Senior Manager, Brand Marketing

If you’re passionate about building a better future for individuals, communities, and our country and you’re committed to working hard to play your part in building that future consider WGU as the next step in your career.

Make sure to apply with all the requested information, as laid out in the job overview below.

Driven by a mission to expand access to higher education through online, competency-based degree programs, WGU is also committed to being a great place to work for a diverse workforce of student-focused professionals.

The university has pioneered a new way to learn in the 21st century, one that has received praise from academic, industry, government, and media leaders.

Whatever your role, working for WGU gives you a part to play in helping students graduate, creating a better tomorrow for themselves and their families.

About the Role :

The Senior Manager, Brand Marketing works directly with Marketing, External Communications, Office of the President, and other cross-organizational executives to define a clear brand communications plan for WGU based on the long-term 5-year strategy of the organization.

This role is responsible for regular review and updates to the One WGU brand policy, online brand guide, messaging framework, and WGU visual identity.

This position is responsible for developing a holistic understanding of strategic audiences, leveraging information from a wide range of sources, both internal and external, to derive actionable data and analysis.

The Senior Manager, Brand Marketing will bring a strong student and stakeholder voice in the establishment of messaging strategy and tone of voice to be activated across audience, channel, and department.

The Senior Manager will lead an exceptional team responsible for :

• Coordinating communications and storytelling across departments and entities
• Ensuring messaging is unified, consistent, impactful, and relevant to all stakeholders and audiences
• Monitoring brand expression (logo use, copy, imagery, guidelines) and reviewing application across all departments and entities
• Evangelizing brand communication standards and messaging guidelines
• Measuring cross-audience brand health and working with accountable parties to recommend approaches
• Reviewing and approving WGU merchandise offerings

WGU has a range of distinct audiences and employs a full range of B2C and B2B marketing and communications tactics; as such, the Sr.

Manager of Brand Marketing is responsible for establishing a messaging direction that can be activated across audiences, channels, and departments.

This role will be responsible for overseeing processes, policies, tools, and approaches to organize WGU’s communications, elevate key messages, and eliminate noise.

The Brand Marketing team’s work supports WGU’s mission of expanding educational access and attainment, enables continued growth, and aligns with strategic priorities set by the College, Region, and Strategic Partnerships teams.

Location :

This position requires you to be located within 50 miles of Salt Lake City, UT with the ability to work 4 days a week in-office at our headquarters : 4001 South 700 East Salt Lake City, UT 84107 and one day from home.

What You’ll Do :

• Brand and Messaging Development Work with the Chief Marketing Officer, Marketing VPs / Directors, and cross-organizational executives on key marketing and communication alignment, including establishment and ongoing refinement of messaging frameworks that define positioning, attributes, and proof points.
• Brand and Messaging Activation Collaborate with partners across Marketing and other organizations to execute brand and messaging strategies.

Track and report on success of initiatives and impact on relevant performance targets.

• Go-to-Market Support Act as the liaison and voice of the WGU brand to support cross-functional teams bringing new WGU programs, courses, entities, and other offerings to market.
• Long-Term KPI Tracking Work with internal / external resources to track and drive progress against a range of long-term brand objectives, including brand health (e.

g., awareness, familiarity, consideration, perceptions) and growth of strategic audiences.

Team Leadership Hire, develop, and inspire a high performing Brand Communications team.

Knowledge, Skills, and Abilities You’ll Need to be Successful :

• Deep brand communications experience including evolving / up-leveling existing brands and bringing new brands to market through coordinated communications and messaging efforts.
• Knowledge of best practices for managing unified brand communications across multiple offerings / entities.
• Significant stakeholder management experience; ability to influence executives with a range of competing perspectives and priorities in a highly matrixed environment.
• Must be able to clearly and persuasively communicate both verbally and in writing with staff at all levels of the university.
• Strong quantitative and strategic analysis skills. Must be able to gather and analyze data and research reports to identify significant trends, implications, and opportunities.

Proficient in understanding customer behavior.

• Facility with core brand marketing frameworks; knowledge of which to employ, how to develop them, and how to implement them successfully to drive tactical action and measurable results.
• Fluency in the activation of brand across a wide variety of marketing and communications channels.
• Ability to synthesize results from multiple sources to build a broad, complete perspective of the issue or opportunity, and related implications.
• Proven track record of successfully applying research results to business applications and influencing key stakeholders across the organization.
• Exceptional project management and organization skills.
• Ability to establish goals and objectives that support the strategic plan.
• Direct people leadership, including hiring, coaching, and managing to achieve performance targets.
• Ability to influence others to act without direct reporting authority.

Minimum Requirements :

• B.S. / B.A. in Marketing, Business, or related field.
• 7+ years of experience in brand marketing, communications, or related areas.
• 3+ years of experience leading a team.
• Experience in customer insights work e.g., persona development, ad, and messaging testing

Preferred Requirements :

• MBA or other advanced degree in business, marketing, communications, or related field.
• Industry experience in higher education and / or areas relevant to WGU colleges (e.g. business, healthcare, k12 education, IT)

Why Join WGU?

• You will be part of a growing, diverse, inclusive workforce, committed to creating pathways to a better life for our students by expanding access to education for everyone.
• We provide comprehensive dental, vision, and medical benefits, with paid time off, parental leave, and inclusive family forming benefits.
• We offer generous retirement and HSA company contributions.
• You will also have opportunity for continuous learning! Employees and their families receive discounted undergraduate and graduate WGU tuition.
• The salary range for this position takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets;

experience and training; licensure and certifications; and other business and organizational needs.

At WGU, it is not typical for an individual to be hired at or near the top of the range for their position, and compensation decisions are dependent on the facts and circumstances of each case.

A reasonable estimate of the current range is :

Pay Range : $97,300.00 - $175,200.00

WGU will accept applications for this position until 12 : 00 AM ET, 10 / 17 / 2024

How to apply : apply online

• This is a full-time, regular position that is eligible for bonuses; medical, dental, vision, telehealth and mental healthcare;
• health savings account and flexible spending account; basic and voluntary life insurance; disability coverage; accident, critical illness and hospital indemnity supplemental coverages;

legal and identity theft coverage; retirement savings plan; wellbeing program; discounted WGU tuition; and flexible paid time off for rest and relaxation with no need for accrual, flexible paid sick time with no need for accrual, 11 paid holidays, and other paid leaves, including up to 12 weeks of parental leave.

The University is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or protected veteran status.

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