Marketing Manager

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The Marketing Manager is responsible for planning, developing, implementing, and managing the marketing strategy and execution for the University of Miami’s Miami Herbert Business School (MHBS) Specialized Masters and MBA programs. This role involves collaborating with internal stakeholders to craft data-driven, high-impact campaigns that build awareness, drive enrollment, and position Miami Herbert as a leader in graduate business education.

B2B & Account-Based Marketing (Corporate Outreach for Enrollment Growth)

• Develop and implement B2B marketing strategies to position MHBS programs with corporations, professional associations, and community partners as pathways for employee development.
• Create and execute account-based marketing (ABM) campaigns to engage HR leaders, talent development officers, and key corporate stakeholders in South Florida, generating qualified leads and referrals for Specialized Masters and MBA enrollment.
• Partner with internal stakeholders (Graduate Enrollment, Career Services, Alumni Relations, Corporate Relations) to unify and coordinate outreach efforts, ensuring consistent messaging and maximizing impact with target employers.

Strategic Marketing & Campaign Development

• Develop, implement, and manage the Program Marketing function for MHBS Specialized Masters and MBA programs, ensuring efficiency and consistency across marketing initiatives.
• Collaborate with departmental leadership and program staff to create go-to-market strategies and roadmaps for a variety of programs, as well as maintain digital assets (website).
• Help develop positioning, messaging, and launch strategies for new and existing program offerings, ensuring alignment across all channels.
• Work closely with the admissions team to set enrollment goals, design campaigns that support lead generation and conversion, and track progress toward those targets.
• Monitor KPIs such as application volume, enrollment growth, engagement metrics, and campaign performance, using data to refine strategies.
• Help to analyze and evaluate campaigns across platforms, including digital, email, and social media.

Budget Management & KPI Monitoring

• Recommend and allocate advertising budgets for MHBS programs to optimize ROI.
• Help manage program budgets, ensuring alignment with strategic goals and optimal allocation of resources.

Content Development & Campaign Leadership

• Write and edit copy for websites, landing pages, emails, digital ads, social media, and print collateral that communicates program value and drives enrollment.
• Develop creative briefs and partner with designers, videographers, and external vendors to produce high-quality campaign assets, including videos, brochures, and digital media.
• Coordinate and manage content-driven campaigns (student success stories, alumni outcomes, faculty insights), ensuring consistency across channels and tracking performance for continuous improvement.

Education Requirements

• Bachelor’s in Marketing, Business, or a related field.
• Master’s degree preferred.
• Equivalent combinations of education and experience will be considered.

Work Experience Requirements

• At least seven (7) years of professional marketing experience, with a preference for experience in higher education, graduate enrollment, or related sectors.
• Proven experience in B2B and account-based marketing, with the ability to engage corporate stakeholders and drive graduate program enrollments.
• Exceptional written and verbal communication skills, including the ability to craft compelling storytelling and create content across print, digital, email, and social media platforms.
• Highly organized with the ability to manage multiple projects and meet deadlines in a fast-paced environment.
• Collaborative mindset with the ability to work effectively as part of a team and independently.
• Strong foundation in marketing, branding, and content strategy, with demonstrated experience in developing and executing integrated campaigns.

The University of Miami is an Equal Opportunity Employer - Females/Minorities/Protected Veterans/Individuals with Disabilities are encouraged to apply. Applicants and employees are protected from discrimination based on certain categories protected by Federal law. Click here for additional information.

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