The Director of Engagement Marketing will develop and manage advocacy and brand engagement initiatives to strengthen American Public University System's (APUS) reputation and brand awareness to help drive enrollments. The incumbent will drive advocacy campaigns from concept to approval to completion. Supported by a dedicated team and broad marketing support, they will drive growth initiatives by leveraging the voices, accomplishments, and credentials of the APUS community.
Develops new strategies for increasing advocacy and engagement of our community members through APUS marketing programs, tools, and channels. Serves as an internal and external community champion for word-of-mouth advocacy. Fields new advocates to scale participation and success from all areas of the APUS community and manages the relationships with advocates and influencers. Drives scalable, high-impact initiatives and coordinates with other marketing functions that deliver content, social, and public relations (PR) initiatives to provide resources, approaches, and ideas that reflect the “voice of the advocate” and their needs. Expands and strategically guides customer insight and engagement initiatives to include the University ambassador program, focused on recruiting new ambassadors who strategically align with marketing-related opportunities or gaps, maintains relationships with existing ambassadors, and oversees campaigns with ambassadors to ensure optimal and consistent “white glove” experience. Guides marketing/PR/content/social media requests related to the program and identifies resources and stories for various requests including photography and video profiles, blog profiles, event participation, focus groups, and additional activities. Recommends and manages referral marketing activities. Identifies candidates for photography and video profiles and cultivates ways to integrate them into new and existing marketing campaigns and properties. Supervises contractors and partners to provide strategic direction for their role in advertising asset management, campaign and segment marketing coordination, physical brand presence, and management of promotional item strategy and campus store. Supervises marketing manager and provides strategic direction for their role in coordinating brand engagement and referral marketing initiatives (i.e. Virtual Race Challenge), marketing participation in events (i.e. strategic community events, Wreaths Across America, and Commencement), support of the ambassador and brand loyalist programs, and testimonial asset management. Fosters brand stewardship and engagement across university with participation in several key committees. Supports alumni relations department in coordination of conferral communication and multi-touch campaign to foster continued engagement with the University. Performs other duties as assigned.
Superior presentation, speaking, networking, and relationship management skills. Ability to craft strategy from “blank sheet of paper”, build feasible initiatives working with many moving parts and competing priorities, and effectively champion and drive that strategy to successful end with stakeholders that include APUS community members working in an official and volunteer capacity. Strong MS office, Internet research skills, and database management. Excellent customer service skills. Ability to manage complex projects to specific budgets and timelines. Strong writing and communication skills. Solid project management experience. Ability to work independently, as well as within teams. Strong organizational skills and attention to detail and deadlines. Ability to manage contacts and relationships, internally and externally.
The mission of American Public University System is to provide high quality higher education with emphasis on educating the nation’s military and public service communities by offering respected, relevant, accessible, affordable, and student-focused online programs that prepare students for service and leadership in a diverse, global society.
American Public University Syst...em seeks to advance social, economic and environmental well-being through the transformative power of education with:
Dynamic, engaging, quality learning experiences;
Best-in-class student interfaces;
Diverse and career relevant degree programs;
Communities of lifelong learners and practice in selected disciplines;
Evaluation of transfer credit and competency-based learning;
Affordability relative to public institutions;
Strategic partnerships with key stakeholders; and,
Thought leadership that contributes to effective change in higher education.