The Marketing Manager, Audience Marketing is responsible for creating, deploying, tracking and measuring marketing strategies and campaigns for key customer segments and audiences for Northeastern University's portfolio of graduate and bachelor's completion degree programs. Activities must drive and support annual domestic lead and enrollment goals, increase awareness, and contribute to the overall success of Northeastern University and its programs. Working closely with digital marketing team, he/she ensures all marketing strategies, content, touchpoints, and campaigns are driving a cohesive marketing experience that drives enrollments through a targeted and personalized approach to audience needs and motivations. They will monitor the full marketing funnel for these strategies - from lead generation through application conversion and enrollment - and ensure appropriate, consistent messaging for that audience while maintaining the Northeastern University brand.
The Marketing Manager, Audience Marketing is data-driven in his/her approach, leveraging a number of different systems and tools to evaluate campaign and strategy performance, and adjusts them appropriately. This person effectively communicates with diverse stakeholder groups on a regular basis, including college representatives, administrators, and marketing leadership.
He/she will partner across the entire enrollment management team including program and regional marketing, analytics, content development, enrollment counseling, and the customer experience teams. The focus of collaboration across these groups will include reporting and sharing insights on the performance of campaigns and audiences with key stakeholders, managing creative requests, and building and executing audience and content test roadmaps to drive new opportunities and optimization of campaigns.
Key responsibilities include (but are not limited to):
Drafting annual in-market strategic plan and key messages for prioritized audiences, leveraging input from teams across enrollment management, the colleges, and the market research team.
Partners with customer success teams, media agencies, and market research to outline the best sectors or programs in the Northeastern portfolio for each audience.
Effectively project manages the development of marketing content across multiple audiences
Manages testing strategy to improve performance of campaigns and to drive optimization; includes testing new potential audience targets, content, and key messages
Partners with digital marketing team to execute and measure campaign effectiveness on both a regular and ad-hoc basis.
Support and execute on key initiatives assigned by enrollment management leadership, as needed.
Aid in development of reporting dashboards, success metrics and regularly reporting out of performance against goals
At least 5 years of experience executing successful marketing campaigns, preferably those focused on audiences, that support generating and nurturing leads
Experience developing KPIs, measurement plans, and analyzing marketing campaigns, and building optimization test roadmaps to drive progress forward
Ability to manage multiple priorities and projects across various initiatives, stakeholders, and audiences
Strong collaboration skills, with internal and external stakeholders
Bachelor's degree required
Marketing and Communications
Northeastern University is an equal opportunity employer, seeking to recruit and support a broadly diverse community of faculty and staff. Northeastern values and celebrates diversity in all its forms and strives to foster an inclusive culture built on respect that affirms inter-group relations and builds cohesion.
All qualified applicants are encouraged to apply and will receive consideration for employment without regard to race, religion, color, national origin, age, sex, sexual orientation, disability status, or any other characteristic protected by applicable law.
Founded in 1898, Northeastern University is a private research university located in the heart of Boston. Northeastern is a leader in worldwide experiential learning, urban engagement, and interdisciplinary research that meets global and societal needs. Our broad mix of experience-based education programs?our signature cooperative education program, as well as student research, service learning, and global learning?build the connections that enable students to transform their lives. The University offers a comprehensive range of undergraduate and graduate programs leading to degrees through the doctorate in nine colleges and schools.