Director, Marketing, Americas

Summary Description:

The Market Development (MD) function is responsible for managing and growing the Council's relationship with graduate management education (GME) providers, graduate management education (GME) aspirants, test prep and admission consulting organizations, regulators and other key stakeholders. Its remit is to create awareness and grow usage of the Council's core products & services in Assessments, Recruitment and Marketing domains, and its research and professional development offerings. MD is also responsible for working closely with GME providers and aspirants to discover unmet needs and enable the development of new solutions that serve the selection, recruitment, marketing and preparedness needs of GME. The function comprises teams based in Reston (USA), London (UK), Shanghai and HK (China), and Delhi (India).

The Director - Marketing, Americas will lead the Americas regional marketing team in executing GMAC's consumer marketing initiatives targeted at GME aspirants, and in maintaining and growing GMAC's relationships with Test Prep and Admission Consulting organziations in North, Central and South America. In particular, a key priority for this role is to grow the volume and diversity of the GME pipeline for US and Canadian business schools, through audience development efforts focused on women, under-represented minorities and non-business undergrads. The role deploys the regional marketing budget to achieve goals related to pipeline development, and revenue from purchase of prep and assessments products. The role works closely with colleagues in Market Development & Marketing globally; the Assessments business, the Connect business, and the Schools and Industry Engagement team based in Reston, VA - who together contribute to the development and implementation of the GMAC's mission and revenue focused initiatives.

The Americas marketing efforts are a vital component of the Council's overall marketing effort and the Director - Marketing, Americas is expected to operate within global guidelines and specifications related to product, price, brand and advertising.

Key responsibilities:

• Build the GME pipeline
  • Understand latest trends in higher education, business education and post business education employment in the US market, including a strong grasp of insights from the latest developments in digital and social media marketing, influencer marketing, and other modes, as pertinent to engaging with consumers in the 21 - 30 year age band.
  • Track and analyze the Americas business ed market using GMAC and external resources:
    • Candidate attitudes toward graduate management education (GME).
    • Candidates attitudes towards and usage of standardized admission tests, and test preparation products.
    • Candidate marketing and recruitment best practices in higher / business ed.
    • Employer attitudes toward and employment trends post GME.
    • The strategies of key competitor organizations.
  • Based on data and insight, develop the Americas marketing strategy and team structure required to enhance GMAC's engagement with consumers seeking GME in myriad formats, while being consistent with global strategic priorities.
  • Propose, gain support for and execute initiatives to build the pipeline for GME through GMAC's products and services - Assessments, Recruitment, Marketing, and Readiness.
  • Using existing or new products and services, grow the diversity of the GME pipeline through focus on women, under-represented minorities and non-business undergrads.

• Lead candidate engagement initiatives in Americas
  • Identify key candidiate segments to maintain engagement with, and new / emerging candidate segments of material significance, to build / grow engagement with.
  • Lead regional candidate engagement strategy and initiatives - digital marketing (email outreach, social, SEO, display), and deploy marketing automation tools - Hubspot.
  • Execute marketing programs - web, digital and field - to achieve engagement goals in consideration (lead gen) and conversion (revenue) stage of the candidate funnel. Directly own revenue from test prep products, and indirectly own goal on assessments volumes.
  • Development and execution of a robust field marketing strategy (via webinars or in person) to complement the digital marketing strategy, including deepening and expanding of relationships with Test Prep and Admisson Consulting organizations, and entities that enable outreach to undergrad student populations.
  • Track and report on outcomes, and course correct in order to achieve greater impact and ROI from all consumer marketing initiatives - social, digital and field based.
  • Support global candidate engagement initiatives in the America region.
  • Attending relevant industry conferences and building relationships with partner professional oranizations to enhance GMAC's network and influence, and build collaboration to address common priorities.

• Contribute to the development of the Americas Market Development team and the integration of its work with other functions
  • Keep colleagues across functions updated with key developments in the Americas candidate market, marketing priorities and initiatives.
  • Contribute as a senior member of the Americas Market Development team in formulating and pivoting regional strategy, setting of objectives, preparing and monitoring budgets, staff professional development and any other duties determined by the Regional Director, Americas.
  • Build a collaborative and mutually beneficial relationship with peers in other regional teams and with colleagues in central and product marketing.
  • Regular and systematic monitoring of progress against agreed KPIs for self and team.

• Other responsibilities and duties, as assigned.

Minimum Requirements:

• Advanced degree from accredited university in field related to specialty area.
• 10 years' experience in related field (consumer marketing) with at least 3 years of managerial experience; or equivalent combination of education, skills, and experience.
• Experience in managing a team responsible for consumer marketing initiatives.
• Ability to make strategic decisions informed by data and insight, and curiosity to identify environmental changes early and understand the impact on team, function and organization.
• Ability to manage competing priorities and the agility to change resource allocation as required.
• Digital - first expert with the desire to learn / implement new technologies and marketing tactics.
• Familiarity with sources of macroeconomic, demographic, and higher education industry data.
• Superior analytical skills, inter personal skills and organizational skills.
• Exceptional verbal and written communication and collaborative skills.
• Proficiency with MS Office products.
• Ability to travel 20% of the working month, across North, Central and South America, when normal business travel resumes.

The physical demands and work environment characteristics described are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Desired skills/experience:

• Deep understanding of the graduate management education domain in the Americas market and recent changes impacting it, and successful track record in the domain would be a plus.
• Experience in market research and media planning.
• Expertise in building engagement with diverse consumer segments - based on gender, race or ethnicity - and experience in international (non-Americas) markets.
• Skilled in cross cultural communication, and proficiency in English and Spanish.

GMAC's value proposition offers our talented employees the ideal climate for innovation, and colleagues who are motivated and proactive, with diverse backgrounds and approaches.

As a global organization, we understand and appreciate the benefits of myriad cultural perspectives. GMAC is wholly committed to recruiting, developing, and retaining a diverse group of talented people, and providing equal employment opportunities to all employees and applicants without regard to the basis of actual or perceived race, creed, color, religion, national origin, ancestry, age, disability, sex (including pregnancy, childbirth, and related medical conditions), marital status, veteran status, sexual orientation, gender identity, genetic information, or any other characteristic protected by applicable federal, state or local laws.