Marketing Manager

About The Institutes

Located in beautiful Malvern, Pennsylvania, The Institutes® are a not-for-profit comprised of diverse affiliates that educate, elevate, and connect people in the essential disciplines of risk management and insurance. Through products and services offered by our nearly 20 affiliated business units, people and organizations are empowered to help those in need with a focus on understanding, predicting, and preventing losses to create a more resilient world.

Additionally, we understand the importance of work-life balance—in 2024 Philly.com named us a Top Workplace for the ninth year and USA Today named us a USA Top Workplace for the second year. We provide excellent benefits and a friendly, team-focused work environment to drive employee engagement.

Marketing Manager

The Marketing Manager is responsible for leading the development, execution, and optimization of data-driven, strategic marketing programs and product commercialization efforts focused on key personas and in support of The Institutes Knowledge Group goals, as well as enterprise growth goals.

This is a great role for a data-driven marketer with proven success in persona/journey based digital marketing, strategic planning, marketing analytics, data analysis, and project management. This role requires a highly proactive, critical, and analytical thinker with proven leadership skills, who can effectively balance multiple priorities, manage stakeholder expectations, communicate clearly and directly, and thrives in a highly-matrixed and collaborative organization.

What You’ll Do:

• Collaboratively define and develop marketing programs focused on B2C (student) lead generation, lead nurture, conversion, and loyalty/advocacy development, and that effectively utilize multiple channels including but not limited to eCOMM, SEO, social media and email
• Lead the collaborative efforts of commercializing new and revised products within The Institutes’ portfolio by driving strategic decisions based on key persona insights and student behaviors/trends, and in alignment with multi-departmental dependencies
• Critically breakdown data as well as leverage, and apply, competitive insights, research findings, and customer learnings to drive both strategic and tactical marketing decisions and optimization as well as propose new ideas and market tests based on data
• Strategically plan, test, implement, and optimize compelling, innovative and integrated digital marketing and promotional campaigns with a focus on product launches and product marketing that is persona-driven, rooted in customer data and insights
• Create comprehensive, strategic marketing programs that include clear, realistic KPIs focused on enterprise business goals, defined personas, and supporting marketing mix; continually optimize supporting campaigns based on data, including competitive insights and results
• Develop a deep mastery of the commercialization process, customer journey and varying persona needs and motivations to drive effective marketing programs and campaigns focused on product adoption and retention; Educate the organization on these learnings as well as the overall journey and collaborate on new personas as well as optimize current personas based on evolving trends and changing needs/roles
• Actively track, measure, and interpret results and campaign outcomes to improve activity and campaign performance, optimizing on an ongoing basis
• Accurately and effectively manage budget, reconcile spends, and plan forecasting, with a focus on budget allocation based on results and high opportunity areas
• Hyper communicate across the Marketing department and with appropriate stakeholders across departments and various business units to clearly and directly elevate insights, risks, barriers, and solutions to varying audiences with the appropriate level of information
• Closely coordinates activity with marketing counterparts and other departments
• Serves on cross functional teams on an ongoing basis
• Performs other duties as assigned

Required Competencies

Technical Knowledge: Ability to work with and understand how to effectively apply unique technologies in business environments; digital marketing experience; experience with Marketing Automation and CRM systems, as well as the ability to leverage new and changing technologies such as AI; B2C marketing experience, data sources, marketing analysis; vendor management experience; creative process management required; experience developing marketing programs and campaigns

Collaboration: Ability to understand high level vision/business goals and translate that vision into executable and strategic marketing programs and associated campaigns that require coordination across Marketing and other departments; extremely detail-oriented with clear and proven organizational skills; Strong listening skills and highly refined collaboration skills.

Communication: Effective communication in written and verbal formats to various audiences at varying levels of the organization, including delegating and communicating up and across as needed, and with a variety of project stakeholders

Strategic Focus: Highly motivated, analytical, and business driven with proven ability to develop comprehensive marketing programs that accelerate market share and sales growth through effective product commercialization efforts

Decision Making: ROI focused analytical skills required to read/interpret marketing reports and make recommendations; demonstrate sharp, critical thinking and effective problem solving as well as develop new ideas with the flexibility to pivot based on data

Project Management: Strong ability to project manage multiple work-streams; familiarity with Microsoft Teams a plus; familiarity with Google Analytics a plus; familiarity with Active Campaign a plus; ability to develop realistic budgets and budget forecasts

What We’re Looking For:

• Undergraduate degree required; MBA a plus
• 5 years of practical digital marketing experience required; Experience with vendor management and marketing tech/tools
• Experience with project management and marketing reporting
• Experience with marketing analytics and data analysis
• Experience with persona and customer journey marketing
• B2C experience required

The Best Part? The Benefits!

To enforce the importance of work-life balance, employees enjoy excellent benefits, including:

• 401(k) plan with company contribution up to 16%
• Generous time off package that includes paid vacation, personal, sick, and holidays
• Paid maternity and parental leave
• Tuition reimbursement
• Medical, dental, vision, and prescription coverage

• On our Malvern campus: Free lunch every day when working on campus, onsite fitness center, and a beautiful 1.25-mile walking path!