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Maryland University of Integrative Health
Laurel, MD, United States
14 days ago
Undisclosed
Frederick, MD, United States
26 days ago
Maryland University of Integrative Health
Laurel, Maryland, United States
14 days ago

Description

Position Summary

Maryland University of Integrative Health (MUIH) is one of the nation’s leading academic institutions for natural medicine. For nearly 40 years, MUIH has educated and informed practitioners and leaders in health and wellness through transformative and relationship-centered programs that draw from contemporary science and traditional wisdom. Progressive graduate degrees in a wide range of disciplines are offered both on campus and online. The on-site Natural Care Center offers compassionate and affordable healthcare provided by clinical student interns in University Teaching Clinics and from highly skilled faculty practitioners. For staff and faculty, MUIH offers a collaborative and vibrant work environment that is mission and values-driven.

Reporting to the Vice President for Marketing & Enrollment Management, the Director of Marketing will lead a team of marketing professionals who are responsible for the marketing initiative’s designed to support Maryland University of Integrative Health in both domestic and international markets.

Essential Functions

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
 

Demand Creation and Prospect Generation

  • Serve as the primary resource for internal and external communications. Provide oversight for marketing/advertising and communications functions.

  • Work closely with all digital marketing channels, President & CEO, VP of Marketing and Enrollment Management, Provost and Vice President for Academic and Student Affairs, Dean of Academic Affairs, Academic Department Chairs, Associate Vice President of Student and Alumni Affairs, Vice President of the Natural Care Center and Director of Professional and Continuing Education to coordinate and establish annual marketing plans.

  • Evaluate marketing plan effectiveness to increase community awareness of MUIH and generate high-potential prospects that align with the budget and financial commitments.

Prospect Generation to Enrollment

  • Work with the President & CEO, Provost and Enrollment leadership to ensure all brands meet their enrollment goals across key programs, geographies, etc.

  • Work to optimize the online channel Marketing mix to achieve the suitable number of prospects at the right cost (CPL) within the appropriate geographic territories with the relevant portfolio mix at the predetermined budget levels to achieve revenue targets.

Segmentation and Targeting

  • Collaborate on data and research collection for competitive analyses and needs analysis during program development and create metrics and share data with VP and University Leadership.

  • Keeps abreast of local and industry trends, issues, competition, opportunities and risks and prepares reports and analyze data to illustrate the market position of the University academic programs.

Marketing Planning and Tactical Execution

  • Develop and lead a disciplined Marketing planning and subsequent go-to-market process that is built on rigorous metrics and a focus on ROI.

  • Ensure that the planning process and key decisions are supported by data/facts and consumer insight.

  • Continually measure Marketing allocation and course-correct as marketplace conditions warrant.

Offline to Online Marketing Connectors

  • Collaborate with Academic Leadership, Director of Professional and Continuing Education, Enrollment Management and other pertinent University departments to ensure digital marketing efforts support the local efforts; integration of the offline efforts into a fully integrated attribution model will ensure all marketing touch-points are valued.

  • Directs media relations and attendant programs, including the initiation or coverage or response to requests from newspaper, magazine and electronic media representatives.

  • Oversees the organization’s website, including content development, editing, technical modifications, and relationships with outside contractors

Innovation

  • Collaborate with key marketing partners (e.g., Google, Facebook, etc.) and other innovation teams/organizations to help drive innovation throughout every aspect of the digital operation with the ultimate goal to enhance/personalize the prospective student experience, build community, increase patient usage in the Natural Care Center and deliver the best possible branded experience.

Functional Leadership & Organizational Development

  • Build and shape a highly effective, responsive and professional Digital Marketing unit by hiring, training, motivating and setting leadership direction for all direct reports, and cross-functional teammates.

  • Establish, monitor, and improve processes across all brands, all market segments and channels.

  • Define and nurture a collaborative and customer-oriented Marketing community.

  • With the community culture in mind, employee will serve on committees as needed.

  • Performs other duties as assigned.

Education and Experience Qualifications 

Required:

  • Bachelor’s degree in Marketing, Communications, Public Relations or related field

  • Highly effective oral/written communication and proofreading abilities.

  • Three (3) years of progressively responsible experience in a supervisory capacity with leadership experience in promoting collaborative decision-making processes

  • Proven experience leveraging insights and analytics to drive leads, cross-sell, and create a compelling overall student experience that reflects the brand

  • At least three (3) years of direct experience in a CRM or student information management system

  • Experience using Pardot in a Higher Education marketing email communication, recruitment and retention context

  • Expert in Microsoft Office Suite, especially MS Excel

  • Successful developing both strategic and tactical digital plans for both an online and campus base operation (be it stand-alone or blended as a portfolio). Experience with E-Mail, Display Advertising, Affiliate, SEO/SEM, Social Media, and Mobile.

Preferred:

  • Master’s Degree in Marketing, Communications, Public Relations or related field

  • Three (3) years experience overseeing a higher education marketing environment

  • Experience writing for diverse populations and working in a diverse, multicultural environment and cross-cultural health-care messaging and communications

  • Experience developing or overseeing Interactive Marketing plans with an understanding of the current online customer acquisition channels.

  • Experience building a brand or business from the beginning, or have a passion for transformation

  • Experience with FERPA regulations and guidelines in creating and implementing marketing policies and procedures

Skills and Abilities

  • Demonstrated success in working with diverse populations

  • Exceptionally strong communication skills to interact effectively with staff, faculty, administrators, and others in the academic, corporate, and foundation communities

  • Proven ability to build and grow Brands, with an intuitive sense for defining a brand’s essence

  • Ability to provide a portfolio of examples of design, campaigns and/or marketing plans

Supervisory Responsibility

  • Associate Director of Marketing (FT)

  • Web Content Specialist(FT)

  • Engagement Specialist (FT)

  • Copywriter and Marketing Manager (FT)

  • One federal work study (PT)

Work Environment/Physical Requirements

This job operates in a professional office environment. The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.

DISCLAIMER:  This job description indicates in general the nature and levels of work, knowledge, skills, abilities and other essential functions (as covered under the Americans with Disabilities Act) expected of an incumbent. It is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of an incumbent. An incumbent may be asked to perform other duties as required.



Job Information

  • Job ID: 63882953
  • Location:
    Laurel, Maryland, United States
  • Position Title: Director of Marketing
  • Company Name For Job: Maryland University of Integrative Health
  • Job Function: Other
  • Job Type: Full-Time
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