The VP of Demand Generation is responsible for the generation and conversion of leads for our short course portfolio. The VP Demand Generation will be directly responsible for the management of advertising spend budgets to achieve maximum enrollments, and the overall marketing strategies and tactics that will achieve our student enrollment objectives. The Adspend Planning, Paid Media, Web and SEO, and Marketing Operations functions will report directly to the VP Demand Generation.
Key Role and Responsibilities:
Creation and management of an annual advertising spend plan, with realistic yield assumptions, that produces target ESG’s at an agreed cost per ESG constraint, that rolls up into a Revenue and Advertising spend forecast for the relevant financial period
Management of paid media execution, in line with target yields and spend levels.
Drive the creation of web assets, that will increase the contribution of students from organic sources
Ensure optimal presence of courses on school sites to maximise school referral traffic and students
Management of the marketing ecosystem of websites (incl getsmarter.com), landing pages and microsites, for optimal UX and lead conversion
Oversee communication strategies with interested prospects, including email, text and other communication channels
Collaborate with Sales leaders to develop an optimal lead contact and conversion strategy for the sales team, with alignment on sales contact strategy
Analyse impact of marketing tactics and strategies, and present findings to the team in order to make informed, data-driven decisions
Manage the risks inherent in marketing our products in multiple jurisdictions
Lead the digital marketing team and function, and grow a team of senior leaders at GetSmarter, a brand of 2U Inc.
Education and Experience:
More than 5 years of industry and/or functionally related experience. Experience in Digital Marketing, specifically related to Media Management, Paid Media, and Inbound marketing
University degree. Mastery of quantitative skills (SQL, Data Analysis), and numerical proficiency.
Proficiency with digital marketing platforms and technologies - Adwords, Facebook, Inbound Marketing tools