Marketing Director

Home Office United States


Position at Spring Education Group

This Director-level position is both exciting and complex, requiring an organized yet nimble “brand management” perspective – focused on both strategic planning and also hands-on involvement in driving marketing projects from inception through tactical execution.

The role encompasses both project management and a KPI-based (Key Performance Indicator) results approach to Marketing, in support of the many K+ school brands, campuses, and programs in the Spring Education Group portfolio. The Director will be responsible for driving both new student lead acquisition/enrollment and existing student retention/re-enrollment.

Specific deliverables will include overall marketing initiatives planning, in-depth execution of both Online and Offline Marketing programs, and analysis of program results. Additionally, the role requires working cross-functionally to coordinate marketing program planning, data management, and implementation. The role requires a self-starter who has strong project management skills, is results-driven, and is also adept at fostering relationships across the organization.

Key Deliverables:

  • Acquisition Pipeline:
  • Drive lead generation with a strategic focus on schools with excess capacity
  • Expand CRM initiatives (in partnership with Central Admissions and the local schools) to cultivate lead conversion through the pipeline (Leads -> Tours -> Applications -> Enrollment)
  • Cost-effective lead generation:
  • Improve and optimize cost-per-lead and cost-per-enrollment of the various marketing programs and vehicles, while also increasing lead volume
  • Increase overall brand awareness/equity of the various school brands via strategic brand marketing initiatives (e.g. offline paid media, public relations earned media, grassroots events, etc.).
Marketing Director Duties & Responsibilities (not all-inclusive)
  • Marketing Program Planning and Execution
  • Media strategy & planning
  • Marketing vendor management
  • Marketing calendar management
  • Marketing budget management
  • Online and offline campaign management (via vendor and/or internal resources)
  • Analysis and reporting on marketing program performance

Creative & Communications
  • Creative strategy/direction for marketing programs
  • Management of internal & external creative resources
  • Communications oversight (external PR and internal “central” parent/staff communications)
  • Strong planning and organizational skills; ability to prioritize effectively and meet deadlines, balancing multiple projects
  • Action-oriented and results-driven with strong analytical skills
  • Strong interpersonal skills; ability to build relationships internally and externally, and at all levels of the organization
  • A sound understanding of and experience with a full range of marketing vehicles with a track record of achievement in marketing campaign management
  • Excellent verbal and written skills

Education and Experience:
  • Accredited college degree required; MBA is a plus
  • 10+ years of marketing experience, including extensive experience in lead-generation-based marketing
  • Education sector experience preferred
Current Internal Reporting Staff – 4 team members (reporting structure is up to the Director)
  • Senior Creative and Communications Manager
  • Local & Editorial Marketing Manger
  • Content Marketing Manager
  • Graphic Designer