Regional Director of Marketing
- Employer
- K12 Inc.
- Location
- Herndon, VA, United States
- Salary
- Competitive
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Requisition Number 19-1053
Title Regional Director of Marketing
City Herndon State VA
Description
The Regional Director of Marketing for Managed Public School Programs leads a team of local development managers who identify and engage families that may be interested a virtual online public school option for their children. The Regional Director develops and executes an annual regional marketing plan that focuses on our Managed Public Schools, and aligns with the national marketing and enrollment plan. The Regional Director works closely with key business units including School Operations, Enrollment Operations and a variety of Marketing Dept. team members to identify and address internal and external clients' needs. The position uses marketing tools and data to develop and analyze progress, and make informed recommendations. In addition to supporting Managed Public Schools, the Regional Director assists and supports the growth of all other lines of business when needed. The Regional Director understands the nuances that make their region unique, including the competitive environment, the effectiveness of different local media / acquisition channels, the school-specific requirements and the relative contribution of each part of the business.
• Manages a team of marketing professionals, Local Development Managers, who are responsible for developing and implementing enrollment, retention and engagement activities - and for gathering and documenting competitive intelligence from the field;
• Rapidly develops an understanding of how to best go to market to support enrollment of students who will be successful in K12's managed public schools;
• Regularly provides market intelligence to the senior leadership team
• Reports weekly on progress to goals, to senior leadership
• Helps others in the organization understand local school requirements and market nuances;
• Uses data and analysis to make informed decisions and to create an effective and integrated regional marketing enrollment program. This includes developing and executing programs, campaigns and recruiting events utilizing messaging that is relevant to the customer segments that are most likely to be successful. Campaigns may include multiple channels including paid search, display, banner ads, TV, radio, email, print and events.
• Analyzes competitor activities, identifies opportunities and develops strategies to effectively challenge and overcome them in the their respective markets;
• Analyzes markets to determine growth potential and identifies opportunities to be leveraged/overcome in future marketing and sales efforts;
• Able to effectively lead a team in a cross-functional and matrix environment;
• Actively participates in the budgeting and forecasting process;
• Acts as the day-to-day marketing liaison between the field and headquarters, as well as regional PR agency and Head of School/RVP liaison;
• Interacts with school boards and authorizers on regular basis to inform them of marketing plans and enrollment updates;
• Maintains an in-depth understanding of charter laws and abreast to changing policies and laws within defined territory/region;
• Helps develop and articulate the Company's value proposition and marketing/business plan for MPS within a specific region and Full-Time Schools (FTS) nationally;
• Plans, manages and directs marketing & enrollment activities across all relevant teams: o Events o Regional / Local Marketing o Acquisition Support
• Develops and updates campaign calendar. Manage revisions and publishes as needed
Requirements • Bachelor's degree in Business, Marketing or a related field AND
• Twelve (12) years of progressive marketing experience AND
• Eight (8) years in leadership roles OR
• An equivalent combination of education and experience.
OTHER REQUIRED QUALIFICATIONS:
• Demonstrated experience successfully leading a regional marketing team
• This position is based in Herndon, VA
• Strong interpersonal and leadership skills; able to work/lead effectively in a cross-functional and matrix reporting environment
• Willingness to roll up sleeves to help get the work done
• Experience creating and leading integrated marketing programs and campaigns
• Demonstrated ability to use data to drive efficiencies of tactics
• Excellent organizational and time-management skills
• Working knowledge of standard marketing tools, including Microsoft Outlook, EXCEL, PowerPoint and Word.
• Must be able to travel within a multi-State region 15% of the time.
DESIRED QUALIFICATIONS:
• Master's degree in business administration
• SalesForce.com experience
• Marketo experience
• Proficiency in Microsoft Project
• Previous experience leading a marketing team in a company with multiple sub-brands and/or franchises in the business to consumer (B2C) space
Title Regional Director of Marketing
City Herndon State VA
Description
The Regional Director of Marketing for Managed Public School Programs leads a team of local development managers who identify and engage families that may be interested a virtual online public school option for their children. The Regional Director develops and executes an annual regional marketing plan that focuses on our Managed Public Schools, and aligns with the national marketing and enrollment plan. The Regional Director works closely with key business units including School Operations, Enrollment Operations and a variety of Marketing Dept. team members to identify and address internal and external clients' needs. The position uses marketing tools and data to develop and analyze progress, and make informed recommendations. In addition to supporting Managed Public Schools, the Regional Director assists and supports the growth of all other lines of business when needed. The Regional Director understands the nuances that make their region unique, including the competitive environment, the effectiveness of different local media / acquisition channels, the school-specific requirements and the relative contribution of each part of the business.
• Manages a team of marketing professionals, Local Development Managers, who are responsible for developing and implementing enrollment, retention and engagement activities - and for gathering and documenting competitive intelligence from the field;
• Rapidly develops an understanding of how to best go to market to support enrollment of students who will be successful in K12's managed public schools;
• Regularly provides market intelligence to the senior leadership team
• Reports weekly on progress to goals, to senior leadership
• Helps others in the organization understand local school requirements and market nuances;
• Uses data and analysis to make informed decisions and to create an effective and integrated regional marketing enrollment program. This includes developing and executing programs, campaigns and recruiting events utilizing messaging that is relevant to the customer segments that are most likely to be successful. Campaigns may include multiple channels including paid search, display, banner ads, TV, radio, email, print and events.
• Analyzes competitor activities, identifies opportunities and develops strategies to effectively challenge and overcome them in the their respective markets;
• Analyzes markets to determine growth potential and identifies opportunities to be leveraged/overcome in future marketing and sales efforts;
• Able to effectively lead a team in a cross-functional and matrix environment;
• Actively participates in the budgeting and forecasting process;
• Acts as the day-to-day marketing liaison between the field and headquarters, as well as regional PR agency and Head of School/RVP liaison;
• Interacts with school boards and authorizers on regular basis to inform them of marketing plans and enrollment updates;
• Maintains an in-depth understanding of charter laws and abreast to changing policies and laws within defined territory/region;
• Helps develop and articulate the Company's value proposition and marketing/business plan for MPS within a specific region and Full-Time Schools (FTS) nationally;
• Plans, manages and directs marketing & enrollment activities across all relevant teams: o Events o Regional / Local Marketing o Acquisition Support
• Develops and updates campaign calendar. Manage revisions and publishes as needed
Requirements • Bachelor's degree in Business, Marketing or a related field AND
• Twelve (12) years of progressive marketing experience AND
• Eight (8) years in leadership roles OR
• An equivalent combination of education and experience.
OTHER REQUIRED QUALIFICATIONS:
• Demonstrated experience successfully leading a regional marketing team
• This position is based in Herndon, VA
• Strong interpersonal and leadership skills; able to work/lead effectively in a cross-functional and matrix reporting environment
• Willingness to roll up sleeves to help get the work done
• Experience creating and leading integrated marketing programs and campaigns
• Demonstrated ability to use data to drive efficiencies of tactics
• Excellent organizational and time-management skills
• Working knowledge of standard marketing tools, including Microsoft Outlook, EXCEL, PowerPoint and Word.
• Must be able to travel within a multi-State region 15% of the time.
DESIRED QUALIFICATIONS:
• Master's degree in business administration
• SalesForce.com experience
• Marketo experience
• Proficiency in Microsoft Project
• Previous experience leading a marketing team in a company with multiple sub-brands and/or franchises in the business to consumer (B2C) space
- Please view Equal Employment Opportunity Posters provided by OFCCP here .
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