Marketing Manager, Texas McCombs

Marketing and Content Plan DevelopmentCreate a coordinated and comprehensive annual marketing strategy in collaboration with graduate admission subject matter experts and program directors to engage and influence prospective students.Develop content, messaging and communications strategies to attract and convert prospective students into the graduate program recruitment pipeline.Maintain knowledge of McCombs graduate programs, target personas, messaging strategies and competitive differences.Seek and obtain consultation and alignment from program directors, leadership, and stakeholders around the school on the marketing and content plan.Marketing Program ExecutionGuide the campaign development process from start to finish, build a focused strategy, logically sound campaign action plan, lead campaign kickoffs internally and with stakeholders, facilitate concepts and creative reviews (both internally and with graduate program stakeholders), and negotiate approvals.Manage the development of compelling and informative marketing materials, such as brochures, fact sheets, videos, testimonials, website content, email content, SMS content and manage the inventory of marketing materials.Implement best-in-class marketing practices; segment and leverage the marketing database for greater campaign efficiency, contact outreach, engagement, and effectiveness of our selected targets.Establish and manage PPC and social media ad campaigns that generate high-quality leads.Convert targeted prospects through calls-to-action, landing pages, and content offers.Project manage multiple campaigns simultaneously to McCombs and UT brand and communications standards.Partner with the creative team to develop high-impact, on-brand advertising and marketing assets. Create content, including graphics and copy, for PPC ads, social media, the blog and our website.Build, automate, and monitor nurture streams for prospective students.Build, execute and maintain prospective student lead scoring and lifecycle strategies.Ensure Marketo protocols are followed as well as sharing insights and ideas for the greater good of McCombs.Collaborate with graduate admissions to publish and promote events to engage potential students and provide them with insights into the programs.Coordinate with other marketing initiatives at the McCombs School of Business.Marketing Program Analysis, Reporting, and OptimizationTrack, report, and analyze program performance, and make recommendations for further improvement.Determine ROI of marketing programs and establish measurable goals for program marketing and recruiting supported by analytics; track and optimize campaign activity based on full-funnel performance analysis.Make adjustments as needed to nurture programs and email campaigns to optimize results, and perform A/B testing regularly.Optimize PPC campaign performance and make recommendations to increase conversions while reducing CPC.Analyze program pipeline, create forecasts and review outcomes with CMCO, graduate program directors, and McCombs leadership throughout the recruiting cycle.Marketing Program Compliance and Best PracticesMaintain knowledge of digital marketing best practices and digital marketing compliance best practices (FERPA, GDPR, etc.).Serve as a resource on Marketo and marketing automation for other McCombs marketers.Optimize lead generation and lead nurturing processes through email campaigns, content marketing, paid media, SMS (text) and social media channels using Marketo (marketing automation platform).