Responsibilities

• Go-to-Market Strategy & Campaign Execution: Lead the development and execution of go-to-market strategies for the vertical's programs, integrating brand, digital, and enrollment priorities.
• Own the brief-to-activation process: translate campaign briefs into integrated marketing plans, define launch readiness requirements, manage timelines and milestones, and ensure the work lands in market as briefed.
• Develop campaign positioning — how each campaign shows up in the market — within the guardrails of vertical and brand positioning.
• Partner with product management and academic teams to translate program differentiators into marketing messages and campaigns.
• Develop and manage campaign calendars, communication plans, and campaign briefs that define channel roles, activation strategy, and sequencing — what each channel partner needs to execute.
• Lead campaign hindsighting: bring together channel leads and stakeholders to review results, surface what worked and what didn't, and apply learnings to future campaigns.
• Vertical Messaging: Own messaging for the vertical and its programs — the specific language that tells a prospective student why this program at Walden is the right choice.
• Ground messaging in competitive differentiation, student outcomes, employer demand, and enrollment data.
• Keep messaging current as the market moves: update when competitors shift, when new proof points land, when enrollment data says something isn't resonating.
• Maintain audience definitions that guide campaign targeting and messaging for the vertical.
• Channel Activation & Integrated Execution: Collaborate with channel leads (paid media, database marketing, web, organic social, SEO) to design and execute high-performing, inquiry-generating campaigns.
• Keep messaging consistent and mutually reinforcing across the funnel and across channels.
• Sequence and prioritize activity against enrollment goals for the vertical.
• Market & Competitive Intelligence: Monitor the competitive landscape for the vertical: track competitor programs, positioning, and market activity.
• Use market insight, student and employer demand signals, and enrollment data to inform campaign strategy and messaging decisions.
• Performance & Optimization