What are the responsibilities and job description for the Senior Marketing Strategist (Marketing Generalist) position at Indiana University Bloomington?

Job Summary

The Senior Marketing Strategist position performs a vital role on the Enrollment Marketing Strategy team at the Kelley School of Business. In partnership with academic program leaders, this role focuses on driving enrollment growth for the Full-Time Flex MBA Program at IU Kelley Bloomington, working throughout the funnel; from lead generation to converting applications, increasing yield, and reducing melt.

Department-Specific Responsibilities

Collaborates with key program and school stakeholders to develop full funnel enrollment marketing strategies.
Works closely with the larger Kelley marketing and communications team to identify and implement tactics (owned, earned, and paid) that support the outlined strategies.
Oversees and guides execution to ensure deliverables support the marketing strategy, will achieve identified goals and KPIs, and align with the Indiana University and Kelley School of Business brand.
Reports to the Executive Director of Enrollment Marketing Strategy and collaborates closely with the broader Enrollment Marketing Strategy team, especially among peers who lead marketing strategy for each of the MBA programs in Kelley's portfolio.
Leads the planning, development, and execution of full funnel, enrollment marketing strategies for academic programs, Full-Time Flex MBA for IU Kelley Bloomington.
Defines goals and KPIs, target markets, segmentation and personas, positioning and value statements, unique selling points, timeline, and budget.
Develops multi-channel, integrated marketing and communications plans, in collaboration with function leaders and their teams, that align with the established marketing strategy. Plans include owned, earned and paid media.
Provides support and guidance on all aspects of campaign execution to ensure deliverables support the marketing strategy, will achieve identified goals and KPIs, and align with the IU and Kelley brand.
Oversees multiple marketing campaigns at one time, working collaboratively with Kelley marketing and communications peers and freelance / agency partners to execute and fulfill plan deliverables.
Develops strong, collaborative partnerships and communicates effectively with key stakeholders, including program leaders, marketing and communications peers, and other functional leaders and their teams.
Evaluates overall campaign performance, communicating insights with all key stakeholders and across relevant marketing and communications teams. Identifies opportunities to optimize plans and / or evolved the marketing strategy to reach established goals and KPIs.
Continues to grow knowledge and understanding of marketing both in business and in higher education, including increasing marketing effectiveness and advancing marketing technology.
Develops expertise on the MBA market, seeking information and conducting research that will continually advance marketing strategies and inform the Enrollment Marketing Strategy team, program leaders, and the Kelley School of Business overall.
Works cross-functionally within a matrixed organization that includes functions specializing in content, creative, digital and web, paid media, and PR and communications.

General Responsibilities

Independently develops and executes basic and complex strategic marketing plans for a department or functional area within a department to advance goals and objectives, including data collection and market research, target market definition, development of project timelines, sourcing of promotional materials, and marketing content creation.

Responds to inquiries and requests from stakeholders and explains information regarding policies, procedures, and programs.

Manages relationships with various internal and external stakeholders, including vendors, and acts as a collaborative resource in curating marketing plans to relevant initiatives, groups, events, and programs.

Regularly researches relevant subject matter to increase knowledge in area(s) of specialty, including information on various marketing channels (print, online, electronic, email, social media, and direct mail).

May participate in team-based marketing planning to align strategies and deadlines across various concurrent projects and initiatives.

Collaborates with users of various software programs and creative platforms to create and deliver content and marketing materials in multiple formats to a variety of audiences.

May provide guidance to lower-level Marketing Generalists; may make process and operational recommendations to manager.

Qualifications

Combinations of related education and experience may be considered. Education beyond the minimum required may be substituted for work experience. Work experience beyond the minimum required may be substituted for education.

EDUCATION

Required

Bachelor's degree in communications, marketing, English, public relations, or related field

WORK EXPERIENCE

Required

5 years in relevant field

Preferred

3 years of experience with strong knowledge and experience in marketing and communications principles and strategy

SKILLS

Required

Proficient communication skills

Maintains a high degree of professionalism

Demonstrated time management and priority setting skills

Demonstrates a high commitment to quality

Possesses flexibility to work in a fast paced, dynamic environment

Seeks to acquire knowledge in area of specialty

Highly thorough and dependable

Demonstrates a high level of accuracy, even under pressure

Possesses a high degree of initiative

Ability to influence internal and / or external constituents

Preferred

Experience in creating and successfully implementing marketing and communications plans, especially content strategy and digital plans that drive revenue

Experience in brand-building initiatives, including creating highly engaging digital paid media experiences

Background in multi-marketing with strong communications and brand strategy experience

Ability to think strategically and execute tactically; a mix of high-level strategy and planning and on-the-ground tactical execution

Ability to understand the full marketing mix across paid, owned and earned channels

Experience with paid social media campaigns

Ability to work adeptly in a constantly evolving digital environment

Exceptional prioritization, problem-solving, and project management skills

Adept at working in a fast-paced environment and can successfully juggle multiple assignments at once with tight deadlines

Ability to build initiatives from scratch; self-starter

Demonstrated success

Working Conditions / Demands

This role requires the ability to effectively communicate and to operate a computer and other standard office productivity equipment. The position involves sedentary work as well as periods of time moving around an office environment and the campus. The person in this role must be able to perform the essential functions with or without an accommodation.

Benefits Overview

For full-time staff employees, Indiana University offers a wide array of benefits including :

Comprehensive medical and dental insurance

Health savings account with generous IU contributions

Healthcare and dependent care flexible spending accounts

Basic group life insurance paid by IU

Voluntary supplemental life, long-term disability, critical illness, and supplemental accidental death & dismemberment insurance

Base retirement plan with generous IU contributions, subject to vesting

Voluntary supplemental retirement plan options

Tuition subsidy for employees and family members taking IU courses

10 paid holidays plus a paid winter break each year

Generous paid time off plans

Paid leave for new parents and IU-sponsored volunteer events

Employee assistance program (EAP)

Learn more about our benefits by reviewing the IU Benefit Programs Brochure.

Job Classification

Career Level : Advanced

FLSA : Exempt

Job Function : Marketing & Communications

Job Family : Marketing

Click here to learn more about Indiana University's Job Framework.

Posting Disclaimer

This posting is scheduled to close at 11 : 59 pm EST on the advertised Close Date. This posting may be closed at any time at the discretion of the University, but will remain open for a minimum of 5 business days. To guarantee full consideration, please submit your application within 5 business days of the Posted Date.

If you wish to include a cover letter, you may include it with your resume when uploading attachments.

Equal Employment Opportunity

Indiana University is an equal employment and affirmative action employer and a provider of ADA services. All qualified applicants will receive consideration for employment based on individual qualifications. Indiana University prohibits discrimination based on age, ethnicity, color, race, religion, sex, sexual orientation, gender identity or expression, genetic information, marital status, national origin, disability status or protected veteran status. Indiana University does not discriminate on the basis of sex in its educational programs and activities, including employment and admission, as required by Title IX. Questions or complaints regarding Title IX may be referred to the U.S. Department of Education Office for Civil Rights or the university Title IX Coordinator. See Indiana University’s Notice of Non-Discrimination here which includes contact information.

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