Senior Regional Marketing Manager

Senior Regional Marketing Manager

Requirements

• Research, analytical, and critical thinking skills with an ability to source and synthesize a variety of data sources to create actionable strategies
• Demonstrated expertise in analyzing the local competitive landscape, market trends, and consumer insights to drive informed decision-making.
• Demonstrated ability to develop and achieve cross-functional strategic plans, key objectives, and measurable KPIs, including managing differentiated geography and/or audience-based targets
• Experience operating in a disaggregated marketing model; able to make decisions and drive business forward in a highly complex, multi-faceted organization
• Success working across marketing disciplines, including brand development, creative, paid media, social media, interactive products, email, field marketing, PR, and analytics
• Comfort working as part of a hybrid in-person/remote team
• Proven collaborator with a track record of executing complex projects involving cross-functional teams
• Methodical, systematic, and highly organized
• Excellent written and verbal communicator capable of building strong relationships across contributors and teams, including C-level executives
• Ability to organize information and effectively present issues, recommendations, and conclusions
• Innovative and inclined to explore new approaches via constant learning and optimization
• Strong critical thinker capable of making smart judgments under pressure
• Ability to manage time and resources for multiple projects at one time
• Demonstrated success in leading diverse teams, including hiring, coaching, and managing individual contributors and people leaders to achieve performance targets
• Bachelor’s degree in marketing, communications, or related field required
• 5+ years of marketing domain experience, including a broad range of tactics (i.e., television (DRTV, OTT, CTV), OOH, print, radio and digital audio, conferences/events, partner marketing, video, display, social media, email, SEM, and website)
• Budget management experience
• Data and Analytics experience. Knowledge of working with Excel, Tableau, Adobe Analytics, and Google Analytics

Responsibilities

• Conducts in-depth market and competitive research and analysis to inform DMA (Designated Market Area) and region strategy.
• Develops region-specific plans (including differentiated strategies at the state and DMA levels as appropriate) to meet audience and program growth targets within each territory, based on in-depth market-level competitor, prospect, and employer research and analysis, as well as DMA level SWOT analysis.
• Manages regional marketing budget in coordination with their Director and coordinating with Head of Marketing, SVP of Regional Operations, Regional Vice President, and other Marketing and Outreach leaders.
• Coordinates brand building and lead generation efforts with central marketing services, including Integrated Marketing (Media, Brand, Creative) and Marketing Operations (SEO, Web Ops, Email, and Project Management)
• Collaborates with the Strategic Partnerships team to develop appropriate marketing support for regionally-based partnership initiatives.
• Partners with functional regional leads across Government Relationships, Advancement, Strategic Partnerships, and Communications to develop and execute fully integrated cross-functional outreach to achieve a range of objectives
• Build localized media relationships with a thorough knowledge of media channels and media buying as the regional/DMA level media subject matter expert.
• Ensures effective planning and execution of localized marketing tactics and campaigns to influence key regional audiences. Coordinates team efforts with Region-based External Communications (PR), Government Relations, and Alumni teams; helps orchestrate an overall market plan that includes tactics from each of these areas
• Drives regional, state, and DMA level forecasting, reporting, and root cause analysis within the region; coordinate efforts with College & Program Marketing to drive insights at the intersection of geography, audiences, and program offerings.
• Establishes and continually refine geography- and audience-specific messaging that powerfully communicates WGU’s positioning, attributes, and proof points in tailored, culturally appropriate ways.
• Builds and inspires direct reports by coaching, mentorship, and performance management to foster professional growth and ensure team effectiveness.
• Provide strategic guidance, coordination, and dotted-line leadership to cross-functional teams and local marketing partners within the region to ensure the successful execution of regional marketing initiatives. Influence without direct authority to align stakeholders, drive collaboration, and ensure alignment with overall business and brand objectives.

Preferred Qualifications

• Media buying experience
• Marketing budget management of $5M+
• Multicultural marketing experience
• Industry experience in higher education and/or areas relevant to WGU colleges (e.g., business, healthcare, K12 education, IT)
• Master’s degree