Responsible for successfully marketing the Wharton MBA, Executive MBA, and other degree programs. Oversee inbound marketing, advertising, and CRM technologies for each program to attract qualified prospective students and nurture them to apply.
Grow new leads, including marketing-qualified leads, within and across programs, with inbound strategies and campaigns that drive site traffic through SEO, PPC, email marketing, landing pages, and other techniques. Optimize marketing automation and lead nurturing to target specific audience segments, working with each program, content producers, and social media teams to coordinate assets, deliver emails, enhance social engagement, and ensure that best practices are being followed to adequately track results after implementation.
Analyze data to map student journeys and ensure that marketing automation and Salesforce CRM platforms are frequently updated to align with student journey. Integrate these insights into marketing strategies. Provide strategic guidance, recommend updates and refinements to business processes, and develop and update Key Performance Indicators (KPI’s).
Maintain a solid understanding of each program’s goals, objectives, pain points, intricacies, target audiences, seasonal trends, and business processes; and educate the Marketing and Communications team about these as needed.
Develop strong working relationships with contacts from each program, earning their respect, trust, and confidence as a knowledgeable and reliable strategic partner who provides vital and valued expertise that helps the program attain its goals.
Work with the CCMO, the Senior Director of Marketing Strategy and Operations, and key members of each program to develop an annual marketing plan based on the program goals. Develop monthly, quarterly, and annual progress reports for each program that clearly communicate the progress, performance, and ROI of all marketing spend and efforts.
Internal Number: 41557
About University of Pennsylvania
Penn has a long and proud tradition of intellectual rigor and pursuit of innovative knowledge, begun by Benjamin Franklin in 1740. That tradition lives today through the creativity, entrepreneurship, and engagement of our faculty, students, and staff. Academic life at Penn is unparalleled, with an undergraduate student body of 10,000 from every U.S. state and around the world. The entering class of 2015 is the most talented and diverse in Penn's history. Consistently ranked among the top 10 universities in the country, Penn welcomes an additional 10,000 students to our top-ranked graduate and professional schools.