Senior Manager, Product Marketing

Job Description

Opportunity at a Glance

Covista is seeking a Senior Manager, Product Marketing to drive Walden University marketing efforts for an assigned vertical and its program portfolio (for example, Social Work and the offerings within it, such as the Masters of Social Work), with the goal of growing enrollment in that category. This person is responsible for how Walden University shows up in a given degree-program market category, and for what Walden means to a prospective student weighing (for example) a Walden master's in education.

They lead the development and execution of integrated marketing strategies that highlight Walden's strengths within the vertical, translating program differentiators into campaigns that drive consideration, engagement, and enrollment growth.

This role ensures that the marketing department provides strong strategic and operational support for the vertical while working within the broader brand marketing framework. The Senior Manager partners closely with cross-functional stakeholders — the Brand Marketing Director, channel leads, creative services, product, enrollment, and academic teams — to deliver high-impact campaigns that move prospective students from awareness through enrollment.

• Lead the development and execution of go-to-market strategies for the vertical's programs, integrating brand, digital, and enrollment priorities.
• Own the brief-to-activation process: translate campaign briefs into integrated marketing plans, define launch readiness requirements, manage timelines and milestones, and ensure the work lands in market as briefed.
• Develop campaign positioning — how each campaign shows up in the market — within the guardrails of vertical and brand positioning.
• Partner with product management and academic teams to translate program differentiators into marketing messages and campaigns.
• Develop and manage campaign calendars, communication plans, and campaign briefs that define channel roles, activation strategy, and sequencing — what each channel partner needs to execute.
• Lead campaign hindsight: bring together channel leads and stakeholders to review results, surface what worked and what didn't, and apply learnings to future campaigns.

• Own messaging for the vertical and its programs — the specific language that tells a prospective student why this program at Walden is the right choice.
• Ground messaging in competitive differentiation, student outcomes, employer demand, and enrollment data.
• Keep messaging current as the market moves: update when competitors shift, when new proof points land, when enrollment data says something isn't resonating.
• Maintain audience definitions that guide campaign targeting and messaging for the vertical.

• Collaborate with channel leads (paid media, database marketing, web, organic social, SEO) to design and execute high-performing, inquiry-generating campaigns.
• Keep messaging consistent and mutually reinforcing across the funnel and across channels.
• Sequence and prioritize activity against enrollment goals for the vertical.

• Monitor the competitive landscape for the vertical: track competitor programs, positioning, and market activity.
• Use market insight, student and employer demand signals, and enrollment data to inform campaign strategy and messaging decisions.

• Monitor and evaluate the effectiveness of marketing activities; deliver actionable insights to improve performance and ROI.
• Balance speed, scale, and quality in a fast-paced, highly regulated environment.

• Partner with product, academic leaders, enrollment, and student support within the vertical's pod to align on goals and execution.
• Partner with marketing operations to sequence deliverables, manage timelines, and ensure campaign readiness.
• Collaborate with internal creative services and external agency partners to ensure all work meets brand standards and compliance requirements.
• Represent the vertical in quarterly planning, creative reviews, and QBRs, providing strategic input and…