The University of Texas at Austin

Texas McCombs is a top business school at the center of one of the most innovative cities in the U.S. The McCombs community champions hands-on experiences alongside the ground-breaking research and thought-leadership of a world-class faculty.

The collaborative spirit and enterprising drive of the Longhorn alumni network, one of the largest university networks in the world, is embedded in our culture, making us human-centered and future-focused in all our endeavors. We are shaping those who will shape tomorrow, and solving challenging problems while remaining committed to creating a community that is dynamic, supportive, and challenging. What starts here really does change the world.

For more information about Texas McCombs please visit: https://www.mccombs.utexas.edu

Purpose

The McCombs School of Business Marketing Manager will develop and implement a marketing and pipeline strategy for a variety of graduate programs to help Texas McCombs attract and convert prospective graduate students. As a member of the Chief Marketing and Communications (CMCO) team, the Marketing Manager must have a passion for leading integrated, multi-channel campaigns with a results and data-driven mentality.

Our ideal candidate is a driven, forward-thinking, and digital-first marketer who can build marketing strategies to engage our prospective students through their application journey. Our ideal candidate knows the importance of prospect segmentation and has honed their message delivery skills. They know how to send the right message at the right time, measure campaign success and how to pivot when necessary. This role will be responsible for multiple graduate program marketing streams. This role will report to the Assistant Director of Graduate Programs Marketing.

Responsibilities

Marketing & Content Plan Development

• Create a coordinated and comprehensive annual marketing strategy in collaboration with graduate admission subject matter experts and program directors to engage and influence prospective students.
• Develop content, messaging and communications strategies to attract and convert prospective students into the graduate program recruitment pipeline.
• Maintain knowledge of McCombs graduate programs, target personas, messaging strategies and competitive differences.
• Seek and obtain buy-in from program directors, leadership, and stakeholders around the school on the marketing and content plan.

Marketing Program Execution

• Guide the campaign development process from start to finish, build a focused strategy, logically sound campaign action plan, lead campaign kickoffs internally and with stakeholders, facilitate concepts and creative reviews (both internally and with graduate program stakeholders), and negotiate approvals.
• Manage the development of marketing materials, such as brochures, fact sheets, videos, testimonials, website content, email content, SMS content and manage the inventory of marketing materials.
• Implement best-in-class marketing practices; segment and leverage the marketing database for greater campaign efficiency, contact outreach, engagement, and effectiveness of our selected targets.
• Establish and manage PPC and social media ad campaigns that generate high-quality leads.
• Convert targeted prospects through calls-to-action, landing pages, and content offers.
• Project manage multiple campaigns simultaneously to McCombs and UT brand and communications standards.
• Partner with the creative team to develop high-impact, on-brand advertising and marketing assets. Create content, including graphics and copy, for ppc ads, social media, the blog and our website.
• Build, automate, and monitor nurture streams for prospective students.
• Build, execute and maintain prospective student lead scoring and lifecycle strategies.
• Ensure Marketo protocols are followed as well as sharing insights and ideas for the greater good of McCombs.
• Collaborate with graduate admissions to publish and promote events.
• Coordinate with other marketing initiatives at the McCombs School of Business.

Marketing Program Analysis, Reporting, and Optimization

• Track, report, and analyze program performance, and make recommendations for further improvement.
• Determine ROI of marketing programs and establish measurable goals for program marketing and recruiting supported by analytics; track and optimize campaign activity based on full-funnel performance analysis.
• Make adjustments as needed to nurture programs and email campaigns to optimize results, and perform A/B testing regularly.
• Optimize PPC campaign performance and make recommendations to increase conversions while reducing CPC.
• Analyze program pipeline, create forecasts and review outcomes with CMCO, graduate program directors, and McCombs leadership throughout the recruiting cycle.

Marketing Program Compliance & Best Practices

• Maintain knowledge of digital marketing best practices and digital marketing compliance best practices (FERPA, GDPR, etc.).
• Serve as a resource on Marketo and marketing automation for other McCombs marketers.
• Optimize lead generation & lead nurturing processes through email campaigns, content marketing, paid media, SMS (text) and social media channels using Marketo (marketing automation platform).

Budget Management & Agency Oversight

• Oversee and manage the assigned marketing program(s) budget(s).
• Manage an external media agency’s performance.
• Help develop and evaluate RFPs and contracts for advertising agency support as needed.

Required Qualifications

• Experience building a marketing funnel and enrollment pipeline
• An in-depth understanding of marketing automation strategies and the ability to problem-solve and work well with others is a critical component
• Ability to prioritize and execute multiple projects within established time frames/budgets
• Experience working directly with business partners to understand objectives and articulate the impact of digital media strategies, campaigns and tools
• Ability to effectively communicate and present ideas, recommendations and data stories
• Experience with event management and attendance at recruiting events/trade shows or like events
• Experience working within all marketing channels with an emphasis on digital and email marketing
• Highly innovative and self-directed
• Client-service oriented mentality
• Experience working in Google Analytics
• Expertise in Microsoft Excel and other Office software
• Experience working in a website content management system
• Experience working with a project management tool
• Experience working in a marketing automation platform
• Experience working in an enterprise-level CRM
• Strong knowledge of or desire to learn and master Marketo and Salesforce
• Bachelor’s Degree in marketing, communications or related fields
• 6+ years of marketing program development experience

Relevant education and experience may be substituted as appropriate.

Preferred Qualifications

• Experience working in Marketo
• Experience working in Slate
• Experience working with Salesforce CRM
• Experience using Canva or similar tool to design marketing materials
• Experience managing a marketing team
• Experience working in Higher Education
• 3+ years of setting up and analyzing PPC and SEO/SEM performance

Salary Range: $70,000 + depending on qualifications

Working Conditions

• Works in standard office conditions, in a shared office environment, with repetitive use of a keyboard at a workstation
• Some evening and weekend hours may be required during peak periods and special events.
• Applicants must be legally authorized to work for any employer in the United States. This position is not eligible for sponsorship of work visas.
• This is an Austin, TX-based position and is eligible for hybrid work in Austin, Texas.

Required Materials

• Resume/CV
• 3 work references with their contact information; at least one reference should be from a supervisor
• Letter of interest