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The College Board Vice President, BigFuture Growth Marketing in New York, Montana

College Board - Growth Marketing

Remote

About the Team

The Communications & Marketing (CM) team is committed to building, promoting, and growing the College Board brand and reputation. We oversee and support communications efforts for the organization's three highest priority areas: AP, SAT Suite, and BigFuture, which are designed to increase educational access and opportunity for all students. Communications & Marketing is a close-knit, dedicated team with a successful track record of promoting the work of College Board to a wide range of audiences including students, parents, educators, policymakers, the media, member organizations, and staff.Communications & Marketing collaborates deeply with other divisions and teams including Sales, Marketing, Finance, Legal, Technology, Product, Partnership, Student Engagement and Strategic Higher Education.

About the Opportunity

BigFuture is a free, online planning guide that helps all students take the right first step after high school. Informed by students, career experts, colleges, and over 120 years of College Board research, BigFuture offers a comprehensive set of digital resources that reach over 7M students each year, empowering them to demystify the college going process, unlock options to afford college, and explore careers that connect to their skills and interests.In addition to the student facing platform, BigFuture manages a service that fosters rich interactions between students and over 1,500 Higher Education institutions. These institutions look across the 25,000 high schools to round out their classes and reach a broad student population.

As Vice President, BigFuture Growth Marketing, you are a data-driven, end-user focused, innovative and motivated leader who will help us expand on BigFuture's brand promise to connect and provide guidance to all students. You will rely upon your creativity and business acumen to lead the 20-person growth marketing team and develop the strategy to reach our consumer and Higher Ed audiences - students, caring adults, educators, and Higher Ed- by using, expanding, and exploring key channels that are most critical to these audiences and inspiring students to take the right next step post-high school. You will drive the conception and execution of BigFuture direct-to-student campaigns as well as campaigns for products and services under the BigFuture umbrella that includes outreach and engagement with our K12, counselor, and higher education audiences. You will also have a unique opportunity to help actualize a new branding initiative for the 10-year-old BigFuture student brand.

You will report directly to the Chief Communications and Marketing Officer and work closely with the Senior Vice President of BigFuture to establish and execute the strategy that will enhance BigFuture's position as the go-to resource for post-high school planning.

In this role you will:

Marketing Growth Strategy (35%)
Lead, motivate, and drive the growth strategy for BigFuture through direct-to-consumer marketing efforts for BigFuture and products and services within the BigFuture umbrella
Drive strategy and guidance for the team to evaluate optimal media mix, proper measurement, and unlock new channels
Be a thought leader and collaborative partner for brand/creative to brainstorm and test new marketing concepts and drive step-change improvements in performance
Design, test and learn strategies and build feedback loops to incorporate findings and optimize campaigns and budgets
Use key marketing channels - including SEM, paid social, display, video, podcast, email, print, etc. - develop new and scale existing customer acquisition strategies to drive growth
Develop new, compelling creative assets for deployment across existing and emerging channels, with dual purpose of driving growth and enhancing the brand
Design marketing experiments and leverage technology to scale otherwise hard-to-measure marketing channels
Serve as the marketing voice with the product team and executive teams and collaborate to identify opportunities for additional growth
Work in coordination with the SAT and AP Growth Marketing lead to identify how BigFuture can support steps on the post-high school journey

Metrics and Scaling (35%)
Define key KPIs and measurement plans to monitor ROI and performance of marketing campaigns; define forecasts, refine analytics dashboards, and design roadmaps to achieve company-wide strategic objectives
Drive the development and execution of analysis, modeling, and reporting of initiatives to convert insights into strategic solution opportunities
Report key findings and results to executive leadership on a recurring basis

Team Management (30%)
Lead an established in-house team to motivate both efficient and scalable growth while maintaining the highest degrees of brand integrity
Guide the professional development and growth of your team
Develop and manage the annual BigFuture marketing budget, in collaboration with Finance and BigFuture program

About You

You have:
15+ years of direct-to-consumer and product marketing experience in highly data-driven and analytical environments
Experience in direct-to-business marketing (a plus)
Experience working with Gen Z and consumer-based audiences
Experience in successfully building and executing growth strategies for both growing and scaled companies
Proven experience developing and scaling new programs, as well as monitoring and refining existing programs to meet company objectives
Experience building, mentoring, and leading diverse teams
Experience working with executives and senior leaders
Ability to prioritize and complete complex tasks on short deadlines and in a fast-past environment

About Our Culture

Our community matters, and we strive to practice and improve our culture daily. Here are some headlines:
We are motivated to positively impact the educational and career trajectories of millions of students a year
We welcome staff to join any or all six of our affinity groups: ARISE (Alliance for Asian Retention, Inclusion, Success, and Engagement; DIASPORA (Alliance for Pan-African Success and Achievement); Pride (alliance for LGBTQ+ staff and allies); Resilience (alliance for Native staff and advocates); SALSA (Staff Alliance for Latinx Success and Achievement); and WIN (Women's Impact Network)
We value learning and growth; we offer formal and informal ways to lead through your superpowers, sharpen your strengths, and meet your development goals
We offer a transparent approach to promotions and merit raises, annual performance-based bonuses, and how to grow your career here over time

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