Description
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.
Key Job Responsibilities:
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
Department:
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 workforce of Wisconsin.
Requirements
Required Qualifications:
Bachelor’s degree in marketing, communications, business, or related field
5 years of progressive marketing experience, including experience leading initiatives, projects, or teams
Demonstrated experience leading professional staff and coordinating cross-functional teams, including setting direction, aligning priorities, and driving results through others
Experience coordinating work across multiple marketing functions (e.g., digital, content, web, analytics)
Experience with digital marketing technologies, including CRM systems (e.g., Salesforce), marketing automation platforms, and analytics tools (e.g., Google Analytics, Tableau)
Preferred Qualifications:
Master’s degree in marketing, communications, business, or related field
8 years of experience with increasing responsibility in marketing strategy and team leadership
Experience in higher education, particularly online or adult-focused programs
Experience working within a decentralized or shared services environment
Experience leading portfolio-based or program-level marketing strategies
Familiarity with evolving digital marketing practices, including changes in search behavior and AI-influenced discovery
Knowledge, Skills and Abilities:
Strong analytical and problem-solving skills, with the ability to use data to inform strategy and decision-making
Strong collaboration and communication skills, with the ability to work effectively with internal and external stakeholders
Understanding of marketing strategies that support adult learners and non-traditional student populations
Compensation:
The Marketing Director is a full-time, limited, exempt position. Well-qualified candidates can expect a starting annual salary within a range of $105,000 - 125,000, commensurate with the candidate’s education, related experience, and qualifications.
Work Location:
The office location is located at 780 Regent Street, Madison, WI. An in-office requirement is expected two days per week during the initial training period, after which in-office expectations may be evaluated. Telecommuting agreements are subject to change at any time.
