Marketing Planning Strategist

Job

Location:

Chicago, Illinois

Department: School of Professional Studies

Salary/Grade: EXS/5

Target hiring range for this position will be between $59,000 - $63,500 per year. Offered salary will be determined by the applicant's education, experience, knowledge, skills and abilities, as well as internal equity and alignment with market data.

This position is responsible for developing, executing and evaluating multi-channel media plans for the Northwestern University School of Professional Studies (SPS). As part of an in‑house media strategy and planning team, this role manages marketing and media strategy for a segment of its 40+ graduate, undergraduate and certificate programs, with an emphasis on digital marketing and lead generation. The role works cross‑functionally with internal teams, including creative, enrollment advisors, finance and academics.

This role leads digital marketing and media planning, continuously researching and implementing marketing frameworks that leverage today's marketing and advertising best practices. The role is comfortable with analyzing performance data to build insights that help to build strategic optimizations and recommendations for SPS programs.

• Assume primary responsibility for planning strategic digital marketing plans for SPS graduate, undergraduate and certificate programs
• Develops strategic and integrated marketing plans, with a focus on digital media to launch and grow SPS programs using marketing data and research
• Develops a strong understanding of his/her assigned programs in order to inform effective marketing plan development
• Translates marketing plans for all programs into media schedule including, but not limited to, Search, Social, CTV, outdoor, sponsorship, events, email and direct mail
• Researches new audiences, media channels, and SEO+GEO opportunities, bringing creativity and innovation to marketing plans
• Monitors the competitive landscape and stays current with marketing trends, testing new approaches and adopts best‑practice strategies
• Ensures clear, accurate communication of marketing plans in visual and written formats
• Supports Associate Director of Marketing and Communications in marketing for school‑ensures that plans are coordinated and advertisements are optimized
• Meets regularly with Associate Director of Marketing and Communications to present and discuss campaign performance‑implements enhancements/corrections

• Independently plans, negotiates, executes and follows through on media buys;
• Works with manager on negotiating annual contracts with high‑volume vendors
• Reconciles incoming invoices with services contracted/delivered and follows‑up on discrepancies
• Resolves major problems or inconsistencies and reports to manager

• Provides data analytics expertise (data collection and visualization) to inform insights that lead to data‑centric marketing optimizations
• Reviews CRM performance analytics through internal CRM system to make strategic media decisions and optimizations
• Monitors campaigns, inclusive of social media and programmatic ad managers, on a daily basis, ensuring fulfillment of services and making adjustments as necessary to ensure marketing investment is producing satisfactory return
• Reviews campaign performance analytics (lead source, web traffic, keyword and citation placement, campaign reports, et. al.) and tweaks digital campaigns and email communications based on analytics to ensure reach of defined audience

• Liaisons with academic departments to stay informed of program updates, conference participation for marketing support and develop ongoing knowledge of programs and evolving target audiences
• Integrates closely with Creative/Content team, Digital Marketing Strategist, Enrollment Advising teams, CRM team, and event coordinator(s)

• Represent SPS and enrollment management at select state, regional and national meetings, conferences and programs as budget allows.
• Provide model leadership, participation,…