MBA Marketing Manager
Reporting directly to the Assistant Director of Brand Marketing, the MBA Marketing Manager works with the MBA program, the Executive Director of Marketing & Communications, and the Marcomm team to develop and execute a fully formed marketing and communications plan for the Vanderbilt MBA program. The MBA Marketing Manager efforts will drive increases in key success metrics for the Vanderbilt MBA program, including: Awareness; Interest and Inquiries; Visits; Event/program registration; Applications (both quantity and quality); Enrollment; and Reputation.
The Marketing & Communications Department manages marketing strategy, plans and tactical efforts for the programs and departments of the Owen Graduate School of Management (OGSM). With the goal of attracting and converting high quality students and employers to our programs, these initiatives include Branding and Creative Services, Digital and Traditional Advertising, Market Research, Public Relations and Social Media, Website, Direct Response efforts, Sales and Collateral materials and other publications. This department also handles all rankings submissions for the school, a critical element that feeds the reputation and fuels the appeal of a school for prospective students. The departmental staff is comprised of 10 professionals supported by agencies, freelancers and centralized Vanderbilt resources; the department is directly responsible for a $1.6 million annual spend.
Duties and Responsibilities:
Develops and executes marketing strategies and integrated tactical plans for the MBA program.
- Works independently and with partners to build and execute marketing campaigns in a variety of formats, including traditional, digital, email, and direct response
- Maintains and enhances program-specific content on the school’s website
- Develops strong relationships and effective collaborative processes with program partners
- Facilitates annual and periodic planning sessions for assigned programs
- Helps articulate quantifiable objectives and recommends tactics and timeline to achieve
- Develops and monitors marketing communications budget to achieve plan
- Tracks and analyzes key metrics and performance data in real-time
- Conducts marketing research and competitive analysis to inform decision-making
- Proactively seeks ways to help the MBA program improve performance
Develops and distributes compelling messaging and content for target audiences.
- Develops creative briefs that drive creative content and messaging for the MBA program
- Maintains Copy Platform for clear, consistent presentation of features and benefits
- Manages creative materials needed to execute tactical plan, including but not limited to:
- Sales brochures and printed collateral
- Direct response communications—email and direct mail
- Web copy and graphic presentation
- Advertising—digital and traditional
- Video and interactive presentations
- Social media and online communities
- Ensures that the VOGSM branding standards are consistently applied
Oversees execution of tactical plans.
- Secures and supervises creative and operational resources needed for tactical plans
Serves as program advocate and liaison for schoolwide Marcomm efforts.
- Ensures that the MBA program is appropriately represented in schoolwide and cross-program initiatives and provides input and messaging as required for broader marketing and communications efforts (e.g., branding initiatives, website, commflow, social media initiatives)
- Represents the MBA program’s interests/accomplishments in school’s PR and publications
Qualifications
- BS or BA in marketing, communications, journalism, etc. MBA preferred
- Proven results in marketing & communications initiatives are required— this includes advertising, direct response, promotion, public relations, social media, etc.
- Experience with data analysis and reporting required
- Working knowledge of Microsoft Office, Outlook, Excel, and PowerPoint is preferred.
Commitment to Equity, Diversity, and Inclusion
At Vanderbilt University, we are intentional about and assume accountability for fostering advancement and respect for equity, diversity, and inclusion for all students, faculty, and staff. Our commitment to diversity makes us who we are. We have created a community that celebrates differences and lets individuality thrive. As part of this commitment, we actively value diversity in our workplace and learning environments as we seek to take advantage of the rich backgrounds and abilities of everyone. The diverse voices of Vanderbilt represent an invaluable resource for the University in its efforts to fulfill its mission and strive to be an example of excellence in higher education. Vanderbilt University is an equal opportunity, affirmative action employer. Women, minorities, people with disabilities and protected veterans are encouraged to apply.
Please note, all candidates selected for an offer of employment are subject to pre-employment background checks, which may include but are not limited to, based on the role for which they have been selected: criminal history, education verification, social media review, motor vehicle records, credit history, and professional license verification.