Responsibilities

• Integrated Marketing Strategy & Coordination: Build and own an integrated marketing operating model aligning Performance Marketing, Direct Marketing, and Creative & Brand around shared enrollment goals.
• Serve as the primary decision-maker across performance marketing, direct marketing, brand, and market research.
• Lead annual and semesterly integrated marketing planning cycles tied to state-level enrollment targets.
• Market-Level Performance Management: Shift reporting to market-level dashboards tracking cost per lead, cost per start, and enrollment performance by state and program.
• Partner with market research to analyze state-by-state opportunity, competitive landscape, and learner personas.
• Build and maintain enrollment plans for each market, with a clear strategy for balancing enrollment across states.
• Marketing Operations & Technology: Complete and optimize Salesforce CRM as the marketing system of record.
• Build and maintain UTM tracking infrastructure across all channels.
• Design and deploy a real-time lead scoring program so vendor partners can measure and optimize their own effectiveness.
• Own the vendor ecosystem — evaluating and managing partners based on performance benchmarks.

Requirements

• 10+ years of progressive marketing leadership experience, including at least 5 years at the VP or senior director level.
• Demonstrated experience in multi-state or nationally scaled enrollment/lead generation marketing programs.
• Prior experience in higher education; nursing education or healthcare-adjacent education required.
• Proven success implementing Salesforce CRM and building UTM/attribution infrastructure.
• Track record leading cross-functional marketing teams (performance, brand, direct, and market research).
• Strong analytical capability — able to translate market-level data into actionable strategy and clear leadership decisions.
• Experience managing vendor relationships with performance-based accountability.

Preferred

• Background in nursing education marketing.
• Familiarity with state regulatory environments, including Boards of Nursing and healthcare system partnerships.
• Experience building enrollment or go-to-market plans across multiple geographic markets.
• Proficiency with marketing analytics platforms and lead scoring technologies.