competitive, market, and channel analysis and strategic synthesis are essential to this role. What You'll Do: Develop audience specific plans to meet growth targets within each territory based on in-depth market-level competitor, prospect, and employer research and analysis.
Manage audience marketing and communications budget.
Drive the collection and synthesis of strategic insights regarding existing and potential priority audiences; develop targeted strategies and campaigns based on these insights, and ensure they inform and are reflected in overall WGU branding and cross-audience campaigns.
Coordinate brand building, lead generation, and communication efforts with central marketing services including Integrated Marketing, Marketing Operations, and External Communications.
Work with Strategic Partnerships team to develop appropriate marketing support for regionally based field teams; identify ways to develop new partnerships and grow existing partnerships.
Ensure effective planning and execution of localized marketing tactics and campaigns to influence B2B and B2C audiences.
Drive audience-based forecasting, reporting, and root cause analysis to drive insights at the intersection of audiences, markets, and program offerings.
Establish and continually refine audience-specific messaging that powerfully communicates WGU's positioning, attributes, and proof points in tailored, culturally appropriate ways.
Some travel required (up to 10%)
Performs other related duties as assigned.
Knowledge, Skills, and Abilities You'll Need to be Successful: Demonstrated ability to develop and achieve cross-functional strategic plans, key objectives, and measurable KPIs including managing to audience-based targets.
Mix of B2B and B2C marketing experience.
Ability to lead and manage a team of specialist and manager level individuals.
Experience operating in a disaggregated marketing model; able to make decisions and drive business forward in a highly complex, multi-faceted organization.
Success working across marketing disciplines including brand development, creative, paid media, social media, interactive products, email, field marketing, PR, and analytics.
Excellent written and verbal communicator capable of building strong relationships across contributors and teams, including C-level executives.
Ability to organize information and effectively present issues, recommendations, and conclusions.
Innovative and inclined to explore new approaches via constant learning and optimization.
Strong critical thinker capable of making smart judgements under pressure.
Ability to manage time and resources for multiple projects at one time.
Minimum Requirements: Bachelor's degree in marketing, communications, or related field required.
7+ years of marketing domain experience, 3+ years as a manager of a team
Budget management experience, including responsibility for marketing budgets of $5M
Preferred Requirements: Multicultural marketing experience.
Industry experience in higher education and/or areas relevant to WGU colleges (e.g. business, healthcare, K12 education, IT)
Master's degree
Physical Requirements: Prolonged periods sitting at a desk and working on a computer.
Must be able to lift up to 15 pounds at times.
Why Join WGU? You will be part of a growing, diverse, inclusive workforce, committed to creating pathways to a better life for our students by expanding access to education for everyone.
We provide comprehensive dental, vision, and medical benefits, with paid time off, parental leave, and inclusive family forming benefits.
We offer generous retirement and HSA company contributions.
You will also have opportunity for continuous learning! Employees and their families receive discounted undergraduate and graduate WGU tuition. #LI-AE1
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#LI-Hybrid Disclaimer: This Job Description has been designed to indicate the general nature, essential duties, and responsibilities of work performed by employees within this classification. It does not contain a comprehensive inventory of all duties, responsibilities, and qualifications that are required of the employee to do this job. Duties, responsibilities and activities may change at any time with or without notice. This Job Description does not constitute a contract of employment and the University may exercise its employment-at-will rights at any time. As an equal opportunity employer, WGU recognizes that our strength lies in our people. We are committed to diversity.
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