Vice President, Marketing – Branding

This is a fully remote position, open to applicants in Utah.

📋 Description

• Develop and oversee an integrated marketing operating model that aligns Performance Marketing, Direct Marketing, and Creative & Brand towards common enrollment objectives.

• Act as the main decision-maker for performance marketing, direct marketing, brand management, and market research.

• Lead the annual and semester-based integrated marketing planning processes that are linked to state-level enrollment goals.

• Transition reporting to market-level dashboards that monitor cost per lead, cost per start, and enrollment performance by state and program.

• Collaborate with market research to evaluate opportunities on a state-by-state basis, assess the competitive landscape, and understand learner personas.

• Develop and sustain enrollment strategies for each market, ensuring a balanced enrollment distribution across states.

• Complete and optimize the Salesforce CRM as the primary marketing system of record.

• Establish and maintain UTM tracking mechanisms across all channels.

• Design and implement a real-time lead scoring system.

• Manage the vendor ecosystem by evaluating and overseeing partners based on performance metrics.

• Direct national brand campaigns to enhance Nightingale's reputation in healthcare and nursing education.

• Create localized market campaigns that take into account market-specific tuition, fees, and enrollment factors.

• Ensure that Creative & Brand assets are consistent with enrollment objectives.

• Serve as the executive sponsor for marketing initiatives, facilitating the removal of obstacles and promoting alignment.

• Collaborate with enrollment leadership to develop conversion strategies and enhance the learner journey from inquiry to enrollment.

• Represent the marketing department in cross-functional planning sessions with Solutions, Communications, and Business Development.

⛳️ Requirements

• Over 10 years of progressive marketing leadership experience, including a minimum of 5 years at the VP or senior director level.

• Proven experience in multi-state or nationally scaled enrollment and lead generation marketing initiatives.

• Previous experience in higher education; specifically in nursing education or related healthcare education is essential.

• Demonstrated success in implementing Salesforce CRM and developing UTM/attribution frameworks.

• History of leading cross-functional teams in performance, brand, direct, and market research.

• Strong analytical skills in translating market-level data into actionable strategies and leadership decisions.

• Experience in managing vendor relationships with a focus on performance accountability.

• Knowledge of state regulatory environments, including Boards of Nursing and partnerships within the healthcare system.

• Experience in creating enrollment or go-to-market strategies across various geographic regions.

• Proficiency in utilizing marketing analytics platforms and lead scoring technologies.

• Successful completion of a background check and drug screening is required.

🏝️ Benefits

• Travel, lodging, and other expenses covered for mandatory New Collaborator Orientation in Salt Lake City, Utah.

• Positive work-life balance.

• Opportunities for higher education and professional development.

• Availability of professional and personal development resources.