Foundry College, a new type of two-year college, seeks a full-time Head of Marketing. Reporting to the CEO, the Head of Marketing will lead all marketing efforts at Foundry College.
This innovative new online college is designed to educate students to fill in-demand jobs by teaching skills and knowledge that employers seek and are unlikely to be automated in the foreseeable future. Classes are live and synchronous, held on a proprietary learning platform custom built to facilitate active learning and improve information transfer. Foundry College’s marketing efforts have three primary audiences: university partners, who will license Foundry College’s educational product as a service; partners, who will sponsor or encourage students to attend the program, and student end users.
Foundry College’s founder and CEO, Dr. Stephen Kosslyn, is a former Dean of Social Science at Harvard University and a leading expert in the science of learning. He has assembled a team of experienced leaders from business and academia to design and build this innovative program.
Applicants should be passionate about education and excited about Foundry’s mission to provide students with an education that aligns skills and knowledge with the jobs of today and tomorrow. This position is based in Foundry College’s headquarters in downtown San Francisco (flexible schedule with remote working hours available).
Opportunities and Responsibilities
This role is perfect for someone who wants to roll up their sleeves, take ownership and be accountable for all marketing activities including setting high-level strategies aligned to the business goals for Foundry College, building a team to execute on those strategies, and collaborating with a passionate team to provide students with a pathway to a college degree and a better job.
Marketing Strategy
- Develop and deliver an integrated, multi-channel marketing strategy and plan to enable the organization to meet enrollment goals (via direct enrollment or enrollment via university partners)
- Work with CEO and leadership team to set goals and strategies to accelerate student acquisition, enrollment and revenue growth
- Develop and execute on student acquisition strategies for each audience
- Identify and make introductions to college partners who might be interested in licensing our IP; work with the CEO to negotiate with those potential partners
- Lead the day-to-day activities of the marketing team, including oversight of external resources and contractors
- Develop compelling messaging and materials that helps Foundry College tell our story across all marketing channels and programs
- Develop student personas, influencer personas, B2B personas (e.g., corporate HR investing in Foundry College for employee TAP programs), B2O personas (e.g., nonprofit organization leaders and High School administrators whose students or beneficiaries are Foundry College prospective students), and value propositions for critical segments
Partner & Student Acquisition (Performance Marketing and Lead Generation)
- Lead relevant market research and analysis on Foundry College’s competitive landscape and prospective customers - both B2B and B2C
- Lead multi-channel digital lead generation (including SEM, SEO, affiliate, social) to acquire leads and convert leads into applicants, and eventually, students
- Develop and refine marketing communications to convert leads to applicants
- Collaborate with Partnerships team to develop sales-enablement content, including landing pages, one-pagers, and other collateral, to ensure that they have the tools to meet revenue growth targets
- Craft and develop compelling audience-specific messages and tools (e.g., website, video content, whitepapers, blogs, etc.)
- Ensure marketing efficiency through measurement of marketing spend ROI and attribution tracking
- Employ marketing technology tools to analyze and track effectiveness of various channels and programs
Brand Strategy
- Oversee all components of the Foundry College brand strategy
- Work with the Foundry College team (CEO, sales, product, student experience) to distill our key benefits into our marketing messages and campaigns.
- Measure and improve brand awareness over time for target students
- Manage public relations agency and oversee PR strategy and execution including announcements, media relations, speaking opportunities, and events
- Proven work experience as a marketing director or other senior marketing role with an emphasis in lead generation / analytics
- Eight or more years of progressively responsible experience
- Previous experience managing a team
- Demonstrable experience designing and implementing successful marketing campaigns
- Excellent written and verbal communication and presentation skills
- High-energy leader, able to motivate and excite people around them
- Ability to have detailed conversations regarding analytics and metrics while balancing with consumer and creative insight
- Ability to own both strategy and execution
- Highly organized, detail-oriented, self-motivated, and well-suited to a fast-paced and dynamic startup environment
- Comfort working with marketing technology tools to ensure efficiency and effectiveness of campaigns and programs
- Experience working in higher education, online education, or edtech preferred