Responsibilities

• Establish a marketing structure within U.S. News Education to lead demand generation.
• The marketing strategies would include: Develop, execute, and measure the performance of best-in-class marketing campaigns including email nurture programs.
• Identify opportunities for thought leadership through: Newsletters; Webinars; Social media; Blogs.
• Develop display advertising for U.S. News education solutions.
• Sponsorship opportunities for U.S. News education solutions.
• Lead our events/conference strategy and work closely with sales teams to plan and execute on pre-conference and post-conference marketing.
• Work closely with our PR, Social, and Product teams to maximize awareness of our marquee rankings launches.
• Collaborate closely with Sales leadership to establish: Lead routing framework that includes establishing the definition of a Marketing Qualified Lead (MQL).; Create a lead scoring matrix.; Automate the MQL alert and routing process in Zoho.; Create marketing documentation.; Train all members of the B2B Sales teams on processes.
• Build an ROI framework for measuring impact of our marketing strategy: Develop a marketing attribution model in Zoho to track Marketing’s impact by channel on pipeline and closed won business.; Ensure Marketing provides ROI metrics on all campaigns and ties new business bookings back to marketing sourced opportunities.; Establish quarterly goals and KPIs to measure marketing performance throughout the funnel.; Report out on KPIs on a weekly basis to U.S. News education leadership to inform marketing resources.
• Lead a cross-org marketing team and help establish best practices across U.S. News Education and subsidiaries/affiliates (CollegeAdvisor, TeenLife, etc.): Manage a team of 3 full-time direct reports who are marketing managers/coordinators of different business units.; Help assign work and oversee a set of ~5 marketing independent contractors across social media, graphic design, and copy marketing.; Work closely with GM and VPs of Sales to identify and execute on collaborative marketing campaigns that strengthen business synergies between U.S. News Education and its subsidiaries.