Senior Manager, Category Marketing

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.

Requirements

• Bachelor's Degree preferably in marketing or a related field required, Master's Degree MBA preferred.
• 7+ years of progressive marketing experience including product, category, vertical, B2C (category marketing strongly preferred).
• Proven success leading vertical-specific marketing, particularly in regulated or professional program categories.
• Experience developing and managing integrated, multi-channel campaigns from strategy through execution.
• Experience operating in complex, matrixed, or highly regulated environments.
• Background in education, mission-driven organizations or other considered-purchase B2C categories preferred.
• Healthcare or mental health industry experience a plus.
• Strong writing skills with the ability to translate complex academic and product substance into clear, audience-specific campaign messaging grounded in market and enrollment data.
• Strong strategic judgment connecting marketing decisions to enrollment outcomes.
• Analytical and data-literate; able to interpret performance metrics and recommend optimizations.

Benefits

• Health, dental, vision, life and disability insurance
• 401k Retirement Program + 6% employer match
• Participation in Covista’s Flexible Time Off (FTO) Policy
• 12 Paid Holidays
• annual incentive program