About the Kellogg School of Management at Northwestern University:
The Kellogg School of Management at Northwestern University develops brave leaders who inspire growth in people, organizations and markets. Based just outside of Chicago, the school is a global leader in management education, renowned for its distinctive thought leadership and pioneering approach to learning. Kellogg offers an innovative portfolio of programs: four Full-Time MBA programs including the accelerated One-Year MBA and Two-Year MBA options, and joint degree programs with the engineering and law schools; a Part-Time MBA Program; the premier Executive MBA global network; and extensive non-degree Executive Education programs.
About the Job:
We are seeking an editorially-oriented Marketing Manager to develop, direct and execute the overall marketing, communications, and branding and social/digital media strategies for Kellogg Insight – an online publication that promotes the research, insights and thought leadership generated by faculty of the Kellogg School of Management at Northwestern University. This candidate will work closely with a team charged with expanding and shaping the direction of Kellogg Insight, our digital hub of thought leadership.
Working with the Editor in Chief, the Marketing Manager develops and executes marketing strategy and plans that meet business objectives and take into account audience needs, while ensuring an effective mix of topics and storytelling formats. This candidate has input into the publication’s editorial calendar and responsibility for growing our audience.
The Marketing Manager is expected to lead digital and social media strategy around the school’s thought leadership. S/he is also expected to test, measure, analyze and make optimization recommendations with regards to both publication content and marketing efforts. This position works closely with faculty, staff and freelance content producers, marketing, web design and other departments.
The ideal candidate is a self-starter that welcomes the opportunity to work in an entrepreneurial environment.
Reports to Director of Marketing, Strategic Initiatives & Thought Leadership
Some evenings and weekends as needed.
Strategy & Planning
Develop marketing strategy including gathering consumer insights, creating consumer segments; establish targeting to create strategic plan and KPIs.
Serve as a partner to Editor-in-Chief and editorial team in driving vision and strategic direction of Kellogg Insight. Lead market research, marketplace assessments and align strategic direction of the publication to audience needs. Serve as champion of users/readers when partnering with editorial team, offering input on headlines, visuals, content strategy, website UX experience, etc. to improve engagement with and “stickiness” of digital and print products.
Develop the Kellogg Insight brand identity, architecture and messaging platform.
Co-create and maintain a content plan of editorial activities to promote thought leadership across the Kellogg School. Align with enterprise-wide content strategy to ensure optimal mix of topics, themes, and formats.
Establish and refine processes for content creation and curation.
Develop, execute and adjust go-to-market strategy and marketing plan in alignment with business objectives and goals (drive awareness and deepen Kellogg engagement with targeted audiences).
Lead monthly email segmentation, development and distribution (subscribers, alumni, faculty/staff, students). Oversee partnership with Boomtrain email service provider.
Develop, monitor and optimize paid media campaigns.
Lead SEO strategy and coordination with work-study.
Partner with MarComm digital/social teams for social media distribution.
Partner with business units across the school to provide content that helps them achieve their business objectives.
Oversee distribution plan for annual print edition.
Determine optimal means to version and promote content across paid, owned, and earned media channels.
Determine best channels to distribution podcast series through paid, owned, and earned. Set up KPIs and tracking to monitor effectiveness.
Work closely with the Insight team on establishing global partnerships and ensure content is appropriately representative of Kellogg.
Ensure all content is on-brand and optimized for search and user experience.
Test new channels to scale distribution.
Testing & Reporting
Testing, measurement, analysis and reporting on content performance.
Testing, measurement, analysis and reporting on marketing performance (paid, owned and earned).
Monitor other universities and benchmark companies to keep apprised of developments and industry trends.
Performs other duties as assigned.
Bachelor’s degree or the equivalent combination of education, training and experience from which comparable skills can be acquired.
5+ years of relevant industry and/or functional experience (marketing, communications, social/digital media)
Minimum Competencies: (Skills, knowledge, and abilities.)
Significant experience in driving social media strategy
Working knowledge of SEO
Working knowledge of digital analytics platforms (i.e. Google Analytics)
Adept at reporting and analysis, creating reports, and formulating test plans
Able to develop recommendations based on data analysis and best practices
Experience managing cross-functional projects and streamlining processes
Preferred Qualifications: (Education and experience)
Graduate degree, such as an MBA or Master’s Degree in Marketing, & Communications, or equivalent combination of education, training and experience from which comparable skills can be acquired.
Preferred Competencies: (Skills, knowledge, and abilities)
Able to work under deadline pressure and adjust priorities independently
Excellent analytical skills
Strong ability to collaborate across groups, proven relationship builder
Current on communication channels and tools
Experience in multimedia storytelling
Writing and editing skills
As per Northwestern University policy, this position requires a criminal background check. Successful applicants will need to submit to a criminal background check prior to employment.
Northwestern University is an Equal Opportunity, Affirmative Action Employer of all protected classes, including veterans and individuals with disabilities. Women, racial and ethnic minorities, individuals with disabilities, and veterans are encouraged to apply. Hiring is contingent upon eligibility to work in the United States.
Northwestern University is a major private research university with 12 academic divisions located on three campuses in Evanston, Chicago, and Education City in Doha, Qatar. We have approximately 2,500 full-time faculty members, 17,000 graduate and undergraduate students, and over 5,700 full and part-time staff. Northwestern University combines innovative teaching and pioneering research in a highl...y collaborative environment. It provides students and faculty exceptional opportunities for intellectual, personal and professional growth.