Overview The New School seeks an experienced, highly motivated, critically and socially engaged leader for the new role of Director of Marketing, Creative Entrepreneurship. This individual will lead all marketing activities including brand awareness, enrollment, and retention while collaborating closely with The New School's academic, marketing, and strategic initiatives teams. As part of a new venture, this role will report to the Senior Director of Strategic Initiatives with close connections to content and marketing teams.
Team Overview The New School is expanding its online offerings directed at creative entrepreneurs. As the workforce shifts more toward a gig-based economy with more creative workers acting as independent contractors or at small agencies and startups, the number of people engaged in entrepreneurial activity is only going to grow. Working with industry-leading experts from Parsons School of Design and The New School, our mission is to inspire and support these creative professionals to design and build successful businesses around their art.
Role Overview The Director of Marketing, Creative Entrepreneurship is responsible for strategic planning and overseeing of all marketing and enrollment activities. This includes web-development and design, copywriting, positioning, pricing, competitive analysis, advertising, sponsorships, affiliate partnerships, and other activities to increase the demand and relevance for creative entrepreneurship programs. This person must thrive in a startup environment: dynamic, fast-paced, inclusive, and highly team-oriented. They will communicate with a wide variety of key stakeholders, both internal and external. They will bring excitement about forming the future of online education and supporting independent artists.
Responsibilities ●Lead strategic marketing plan for key audiences and offerings, setting strategic priorities and goals based on the program's business plan and growth & revenue targets including: ○Driving lead generation for the program offerings via the development of an integrated marketing plan. ○Developing marketing budget tied to key business objectives. ○Identifying, targeting, attracting, and retaining creative entrepreneur students from a variety of backgrounds, including from the New School community, creative professionals in general, and partner affiliations. ○Maintaining a consistent message and quality level across all program media and promotions. ●Provide regular market research, reporting, competitive analysis, and intelligence about industry trends, and drive insight creation from this data to respond to audience educational needs and inform business strategy. ●Manage the marketing mix including web presence and website oversight, digital and traditional marketing efforts, and email communications. ●Ensure maximum effectiveness and high quality user experience of the program's systems including digital marketing systems, Customer Relationship Management, Learning Management System, and website. ●Develop and manage enrollment and outreach plans and systems. ●Contribute to the creation of online curriculum and programs of study through close communication with Product Managers and Director of Curriculum Development to determine successful offerings. ●Collaborate with University teams supporting online initiatives, including academic leadership, Marketing & Communications, and Distributed Education. ●Work with and help to coordinate the efforts of the administrative, finance, platform, technical, content, student support, business development, and marketing teams. ●Recruit staff and lead, manage, and mentor them for professional growth.
●Bachelor's degree in a relevant field. ●7-10 years of developing and leading marketing and outreach functions and teams ●Demonstrated expertise in creating marketing communications materials including brand building and positioning content marketing, advertising, literature, packaging, merchandising, web sites, Internet marketing, point of purchase, training materials, direct marketing, trade shows, press releases, and other marketing collateral. ●Experience and comfort with leading interactive, digital, and online marketing plans including: ○Google Ads, Facebook and Instagram Ad Managers and other online media. ○Social media, web-based marketing, and search engine-driven marketing ●Ability to identify vendors and conduct analyses of performance and return on investment to support marketing and business plans. ●Experience in business development and corporate relations including deal negotiation, proposal development, and partnership execution. ●Strong organizational skills and the ability to meet deadlines, prioritize and work on multiple projects simultaneously with great efficiency and attention to detail and personnel management. ●Ability to interact effectively with individuals and groups at various levels of the University and with strategic partners. ●Ability to handle confidential matters with integrity and complete confidentiality. ●A sense of humor; professional and intellectual curiosity; flexibility and creativity; self-directed and collaborative mindset ●Demonstrated interest in The New School and its mission, higher education services and strategy, creative entrepreneurship, data analysis, and/or project management
●Master's degree in Marketing, Business, or other relevant field. ●3-5 years of experience leading marketing and/or enrollment functions for educational or related programming ●Demonstrated experience in leading marketing and/or enrollment for online offerings, professional education, and digital content delivery.
Internal Number: 18448
About The New School
The New School, a leading university in downtown New York City, offers degree and nondegree academic programs in design, the social sciences, the liberal arts, management, the arts, and media. Students benefit from small classes, superior resources, and renowned faculty members who practice what they teach. Continuing education courses and public programs place the university at the center of New York’s cultural and intellectual life.