Marketing Planning Strategist

Department: School of Professional Studies
Salary/Grade: EXS/5

Job Summary:

This position is responsible for developing, executing and evaluating multi-channel media plans for the Northwestern University School of Professional Studies (SPS). As part of an in-house media strategy and planning team, this role manages marketing and media strategy for a segment of its 40+ graduate, undergraduate and certificate programs, with an emphasis on digital marketing and lead generation. The role works cross-functionally with internal teams, including creative, enrollment advisors, finance and academics. This role leads digital marketing and media planning, continuously researching and implementing marketing frameworks that leverage today's marketing and advertising best practices. The role is comfortable with analyzing performance data to build insights that help to build strategic optimizations and recommendations for SPS programs.

Target hiring range for this position will be between $59,000 - $63,500 per year. Offered salary will be determined by the applicant's education, experience, knowledge, skills and abilities, as well as internal equity and alignment with market data.

Specific Responsibilities:

Assume primary responsibility for planning strategic digital marketing plans for SPS graduate, undergraduate and certificate programs

• Develops strategic and integrated marketing plans, with a focus on digital media to launch and grow SPS programs using marketing data and research
• Develops a strong understanding of his/her assigned programs in order to inform effective marketing plan development
• Translates marketing plans for all programs into media schedule including, but not limited to, Search, Social, CTV, , outdoor, sponsorship, events, email and direct mail
• Researches new audiences, media channels, and SEO+GEO opportunities, bringing creativity and innovation to marketing plans
• Monitors the competitive landscape and stays current with marketing trends, testing new approaches and adopts best-practice strategies
• Ensures clear, accurate communication of marketing plans in visual and written formats
• Supports Associate Director of Marketing and Communications in marketing for school-ensures that plans are coordinated and advertisements are optimized
• Meets regularly with Associate Director of Marketing and Communications to present and discuss campaign performance-implements enhancements/corrections

Media Negotiation and Execution

• Independently plans, negotiates, executes and follows through on media buys;
• Works with manager on negotiating annual contracts with high-volume vendors
• Reconciles incoming invoices with services contracted/delivered and follows-up on discrepancies
• Resolves major problems or inconsistencies and reports to manager

Data Analysis and Measurement

• Provides data analytics expertise (data collection and visualization) to inform insights that lead to data-centric marketing optimizations
• Reviews CRM performance analytics through internal CRM system to make strategic media decisions and optimizations
• Monitors campaigns, inclusive of social media and programmatic ad managers, on a daily basis, ensuring fulfillment of services and making adjustments as necessary to ensure marketing investment is producing satisfactory return
• Reviews campaign performance analytics (lead source, web traffic, keyword and citation placement, campaign reports, et. al.) and tweaks digital campaigns and email communications based on analytics to ensure reach of defined audience

Cross-functional leadership in developing program knowledge and in the execution of marketing plans

• Liaisons with academic departments to stay informed of program updates, conference participation for marketing support and develop ongoing knowledge of programs and evolving target audiences
• Integrates closely with Creative/Content team, Digital Marketing Strategist, Enrollment Advising teams, CRM team, and event coordinator(s)

Professional Awareness and Engagement

• Represent SPS and enrollment management at select state, regional and national meetings, conferences and programs as budget allows.
• Provide model leadership, participation, guidance and information when serving on university-wide and School academic and operational committees

Miscellaneous

Performs other duties as assigned.

Minimum Qualifications:

• Bachelor's degree from an accredited college or university
• 2-3 years of experience media planning

Minimum Competencies: (Skills, knowledge, and abilities.)

• Demonstrated capacity for developing and executing marketing plans
• Basic accounting skills, attention to detail and ability to maintain and reconcile a budget
• Experience with evaluating digital media, social media, SEO and paid search to build brand awareness and recognition
• Intermediate-level skills with Microsoft Excel
• Solid writing and editing skills
• Strong relationship-building and interpersonal skills
• Strong organizational skills
• Strong negotiating skills
• Demonstrated ability to collaborate with cross-functional teams

Preferred Qualifications:

• Bachelor's or master's degree in marketing or related field
• 3+ years of work experience in marketing, with digital, paid and/or organic marketing expertise
• Previous experience marketing to adult learners
• Experience working with lead generation and lead cultivation
• Experience with data analytics for marketing optimizations

Preferred Competencies: (Skills, knowledge, and abilities)

• Excellent oral communication skills
• Proficient in current technology including email formats and tracking, landing page creation and use, search engine optimization, pay-per-click, paid social media, content marketing, and other digital marketing options
• Experience determining and demonstrating ROI from marketing programs
• Ability to utilize strategic thinking and proactively bring forth ideas and solutions

Benefits:

At Northwestern, we are proud to provide meaningful and competitive benefits. The available benefits package for this position will include health, dental, vision, disability, and life insurance; paid vacation and holidays; paid medical/sick and parental leave; tuition benefits for the employee and dependents; pre-tax and flex spending accounts for commuting and dependent care; generous retirement savings options; and wellness programs. For a comprehensive overview of available benefits, including eligibility details, visit us at https://www.northwestern.edu/hr/benefits/index.html to learn more.

Work-Life and Wellness:
Northwestern offers comprehensive programs and services to help you and your family navigate life's challenges and opportunities, and adopt and maintain healthy lifestyles.
We support flexible work arrangements where possible and programs to help you locate and pay for quality, affordable childcare and senior/adult care. Visit us at https://www.northwestern.edu/hr/benefits/work-life/index.html to learn more.

Professional Growth & Development:
Northwestern supports employee career development in all circumstances whether your workspace is on campus or at home. If you're interested in developing your professional potential or continuing your formal education, we offer a variety of tools and resources. Visit us at https://www.northwestern.edu/hr/learning/index.html to learn more.

Northwestern University is an Equal Opportunity Employer and does not discriminate on the basis of protected characteristics, including disability and veteran status. View Northwestern's non-discrimination statement. Job applicants who wish to request an accommodation in the application or hiring process should contact the Office of Civil Rights and Title IX Compliance. View additional information on the accommodations process.