The Advanced Academic Programs (AAP) division in the Krieger School of Arts and Sciences at Johns Hopkins University (JHU) seeks an experienced and dynamic Marketing Manager to manage a portfolio of programs. Each year, AAP enrolls over 5,000 graduate professional students, both part-time and full-time, in more than 40 distinctive professional graduate degrees, post-baccalaureate certificates, and non-credit courses. Over 77% of AAP’s enrollments are through the online programs, otherwise classes occur on campus, either in Washington, D.C., or Baltimore. AAP Marketing is also responsible for a significant summer and intersession portfolio of courses and programs offered at the pre-college and undergraduate level. Each year, the Office of Summer and Intersession Programs (OSIP) enrolls more than 4,000 students.
The Marketing division of AAP seeks to implement a vision that integrates and rebrands all marketing initiatives to highlight the value of its offerings and the success of its students. Under the direction of the Executive Director of Marketing, the Marketing Manager is responsible for developing strategies and tactics that enhance the brand, increase lead generation, and maintain a cohesive presentation of each AAP program in the assigned portfolio.
To be successful, working under the direction of the Executive Director of Marketing and in collaboration with program faculty, the Marketing Manager will build and be responsible for a robust marketing plan for each program assignment which will include strategic placements, targeted audiences, and performance metrics to generate program inquiries and increase enrollments. The Marketing manager will develop and manage marketing programs in specific channels, support business objectives, and advance brand building.
Specific Duties & Responsibilities:
30% -- Strategic Planning
Manage the marketing budget for assigned programs.
Develop detailed marketing plans including offerings, audiences, competition, and anticipated returns.
Advance strategies and tactics to position the programs.
Experiment with various organic and paid acquisition channels, like marketing content creation, content curation, pay-per-click campaigns, event management, publicity, social media, lead generation campaigns, copywriting, and performance analysis.
30% -- Creative Development
Deploy successful marketing campaigns from ideation to execution.
Contribute to the creation of marketing materials, from website banners to hard copy brochures and case studies.
Drive new lead generation.
Ensure that all marketing materials are in line with the brand identity.
20% -- Partner Collaboration
Work collaboratively with faculty and program staff to successfully develop content and position the programs.
Collaborate with vendors on ad placement and effectiveness.
20% -- Research and Analysis
Measure and report on the performance of marketing campaigns, gain insights, and assess against goals.
Manage campaigns accordingly to maximize digital and direct response marketing.
Maintain regular examinations of audience needs, in-market competitors, and external trends.
Minimum Qualifications (Mandatory):
Bachelor's degree in related field.
Five years related experience.
Advanced degree may substitute for required experience, to the extent permitted by the JHU equivalency formula.
Bachelor’s or master’s degree in marketing, communications, business administration, public relations, or a related field.
5-7 years of experience in marketing, preferably in the education field or other service industry.
Special Knowledge, Skills, and Abilities:
Proven experience in identifying target audiences and in creatively devising and leading cross-channel marketing campaigns that engage, educate, and motivate.
Experience with creating marketing plans, marketing strategies, and marketing campaigns.
Experience with online marketing and communications, including social media, and content marketing.
Experience building complex marketing programs and reporting on the results.
Strong project management skills.
Strong problem-solving ability, including metrics-driven thinking.
Solid knowledge of website analytics tools (e.g., Google Analytics, Web Trends) and Microsoft Office 365.
Experience in setting up and optimizing Google AdWords campaigns.
Analytically minded, comfortable working with numbers, making sense of metrics, and processing figures with spreadsheets.
Up-to-date with the latest trends and best practices in online marketing and measurement.
Classified Title: Communications & Marketing Manager Working Title: Marketing Manager Role/Level/Range: ATP/04/PE Starting Salary Range: $69,140 to. $95,005 per year Employee group: Full Time Schedule: M-F, 8:30 a.m. to 5 p.m. Exempt Status: Exempt Location: 01-DC:District of Columbia Department name: 60007953-AAP Marketing Personnel area: School of Arts & Sciences
The successful candidate(s) for this position will be subject to a pre-employment background check.
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