Marketing Director – Spanish-Speaking Markets

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The Marketing Director leads MUST University’s marketing strategy and oversees initiatives that support enrollment, brand positioning, and institutional growth. This role directs the Marketing team, manages departmental priorities and resources, evaluates marketing performance, and oversees digital marketing, content, social media, brand, and lead-generation strategies. The Marketing Director collaborates with Admissions and other departments to ensure marketing efforts align with institutional goals and reports directly to the MUST University President.

• Develop, establish, and direct the University’s comprehensive marketing strategy in alignment with institutional priorities, enrollment objectives, and long-term growth goals.
• Serve as the primary strategic advisor to the President regarding marketing strategy, brand positioning, market opportunities, audience engagement, and marketing performance.
• Lead and manage the Marketing department, establishing departmental objectives, priorities, performance expectations, and accountability standards.
• Directly supervise the Marketing Coordinator and Social/ Digital Media & Content Specialist, including assigning and prioritizing work, monitoring performance, providing coaching and feedback, and conducting performance evaluations.
• Participate meaningfully in hiring, promotion, disciplinary, performance management, and other personnel decisions affecting employees within the Marketing department, and provide recommendations to senior leadership and Human Resources.
• Exercise discretion and independent judgment in determining marketing priorities, strategies, resource allocation, campaign direction, and departmental processes.
• Establish the strategic direction for integrated marketing initiatives across digital advertising, social media, content, email, web, CRM, SEO/SEM, marketing automation, and other relevant channels.
• Oversee the execution of marketing strategies by the Marketing team and external partners, ensuring initiatives align with established objectives, standards, budgets, and timelines.
• Establish and maintain the University’s brand strategy, positioning, messaging, and communication standards across markets and channels.
• Develop strategies to strengthen MUST University’s brand awareness, reputation, competitive positioning, and engagement with prospective students and other key audiences.
• Partner with Admissions leadership to establish lead-generation and prospective student engagement strategies that support enrollment objectives and improve the effectiveness of the marketing-to-enrollment funnel.
• Establish departmental KPIs and performance standards, including lead generation, conversion performance, audience engagement, acquisition costs, campaign effectiveness, and return on marketing investment.
• Evaluate marketing and enrollment data, market conditions, competitive activity, and audience trends to identify strategic opportunities, risks, and areas requiring corrective action.
• Make or recommend adjustments to marketing strategies, campaigns, investments, and resource allocation based on performance data and institutional priorities.
• Develop and manage the Marketing department’s annual budget and determine the appropriate allocation of resources across campaigns, platforms, vendors, technologies, and strategic…