The Senior Vice President (SVP), Marketing assists the Chief Marketing Officer (CMO) in the strategic direction and operational effectiveness of the Marketing organization while providing leadership across key areas. The SVP serves as an institutional, cross-functional marketing catalyst for UMA, helping to drive internal and external brand awareness, lead generation, prospective-student and student communications, creative strategy, and public relations. The SVP helps to drive the execution of best-in-class, multi-channel, end-to-end marketing communications across student and employer partner journeys, including campaign development, media strategy and advertising.

This role often works across UMA’s operational teams to help inculcate UMA’s brand and communicate the mission of the institution to stakeholder audiences including prospective students, current students, graduates and alumni, team members, prospective team members, employer partners, accreditors, regulators, and more using a variety of digital and traditional channels. The SVP, Marketing works with the CMO in the implementation of processes and systems to optimize the effective deployment of marketing investment and staff efficiencies to meet the mission of UMA.

Functional

• Oversee assigned marketing functions and their associated budgets and teams in key areas, which may include B2B and B2C marketing efforts in lead generation, workforce solutions, public relations, and overall marketing communications.
• Lead, in collaboration with operational teams, the design and development of world-class, engaging employer-partner-student communications, across the lifecycle, from acquisition through alumni relations.
• Align critical cross-departmental initiatives with Marketing strategy for acquisitions; oversee the integration of marketing activities for new divisions, businesses and/or acquisitions.
• Support the delivery of a cohesive UMA brand that speaks to multiple audiences including students, team members, employer partners, accreditors and more.
• Act as trusted advisor and expert; provide strategic marketing and communications leadership to UMA operational teams.
• Use cogent and sophisticated analyses of extensive datasets to drive new and continuous improvement–related marketing and communications activities.
• Understand student populations inside and out; find and refine segmentations of student populations to gain insights to better serve students.
• Oversee public relations function and ensure high-impact placement of UMA’s story in key outlets.
• Implement strategies to improve UMA’s internal and external reputation.
• Partner with other shared services teams to deliver communications to UMA team members, including email distributions, intranet design and homepage. management, executive communications, team member events and more
• Provide executive oversight of third-party marketing agencies and other vendor relationships.
• Ensure compliance of marketing activities with all applicable state and federal regulations.
• Perform other duties as needed.

Financial Leadership

• Assists in the planning and preparation of business unit direct and/or indirect budgets.
• Drives the institutional lead-generation budget.
• Ensures the execution of objectives and tasks necessary to meet short- and long-term revenue and margin goals.

Team Member Leadership

• Builds a strong culture of accountability and high performance.
• Creates and implements an effective onboarding plan for every team member.
• Recruit, train, and develop a team with skills and experience aligned to meet UMA’s needs and the market with a focus on retention of top performers.
• Ensures that UMA values are being demonstrated and policies are being followed.

Support Institutional Initiatives

• Keep current on institutional goals, objectives and progress.
• Engages in UMA-sponsored activities and initiatives as appropriate.
• Leads with courage in support of change initiatives that impact organization.
• Manages and assists in coordinating efforts between departments within UMA.

Compliance

• Demonstrates knowledge of and carefully follows all applicable federal and state compliance requirements and regulations including those prescribed by the Department of Education, accrediting agencies, Florida Commission for Independent Education (CIE), and internal UMA policies and procedures.
• Effectively communicates compliance requirements to students and other staff as appropriate and quickly escalates any compliance concerns to the Compliance department.

Work Experience, Skills & Abilities

Minimum Requirements

• Bachelor’s degree or equivalent combination of education and experience.
• 15+ years applicable leadership experience.
• Highly experienced in creative development, concepting and execution, agency management and oversight.
• Highly experienced in public relations, thought leadership, and sponsorship development.
• Highly experienced in all digital marketing channels, as well as traditional marketing channels such TV.
• Experienced in marketing campaign testing, analysis, and attribution.
• Experienced in media strategy, planning, execution, and agency management.
• Proven success in driving large-scale marketing efforts that have produced results.
• Experienced in leading diverse teams and building collaborative, cross-functional relationships within organizations.
• Experienced in having led a marketing department and overseen a large budget.
• Experienced in driving marketing in a complex, fast-moving industry.
• Able to professionally communicate fluently in verbal and written English.
• Proficient in MS Office (Word, Excel, PowerPoint) and other business tools such as Microsoft Teams.
• Able to support a diverse and inclusive work environment.

Preferred Requirements

• Master’s or other advanced degree.
• More than 18 years applicable leadership experience.
• Experience in marketing in a highly regulated environment.
• Strategic thinking — demonstrated ability to understand the operation and how marketing and brand-building can support UMA’s short- and long-term student outcomes.
• Digital marketing leadership — experience overseeing digital marketing and demand-generation activities, including social media and digital reputation management.
• Brand-building — demonstrated capacity to evolve the brand leveraging creative insight and resources.
• Executive maturity — ability to partner across the organization and align disparate stakeholder needs to develop and deliver high-impact programs.
• Leadership and management — demonstrated ability to lead cross-functional, high-functioning teams.
• Education-based expertise — experience in online or other educational. environments, leading cross-functional efforts to achieve institutional success
• Data-oriented — uses information and analysis to make decisions, align interests, and drive improvements in marketing and related activities.