Head of Marketing, Creative Entrepreneurship

Employment Type

: Full-Time

Industry

: Advertising/Marketing/Public Relations



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Overview Parsons Entrepreneur Academy (EA) seeks an experienced, highly motivated, critically and socially engaged marketing leader for the position of Head of Marketing. The Head of Marketing will lead all marketing activities including awareness, enrollment and retention for Parsons Entrepreneur Academy and will report to the Executive Director.  Join this exciting startup being spun-out of The New School and Parsons School of Design. Parsons Entrepreneur Academy is on a mission to provide world-class training, mentoring and networking opportunities for creative professionals looking to create a business around their art. This online platform connects Parsons alums with industry professionals and creative entrepreneurs around the world. The Head of Marketing will be a key member of the team that is transforming digital learning for working creative professionals. This person is charged with promoting online training and mentoring experiences directed at helping creative entrepreneurs pursue their dreams in business. You will help to develop the products and services that support the reality of what it takes to be a successful creative entrepreneur in the 21st century. Team Overview The New School is expanding its online offerings directed at supporting creative entrepreneurs and is establishing this new business unit to directly address this opportunity. As the workforce shifts more toward a gig-based economy with more creative workers acting as independent contractors or at small agencies and startups, the number of people engaged in entrepreneurial activity is only going to grow. Working with industry-leading experts including those from Parsons School of Design and The New School, our mission is to inspire and support these creative professionals to design and build successful businesses around their art.  Role Overview The Head of Marketing is responsible for strategic planning and overseeing all marketing and enrollment activities. This includes web-development and design, copywriting, positioning, pricing, competitive analysis, advertising, sponsorships, affiliate partnerships, and other activities to increase the demand and relevance for creative entrepreneurship programs. This person must thrive in a startup environment: dynamic, fast-paced, inclusive, and highly team-oriented. They will communicate with a wide variety of key stakeholders, both internal and external. They will bring excitement about forming the future of online education and supporting independent artists. They will communicate with ease, authority, and good judgment with a wide variety of key administrators including the Executive Director, Head of Curriculum Development, Product Managers, New School and Parsons leadership, instructors, staff and external partners and other constituents. They will bring excitement about the future of online education and the development of new revenue streams and opportunities. They will demonstrate a commitment to equity and inclusion. Responsibilities Lead strategic marketing plan for key audiences and offerings, setting strategic priorities and goals based on the new venture’s business plan and growth & revenue targets including: Driving awareness and lead generation for the program offerings via the development of an integrated marketing plan. Developing marketing budget tied to key business objectives. Identifying, targeting, attracting, and retaining creative entrepreneur students from a variety of backgrounds, including the New School community, creative professionals worldwide, and via partner affiliations. Maintaining consistent message and quality level across all program media and promotions. Build customer email database, oversee lead generation and track student inquiry and nurturing from initial inquiry to enrollment and retention. Responsible for implementation and coordination of all marketing services relating to advertising, content marketing, web site, direct marketing, trade shows, press releases and other marketing collateral. Provide regular market research, reporting, competitive analysis, and intelligence about industry trends, and drive insight creation from this data to respond to audience educational needs and inform business strategy. Manage the marketing mix including web presence and website and app oversight, digital and traditional marketing efforts, content marketing and email communications. Ensure maximum effectiveness and high quality user experience of the program’s systems including digital marketing systems, Customer Relationship Management, Learning Management System, website and app. Develop and manage enrollment and outreach plans and systems. Supervise the Product Managers, assist in researching and identifying courses, instructor acquisition, course development and marketing. Contribute to the creation of online curriculum and programs of study through close communication with Product Managers and Head of Curriculum Development to determine successful offerings. Collaborate with University teams supporting online initiatives, including academic leadership, Marketing & Communications, and Distributed Education. Work with and help to coordinate the efforts of the administrative, finance, platform, technical, content, student support, business development, and marketing teams. Recruit staff and lead, manage, and mentor them for professional growth. Minimum Qualification Bachelor’s degree in marketing, communications or a relevant field. 7-10 years of developing and leading marketing and outreach functions and teams in a content related-business. Demonstrated expertise in creating marketing communications materials including brand building and positioning content marketing, advertising, literature, packaging, merchandising, web sites, Internet marketing, point of purchase, training materials, direct marketing, trade shows, press releases, and other marketing collateral. Experience and comfort with leading interactive, digital, and online marketing plans including: Google Ads, Facebook and Instagram Ad Managers and other online media. Social media, web-based marketing, and search engine-driven marketing Ability to identify vendors and conduct analyses of performance and return on investment to support marketing and business plans. Experience in business development and corporate relations including deal negotiation, proposal development, and partnership execution. Experience establishing and managing marketing automation systems. Proven expertise in online marketing and demonstrated senior marketing management experience. Strong organizational skills and the ability to meet deadlines, prioritize and work on multiple projects simultaneously with great efficiency and attention to detail and personnel management. Ability to interact effectively with individuals and groups at various levels of the University and with strategic partners. Ability to handle confidential matters with integrity and complete confidentiality. A sense of humor; professional and intellectual curiosity; flexibility and creativity; self-directed and collaborative mindset. Preferred Qualifications Master’s degree in Marketing, Business, or other relevant field. Demonstrated experience in leading marketing and enrollment for online offerings, professional education, and digital content delivery.

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