Senior Manager, Product Marketing

Covista•Columbia, MD

5d•$80,337 - $145,077•Hybrid

About The Position

Covista is seeking a Senior Manager, Product Marketing to drive marketing efforts for an assigned vertical and its program portfolio at Walden University. The goal is to grow enrollment in that category by defining how Walden University is perceived in a given degree-program market and what it represents to prospective students. This role involves leading the development and execution of integrated marketing strategies that emphasize Walden's strengths within the vertical, translating program differentiators into campaigns that drive consideration, engagement, and enrollment growth. The position ensures the marketing department provides strong strategic and operational support for the vertical while operating within the broader brand marketing framework. The Senior Manager collaborates with cross-functional stakeholders, including the Brand Marketing Director, channel leads, creative services, product, enrollment, and academic teams, to deliver high-impact campaigns that guide prospective students from awareness to enrollment.

Requirements

Bachelor's Degree preferably in marketing or a related field required, Master's Degree MBA preferred.
7 + years of progressive marketing experience including product, category, or vertical marketing (product marketing experience strongly preferred).
Proven success leading vertical-specific marketing, particularly in regulated or professional program categories.
Experience developing and managing integrated, multi-channel campaigns from strategy through execution.
Experience operating in complex, matrixed, or highly regulated environments.
Strong writing skills with the ability to translate complex academic and product substance into clear, audience-specific campaign messaging grounded in market and enrollment data.
Strong strategic judgment connecting marketing decisions to enrollment outcomes.
Analytical and data-literate; able to interpret performance metrics and recommend optimizations.
Strong collaboration and influence across cross-functional teams.
Strong organizational and project leadership skills in a fast-paced environment.

Nice To Haves

Background in education or mission-driven organizations preferred.
Healthcare or mental health industry experience a plus.

Responsibilities

Lead the development and execution of go-to-market strategies for the vertical's programs, integrating brand, digital, and enrollment priorities.
Own the brief-to-activation process: translate campaign briefs into integrated marketing plans, define launch readiness requirements, manage timelines and milestones, and ensure the work lands in market as briefed.
Develop campaign positioning — how each campaign shows up in the market — within the guardrails of vertical and brand positioning.
Partner with product management and academic teams to translate program differentiators into marketing messages and campaigns.
Develop and manage campaign calendars, communication plans, and campaign briefs that define channel roles, activation strategy, and sequencing — what each channel partner needs to execute.
Lead campaign hindsighting: bring together channel leads and stakeholders to review results, surface what worked and what didn't, and apply learnings to future campaigns.
Own messaging for the vertical and its programs — the specific language that tells a prospective student why this program at Walden is the right choice.
Ground messaging in competitive differentiation, student outcomes, employer demand, and enrollment data.
Keep messaging current as the market moves: update when competitors shift, when new proof points land, when enrollment data says something isn't resonating.
Maintain audience definitions that guide campaign targeting and messaging for the vertical.
Collaborate with channel leads (paid media, database marketing, web, organic social, SEO) to design and execute high-performing, inquiry-generating campaigns.
Keep messaging consistent and mutually reinforcing across the funnel and across channels.
Sequence and prioritize activity against enrollment goals for the vertical.
Monitor the competitive landscape for the vertical: track competitor programs, positioning, and market activity.
Use market insight, student and employer demand signals, and enrollment data to inform campaign strategy and messaging decisions.
Monitor and evaluate the effectiveness of marketing activities; deliver actionable insights to improve performance and ROI.
Balance speed, scale, and quality in a fast-paced, highly regulated environment.
Partner with product, academic leaders, enrollment, and student support within the vertical's pod to align on goals and execution.
Partner with marketing operations to sequence deliverables, manage timelines, and ensure campaign readiness.
Collaborate with internal creative services and external agency partners to ensure all work meets brand standards and compliance requirements.
Represent the vertical in quarterly planning, creative reviews, and QBRs, providing strategic input and sharing performance insights.
May lead and develop one or two marketing team members, depending on the vertical.
Contribute to the broader marketing team's planning and ways of working.
Support cross-vertical initiatives that reinforce Walden's brand reputation and commitment to educational excellence.
Completes other duties as assigned.
Performs other duties as assigned.
Complies with all policies and standards.