Svp Marketing

4 weeks ago

Phoenix, United States Universal Technical Institute Full time

Overview:
The SVP Marketing has responsibility for driving UTI’s student recruitment efforts through direct response media channels of television, radio, magazine, direct mail, local events and other traditional channels to build a world-class brand through marketing and advertising communications efforts, while maintaining strong leadership, vision, and hands on delivery of marketing excellence. Oversees the brand messaging for consistency throughout the organization, along with directing a media buyer and agencies in advertising placement opportunities. Leads a team of segment managers responsible for campuses and high school field teams nationwide and industry relations marketing focusing on location and national recruitment.

**Responsibilities**:

- Design, develop and execute a clearly defined direct response marketing and communications strategy that supports consistent business growth, captures market share, and enhances brand equity and awareness for all segments within the UTI system including adult recruitment, high school recruitment, military and other key segments.
- Drives lead generation and brand awareness for prospective students through traditional advertising efforts using television, collateral marketing, out-of-home, radio, magazine, and billboard. Collaborate closely with the VP of Digital Marketing to ensure inquiry quality and quantity for the geo targeted locations and nationwide.
- Manages the Company’s marketing research and has the ability, experience and knowledge to gather and analyze key intelligence data from UTI, competitors, and industry advances to propose meaningful short-term and long-term marketing strategy, along with evaluating the efficiency and effectiveness of marketing programs.
- Designs, develops, and executes UTI’s marketing strategy and integrated marketing programs for all product lines across multiple customer segments, specialized channels, and UTI’s national footprint of campus locations
- Ensures strategic initiatives and related budgets achieve and/or exceed UTI’s stated business objectives and enhance the UTI brand; meets or exceeds key performance metrics related to NTE. Works closely with Admissions to deliver lead-inquiry flow that converts and creates effective metrics for cost per lead and cost per start.
- Partners with the CMO to create and build a differentiated brand, raise visibility in the market for UTI’s services, leverages existing partnerships, and drives breakthrough marketing communications for the business that targets existing and prospective students and the broad target market of automotive, diesel, collision repair, motorcycle, and marine industries. Implements Marketing’s business model across all markets and ensures the effective alignment of resources through multiple channels including website, search engines, print, public relation efforts, advertising, etc. that best reach target markets that support the overall marketing strategy.
- Executes marketing plan for new campus operations and related business growth into new markets.
- Provides seasoned leadership to enhance business-wide marketing competencies / capabilities, improve planning and measurement strategies, including the definition of key performance metrics and scorecards.
- Ensures compliance with all Federal, State, accreditation and institutional policies and procedures.
- Establish/maintain a high performance team of professional, motivated and engaged staff utilizing effective training, performance management and career-development activities while leading them to achieve established business results and performance metrics.
- Demonstrate continuous improvement of employee engagement and retention of key talent. This includes managing a well-documented and active succession and talent development plans.
- Recognizes and rewards employee contributions and achievements.
- Other duties as assigned.

Qualifications:
Education / Experience
- BA/BS in Marketing, Business or related field required. A Master’s degree preferred.
- Minimum 10 years of progressive leadership experience in direct response marketing, branding, interactive marketing and events at either the agency or corporate level required. This includes significant hands-on experience with direct response marketing/advertising including TV, commercial media buying and placement. Minimum five years experience leading leaders required.
- Extensive media buying experience in traditional media, while building strong relationships and results required.
- Experience managing a multi-million dollar ($20 + million) marketing budget required.
- Experience optimizing a direct response marketing program and marketing strategies is required. This includes executing a change management plan and building buy in for the optimization initiative.
- Leadership experience in Marketing in higher education/admissions and executing marketing strategies for prospective students a plus.
- Strong cross-functional

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