Director of Marketing, Professional Development Programs
January 9, 2018
USA - MA - Cambridge
The Division of Continuing Education comprises several lifelong learning programs and schools including Harvard Extension School, Harvard Summer School, Harvard Professional Development Programs, and Harvard Institute for Learning in Retirement.
This position is responsible for directing the marketing for Professional Development Programs (PDPs), which serves approximately 2,000 participants on an annual basis in intensive noncredit programs for mid-level managers lasting from 2-5 days on campus. The Division has ambitious goals for future growth.
Reporting to the Executive Director of Strategic Growth Initiatives, this position is an important part of the leadership team within the Office of Strategic Growth Initiatives, a department of approximately 40 staff. This position works closely with the Director of Marketing Services, the Marketing Directors for the other DCE schools/programs and several external strategic partners.
The Division is seeking a seasoned, metrics-driven marketing professional who is well-versed in marketing. The successful candidate will have demonstrated ability to make data-driven decisions to deliver profitable growth in enrollment as well as experience measuring and reporting back on marketing performance. This role requires both strong project and stakeholder management skills, and the ability to set and maintain priorities in a very busy department.
Develops and manages the marketing strategy for Professional Development Programs. Leads market research efforts to gather insights on demand, competitive opportunities, and brand awareness to inform positioning.
Establishes a global B2C lead generation strategy and marketing plan that attracts qualified leads from across the globe and converts them to enrolled students.
Develops and delivers periodic quantitative and qualitative reports on optimization of the marketing funnel, campaign results, and return on investment for marketing campaigns.
Works with the marketing services team to create and execute integrated marketing campaigns and effective go-to-market strategies to acquire and retain qualified students for existing and new offerings. Has strong experience with digital marketing including analytics, SEO, SEM, social, and content that drives inbound leads. Guides the production of valuable content within the marketing services team for the public websites and social channels
Works with the marketing services group and strategic partners to allocate an advertising budget of approximately $900K through the most effective channels as supported by data. Measures and reports back on results and focuses on continuous optimization.
Interacts with prospects and participants and shares those insights. Serves as the voice of the customer and provides industry insights to identify and shape existing and future offerings. Works with program team to determine the value proposition and points of differentiation of programs and builds effective content to convey those. Educates both internal and external stakeholders and student service teams on new and existing offerings and their benefits.
With alumni affairs, develops and implements an approach to engage the community of past participants and Extension School alumni with the goal of encouraging repeat business.
May supervise a half-time employee, occasional freelancers and consultants
The Division of Continuing Education (DCE) comprises several entities including the Harvard Extension School, the Harvard Summer School, the Harvard Professional Development Programs and the Harvard Institute for Learning in Retirement. For more than a century, Harvard Extension School has made Harvard faculty and teaching accessible to a diverse community of local, national, and international students. Harvard Extension School enrolls approximately 13,000 students per year in approximately 65 liberal arts and professional fields. More than 650 open enrollments online and classroom courses are offered at affordable prices to our communities across the world. Harvard Summer School offers approximately 300 courses on the Harvard Campus to 6,000 secondary school, college and adult learners and more than 30 international study abroad programs for up to 600 students each summer. The Division also includes the Harvard Institute for Learning in Retirement with approximately 550 active members and Harvard Professional Development Programs offering about 60 two-day, noncredit courses annually.
All formal offers will be made by FAS Human Resources.
Salary Grade: 058
Union: 00 - Non Union, Exempt or Temporary
Bachelors degree in the Arts or Sciences required.
7+ years experience in communications, marketing or public relations.
Experience developing and implementing marketing strategy to drive enrollment
Expert project management and organizational skills, excellent verbal and written communication skills and comfort working with data/analytics
EQUAL OPPORTUNITY EMPLOYER: We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.
Harvard University is devoted to excellence in teaching, learning, and research, and to developing leaders in many disciplines who make a difference globally. The University, which is based in Cambridge and Boston, Massachusetts, has an enrollment of over 20,000 degree candidates, including undergraduate, graduate, and professional students. Harvard has more than 360,000 alumni around the world. T...he University has twelve degree-granting Schools in addition to the Radcliffe Institute for Advanced Study, offering a truly global education. Established in 1636, Harvard is the oldest institution of higher education in the United States.