Director of Segment Marketing

American Public Education Inc.

This is a remote position where travel may be required to the Baltimore/DC area, including visits to our other Education Units locations in WI, IL, MN, KS, ND, OH and FL. Ideal candidates would be located in one of these markets.

As Director of Segment Marketing, you will be responsible for developing marketing strategies across APEI’s portfolio of education brands, targeting specific audience segments that include, but may not be limited to service-minded adult learners. You will work closely with the Product and Market Research teams to identify the ideal products for these segments, develop personas, and create Go-To-Market plans that can be utilized by our internal teams.

You will collaborate with several cross-functional teams including Creative, Research, Product, Paid Media, PR, Social Communities, Marketing Automation, MarTech & Innovation, Marketing Intelligence, Project Management, Academics, Admissions, Retention, Advising, and help determine which initiatives to focus on among existing priorities.

S/he will initiate and lead a wide range of initiatives across the portfolio of brands, including market and competitive analyses, audience and persona development, product launch strategies, communications plans, paid media campaigns, integration with marketing automation and our current MarTech stack.

This position is also responsible for developing successful relationships with our client Education Units, working as a trusted strategic advisor and representing the various internal functional teams. S/he will create presentations and routine reports, and present those to their key clients.

The ideal candidate must have the ability to be a strategic thinker – bringing forth new, innovative and creative ideas – while also embracing data with an ability to translate it into actionable ideas. S/he must be able to use all available information to understand our audience segments and using that knowledge to review and provide feedback on creative campaigns, growth tactics, and the full customer journey lifecycle to help ensure we are serving the right product and message, to the right audience, at the right time.

Responsibilities:

• Develop marketing strategies to increase enrollments of specific audience segments, including service-minded audiences across APEI’s portfolio of brands
• Work with leadership to conduct business analyses, prioritize opportunities, and manage the full customer and portfolio lifecycle
• Utilize data and insights to drive prioritization and decision-making
• Understand and communicate key market trends and initiate competitive audits and primary/secondary market research to stay abreast of key risks and opportunities
• Translate market and customer needs across multiple geographic regions into clearly defined product requirements and portfolio strategy; translate those insights into actionable insights for the functional teams
• Develop strategic Go-To-Market plans for new product launches
• Develop forecasts and projections across the portfolio of brands across product, audience and geographic lines
• Develop and manage budget for audience segments, including non-military and service-minded audience for B2C, B2B, and B2G industry areas
• Ensure the team is maximizing the impact of all marketing-related test and experiments by establishing an environment for sharing those learnings across multiple teams and future marketing strategies and tactical plan development
• Help facilitate training and learnings on marketing-related topics to ensure relevant cross-functional teams are up-to-speed on the latest best practices relevant to their areas in order to develop strategies and tactics to maximum impact
• Develop multi-channel contact strategies and tactics with an emphasis on customer engagement and lifetime value
• Help identify new and actionable insights, strategies, and tactics to address client business objectives; identify areas of opportunity
• Develop integrated, full-funnel marketing plans that can be utilized across functional teams including branding, direct response, digital, traditional, social communities, B2B, SEO, creative strategies, UX, CRO, marketing automation, admissions, retention, email, TV/radio, etc.
• Develop creative briefs with insights that inspire creative concepts and content, and ensure creative is in line with strategic direction
• Help develop consumer journeys across multiple media/channels
• Contribute ways to drive a culture and process of high-productivity and collaboration
• Perform other duties as assigned

Requirements:

• Ideal candidate will have at least ten years of experience in marketing, and specific experience in consulting, strategy, growth marketing, or a similar type of role where you leveraged extensive amounts of data to draw insights about potential customers and marketing strategies
• You must be able to classify and understand customer personas to create effective marketing strategies that resonate with that precise customer type
• Ability to utilize research, analyze, and create marketing strategies around a segmented audience and utilize data to determine proper product presentation and ideal geographic location, and what type of messaging/creative is best suited to that audience
• Be an extremely quick, strategic thinker with exceptional experience working with analytical teams
• Determine if the brand and creative execution for any given marketing initiative is of high quality and if it will meet our objectives and drive action based on our goals
• Proven experience leading and working with cross-functional teams, with the ability to influence others, even if they don’t report to you
• Excellent verbal and written communications skills, including the ability to prepare and present presentations to clients and executives
• Be a humble leader with the ability to foster a collaborate environment that is data-driven, calm, focused, highly ethical and inclusive, and passionate about our mission
• Strong understanding of standard marketing campaign metrics and KPIs
• Ability to identify quantifiable trends across campaign data
• Ability to create and deliver effective presentations to disparate marketing audiences, including high-level decision makers
• Experience and interest in both quantitative and qualitative research methods
• Ability to adapt quickly to change; willingness to take initiative and use good judgment to craft solutions to challenges
• Strong written and verbal communications skills; strong presentation skills
• Experience with audience development, segmentation and personas
• Demonstrated experience in Excel and Powerpoint
• 10+ years in marketing or related field; 3-5 years in marketing strategy
• Agency experience a plus
• Bachelor’s degree in marketing, communications, or other required. Master’s degree a plus.

Colorado Pay Law/NYC Pay Transparency Law

If you are a Colorado or New York City resident and this role is available in Colorado, New York City or remote, you may be eligible to receive additional information about the compensation and benefits for this role, which we will provide upon request. Please send an email to recruiting@apei.com

About Us:

Online, on campus and in the workplace, we provide higher education and training to our country’s heroes – military service members, veterans, nurses, government employees, and motivated professionals that want to make a difference. American Public Education, Inc. educates service-minded students, ranging from the military, public service, federal agencies, and nursing communities, through American Public University System (APUS), Hondros College of Nursing (HCON), Rasmussen University and Graduate School USA (GSUSA).

It is the policy of American Public University System (APUS) and American Public Education, Inc. (APEI) to afford equal opportunity to all qualified persons. We treat all qualified individuals equally as to their recruitment, hiring, assignments, advancements, compensation, and all other terms and conditions of employment. of American Public University System (APUS) does not discriminate on the basis of race, color, religion, creed, sex, age, national origin, sexual orientation, or physical, mental, or sensory disability, or any other characteristic protected by law.