Senior Manager, Product Marketing

Covista · Columbia, MD · 1 wk ago

On-siteMarketing$80k–$145k/yrFull-time

Opportunity at a Glance

Drive Walden University marketing efforts for an assigned vertical and its program portfolio.
Grow enrollment in that category by highlighting Walden's strengths within the vertical and translating program differentiators into campaigns.
Ensure the marketing department provides strong strategic and operational support for the vertical while working within the broader brand marketing framework.
Partner closely with cross-functional stakeholders to deliver high-impact campaigns that move prospective students from awareness through enrollment.

Lead the development and execution of go-to-market strategies for the vertical's programs, integrating brand, digital, and enrollment priorities.
Own the brief-to-activation process: translate campaign briefs into integrated marketing plans, define launch readiness requirements, manage timelines and milestones, and ensure the work lands in market as briefed.
Develop campaign positioning within the guardrails of vertical and brand positioning.
Partner with product management and academic teams to translate program differentiators into marketing messages and campaigns.
Develop and manage campaign calendars, communication plans, and campaign briefs that define channel roles, activation strategy, and sequencing.
Lead campaign hindsighting: bring together channel leads and stakeholders to review results, surface what worked and what didn't, and apply learnings to future campaigns.

Own messaging for the vertical and its programs, grounding it in competitive differentiation, student outcomes, employer demand, and enrollment data.
Keep messaging current as the market moves and update when competitors shift, when new proof points land, or when enrollment data says something isn't resonating.
Maintain audience definitions that guide campaign targeting and messaging for the vertical.

Collaborate with channel leads to design and execute high-performing, inquiry-generating campaigns.
Keep messaging consistent and mutually reinforcing across the funnel and across channels.
Sequence and prioritize activity against enrollment goals for the vertical.

Monitor the competitive landscape for the vertical, tracking competitor programs, positioning, and market activity.
Use market insight, student and employer demand signals, and enrollment data to inform campaign strategy and messaging decisions.

Monitor and evaluate the effectiveness of marketing activities; deliver actionable insights to improve performance and ROI.
Balance speed, scale, and quality in a fast-paced, highly regulated environment.

Partner with product, academic leaders, enrollment, and student support within the vertical's pod to align on goals and execution.
Partner with marketing operations to sequence deliverables, manage timelines, and ensure campaign readiness.
Collaborate with internal creative services and external agency partners to ensure all work meets brand standards and compliance requirements.
Represent the vertical in quarterly planning, creative reviews, and QBRs, providing strategic input and sharing performance insights.
May lead and develop one or two marketing team members, depending on the vertical.
Contribute to the broader marketing team's planning and ways of working.
Support cross-vertical initiatives that reinforce Walden's brand reputation and commitment to educational excellence.

Bachelor's Degree preferably in marketing or a related field required, Master's Degree MBA preferred.
7 + years of progressive marketing experience including product, category, or vertical marketing (product marketing experience strongly preferred).
Proven success leading vertical-specific marketing, particularly in regulated or professional program categories.
Experience developing and managing integrated, multi-channel campaigns from strategy through execution.
Experience operating in complex, matrixed, or highly regulated environments.
Background in education or mission-driven organizations preferred.
Healthcare or mental health industry experience a plus.

Strong writing skills with the ability to translate complex academic and product substance into clear, audience-specific campaign messaging grounded in market and enrollment data.
Strong strategic judgment connecting marketing decisions to enrollment outcomes.
Analytical and data-literate; able to interpret performance metrics and recommend optimizations.
Strong collaboration and influence across cross-functional teams.
Strong organizational and project leadership skills in a fast-paced environment.

The expected salary range for this position is between $80,336.75 and $145,077.09.
Actual pay will be adjusted based on job-related factors permitted by law, such as experience and training; geographic location; licensure and certifications; market factors; departmental budgets; and responsibility.
The position qualifies for the below benefits:

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