VP of Marketing

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Are you passionate about helping students find their path to college and career success? Encoura is looking for a VP of Marketing to lead growth for our Encourage high school student and educator programs, including nationwide adoption and engagement of the Encourage student app and educator platform. Encourage is the nation’s largest free college and career planning and exploration program for students in grades 8–12.

Reporting to the Chief Marketing Officer, this role will own B2B and B2B2C marketing strategy and execution, driving student and educator acquisition, engagement, lifecycle marketing, partnerships, and integrated campaigns in close collaboration with Product, Engineering, Creative, Research, and Digital teams.

This is a hands-on leadership role for a strategic, data-driven marketer who can see the big picture while also driving execution. The VP will optimize marketing systems and channels, identify new opportunities for growth, and build and develop a high-performing team to expand Encourage’s reach and impact. We’re looking for a trusted thought leader and people leader who is passionate about education, energized by Encoura’s mission, comfortable navigating ambiguity, and ready to bring creativity, resourcefulness, and a student-centered mindset to the work.

A Day in the Life

* You will own all levers and aspects of student and high school educator marketing, including national education partnerships, digital and social campaigns, direct mail campaigns & operations, lifecycle marketing, media placements, events, website evolution, paid acquisition, SEO/SEM/ASO/AEO/GEO, and other channels and activities that you help define. * Build and grow a great team: Develop our existing team members, fill in any gaps where we need them to execute against our strategy, and build a culture of excellence; define roles and responsibilities for each position; manage professional development for all direct reports by setting clear goals, objectives, and career paths. * Drive all B2B2C marketing initiatives: achieve student, family and educator growth objectives, new customer acquisition, and engagement activities. * Own strategy execution: lead acquisition marketing efforts to build, grow and optimize all channels, including paid social, paid search, display, affiliate, direct mail, in-classroom, digital signage, and more. * Manage systems optimization through Salesforce CRM and MarketingCloud. * Co-Lead Encourage brand strategy: in partnership with CMO and Creative team, build on, develop and execute on the overall brand strategy across paid and unpaid channels (including social media, PR and partnerships). Identify key brand pillars across our products and mission and develop innovative strategies to build on and reinforce them. * Work with our Create and Digital teams to execute a winning marketing strategy: product/growth marketing, positioning, messaging, demand generation, channel, content, sales enablement, partner marketing, social media, PR, AR and marketing operations. * Integrate deeply across the company: Marketing should be connected into everything we do! We want you to help ensure our teams across the company in content, product, design, engineering, support, sales, finance, operations and HR, are working with marketing to tell our story and put our programs in the hands (literally) of students.