Reporting to the Dean of Harvard's Division of Continuing Education (DCE), the Executive Director of Marketing & Strategy works with the leadership to define the market strategy for DCE, both at the Division and program level and will play a crucial role in achieving ambitious DCE-wide growth goals and delivering against the mission of making Harvard accessible to lifelong learners across the world.
The role will oversee seven direct reports and manage a team of up to sixteen (and growing) including marketing directors for the DCE schools/programs, and the directors of marketing services, marketing automation and strategy.
The Executive Director will create vision and strategic planning function for DCE that synchronizes with the financial planning cycle. The Executive Director will oversee the development and execution of the marketing strategy for Harvard Extension School (HES), Harvard Professional Development Programs (PDP), Harvard Summer School (HSS) and Harvard Institute for Learning in Retirement (HILR) working with portfolio marketing directors and will:
Drive overall brand awareness for HES and establish positioning for the EXT, PDP, HSS and HILR
Oversee the leadership of business analysis for the full DCE portfolio of schools/programs, define and lead market research to gather insights on demand and competitive opportunities
Be a subject matter expert representing DCE on various university-wide task force(s) relative to strategic teaching and learning initiatives.
The Executive Director will collaborate and develop a process for identification and qualification of new program ideas and directions for the DCE portfolio of credit and non-credit offers. An example of this is the 60-year curriculum, which will work cross functionally to define the future vision for DCE's portfolio of offerings contributing to the strategic roadmap supporting the 60-year curriculum.
Other duties and responsibilities include:
Manage a non-salary marketing budget of approximately $5MM. Develop and manage external and internal marketing campaigns to support Division objectives. Provide data-driven recommendations to DCE leadership, report on results, and own the relationship with program heads on marketing issues.
Develop advertising strategy and lead the optimal allocation of a $2.5-3.5MM advertising budget across the four programs. Determine the appropriate mix of general brand building campaigns v. promotion of individual programs and allocate budgets accordingly.
Lead web strategy and manage and develop website presence to be optimized for student needs, search engine results and lead generation.
Enhance social media presence and impact across all brands to drive increase organic engagement.
Build actionable reporting, including building attribution as viable to help optimize marketing spend decisions.
Manage the relationships with external vendors to support demand generation initiatives with a primary focus on Extension, Professional Development Program, Harvard Summer School and Harvard Institute for Leaning in Retirement e.g. of vendor include but not limited to Media Agency, Salesforce/Marketing Cloud investment, Waybetter email and lead nurturing for EXT and Summer, WGBH Summer School sponsorship and DCE media value adds, Bootcamps with Trilogy.
Build expertise in CRM and prospect/student lifetime engagement by building team capability in marketing automation and campaign execution.
Develop a robust CRM process leveraging Salesforce Marketing Cloud and build out acquisition and retention journey's for RFIs and current students. Work in close collaboration with Admissions and other key constituents to create an integrated touchpoints pathway.
Explore partnerships for additional lead generation for all three programs. Develop market scope and plan for growth in B2B for EXT and PDP identifying partner companies to use as sales channel.
The Division of Continuing Education (DCE) comprises several entities serving about 30,000 students annually. The Harvard Extension School, the Harvard Summer School, the Harvard Professional Development Programs and the Harvard Institute for Learning in Retirement allow Harvard to serve the learning needs of students across their life. For more than a century, Harvard Extension School has made Harvard faculty and teaching accessible to a diverse community of local, national, and international students. Harvard Extension School enrolls approximately 16,000 students per year in approximately 46 graduate and undergraduate liberal arts and professional fields. More than 1,500 open enrollment courses are offered year-round with over 600 available online are offered at affordable prices to our communities across the world. Harvard Summer School offers approximately 450 courses on the Harvard Campus to 10,000 secondary school, college and adult learners and more than 30 international study abroad programs for up to 600 students each summer. The Division also includes the Harvard Institute for Learning in Retirement with approximately 550 active members and Harvard Professional Development Programs offering 80 short noncredit courses to almost 4,000 learners annually.
All formal offers will be made by FAS Human Resources.
Time Off: 3 - 4 weeks paid vacation, paid holiday break, 12 paid sick days, 11.5 paid holidays, and 3 paid personal days per year. Medical/Dental/Vision: We offer a variety of excellent medical plans, dental & vision plans, all coverage begins as of your start date. Retirement: University-funded retirement plan with full vesting after 3 years of service. Tuition Assistance Program: Competitive tuition assistance program, $40 per class at the Harvard Extension School and discounted options through participating Harvard grad schools. Transportation: Harvard offers a 50% discounted MBTA pass as well as additional options to assist employees in their daily commute. Wellness options: Harvard offers programs and classes at little or no cost, including stress management, massages, nutrition, meditation and complimentary health services. Harvard access to athletic facilities, libraries, campus events and many discounts throughout metro Boston.
Salary Grade: 061
Union: 00 - Non Union, Exempt or Temporary
BA/BS in Arts or Sciences
10+ years of management and marketing experience
5+ years of supervisory experience
The Division seeks a seasoned, metrics-driven professional who is versed in marketing to adult and online students. This role requires strong project and stakeholder management skills, the ability to set and maintain priorities in a very busy department, and the ability to lead discussions about new offerings and new marketing that HES should consider. Advanced experience in metrics and marketing to adult and online students. A strong background in market analysis, quantitative and qualitative research, as well as complex data-set analysis is critical. Must understand the complexity of higher education issues, the environment, and decision-making process. Must believe in the mission and academic philosophy of HES. Experience developing strategy for digital and direct marketing, market research, SEO/SEM, social media, content marketing, web presence, mobile, channel selection and optimization, and PR are important. A good listener with high energy, drive, and both intellectual and emotional intelligence. Strong character; integrity, bias to action, tolerance for process; sense of humor. Master's degree preferred. Finalists may be asked to do a presentation.
EQUAL OPPORTUNITY EMPLOYER: We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.
Internal Number: 49013BR
About Harvard University Division of Continuing Education
Harvard University is devoted to excellence in teaching, learning, and research, and to developing leaders in many disciplines who make a difference globally. The University, which is based in Cambridge and Boston, Massachusetts, has an enrollment of over 20,000 degree candidates, including undergraduate, graduate, and professional students. Harvard has more than 360,000 alumni around the world. The University has twelve degree-granting Schools in addition to the Radcliffe Institute for Advanced Study, offering a truly global education. Established in 1636, Harvard is the oldest institution of higher education in the United States.