Chief Marketing Officer

University of St Augustine for Health Sciences•Dallas, TX

2d•Onsite

About The Position

The Chief Marketing Officer (CMO) leads the teams and processes that drive enrollment growth at the University of St. Augustine for Health Sciences (USAHS) through timely and effective demand generation, lead-to-enrollment conversion strategies, brand management, and messaging/storytelling. The CMO must understand digital, social, mobile and emerging media as marketing vehicles and be experienced with integrating offline and online marketing efforts to drive brand preference and demand generation. The CMO will leverage USAHS’ sound digital foundation to drive high-quality lead volumes, track performance metrics, and maximize prospective/student engagement through each point in the decision lifecycle. The CMO will help to build an organizational culture that is grounded in analytics and insights to inform and support decisions, including those around media investments and performance, resource allocations, customer segmentation and marketing implementation. This position will involve close collaboration with the USAHS leadership team to identify strategic relationships that will profitably drive revenue and brand awareness. The ideal candidate will bring high-touch, service-oriented experience in an environment that involves considered decision-making by the consumer. This leader will have a hands-on, roll-up-your-sleeves approach and the ability to create and implement strategy, drive activation through to on-the-ground guerilla marketing initiatives, build departmental capabilities and provide exceptional team leadership.

Requirements

Undergraduate degree is required.
A minimum of 15 years of progressive experience in senior level marketing roles within best-in-class, complex multi-unit, customer-centric companies that offer products and/or services requiring deliberate and considered decision making by the customer.
Significant experience with marketing automation and CRM software (i.e. Salesforce, Marketo, etc.).
Brings functional breadth across brand management, advertising, media planning and execution, field/local marketing, and ideally partnership marketing.
Track record of developing and implementing a consistent, scalable brand, marketing and media strategy that is innovative and disruptive and drives short- and long-term business results.
Track record of developing and implementing 360-degree customer engagement plans that leverage disruptive (digital, mobile and social) and traditional channels (email, direct mail, outdoor, broadcast, print).
Savvy in experiential and digital/social engagement vehicles.
Proven ability to harness customer insights and market research to drive results, such as brand awareness, acquisition and sales, in a measurable way.
Proven ability to assess talent, build talent capabilities, and coach/mentor and motivate/inspire a high-performing team.
Experience effectively working across complex organizational and geographic boundaries at every level within the company.
Proven ability to influence others through data, insights and leadership.

Nice To Haves

MBA is highly preferred.

Responsibilities

Create integrated marketing plans and execution strategies for driving student acquisition, enrollment, and engagement, and overall market share, ultimately growing revenue and EBITDA.
Build student personas and effectively target prospective students with brand/program messaging designed to generate enrollment interest and leads.
Identify opportunities to expand reach to target market through alumni, institutional and academic partnerships, feeder schools, clinical referrals, etc.
Oversee an integrated brand strategy based on key consumer insights and market research with a focus on generating measurable awareness, equity, preference and credibility for the brand.
Develop brand/program messaging that will influence and inspire the target audience and build brand awareness for USAHS programs.
Effectively identify and communicate University and program differentiators to support USAHS premium position and create student preference for the University.
Develop social media content strategies that will engage prospective students, improve SEO and drive high-converting lead generation through organic channels.
Establish brand awareness/preference benchmarks and measure performance against them.
Serve as a brand advocate in the industry and marketplace.
Provide strategic oversight to USA.EDU website and related properties to align with premium brand position and provide an exceptional user experience.
Develop content, design and execution strategies that drive positive performance trends measured by KPIs that may include traffic, time on site, conversion on site, bounce rate, etc.
Establish website maintenance protocol to include regular content audits and updates.
Lead a high-performing student recruitment and enrollment team, providing strategies and resources required to ensure lead-to-enrollment funnel conversion.
Provide leadership, direction, training and talent development support to ensure optimal enrollment team performance.
Establish expectations for funnel management and reporting, including predictive models that will help to identify issues, opportunities and areas for implementation improvement.
Develop strategic plan to maximize enrollments for all programs while planning for long-term growth.
In partnership with the enrollment management leadership team, analyze and provide insight of the enrollment pipeline in order to accurately predict future enrollments.
Invest in talent to build, lead, develop and motivate a best-in-class, accountable and results-oriented marketing (and enrollment) organization.
Develop strong cross-functional partnerships with program strategists, academic leadership, finance, admissions, student administration; drive business results and inspire a culture of transparency, collaboration, and accountability.
Serve as a member of the senior leadership team, bringing a view of the USAHS customers/students and marketplace in decisions.