Marketing and Content Plan DevelopmentCreate a coordinated and comprehensive annual marketing strategy in collaboration with Texas Executive Education subject matter experts to engage and influence prospective students.Develop content, messaging, and communications strategies to attract and convert prospective students into the Executive Education pipeline.Maintain knowledge of Executive Education programs, target personas, messaging strategies and competitive differences.Seek and obtain buy-in from program directors, leadership, and stakeholders on the marketing and content plan.Marketing Program ExecutionGuide 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, and negotiate approvals.Manage the development of compelling and informative 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.Collaborate with digital adverting agency to establish and manage PPC and social media ad campaigns that generate high-quality leads and track impact to pipeline.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 share insights and ideas for the greater good of McCombs.Coordinate with other marketing initiatives at the McCombs School of Business.?Marketing Program Analysis, Reporting, and OptimizationTrack, 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, Executive Education stakeholders, and McCombs leadership throughout the fiscal year.?Marketing Program Compliance and Best PracticesMaintain 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 and lead nurturing processes through email campaigns, content marketing, paid media, SMS (text) and social media channels using Marketo (marketing automation platform).Budget Management and Agency OversightOversee 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.