Job Description :
The Senior Director, Assessment Marketing will lead in the development of integrated marketing strategies that drive growth of our SAT Suite of Assessment among our consumers: students and parents. The Suite consists of the SAT, our globally recognized college entrance exam, PSAT/NMSQT, PSAT 10, and PSAT 8/9. This position manages a team of 3 and reports into the Vice President, Direct Marketing.
The ideal candidate must thrive in a fast-paced, collaborative environment and show results in planning and launching successful marketing campaigns.
The ideal candidate will demonstrate a(n):
Expertise in cross-channel marketing strategy with a heavy focus on digital channels including SEM, display, social, and re-targeting
Data-driven and results-focused approach to marketing and optimization
Aptitude for uncovering audience insights and developing meaningful segments
Natural creativity to fuel content ideas and a discipline to execute with agility
Ability to craft a strategic story from insights to execution in a clear and compelling way
Friendly, humorous and collaborative nature that advances the moral of colleagues
Passion for education to fully embrace the organization’s mission in their everyday work
POSITION OVERVIEW
Lead marketing strategy across the company’s PSAT and SAT programs to drive our awareness, consideration and acquisition goals.
Develop audience-based digital strategies targeting students, parents and K-12 professionals based on customer insights, conversion trend analyses and campaign performance.
Optimize the marketing channel mix across email, text, SEM, social, and other digital channels to achieve organizational goals.
Find actionable insights by analyzing quantitative and qualitative data from market research and customer analytics.
Communicate goals and develop creative briefs for internal teams and external agencies to ensure projects are in alignment with strategy.
Manage relationships and drive the creative process with our internal brand team and/or external agencies to create messaging and content that resonates.
Build a content development and production engine to rotate fresh creative into “always on” digital media buys.
Oversee the flawless execution of campaigns that are on strategy, on brand, on message, on budget and on time.
Track, analyze, report on channel KPIs early and often to optimize and drive campaign success.
Leverage industry-wide best practices to continuously A/B test messaging, creative, segmentation, and customer journeys to increase conversion rates.
Collaborate effectively with an agile, multi-disciplinary team including Digital Media, Brand Experience and Marketing Operations.
Understand the key trends that drive audience behavior and affect the way that we communicate.
Be an audience advocate that represent the concerns and needs of students, parents and K-12 professionals related to the SAT Suite of Assessments.
Keep abreast of industry and competitive marketing trends; effectively communicate these trends to the organization and make recommendations as appropriate for new marketing approaches
QUALIFICATIONS
BA/BS degree required, MBA a plus
A minimum of 10 years of consumer marketing experience with a focus on digital
CRM, Marketing Automation Platform and Reporting/Analytics platform experience required;
Salesforce CRM/Marketing Cloud, Adobe Web analytics platform and Google Marketing tools preferred; certifications a plus
Marketing experience in the education industry a plus
ADDITIONAL SKILLS/REQUIREMENTS
Strong interpersonal skills required in order to manage a team and build deep relationships with colleagues
Advanced written communication skills required to develop effective briefs, presentations and copy
Creativity required to select and execute a creative and messaging approach that resonates with our audiences
Substantial analytical skills required to interpret and leverage data in strategy
Project management experience required to manage several expert teams to hit deadlines, to juggle simultaneous campaigns and to prioritize
A natural drive is required to get things done, break down barriers to find solutions and creatively solve marketing challenges
A hands-on manager who likes the getting involved in the execution as much as creating the strategy