Job Description

Robertson is the School of New Work. Our vision is for everyone to have a good life through a prosperous and fulfilling career. Our mission is to empower our learners with the most relevant training and up-to-date industry insights so that they may find fulfilling and meaningful careers.

Overview

Robertson College is seeking a dynamic Director, Brand and Marketing to spearhead our comprehensive marketing initiatives aimed at enhancing revenue and student engagement.

This strategic leadership role is responsible for overseeing the marketing department, managing our partnership with the Agency of Record and driving innovative marketing strategies that significantly impact the college's growth.

The successful candidate will balance high-level planning with tactical execution, lead internal teams in marketing fulfillment and content, and leverage advanced technologies, including AI, to optimize efforts and ensure accountability across all brand and marketing metrics.

Key Responsibilities

Strategic Leadership and Vision

Develop and implement an overarching marketing and branding strategy that impacts the college's revenue growth and market presence directly.

Innovate and adapt strategies to maintain competitiveness in the education sector.

Sales (Recruitment & Admissions) Collaboration

Partner closely with the Admissions team daily to align marketing efforts with sales objectives and provide real-time support to boost admissions through targeted campaigns.

Agency of Record (AOR) Accountability

Manage the relationship with the Agency of Record, Brandish, ensuring they meet all performance metrics and deliverables.

Regularly assess Brandish's effectiveness, holding them accountable for achieving agreed-upon goals and optimizing the partnership for maximum ROI.

Marketing Performance Management

Oversee all brand and marketing metrics, analyzing data to quickly adjust strategies and optimize campaign effectiveness.

Focus on metrics that contribute directly to revenue growth and optimize marketing channels and initiatives.

Balanced Strategy and Tactical Execution

Integrate strategic planning with tactical execution, responding swiftly to changing market conditions and opportunities.

Lead cross-functional teams to develop and execute innovative and effective marketing campaigns.

Internal Team Leadership

Direct internal teams in marketing fulfillment and content, ensuring productivity and alignment with the college's strategic goals.

Foster an environment that encourages creativity, strategic thinking, and professional growth.

#

Cross-Functional Team Engagement

Spearhead initiatives that require collaboration across different departments, ensuring marketing strategies are fully integrated with sales efforts to drive enrollment and engagement. Sales Alignment: Work closely with the sales (admissions) team to align marketing campaigns with sales targets and strategies, ensuring marketing efforts complement and enhance sales activities. Communication and Coordination: Facilitate regular communication between the marketing team and other departments to ensure that all teams are informed of marketing initiatives and their roles in these efforts. Feedback Integration: Establish a system for receiving and integrating feedback from cross-functional teams, using insights to optimize marketing strategies and tactics. Joint Campaign Development: Lead the development and execution of joint campaigns, providing guidance to Brandish, that leverage the strengths of both the marketing and sales teams. Maximize impact and results by incorporating input from cross-functional teams.

Innovative Technology Integration

In partnership with the Systems team, utilize advanced technologies, including AI, to enhance marketing productivity, refine targeting, and improve conversion rates.

Stay at the forefront of technological advancements to ensure optimal marketing efficiency and effectiveness.

Budget Management

Manage the marketing budget to ensure all activities are cost-effective and deliver high ROI.

Strategically allocate resources to maximize impact and support both short-term performance and long-term brand equity.

Trend Monitoring and InnovationStay informed of the latest trends in content marketing, digital technology, and educational advancements to keep content relevant and impactful. Introduce innovative content solutions and practices to enhance visibility and engagement across targeted audiences.


Key Performance Indicators (KPIs)


The Director, Brand and Marketing will be evaluated on the following KPIs to ensure alignment with Robertson College's strategic goals and operational excellence:

Revenue Growth: Directly tied to marketing efforts, measured by increases in enrollment and program participation. Lead Generation: Number of new leads generated through various marketing channels, focusing on conversion rates and lead quality. Brand Visibility and Engagement: Enhancement of brand awareness in target markets, measured through social media metrics, website traffic, and engagement rates. Campaign Performance: Success of specific marketing campaigns, assessed through metrics such as ROI, customer acquisition costs, and overall campaign reach. Admissions Collaboration Efficiency: Effectiveness of marketing strategies in supporting admissions goals, measured by admissions rates and feedback from the Admissions team. Agency Performance: Accountability and performance of the Agency of Record, Brandish, evaluated through adherence to contractual obligations, innovation in campaigns, and contribution to overall marketing goals. Team Productivity and Development: Performance and growth of the marketing and content teams, measured through project completion rates, team satisfaction scores, and individual professional development achievements. Innovation and Adoption of New Technologies: Implementation and effective use of advanced technologies, including AI, to improve marketing efficiency and effectiveness, evaluated by adoption rate and impact analysis. Cultural Leadership and Team Engagement: Strength of team culture and engagement, measured through team satisfaction surveys, retention rates, and the effectiveness of leadership initiatives.

QualificationsBachelor's or master's degree in Marketing, Business Administration, Communications, or a related field. Minimum of 8 years' experience in marketing, with at least 3 years in a leadership role managing a marketing team. Proven experience in overseeing marketing strategies that directly contribute to revenue growth. Extensive knowledge of digital marketing, content strategy, and direct collaboration with sales/admissions teams. Demonstrated ability to balance strategic oversight with tactical execution in a dynamic environment. Strong analytical skills to monitor and optimize performance. Proficiency in using AI and other technologies to boost marketing effectiveness. * Excellent communication skills, capable of managing multiple stakeholders and fostering team collaboration.