The Head of Marketing and Sales is a senior leadership role within Columbia Business School's Executive Education unit, reporting jointly to the Vice Dean of Executive Education and the Senior Associate Dean of the Department. This position will be responsible for creating competitive advantages for Columbia Executive Education's business line of custom, online and open enrollment programs, while establishing and executing the department's strategic marketing and sales planning, direction and forecasting. The Head of Marketing and Sales will be responsible for creating unique and targeted sales plans, crafting engaging marketing collateral, developing pricing strategies and directing all sales efforts of custom and open enrollment products to ensure goals are surpassed.
While directly overseeing a team of marketing and sales professionals, the Head of Marketing and Sales will work collaboratively with all other department leaders in regards to forging an effective strategic approach and its implementation. The position will also be required to work across business school departments and will need strong relationships with Business School's Chief Marketing Officer and Head of Public Relations department as necessary. This position will also oversee the relationship that currently exists between a retained advertising agency and a marketing analytics group that have been working in close partnership to counsel and advise marketing strategies. This position will also work closely with partner organizations that assist the business school in the development and marketing of in-person and online programs.
The Head of Marketing and Sales will be a polished professional with the ability to understand, assess and act upon company and industry metrics. The position will need the specialized skill to present relevant data to internal and external stakeholders in a clear concise way, in order to build consensus and implement actionable next steps. Motiving team members to perform at their highest levels and working with faculty to translate thought leadership and research into actionable, viable executive education programs will be a key measure of success. The position will require a keen sense of brand and product awareness and a pulse on marketplace learning trends, client needs, and all traditional and nontraditional competitors.
The position will also need to work with the Senior Associate Dean, Vice Dean, and sales teams to determine an effective outbound and inbound sales strategy, all while coordinating those sales strategies with the marketing strategy. This will involve not only seeking new clients, but also driving relationships further with current clients.
Responsibilities
Develops and implements the overall marketing and B2B /B2C sales strategy, with an approach incorporating; branding, lead-generation, engagement-building, and inquiry-conversion strategies to achieve business objectives across all program channels (open enrollment, custom, and online channels).
Supervises and manages the performance of a team of marketing and sales officers. This includes overseeing the following areas: marketing communications, planning, monitoring, and refining media online and print advertising, SEM/SEO, email marketing, event strategy, and launch of new Executive Education programs. Will comprise a best practice approach in B2B and B2C sales tactics, while optimizing and perfecting our response to incoming program inquires and custom RFP process. This will require assessing and evaluating the current systems in place and making improvement for overall efficacy.
Oversee a portfolio of custom clients and programs from academic institutions and third-party organizations, as well as select corporate clients to cultivate new custom business with university partners and third-party organizations. Focus and nurture key custom business relationships and all stakeholders.
Oversee the management of a pipeline of potential custom clients, and develop new opportunities for additional programs and services with existing clients.
Manages key agency partner relationships (strategy / branding agency, media buying / planning, online programs marketing / selling) to achieve business goals aligned to budget allocations.
Works in partnership with cross-functional departmental counterparts to: support and maintain an account-based go-to-market strategy.
Elevate and reinforce the brand and experience throughout the customer journey to ensure that all program, including partnership initiatives, meet brand standards and business goals.
Maintain quality and consistency of data intelligence for actionable analysis, with a robust and thorough understanding of a Salesforce CRM and working closely with representatives of the School IT department.
Oversees the identification and evaluation of new partnership marketing opportunities to elevate brand and increase prospect pool. Leads in developing relationships with external partners from strategy through execution. Identifies and builds alliances with internal stakeholders that may also benefit from CBS partnership.
Assists the Senior Associate Dean of Executive Education and Vice Dean for Executive Education in the development of new products and revenue streams for the Executive Education business. Works closely with Sr. Management team at Executive Education to evaluate need and viability of product, develop a go-to-market strategy, secure vendors, and gain buy-in from internal stakeholders.
Develops and maintains comprehensive understanding of Columbia Business School's Executive Education internal and external environment in order to respond strategically to business needs.
Evaluate marketing and sales results through an analytical approach to provide the Vice Dean and Senior Associate Dean of Executive Education with recommendations for optimal resource allocation.
Work closely with Senior Associate Dean and Vice Dean to initiate growth in the domestic and international markets. Conduct client face to face business meetings at the highest levels of organizations in order to secure business globally.
Collaborate with partners on marketing strategy and execution including development of collateral, website, program pages and content, and marketing positioning. Maintains an understanding of current and future trends in business and the concerns of executives, as well as the primary areas of interest of faculty at Columbia.
Minimum Qualifications
Bachelor's degree required. Master's degree strongly preferred. Minimum of 7-9 years related experience required.
Demonstrated excellent oral and written communication skills required. Must be creative, persuasive, tactful, and capable of managing multiple tasks under deadline. Must have strong management experience needed to lead both a large team and work in a fast-paced, high performing environment. Must have a proven track record of leading a successful large sales team. Must possessstrong analytical and critical thinking skills. Must have experience with budget management. Knowledge of data analysis and report writing required. Understanding of CRM optimization needed. Must have prior experience with digital marketing.
Preferred Qualifications
10+ years' experience with proven success leading marketing and sales efforts strongly preferred.
Equal Opportunity Employer / Disability / Veteran
Columbia University is committed to the hiring of qualified local residents.
Internal Number: 512934
About Columbia University
Columbia University is one of the world's most important centers of research and at the same time a distinctive and distinguished learning environment for undergraduates and graduate students in many scholarly and professional fields. The University recognizes the importance of its location in New York City and seeks to link its research and teaching to the vast resources of a great metropolis. It seeks to attract a diverse and international faculty and student body, to support research and teaching on global issues, and to create academic relationships with many countries and regions. It expects all areas of the university to advance knowledge and learning at the highest level and to convey the products of its efforts to the world.
