Marketing Director

The Marketing Director provides strategic leadership and operational oversight for marketing efforts supporting online degree programs and related initiatives within the Universities of Wisconsin Office of Online & Professional Learning Resources (OPLR).

This role is responsible for developing and executing integrated, data-informed marketing strategies that drive prospective student awareness, engagement, and lead generation across a diverse portfolio of online programs (UW Online Collaboratives, UW Flexible Option, and Independent Learning). In addition, this role provides strategic guidance and coordination for system-level marketing efforts supporting Wisconsin Online (online.wisconsin.edu). The primary audience for these efforts includes adult and professional learners seeking flexible, online pathways to advance their education and careers.

OPLR marketing efforts focus on the stages leading to application, with prospective students transitioning to recruitment and campus partners for continued engagement and admissions processes.

The Marketing Director leads a multi-functional team spanning product marketing, digital marketing, content strategy, creative design, and web development. This position sets direction and aligns efforts across the team, ensuring coordination across program-level strategies, marketing channels, and institutional priorities.

Success in this role also requires strong coordination with the OPLR Director of Recruitment, Program Management and campus stakeholders to support a seamless prospective student experience across this transition.

This role requires the ability to operate at both strategic and operational levels, guiding marketing direction within a complex, multi-institutional environment.

• Develop and lead marketing strategies that drive prospective online student awareness, engagement, and lead generation across a portfolio of online programs
• Oversee program-level marketing efforts ensuring alignment between individual program strategies and broader portfolio priorities
• Contribute to market research and analysis to inform program development, assess ongoing program performance and market relevance, and guide audience targeting and marketing strategy, including identification of emerging trends and growth opportunities
• Guide the development and execution of digital marketing and web strategies, including paid media, organic search, content development, and user experience optimization
• Lead marketing efforts that support recruitment by generating qualified leads and developing content and digital experiences that prepare prospective students for engagement with recruitment staff
• Partner closely with the Director of Recruitment, Program Management and campus stakeholders to align messaging, timing, and handoff processes between marketing, recruitment outreach, and admissions
• Establish and monitor key performance indicators related to lead generation, lead quality, and conversion to application; use data and analytics to inform strategy and continuous improvement
• Provide strategic guidance and coordination for Wisconsin Online marketing efforts in partnership with external agency partners and campus stakeholders
• Lead and manage a team of experienced marketing professionals, setting direction, aligning priorities, and fostering a collaborative, high‑performing team environment
• Manage marketing-related budgets, vendor relationships, and operational processes to ensure effective use of resources and alignment with institutional policies

The Office of Online & Professional Learning Resources (OPLR) is committed to providing service and support to the Universities of Wisconsin Administration and all 13 UW universities in online and continuing education, teaching, learning, and workforce skills training and resources.

OPLR works in partnership with all 13 UW universities to develop and deliver online semester‑and competency‑based degrees and a broad array of credit and non‑credit certificates, courses, and other credentials to help adult and professional learners achieve their academic and professional development goals and to develop the…