Marketing Manager, Texas McCombs

University of Texas at Austin

8d•$70,000•Onsite

About The Position

Texas McCombs is a top business school at the center of one of the most innovative cities in the U.S. The McCombs community champions hands-on experiences alongside the ground-breaking research and thought-leadership of a world-class faculty. The collaborative spirit and enterprising drive of the Longhorn alumni network, one of the largest university networks in the world, is embedded in our culture, making us human-centered and future-focused in all our endeavors. We are shaping those who will shape tomorrow, and solving challenging problems while remaining committed to creating a community that is dynamic, supportive, and challenging. What starts here really does change the world. For more information about Texas McCombs please visit: https://www.mccombs.utexas.edu/ Purpose The McCombs School of Business Marketing Manager will develop and implement marketing and pipeline strategies for a variety of graduate programs to support Texas McCombs’ efforts to attract and engage prospective graduate students. As a member of the Chief Marketing and Communications (CMCO) team, the Marketing Manager must demonstrate initiative and a strong interest in identifying opportunities to connect with prospective audiences through thoughtful, integrated, multi-channel campaigns grounded in data and performance insights. The ideal candidate is a motivated, digital-first marketer who brings strong attention to detail, values collaboration, and is eager to learn and continuously improve processes and outcomes. This role requires the ability to build effective relationships with program partners and internal stakeholders while executing campaigns that guide prospects through the application journey. The Marketing Manager understands the importance of prospect segmentation, timely and relevant messaging, and ongoing optimization, including measuring campaign performance and adjusting strategies as needed. This role will support multiple graduate program marketing streams and report to the Assistant Director of Graduate Programs Marketing.

Requirements

An in-depth understanding of marketing automation strategies and the ability to problem-solve and work well with others is a critical component
Ability to prioritize and execute multiple projects within established time frames/budgets
Experience working directly with business partners to understand objectives and articulate the impact of digital media strategies, campaigns and tools
Ability to effectively communicate and present ideas, recommendations and data stories
Experience with event marketing and supporting with recruiting events/fairs or like events
Experience working within all marketing channels with an emphasis on digital and email marketing
Experience with a marketing funnel and enrollment pipeline
Highly innovative and self-directed
Client-service oriented mentality
Expertise in Microsoft Excel and other Office software
Experience working in a website content management system
Experience working with a project management tool
Experience working in a marketing automation platform
Experience working in an enterprise-level CRM
Strong knowledge of or desire to learn and master Marketo and Salesforce
Bachelor's Degree in marketing, communications or related fields
6+ years of marketing program development experience
Relevant education and experience may be substituted as appropriate.

Nice To Haves

Experience working in Marketo
Experience working with Salesforce CRM with a higher education focus
Experience working with Asana
Experience working in Google Analytics
Experience using Canva or similar tool to design marketing materials
Experience working in Higher Education
3+ years of setting up and analyzing PPC and SEO/SEM performance

Responsibilities

Create a coordinated and comprehensive annual marketing strategy in collaboration with graduate admission subject matter experts and program directors to engage and influence prospective students.
Develop content, messaging and communications strategies to attract and convert prospective students into the graduate program recruitment pipeline.
Maintain knowledge of McCombs graduate programs, target personas, messaging strategies and competitive differences.
Seek and obtain consultation and alignment from program directors, leadership, and stakeholders around the school on the marketing and content plan.
Guide the campaign development process from start to finish, build a focused strategy, logically sound campaign action plan, lead campaign kickoffs internally and with stakeholders, facilitate concepts and creative reviews (both internally and with graduate program stakeholders), and negotiate approvals.
Manage the development of compelling and informative marketing materials, such as brochures, fact sheets, videos, testimonials, website content, email content, SMS content and manage the inventory of marketing materials.
Implement best-in-class marketing practices; segment and leverage the marketing database for greater campaign efficiency, contact outreach, engagement, and effectiveness of our selected targets.
Establish and manage PPC and social media ad campaigns that generate high-quality leads.
Convert targeted prospects through calls-to-action, landing pages, and content offers.
Project manage multiple campaigns simultaneously to McCombs and UT brand and communications standards.
Partner with the creative team to develop high-impact, on-brand advertising and marketing assets.
Create content, including graphics and copy, for PPC ads, social media, the blog and our website.
Build, automate, and monitor nurture streams for prospective students.
Build, execute and maintain prospective student lead scoring and lifecycle strategies.
Ensure Marketo protocols are followed as well as sharing insights and ideas for the greater good of McCombs.
Collaborate with graduate admissions to publish and promote events to engage potential students and provide them with insights into the programs.
Coordinate with other marketing initiatives at the McCombs School of Business.
Track, report, and analyze program performance, and make recommendations for further improvement.
Determine ROI of marketing programs and establish measurable goals for program marketing and recruiting supported by analytics; track and optimize campaign activity based on full-funnel performance analysis.
Make adjustments as needed to nurture programs and email campaigns to optimize results, and perform A/B testing regularly.
Optimize PPC campaign performance and make recommendations to increase conversions while reducing CPC.
Analyze program pipeline, create forecasts and review outcomes with CMCO, graduate program directors, and McCombs leadership throughout the recruiting cycle.
Maintain knowledge of digital marketing best practices and digital marketing compliance best practices (FERPA, GDPR, etc.).
Serve as a resource on Marketo and marketing automation for other McCombs marketers.
Optimize lead generation & lead nurturing processes through email campaigns, content marketing, paid media, SMS (text) and social media channels using Marketo (marketing automation platform).