Director, Higher Education Marketing

American Psychological Association - Washington, DC - Full time

American Psychological Association - Washington, DC - Full time

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The American Psychological Association is looking for a higher education insider to build our marketing capabilities in this space from the ground up. If you have a deep understanding of how course adoption decisions get made, and if you’re on top of trends in higher education (e.g. inclusive access, the use of LMS’s, price sensitivity, etc.), we’d love to have you out there representing APA as you speak at conferences, interact with key influencers on social media and meet with decision-makers at top research institutions. You’d own our higher ed marketing strategy for the award-winning teaching and workflow tool APA Style CENTRAL, as well as other products. It’s a big plus if you have a background in psychology or other behavioral sciences and if you therefore have a solid understanding of the challenges of learning and teaching academic writing generally and APA Style specifically. Your success will be APA’s success, as we continue our efforts to advance psychological science and education, to advocate for affordable health and mental health care, and to promote legislative actions that empower vulnerable communities.

Education and Experience:

  • A master’s degree or MBA is required (or 10+ years of equivalent experience).
  • Minimum of 7+ years of marketing and brand management experience in an organization with intellectual property products and services that are sold into the higher ed adoption market. (We could compromise on the marketing experience if you have significant experience in a relevant role in higher education.)
  • Experience in the techniques of understanding customers and users, including needs-based segmentation, persona development and journey mapping.
  • Deep understanding of trends and business models in the higher ed market.
  • Experience developing content marketing that both creates awareness and identifies leads.
  • Experience using social media to engage a target audience, create awareness and validate a brand.
  • Experience managing teams of high performing professional staff.
  • Experience managing and tracking marketing and promotional expenses and effectiveness.
  • Preferred: Have a strong network of thought leaders in both higher education and among organizations who publish and/or provide services for the higher ed market.
  • Experience marketing into the higher ed market internationally is a plus.

Responsibilities:

  • Develop and execute the go-to-market strategy for APA Style CENTRAL and other relevant products into the higher education market.
  • Understand the way APA products solve market problems. Create internal positioning documents that will be used to develop external value proposition messages focused on each key buyer or persona in the higher ed market. Connect the value proposition to the APA brand.
  • Research and document the buying process that higher education leaders and educators use to select a product for adoption. Understand the barriers that these individuals encounter during their selection process and the differentiators that make a product more likely to be adopted. Define the archetypical buyers involved in the purchasing process.
  • Define the archetypical users of APA products and services among educators and students. Develop and execute strategies to drive engagement and usage.
  • Develop and execute the strategies and tactics for generating awareness and leads for each fiscal quarter, including key programs and events with measurements and goals.
  • Measure and tune marketing programs to ensure effectiveness and alignment with APA goals.
  • Monitor competitor positioning and marketing approach, and use that knowledge in devising APA’s marketing strategy and tactics.
  • Thought Leadership: create and deliver thoughtful information, reinforcing APA’s reputation for trustworthiness and excellence, to influence provosts and deans, department chairs, professors, students and other key audiences. Focus collateral and content marketing for key personas and specific steps of the buying process.
  • Collaborate effectively with Sales, and develop a lead generation process that is designed to generate and nurture qualified leads with an objective to turn prospects into satisfied customers.
  • Where it will be effective, utilize social media to engage our target audience, create awareness of our value proposition and validate the APA brand.
  • Provide product and market expertise for events such as conferences and webinars.
  • Effectively lead a small team of professional staff.
  • Effectively collaborate with the Marketing Operations team to execute targeted campaigns, to develop creative, impactful collateral and to attend conferences that will help us achieve our strategic goals.
  • Collaborate effectively across functional areas and departments (such as Product, Sales and Editorial).

Location:

The American Psychological Association, located at 750 First St NE, Washington D.C., was named a 2014 recipient of the Washington Post Top Workplace. It is metro accessible from the Red Line.

Application Instructions:

Qualified candidates must apply online through APA’s applicant system and attach a cover letter and resume specifying your salary expectations. Applications that are submitted without both documents are considered incomplete and will not be reviewed for consideration. Once your application is submitted, you will receive a confirmation email. Please make sure to check your Spam folder if you do not receive an email from us.

The American Psychological Association is an Equal Employment Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, protected Veteran status, sexual orientation, gender identity, or any other protected categories covered under local law.

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Role

C Level Executive Leadership

Experience Level

Senior Level

American Psychological Association

The American Psychological Association, in Washington, D.C., is the largest scientific and professional organization representing psychology in the United States and is the world's largest association of psychologists.

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