Vice President, Marketing - Encourage

Encoura

8d • $170,000 - $190,000

About The Position

Encoura is seeking a Vice President of Marketing to lead growth for Encourage, its college and career planning programs for high school students and educators. The role owns B2B and B2B2C marketing strategy and execution to expand nationwide adoption and engagement of the Encourage student app and educator platform. Reporting to the Chief Marketing Officer, the VP leads student and educator acquisition, engagement, lifecycle marketing, partnerships, and integrated campaigns in collaboration with Product, Engineering, Creative, Research, and Digital teams.

This hands-on leadership role combines strategic planning with execution. The VP will optimize marketing systems and channels, identify growth opportunities, and build and develop a high-performing team. The position calls for a data-driven, creative, and resourceful leader who is passionate about education, comfortable with ambiguity, and committed to a student-centered approach.

The role oversees student and high school educator marketing across national education partnerships, digital and social campaigns, direct mail, lifecycle marketing, media placements, events, website evolution, paid acquisition, SEO/SEM/ASO/AEO/GEO, and other channels. The VP drives B2B2C marketing initiatives and growth objectives for students, families, and educators; leads acquisition marketing across channels; and optimizes systems using Salesforce CRM and Marketing Cloud. In partnership with the CMO and Creative team, the VP co-leads Encourage brand strategy across paid and unpaid channels. The role also works with Creative and Digital teams on product and growth marketing, positioning, messaging, demand generation, content, sales enablement, partner marketing, social media, PR, AR, and marketing operations, while integrating marketing across company functions.

In the first month, the VP is expected to learn Encourage’s products, teams, collaborations, goals, and relationship to Encoura’s higher education products and services. Within three months, the VP will participate in marketing and program expansion planning and attend events to promote the program and build educator and national partnership networks. Within six months, the VP will lead strategic decisions and new initiatives across marketing strategy and execution areas.

Requirements

• 15+ years of experience or equivalent demonstrated impact.
• Strong leadership, product marketing, business development, and operational skills.
• Track record of successfully launching and growing B2B2C offerings in K12.
• Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent demonstrated impact.
• Expert-level knowledge of paid media channels, including social, search, affiliate, display, ASO, podcasts, and webinars.
• Experience in mobile app user acquisition and using marketing channels to attract and convert students into Encourage users.
• Understanding of marketing automation and site management, including web analytics, A/B/N testing, tag management, and content management.
• Experience with Salesforce CRM and Marketing Cloud.
• Passion for education and helping students find their ideal path to success.
• Creative and analytical approach, with exceptional problem-solving skills.
• Strong leadership and communication skills.
• Entrepreneurial mindset.
• Successful candidates must complete and pass CLEAR™ identity verification as part of pre-employment screening.
• Must be eligible to work in the U.S.

Nice To Haves

• MBA.

Responsibilities

• Own student and high school educator marketing, including national education partnerships, digital and social campaigns, direct mail operations, lifecycle marketing, media placements, events, website evolution, paid acquisition, and search and app optimization.
• Build, develop, and manage a high-performing team; define roles and responsibilities; and set goals, objectives, and career paths for direct reports.
• Drive B2B2C marketing initiatives to achieve student, family, and educator growth objectives, customer acquisition, and engagement.
• Lead acquisition marketing and optimize channels including paid social, paid search, display, affiliate, direct mail, in-classroom marketing, and digital signage.
• Optimize marketing systems using Salesforce CRM and Marketing Cloud.
• Co-lead Encourage brand strategy with the CMO and Creative team across paid and unpaid channels, including social media, public relations, and partnerships.
• Work with Creative and Digital teams on product and growth marketing, positioning, messaging, demand generation, channel and content strategy, sales enablement, partner marketing, social media, PR, AR, and marketing operations.
• Integrate marketing across company functions, including content, product, design, engineering, support, sales, finance, operations, and HR.
• Participate in planning and strategy for expanding Encourage to students, families, and educators, and attend events to promote the program and network with educators and national partners.

Benefits

• Health insurance
• Retirement contributions
• Paid time off
• Other programs that support employee well-being
• Certain roles may be eligible for variable compensation in addition to base salary.

What This Job Offers

• Job Type: Full-time
• Career Level: Executive