Chief Marketing Officer

General Summary

The Chief Marketing Officer (CMO) leads the teams and processes that drive enrollment growth at the University of St. Augustine for Health Sciences (USAHS) through timely and effective demand generation, lead-to-enrollment conversion strategies, brand management, and messaging/storytelling.

Demand Generation

• Create integrated marketing plans and execution strategies for driving student acquisition, enrollment, and engagement, and overall market share, ultimately growing revenue and EBITDA.
• Build student personas and effectively target prospective students with brand/program messaging designed to generate enrollment interest and leads.
• Experience with digital and organic channels; ability to build channel strategies appropriate for reaching the target and analyzing channel performance.
• Identify opportunities to expand reach to target market through alumni, institutional and academic partnerships, feeder schools, clinical referrals, etc.
• Understand business cycles and related analytics required to determine performance to goals.
• Possess the financial acumen necessary to determine required marketing investments and resulting ROI; manage the annual marketing budget for USAHS.
• Select, direct and manage external agencies and consultants.

Brand Management and Awareness

• Oversee an integrated brand strategy based on key consumer insights and market research with a focus on generating measurable awareness, equity, preference and credibility for the brand.
• Develop brand/program messaging that will influence and inspire the target audience and build brand awareness for USAHS programs.
• Effectively identify and communicate University and program differentiators to support USAHS premium position and create student preference for the University.
• Establish brand awareness/preference benchmarks and measure performance against them.
• Serve as a brand advocate in the industry and marketplace.

Website Design and Performance

• Provide strategic oversight to USA.EDU website and related properties to align with premium brand position and provide an exceptional user experience.
• Develop content, design and execution strategies that drive positive performance trends measured by KPIs that may include traffic, time on site, conversion on site, bounce rate, etc.
• Establish website maintenance protocol to include regular content audits and updates.

Enrollment Management

• Lead a high-performing student recruitment and enrollment team, providing strategies and resources required to ensure lead-to-enrollment funnel conversion.
• Provide leadership, direction, training and talent development support to ensure optimal enrollment team performance.
• Establish expectations for funnel management and reporting, including predictive models that will help to identify issues, opportunities and areas for implementation improvement.
• Develop strategic plan to maximize enrollments for all programs while planning for long-term growth.
• In partnership with the enrollment management leadership team, analyze and provide insight of the enrollment pipeline in order to accurately predict future enrollments.

Organizational Development

• Invest in talent to build, lead, develop and motivate a best-in-class, accountable and results-oriented marketing (and enrollment) organization.
• Develop strong cross-functional partnerships with program strategists, academic leadership, finance, admissions, student administration; drive business results and inspire a culture of transparency, collaboration, and accountability.
• Serve as a member of the senior leadership team, bringing a view of the USAHS customers/students and marketplace in decisions.