Director of Marketing, Rowan Online
POSITION SUMMARY
The Director of Marketing, Rowan Online is responsible for developing and implementing comprehensive marketing strategies to promote the university’s online degree programs. The individual in this position will work closely with marketing and online enrollment management leadership overseeing digital marketing campaigns, managing brand awareness, and driving student enrollment growth. The Director will collaborate with internal teams and external partners to create data-driven marketing plans that align with the university’s overall strategic objectives, ensuring the success of its online education offerings.
The position of Director of Marketing, Rowan Online will report to the CEO of Rowan Online
Strategic Marketing Planning & Campaign Management:
Oversee multi-channel marketing strategies to increase awareness, leads, and enrollments for online programs.
Analyze market research to identify trends, competitive positioning, and target audiences for online education.
Leverage analytics tools, dashboards and marketing automation platforms to track performance and make data-informed decisions.
Ensure consistent messaging and brand identity across all marketing channels.
Develop content strategies that highlight the benefits of online education, student success stories, and program features.
Lead Generation & Enrollment Growth:
Drive strategies to grow qualified leads for online programs through both organic and paid channels.
Partner with the enrollment and admissions teams to ensure seamless handoff and nurturing of leads through the enrollment funnel.
Analyze enrollment data and marketing effectiveness to adjust tactics and improve conversion rates.
Project & Vendor Management:
Work with leadership and project team members to identify, analyze, monitor and resolve issues and risks associated with the project timelines to ensure ability to achieve project goals.
Adjust and communicate changes to timeline and schedule when scope, deliverables, expectations, deadlines, resources, or other variables change.
Manage relationships with external agencies, vendors, and partners (e.g., creative agencies, media buyers) to deliver marketing initiatives on time and within budget.
Budget Management & Reporting:
Develop and manage the marketing budget for online programs, ensuring effective allocation of resources.
Regularly report on campaign performance, enrollment growth, and ROI to leadership, identifying areas of opportunity and improvement.
Monitor industry trends, new marketing technologies, and platforms to ensure the university remains competitive in the online education market.
QUALIFICATIONS, SKILLS, AND ABILITIES
Exceptional listening and comprehension skills
Excellent written and oral communication skills
Is a self-starter who proactively finds a way around obstacles and asks for help when it's needed
Anticipates problems ahead of time and takes a proactive approach towards solving them or reporting them to a supervisor.
Laser-sharp attention to detail and accuracy from both a task perspective and an aesthetic/creative perspective.
Enjoys multi-tasking and managing multiple projects
Strong team orientation and the ability to build cohesiveness to achieve results.
Strong interpersonal skills and experience working across organizational boundaries to achieve objectives.
EDUCATION, KNOWLEDGE, AND EXPERIENCE
Bachelor’s degree in marketing, communications, business, or a related field (Master’s preferred).
4+ years of experience in marketing, with a focus on digital marketing and lead generation (preferably in higher education or online programs).
Proven track record of driving enrollment growth through digital channels.
Proficiency in marketing analytics tools (Google Analytics, HubSpot, Salesforce, etc.).
Excellent communication, project management, and analytical skills.
Ability to work in a fast-paced environment with multiple stakeholders.
Experience in higher education marketing, specifically online or distance learning programs.
Familiarity with CRM systems and marketing automation platforms.
Knowledge of SEO, content marketing, and digital advertising best practices.
Data-driven mindset with the ability to pivot strategies based on market conditions and performance data.