Marketing Specialist

Western Governors University
April 13, 2021
Atlanta, GA
Job Type


About WGU Academy

WGU Academy is a recently established division of Western Governors University that exists outside the main operations of the university in order to dramatically impact college readiness efforts on a large scale. Its primary mission is to develop and deliver new solutions for college and career readiness to tens of thousands, even hundreds of thousands, of individuals who otherwise would not be prepared for regular enrollment at WGU or at other institutions. WGU Academy offers college-level courses that will support students by promoting a high level of confidence, study habits, and communications skills to be successful while at the Academy and throughout their future studies. In addition to supporting WGU, the Academy will also work with numerous external institutions, foundations, and states.

Position Summary

The Marketing Specialist is a creative executor who supports WGU Academy through the development of marketing campaigns that generate qualified leads and increase enrollments for target programs. In addition, the Marketing Specialist creates research documents, reports, and content; manages projects; ensures consistent branding and positioning for existing programs and those targeted for launch; and manages the production of comprehensive and multi-channeled marketing and communications campaigns.

Essential Functions and Responsibilities:

  • Create and develop new marketing materials to support marketing and sales objectives.

  • Designs collateral for marking campaigns utilizing Adobe Creative Suite for use in a variety of applications, such as online, print, email, social media, etc.

  • Develops and manages paid social media marketing campaigns, monitors yield, and tracks performance against program-specific goals.

  • Plans and executes initiatives to reach the target audience through appropriate channels (social media, video, email marketing, advertising, digital, direct mail, etc.)

  • Monitors, tracks, and reports on marketing campaigns and program activities.

  • Conducts secondary research for marketing campaigns as needed.

  • Develops, updates, and edits proposals and presentations using marketing resource materials.

  • Analyzes marketing data (campaign results, conversion rates, etc.) to shape future marketing strategies.

  • Translates performance and other technical data into reader-friendly graphs and/or charts.

  • Plans and executes initiatives to reach the target audience through appropriate channels (social media, video, email marketing, advertising, digital, direct mail, etc.)

  • Works with compliance team to finalize and ensure marketing materials, proposals, and communications meet all regulatory requirements.

  • Completes all special projects as requested.

  • Works independently with minimal supervision by initiating and/or leading marketing programs, initiatives, promotions, or research projects.

  • Assignments and projects are varied with moderate to high impact.

  • Demonstrates leadership skills and creates new ideas for marketing materials that promote company image, products, and services.


Required Knowledge, Skills, and Abilities

  • Strong knowledge of the fundamentals of writing, grammar, syntax, style, and punctuation.

  • Strong proof-reading skills. Ability to write clear, lively, engaging, and compelling copy in a variety of styles appropriate to target audiences and/or the broader public, while ensuring adherence to WGU Academy brand standards.

  • Experience using web analytics platforms, Google Analytics search (paid and organic) and the fundamental analytical skills to conduct analysis and develop recommendations.

  • Fundamental research skills to conduct needs assessment and secondary research over the internet. Strong fact-verification skills.

  • Experience with Adobe Creative Suite, marketing automation software, and Mailchimp are preferred.

  • Experience using business software to complete work assignments, i.e., Word, Excel, PowerPoint, and SharePoint.

  • Effective verbal, written, and interpersonal communication and the ability to present, network and build key relationships with stakeholders.

  • Strong knowledge of project management fundamentals.

  • Able to problem-solve and work independently with little supervision, juggle multiple time-sensitive projects, and execute cross-functional projects end-to-end.

Minimum Qualifications:

  • Bachelor's degree is required.

  • At least 3 years of experience in a professional marketing role with ownership of projects.

  • Demonstrated experience developing marketing collateral, graphic design, and social media campaigns.

  • Strong creative and problem-solving skills.

Preferred Qualifications:

  • Experience in Higher Education

Working Conditions

  • This position is in a normal office environment and requires extended periods of time sitting and interacting with potential students vocally via telephone, on-line, and in written communications.

  • Travel up to 5% may be required


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