The Kellogg School of Management at Northwestern University develops leaders through multiple degree and non-degree programs: MBA, EMBA, Evening and Weekend, and Executive Education. Kellogg’s Executive Education enterprise provides over 200 programs annually, on an expanding range of subjects, through classroom, livestream, and asynchronous modalities, to a wide and growing range of organizations and individuals worldwide. Kellogg is a world leader in and top-tier provider of Executive Education programs. Executive Education is materially financially important to the Kellogg School of Management and to Northwestern University.
The Managing Director of Marketing is the senior leader responsible for developing and executing the marketing strategy, initiatives, activities, and related functions (e.g., CRM) to drive enrollment and revenue for all of Kellogg’s Executive Education programs. This individual is particularly responsible for meeting the enrollment and revenue targets for our 45-50 Open Enrollment programs.
The specific responsibilities of the position include:
Developing and leading multi-year strategies and initiatives for growing Kellogg’s position in the global Executive Education market and meeting our revenue and enrollment targets
Developing the marketing strategy for targeting and marketing all of Kellogg’s Executive Education programs
Developing and executing all marketing communication of all forms (e.g., digital) for our programs including both content (i.e., advertising, direct marketing, social media) and media (i.e., website, search, social media, email)
Developing and utilizing our CRM system, marketing tracking systems and related systems and tools to optimize marketing productivity, effectiveness, and efficiency
Developing and executing greater marketing support for our Custom and Online business development, program growth and revenue
Managing the Marketing budget of Executive Education to maximize financial rigor and marketing performance
Leading the five-person Marketing staff and upgrading their capabilities and professional development
Directing and coordinating with external partners (e.g., Emeritus, 2U) to oversee and synchronize Kellogg’s overall Executive Education presence, brand position and identity in market
Synchronizing with Kellogg partners (i.e., Marketing and Communication, KIS) to integrate Kellogg’s marketing activities and systems for brand positioning and greatest effectiveness
Please note:Requires occasional travel.
Develop and execute the overall marketing and sales strategy to achieve Open Enrollment revenue and surplus goals.
Partner with the Kellogg marketing team on annual strategy plans, external agency relationships, and marketing collateral and content creation for both print and digital media, consistent with Kellogg brand standards and academic values.
Network with internal and external resources and organizations to identify new markets and opportunities for Kellogg Executive Education.
Direct marketing tactics, content strategy and resource allocation across paid, owned and earned platforms including website, social media, direct marketing, paid search, display advertising, and retargeting. Lead assistant directors of direct marketing and content marketing to develop, integrate and execute plans.
Identify, develop, maintain, and grow external marketing partnerships both domestic and abroad. Review partnerships on a periodic basis to ensure cost-effectiveness.
Manage CRM marketing strategy including data integrity and total funnel approach outreach to deliver on registration and repeat business goals.
Partner with Executive Education technology team to maintain web site and enrich analytic tools and databases.
Oversee the design and publication of all Open Enrollment program marketing brochures on an annual basis, seeking input from Program Directors and Executive Education Advisors.
Work with Custom Programs’ business development team to drive group registrations for Open Enrollment programs.
Be accountable for the Executive Education marketing budget, optimizing return on investment across the various marketing channels.
Program Scheduling and Support
Work with Program Design to anticipate program enrollments and assess viability of each program with sufficient lead time to make go/no go decisions with ADs.
Oversee the market research function to ensure program offerings align with market interest. Provide customer insights during program design and redesign.
Build and leverage an enrollment analysis system to track the sales funnel on a real time basis, across unique web page visits, leads, applications and registrations. Adjust marketing tactics real time in response to unanticipated enrollment patterns.
Executive Education Technologies
Ensure modern marketing technology is in place. Complete and implement McGaw consulting study recommendations. Preliminarily, major improvement opportunities to improve the effectiveness and efficiency of the tech stack to drive enrollments and conversions include: visitor tracking on website, better estimation of campaign impacts, lead scoring, data enrichment for better targeting, improved capability for A/B testing.
Support other Kellogg departments and centers, including Career Management Services and Alumni, in their utilization of Exec Ed-led technologies and systems, providing training and maintenance services.
Online Program Marketing, Enrollment and Partnerships
Develop and execute the overall marketing and sales strategy to achieve in-house Online Program revenue and surplus goals.
Establish cross functional and external partnerships to ensure alignment with the marketing and sales efforts of several third-party online program partners, ensuring marketing and sales execution is in line with Kellogg brand standards/requirements and achieves desired enrollment and surplus goals.
Provide guidance and direction to employees with emphasis on maintaining a high performing work environment, especially on coaching, counseling, policies, procedures, and standards. Foster effective methods of communication and empowerment. Build employee ownership of the organization.
Oversee external vendor relationships and ensure compliance with NU procurement guidelines.
Develop and implement opportunities to improve business practices and procedures within the department and across Executive Education.
Undergraduate degree in business or related field of study with strong knowledge or experience in various business functions (e.g.: digital marketing with strong tech skills and financial orientation)
Minimum of 10 years of marketing and/or communications experience.
Minimum Competencies: (Skills, knowledge, and abilities.)
Excellent ability to work collaboratively within a team, across groups, and one on one.
Well-organized with ability to handle multiple projects simultaneously.
Proven ability to effectively build a team of talented direct reports.
Strong writing skills; ability to distill complex academic information into consumer-friendly marketing communications.
Strong analytical skills.
Ability to interact well with executive program participants, faculty members, and client stakeholders.
Self-starter with strong attention to detail.
Superior customer service skills.
Masters in Business Administration (MBA) or related graduate study with strong knowledge or experience in various business functions and direct experience in digital marketing.
Demonstrated proficiency with all aspects of digital marketing blended with superior marketing strategy skills
Demonstrated ability to increase team performance in terms of focus on end results vs process, agility, decisiveness, and experimentation.
Northwestern University is an Equal Opportunity, Affirmative Action Employer of all protected classes, including veterans and individuals with disabilities. Women, racial and ethnic minorities, individuals with disabilities, and veterans are encouraged to apply. Hiring is contingent upon eligibility to work in the United States.
Internal Number: 40901
About Northwestern University
Northwestern University is a major private research university with 12 academic divisions located on three campuses in Evanston, Chicago, and Education City in Doha, Qatar. We have approximately 2,500 full-time faculty members, 17,000 graduate and undergraduate students, and over 5,700 full and part-time staff. Northwestern University combines innovative teaching and pioneering research in a highly collaborative environment. It provides students and faculty exceptional opportunities for intellectual, personal and professional growth.