Sr. Manager, Integrated Marketing
Company: University of Saint Augustine
Location: San Marcos
Posted on: April 24, 2024
Job Description:
The mission of the University of St. Augustine for Health
Sciences is the development of professional health care
practitioners through innovation, individualized, and quality
classroom, clinical, and distance education.
GENERAL SUMMARY
The Senior Manager, Integrated Marketing is responsible for leading
initiative marketing strategies that address the needs of the
market and target student segments; plans and implements marketing
programs, services and projects that may involve traditional,
digital, new, and emerging mediums, including paid, owned, and
earned, to support the student-centric marketing strategy across
the University. Provides strategic and tactical leadership in the
management of relationships and integration of marketing
plans/programs with cross-functional business partners, recognizing
the significance of competing priorities and strategies and
adjusting approach as necessary. Tracks and evaluates performance
of marketing programs, services, and projects; and consults with
business leaders to adjust plans to meet changing market and
competitive conditions. Conducts and directs post-campaign analysis
to measure performance.
ESSENTIAL DUTIES AND RESPONSIBILITIES
INTEGRATED MARKETING STRATEGY
- Develop marketing strategy and create integrated platform for
marketing across key channels - advertising, social media, digital
media, PR, content, website, etc.
- Build relationships across programs, functions and with
business partners.
- Demonstrate broad thought leadership capabilities to identify
key messages that align with universities marketing initiatives and
translate into full spectrum of media.
- Identify appropriate use of weight in various channels and
messages/creative executional requirements. BRAND STRATEGY
- Collaborate with the program strategy team, proactively lead
brand positioning for assigned programs, ensuring that all ladder
up to an overarching brand and portfolio story.
- Analyze market data and apply a deep understanding of brand
positioning and key consumer insights to drive compelling and
customer relevant integrated marketing plans centered on solid
program positioning and messaging platforms that meet business
goals.
- Manage the development of all communications including print,
broadcast, digital and direct to customer, working collaboratively
with marketing functional experts.
- Ensure business and brand strategy is translated into marketing
tactics, working collaboratively with internal partners and outside
agency partners as necessary.
- Interpret research insights to identify target consumers and
develop marketing strategy to drive business initiatives across the
target segments.
- Create and manage annual marketing budgets ensuring all
activities are executed on time and on budget.
- Communicate regularly to ensure strategy and projects are on
track, gaining support and guidance.
- Ensure application of state-of-the-art thinking around media
and creative strategy
- Manage agency relationships; ensure optimal performance and
efficiency according to agreed-upon performance standards. PROJECT
MANAGEMENT
- Manage creation and distribution of integrated,
cross-functional marketing plans to senior management, marketing
teams and other pertinent departments, including facilitating key
meetings.
- Project manage all major marketing programs - ensuring brand
strategy and key messages optimized and thereby facilitate stronger
effectiveness and efficiency.
- Facilitate the transfer of calendar information between
partners.
- Develop and deliver effective communication to pertinent
departments for any given marketing program (typically timed to
major flights/launch windows).
- Develop and distribute calendar dashboard that monitors the
health of the calendar process and clearly identify the areas that
are slowing down the development of an integrated plan and
recommend ways to solve that issue.
- Identify process improvements to make the calendar management
process and communication execution more effective.
- Develop and manage a tracking system that monitors the
development of campaigns and identifies opportunities to improve
the process. TRACKING, ANALYSIS, AND INSIGHTS
- Leverage research and competitive audits of category and
landscape to inform best practices.
- Support review and approval process of advertising creative,
ensuring adherence to brand, legal, compliance and regulatory
guidelines.
- Analyze results and insights to drive creative optimizations -
with particular focus on rigorous ROI analytics, leveraging best in
class mix and return modeling. OTHER DUTIES AND
RESPONSIBILITIES
May perform other duties and responsibilities that management may
deem necessary from time to time.
POSITION IN ORGANIZATION
Reports to:Chief Marketing Officer
Positions Supervised: None
TECHNICAL, MANAGERIAL & PEOPLE SKILLS REQUIRED
To perform this job successfully an individual must be able to
perform each essential duty satisfactorily. The requirements listed
below are representative of the knowledge, skill, and/or ability
required. Incumbents will be evaluated, in part, based on
performance of each essential function. Reasonable accommodation
may be made to enable individuals with disabilities to perform
essential functions.
EDUCATION and/or EXPERIENCE
- Bachelor's Degree is marketing or related field. Master's
degree preferred.
- A minimum of 7 years minimum experience in relevant
environments.
- Proven track record of creating breakthrough integrated
marketing campaigns across all channels.
- Strong creative and analytic skill set with ROI orientation.
KEY BEHAVIORS/SKILLS:
Some of the Behaviors needed to successfully perform this job are:
- Puts the Student First - Anticipates needs, champions for the
students, acts with students in mind, exceeds expectations, gains
student's trust and respect.
- Communicates effectively and candidly - Communicates clearly
and directly, approachable, relates well to others, engages people,
and helps them understand change, provides and seeks feedback,
articulates clearly, actively listens.
- Leads change and innovation - Challenges the status quo,
embraces technology, puts forward creative ideas, champions and
implements process improvements, gathers the ideas of others,
demonstrates good judgment about which ideas will work.
- Executes with excellence - Is action-oriented, drives for
results, sets clear expectations and milestones, reviews progress,
acts decisively, solves problems, can be counted on to consistently
meet or exceed goals.
- Provides clear and strategic prospective and direction - Plans
and organizes well, sets a clear and simple course of action, stays
focused on the most important priorities, can visualize and plan,
understands the industry and marketplace. Helps others understand
the organization's vision and objectives so that they can translate
them into challenging and meaningful goals. Maintains a clear
perspective between the overall picture and the details. Has a
perspective beyond the "day-to-day"" work to take a longer-term,
broader view of business decisions.
- Drive For Results - Does everything possible to achieve goals.
Achieves agreed-upon goals within the time allotted. Follows
through on objectives to ensure successful completion, i.e., does
not get distracted before a project is completed.
- Takes Initiative - Can always be counted on to follow through
on commitments. Willingly goes above and beyond what needs to be
done. Is energized and excited to take on challenging goals for
which he or she is held personally accountable.
- Problem Solves/Analyzes Issues - Has the ability to anticipate
and respond quickly to problems. Is trusted by others to use good
judgment when making decisions. Spots new trends, potential
problems, and opportunities early.
- Excellent Communication - Provides others with a definite sense
of direction and purpose. Skilled at communicating insights and
understanding of issues and problems. Helps people understand how
their work contributes to broader business objectives.
- Achieves results through teamwork - Is open to diverse ideas,
works inclusively and collaboratively, holds self and others
accountable, involves others to accomplish individual and team
goals.
- Leads through positive influence - Demonstrates strong
character; builds partnerships; models a conscious balance between
work and personal life; takes personal responsibility for own
development; role models leadership qualities such as motivation,
inspiration, passion and trust.
- Coaches and develops others - Develops and cares about
associates, builds effective teams, helps people be their best,
values and manages diversity, provides candid and constructive
feedback.
- Inspires/Motivates Others - Energizes people to achieve
exceptional results. Inspires others to high levels of effort and
performance. Brings to the group a high level of energy and
enthusiasm.
- Builds Relationships/Partnerships: Balances "getting results"
with a concern for others' needs. Is trusted by all members of the
work group.
- Collaboration - Working effectively and cooperatively with
others; establishing and maintaining good working relationships.
Setting high goals for personal and group accomplishment: using
measurement methods to monitor progress toward goal attainment:
tenaciously working to meet or exceed those goals while deriving
satisfaction from the process of goal achievement and continuous
improvement.
- Technical/Professional Knowledge, Compliance and Skills -
Achieving a satisfactory level of technical and professional skill
or knowledge in position and/or related areas; keeping up with
current developments and trends in areas of expertise. Ensures
associates and location comply with laws and regulations applicable
to the company.
- Work Standards - Setting high standards of performance for self
and others; assuming responsibility and accountability for
successfully completing assignments or tasks; self-imposing
standards of excellence rather than having standards imposed.
TRAVEL
Occasional travel of up to 25%
BUSINESS COMPETENCIES
To perform the job successfully, an individual should demonstrate
the following competencies:
- Collaborates - Building partnerships and working
collaboratively with others to meet shared objectives.
- Being Resilient - Rebounding from setbacks and adversity when
facing difficult situations.
- Instills Trust - Gaining the confidence and trust of others
through honesty, integrity, and authenticity.
- Drives Results - Consistently achieving results, even under
tough circumstances.
- Innovation - Creating new and better ways for the organization
to be successful.
- Customer Focus - Building strong customer relationships and
delivering customer-centric solutions.
WORK ENVIRONMENT
Work is performed primarily in a standard office environment but
may involve exposure to moderate noise levels. Work involves
operation of personal computer equipment for six to eight hours
daily and includes physical demands associated with a traditional
office setting, e.g., walking, standing, communicating, and other
physical functions as necessary.
Keywords: University of Saint Augustine, Escondido , Sr. Manager, Integrated Marketing, Executive , San Marcos, California
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