Vice President, Marketing

SUMMARY:

The Vice President of Marketing for Early Childhood Education Schools will be responsible for driving both new student acquisition and existing student retention/re-enrollment.  This role is accountable for generating new student leads and driving the effective conversion of those leads to enrollment. This individual will work cross-functionally to deliver a complete marketing program, data management, and implementation plan.   

We are seeking a dynamic individual who embodies entrepreneurial spirit and is capable of spearheading initiatives that drive growth and innovation. This role requires adeptness in crafting and implementing scalable business processes while fostering a culture of adaptability and continuous improvement within the organization. The ideal candidate will thrive in an environment where they can effect meaningful change, shaping both operations and business culture to achieve strategic objectives.  The Vice President of Marketing reports to the President, Early Childhood Education for this school group consisting of 136 private preschool brands across 18 states.

RESPONSIBILITIES:

Strategic:

• Develop, maintain and optimize the inquiry-to-new enrollment conversion process as well as new enrollment goals and budget for the regions
• Improves and optimizes cost-per-inquiry and cost-per-enrollment of the various marketing programs and vehicles, while also increasing inquiry volume
• Develops overall media strategy
• Manages marketing vendors, the marketing calendar, and marketing budget as well as both online (vendor and/or internal resources) and offline (e.g. Direct Mail and Print) campaign management.
• Analyzes and reports on marketing metrics
• Plans and supports grassroots marketing initiatives

Leadership and Culture Development:

• Works with regional directors to ensure alignment of priorities and implement enrollment strategy and processes to deliver strong enrollment performance
• Create and deliver professional development programs for Admissions Directors and Admissions Representatives
• Cultivate a transparent, data-informed culture focused on results

Brand Building:

• Increases overall brand awareness/equity in existing and new markets
• Explores and leverages various “brand marketing” vehicles to build Specialty brand and program awareness (e.g. offline media, public relations, grassroots events, etc)

Expectations:

• Regularly review marketing results and collaborate with internal partners to optimize marketing efforts
• Implement and maintain sales and lead conversion best practices, including real-time feedback and clear, aligned and measurable goals
• Prioritize team’s activities in line with company goals and objectives
• Monitor team and process effectiveness through KPI tracking
• Continuously optimize inquiry conversion activities
• Identify areas of opportunity and design and conduct training and team development
• Maintain and promote an in-depth understanding and robust usage of the CRM system
• Actively problem-solve by working through the organization when necessary
• Foster a results-oriented, adaptable operating culture
• Build strong relationships with heads of schools and other leadership partners

ESSENTIAL SKILLS & EXPERIENCE:

Experience:                      

• A minimum of 7 years of successful operational experience with profit/loss accountability in a sales or lead conversion environment
• 7+ years in a similar role, with direct experience in acquisition marketing
• Bachelor’s Degree in business, education, or related discipline; Master’s Degree preferred
• Knowledge of best practices in enrollment with a proven track record of achieving enrollment objectives
• Experience developing and implementing strategic marketing and/or outreach campaigns preferably in a centralized, multi-unit operation
• School-based leadership experience a plus

Qualifications:

• Track record of achievement in marketing campaign management, driving organizational change and creative problems solving

• Strong lead conversion expertise
• Track record of effective use and stewardship of data
• Excellent communication skills
• Strategic and decisive mindset with the ability to manage priorities effectively

Communication & Interpersonal Skills: 

• Ability to present and communicate clearly and concisely to all levels of professionals, including Senior Leadership.
• Exhibits interpersonal skills for creating productive working relationships with various stakeholders
• Demonstrated ability to manage conflict in the workplace by effectively applying conflict resolution strategies and confronting issues as they arise
• Remain accessible and responsive to all members of the SEG community
• Use technology systems to communicate with members of the SEG community effectively

Physical Demands:

• Frequent speaking and listening (over 75%). Must be proficient in speaking, writing and reading English
• Employee is regularly required to speak, hear and use clear vision with or without correction. This may include viewing small numbers.
• Frequent use of computer keyboard and mouse (over 50%).
• TRAVEL: Must be able to travel by air, rail or motor vehicle for school and regional office visits, required training, and for development purposes.
• This position follows a hybrid office model, combining remote work with in-office presence. The successful candidate will be expected to work from our east coast office in West Chester, PA.