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Summer Sessions, Study Abroad, Lifelong Learning & University Extension (SSALLEX) is the extended education division of the University of California, Berkeley and an essential part of the University's mission to extend the research and scholarship of UC Berkeley to a global community. SSALLEX is a vibrant and dynamic organization that enables more than 60,000 visiting UC and potential Cal students; parents, faculty, academic units, international business partners, and central campus service providers engage in campus activities. The department provides more than 2,000 summer courses, fall freshmen programs, study abroad experiences, global internships, and year-around programs or courses, lectures, special events and interest circles for older adults.
The marketing department is made up of 18-20 full-time employees and is a full-service provider to the division spanning user experience, lead acquisition, creative services, and insights & analytics with a heavy emphasis on a digital experience and engaging students on a continuous learning journey.
We are looking for a strategy and execution focused Chief Marketing Officer (CMO) who is a great leader and coach. This person has experience at high-growth B2C and B2B companies and is able to own all areas of B2C marketing, including but not limited to product marketing, demand generation, content marketing, branding, channel marketing, marketing analytics, and events.
The ultimate goal is to achieve revenue hyper-growth that in turn generates profit for all of UC Berkeley, which the Chief Marketing Officer (CMO) facilitates by leading a high-performance team. This includes building a culture of experimentation and accountability, inspiring members to quickly adapt to new opportunities, ensuring alignment between role design and measures of success, and balancing internal with external resources.
The ideal candidate will also serve as a bridge builder across the organization, as a member of the senior leadership team, evangelist for marketing at all levels, and trusted partner with product design. The CMO must act with humility while establishing a long-term vision, and also prove adept at switching between strategy and execution, particularly as it pertains to intervening with missed targets.
Leads marketing team with accountability for driving record revenues for Extension and campus programs. Sets marketing strategy for $3M total spend including aligning organizational structure with performance goals.
Decides upon investment levels in programs using data in order to optimize revenue and enrollments, while deciding about the right balance between insourcing and outsourcing, such as optimizing marketing investment per channel; tracking cost-per-acquisition; enrollment forecasting; overall program economics including the value of instructor performance.
Application Review Date
The First Review Date for this job is: 11/17/2022. This position is open until filled.
Selects, trains, evaluates and manages staff responsible for implementing marketing and/or sales projects, programs, plans, strategies, etc.
Conduct market research and personas to make better decisions on the respective region strategies.
Execute online and offline marketing campaigns customized to fill and grow the lead pipeline with high-quality leads.
Determines appropriate marketing functions to support organizational goals.
Decides upon proper balance of staff and external partners including vendors and agencies. Advises senior management on matters concerning several functional areas, department and/or customers including international outreach and recruiting.
Strategic Planning: 20%
Holds key responsibility for marketing and sales goals, objectives, plans and strategies, and target markets in accordance with a $3M advertising/sales budget(s).
Participates in development of marketing and sales goals, objectives, plans, events, strategies and in setting target markets.
Measure the performance of all activities and campaigns, assess them against goals (ROI, Key Performance Indicators) and adjust strategy & activities to achieve them Provide ongoing reporting, develop actionable insights, test and learn approach to new initiatives.
Drive our digital marketing positioning (localization of Website, SEO, SEM, Digital campaigns).
Administers programs to promote within the campus community and/or the general public, awareness of department/campus services and/or products, projects or programs.
Develops, produces and distributes publications and other promotional materials for marketing and public relations purposes.
Data Activation & Dissemination: 15%
Develops and implements market research instruments or utilizes standard market research instruments to collect information necessary to effectively market goods and/or services; plans and conducts surveys as required.
Conducts internal market research contributing to the decision-making process on which programs can proceed to offer.
Coordinates use of surveys and other marketing research instruments to collect appropriate information to design and develop effective marketing reports.
Consults with campus leadership on revenue-generating, including developing program strategies.
Establishes and maintains contacts with internal and external marketing professionals and vendors such as internet resources, artists, designers, photographers, mailing houses, postal service, list brokers, advertising representatives, media contacts, etc.
Negotiates licenses and/or vendor contracts.
Relationship Management: 10%
Designs and manages programs to promote department services and/or products with the general public, using channels such as traditional and out-of-home/outdoor advertising, SEM, SEO, social media, public relations, special events, etc.
Partners with IT to develop marketing technology platforms to ensure successful outreach and effective data.
Establishes and maintains a network of professional contacts, including maintaining currency with professional organizations and publications.
Identifies, cultivates, solicits and nurtures relationships with real and potential corporate sponsors and other similar external contacts.
Departmental Management & Admin: 10%
Develops and monitors operational and budget processes.
Brand Identity Management/Stewardship: 5%
Establishes, promotes and ensures consistent application of 'brand' identity including appropriate use of department logo and marks.
Coordinates appropriate use of campus and/or department logos, etc.
Visionary with a driven personality, not only highly analytical and strategic but also creative and hands-on in nature.
Expert knowledge of current and emerging marketing trends and best practices in areas of marketing, including new and emerging strategies and technologies such as expanded use of digital and artificial intelligence.
Excellent skill in strategic planning, to effectively organize resources, establish priorities, and achieve desired results.
Excellent skill in managing staff including selection, training, evaluating and mentoring staff at all organizational levels; skill in taking corrective action with staff as required.
Excellent interpersonal communication and political acumen skills, including advanced skills to effectively represent the campus with other internal and/or external constituencies.
Excellent analytical skills with a specialty in market research and marketing analytics.
Excellent skills to produce results and achieve predetermined goals within budget and time constraints.
Leadership/management skills, including skills to lead, direct, mentor, evaluate and motivate staff.
Experience with digital and traditional advertising including omni-channel measurement.
Experience with B-to-C and B-to-B markets, with a preference for education.
Demonstrable experience positioning an organization in a competitive consumer market and winning market share.
Knowledge of marketing technology and systems including CRM, visualization, Google Analytics, attribution software.
Thorough knowledge of applicable campus policies and state and federal laws regarding marketing and advertising and other related policies or laws.
Knowledge of or the capacity to quickly learn about the UC Berkeley campus, including its mission, vision, achievements, infrastructure, products and services.
Bachelor's degree in related area and/or equivalent experience/training.
Significant years of marketing experience with a substantial amount in a supervisory role.
MBA or equivalent.
Salary & Benefits
This is a 100% full-time (40 hrs a week) exempt career position, which is paid monthly and eligible for full UC Benefits. Annual salary is commensurate with experience within the range of $101,300.00 - $160,000.00.
Please submit your cover letter and resume as a single attachment in the Resume section of your application.
Referral Source info This job is part of the Employee Referral Program. If a UC Berkeley employee is referring you, please ensure you select the Referral Source of 'UCB Employee' and then enter the employee's Name and Berkeley email address in the Specific Referral Source field. Please enter only one name and email. Diversity Statement
Please include, as part of your application a brief (1-2 paragraph) statement on your contributions to diversity, equity, inclusion, and belonging in your professional experience.
Advancing diversity, equity, and inclusion are fundamental to our UC Berkeley Principles of Community, which states that 'every member of the UC Berkeley community has a role in sustaining a safe, caring, and humane environment in which these values can thrive.'
This is not a visa opportunity.
Conviction History Background
This is a designated position requiring fingerprinting and a background check due to the nature of the job responsibilities. Berkeley does hire people with conviction histories and reviews information received in the context of the job responsibilities. The University reserves the right to make employment contingent upon successful completion of the background check.
Equal Employment Opportunity
The University of California is an Equal Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status. For more information about your rights as an applicant see:
The University of California was chartered in 1868 and its flagship campus - envisioned as a "City of Learning" - was established at Berkeley, on San Francisco Bay. Today the world's premier public university and a wellspring of innovation, UC Berkeley occupies a 1,232 acre campus with a sylvan 178-acre central core. From this home its academic community makes key contributions to the economic and social well-being of the Bay Area, California, and the nation.