Senior Director, Product Marketing & Brand Strategy | University of Massachusetts Global

  • Full Time
  • Irvine

University of Massachusetts Global

Irvine, California, Why join UMass Global?
Competitive compensation and benefits promote your health and well-being. UMass Global embraces inclusion, promotes corporate responsibility, and applies sustainable practices on the job and in the office.
Exceptional Benefits
At the University of Massachusetts Global, we value the personal health and financial well-being of our employees. Our affordable and flexible benefits packages truly encompass our mission and values by giving our employees peace of mind to allow them to focus on their professional development and other important aspects in their lives. Our benefits include:
·         Variety of Medical, Dental, and Vision coverage
·         Health Savings Account (HSA)
·         Flexible Spending Accounts (FSA)
·         Employee Assistance Program (EAP)
·         Wellness Programs (Physical and Mental Health Challenges, Campus Events)
·         Robust and comprehensive Retirement Plan (Basic, Supplemental, Roth options)
·         Employer matching and mandatory contribution by UMass Global
·         Tuition Remission (UMass Global and Chapman)
·         Professional development through online learning and training tools
·         Service/Recognition awards
·         Paid time off
Responsible for developing and executing product marketing strategies, product launches and go-to-market for the undergraduate and graduate degree programs. Also responsible for stewarding the University’s master brand strategy, including brand positioning, competitive intelligence and market entry. New hires must be fully vaccinated against COVID-19 (including any boosters recommended by the CDC) and demonstrate proof of vaccination upon hire, unless approved for a disability or religious accommodation. UMass Global employees are eligible to participate in a hybrid flexible work arrangement benefit (including up to three days per week of remote work), with approval of their supervisor, through the University’s Voluntary Flexible Work Arrangement Program.
Receive general direction from the Executive Vice Chancellor, Marketing & CMO.

General Direction — indicates that the incumbent receives guidance in terms of broad goals and overall objectives and is responsible for establishing the methods to attain them. Generally the incumbent is in charge of an area of work; and typically formulates policy for this area but does not necessarily have final authority for approving policy.


Develop the University’s product marketing strategies targeting students for the University’s various schools, while establishing clear and measurable objectives, including revenue goals. 
Develop the University’s master brand strategy.  Identify the target audience.  Define the University’s tablestakes vs. differentiation in the competitive landscape. Define success against specific brand and business KPIs.
Manage, coach and develop the Product Marketing Analyst and Go-to-Market Analyst. Cultivate their talents and career opportunities
Collaborate with cross functional departments including institutional research, academic affairs, media, analytics, community outreach, enrollment management, IT and operations
Manage the primary and secondary research pipeline needed to power product marketing and brand strategies. Research projects include product marketing focus groups, prospect and new student surveys, pricing research, and brand tracking surveys
Translate business goals into specific product marketing plans. Institute and respond to competitive and market trend analysis; identify messaging and product attributes to drive inquiry traffic
Develop product pricing strategies to maximize product contribution. Assess price position in the competitive landscape both before and after scholarship programs.
Create and implement go-to-market strategies. Assess product opportunities within existing markets, and identify market entry opportunities in future markets
Develop integrated marketing and communication plans with multi-channel approach. Work with marketing team members and advertising agency to develop both traditional and digital lead generation campaigns
Oversee marketing budget to support goals including budget planning and recommendations with media peers
As the SBPS, SAS, SE and SN program subject matter expert, be able to report out to leadership team campaign results, challenges and opportunities in growing enrollments for all degree programs
Regularly Report on performance of product marketing plans through measurement and analysis of prospect leads and conversion to understand ROI. Propose countermeasures or realignments based on analysis
Report on performance of master brand strategies periodically via a brand dashboard. Measure performance to purchase funnel, enrollment, and attitudinal metrics
Report on competitive moves and their potential impact on brand strategy
Report on performance against product and brand KPIs, and sharing these reports with institutional stakeholders to align tactics to business needs.


Perform other duties, as assigned


Bachelor’s degree in Marketing or a related field, or equivalent combination of education and experience.  An advanced degree is preferred
8+ years of Marketing experience; at least 3 years of Product Marketing experience
3+ years supervisory experience

B2C marketing experience
Experience in developing marketing plans and tactics to drive leads

Previous experience in higher education is preferred
Digital or web marketing experience is preferred
Master brand strategy experience is preferred


Knowledge of Search Engine Optimization, Search Engine Marketing, and Social media tactics
Knowledge of best practices in digital, email, website optimization
Knowledge of traditional or off-line media
Skilled in problem-solving and analytics
Skilled in planning, organizing, and project management
Excellent oral and written communication skills
Strong presentation skills and ability to lead and facilitate meetings
Strong relationship building skills, good listener, collaborator and influencer
Thrives in taking initiative and comfortable in leading projects
Competitive compensation based on experience and qualifications.