The Digital Marketing Manager exists to maximise the contribution from a portfolio of university short courses in a specific product vertical. The Portfolio Marketing Manager oversees the creation and application of the marketing strategy for this portfolio, including marketing investment and revenue strategy,execution of digital marketing strategy, sales collaboration, student retention and alumni re-engagement, with the purpose of increasing the revenue and profitability of this portfolio.
Key Role and Responsibilities:
Responsible for achieving targets for marketing spend, revenue and profitability for a portfolio of courses and/or graduate programs
Construct marketing strategies and tactics to increase and capitalize on the demand for digital education and specific courses in the product vertical
Manage the marketing budget for the portfolio, to ensure maximum revenue at an acceptable cost per acquisition. Dictate the marketing mix, including digital and traditional channels, and campaigns to be executed on by the strategy and media teams
Manage the pricing, discount and payment plans of courses in portfolio
Manage the launch of new courses, to achieve maximum student numbers on first presentations and manage the expectations of the university partner
Ensure portfolio is performing against expectations, and request course overhauls on courses that are not meeting student needs.
Manage the database of previously interested prospects and past students to increase the alumni repeat rate and overall student numbers.
Direct the testing strategy of creative assets, including ad images, copy and landing pages.
Work with the cross functional university teams to deliver maximum results - Revenue, Student numbers, cost per acquisition, completion rate and NPS.
Direct the marketing strategy team on all tasks related to narrative storytelling using data, including internal and partner-facing reports and presentations
Education and Experience:
At least 3-5 years of experience directly managing teams in demand generation, marketing strategy, brand strategy or a related function. 5-10 years of overall experience in digital marketing preferred.
Detailed knowledge of digital marketing platforms, including Facebook, Instagram, Adwords, Reddit, Twitter, Google Analytics, etc.
Strong quantitative skills and proven ability to drive strategies rooted in practical analyses
Experience managing cross-functional teams; strong management and coaching skills required
Intermediate skills in Excel, Tableau, Salesforce or similar BI and CRM tools required
The Digital Marketing Manager will directly manage Marketing Leads and Marketing Executives as part of the Marketing Strategy team