Marketing Manager (Associate Director), NI Institute

Overview

The Kellogg School of Management at Northwestern University is a pioneer in the science of science and innovation and is home to the first academic hub of its kind that brings together the worlds foremost experts in this area. The Northwestern Innovation Institute (NI) is a newly established research hub pioneering a transformative approach to innovation intelligence by harnessing big data analytics and AI to comprehensively map innovation across scientific, technological, and business domains.

Job Details

• Department: Kellogg Ctr for Sci & Innov
• Salary/Grade: EXS/8

Position

Reporting to the Director of Operations, the Marketing Manager is responsible for developing, directing and executing the marketing, communications, branding and social/digital media strategies for the newly established NI Institute. This position will be instrumental in launching and building the Institutes visibility, driving awareness of its mission, programs, and leadership across Northwestern and globally. This candidate will be a member of the NI Institute team and will work closely with Institute leadership and affiliated faculty to shape and execute the marketing strategy, including the promotion of the annual NI Institute Symposium and Prize.

Working with Institute leadership, the Manager develops and executes communication and marketing strategy and plans that meet the Institutes strategic goals and consider stakeholder needs, while ensuring an effective mix of topics and messaging formats. The Manager is expected to test, measure, analyze, and make optimization recommendations to enhance the Institutes reach and impact across platforms. This role requires experience with building and disseminating digital newsletters and other marketing materials and a working knowledge of HTML.

The Manager leads the marketing and branding for the NI Institute but will coordinate with Kelloggs Integrated Marketing & Communications (IMC) team to ensure alignment with the schools broader branding and communication strategy. The ideal candidate is a self-starter who welcomes the opportunity to work in an entrepreneurial environment and help shape a new high-profile institute from inception.

Specific Responsibilities

Strategy & Planning

• Develop the marketing strategy for the NI Institute, including gathering audience insights and creating stakeholder segments; establish targeting to create strategic plan and KPIs that support the Institutes visibility, thought leadership and engagement goals.
• Serve as a partner to NI Institute leadership to define the vision and strategic direction of the Institutes communications. Lead market research, landscape analyses, and align messaging and content with key academic, industry, and donor audiences.
• Steward the NI Institute brand identity, architecture and messaging platform in coordination and alignment with Kelloggs school-wide branding standards established by IMC.
• Develop and maintain communications and content calendar to promote the NI Institute activities, including the annual Symposium and Innovation Prize.
• Ensure alignment with school-wide strategy while elevating the NI Institutes unique identity. Establish and refine processes for content creation and curation to support streamlined, consistent, and impactful messaging across digital platforms
• Develop and maintain communications with Bridge Partners (i.e. NI Institute strategic oversight committee who ensure robust governance and effective management of the data submitted by partner institutions) as well as the Advisory board under the direction of the Institute Directors.

Distribution

• Develop, execute and adjust go-to-market strategy and marketing plan in alignment with Institute objectives and goals by increasing visibility, building credibility, and driving global awareness of the NI Institutes programs and thought leadership.
• Spearhead email promotions, including email segmentation, development and distribution (subscribers, alumni, faculty/staff, students). Oversee partnership with website service providers.
• Develop, monitor, and optimize paid media campaigns.
• Lead the search engine optimization (SEO) strategy to optimize the NI Institutes digital footprint across platforms; may supervise student assistants or external vendors.
• Partner with IMCs digital/social teams for earned media coverage and social media distribution to ensure alignment with school-wide strategy while elevating the NI Institutes unique identity.
• Partner with relevant departments, faculty initiatives, and centers to provide content that helps them achieve their objectives while reinforcing the NI Institutes mission and strategic messaging
• Determine optimal means to version and promote content across paid, owned, and earned media channels.
• Determine best channels to distribute core NI Institute contentincluding event materials, multimedia, and announcements through paid, owned, and earned. Set up KPIs and tracking to monitor effectiveness.
• Collaborate with external partners to establish global visibility, ensuring content reflects the Institutes brand and strategic positioning. Ensure all content is on-brand and optimized for search and user experience.
• Test new channels to scale distribution.

Testing & Reporting

• Test, measure, analyze, and report on content performance.
• Test, measure, analyze and report on marketing performance including paid, owned and earned marketing.
• Monitor other universities and benchmark companies to keep apprised of developments and industry trends.

Miscellaneous

Performs other duties as assigned.

Minimum Qualifications

• Bachelors degree or the equivalent combination of education, training and experience from which comparable skills can be acquired.
• 3+ years of relevant industry and/or functional experience in marketing, communications, social/digital media.

Minimum Competencies

• Significant experience in developing newsletters and 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 Competencies

• 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

Target hiring range for this position will be $74,000 - $90,000 per year. Offered salary will be determined by the applicants education, experience, knowledge, skills and abilities, as well as internal equity and alignment with market data.

Benefits

At Northwestern, we are proud to provide meaningful, competitive, high-quality health care plans, retirement benefits, tuition discounts and more! Visit us at https://www.northwestern.edu/hr/benefits/index.html to learn more.

Work-Life And Wellness

Northwestern offers comprehensive programs and services to help you and your family navigate lifes challenges and opportunities, and adopt and maintain healthy lifestyles. We support flexible work arrangements where possible and programs to help you locate and pay for quality, affordable childcare and senior/adult care. Visit us at https://www.northwestern.edu/hr/benefits/work-life/index.html to learn more.

Professional Growth & Development

Northwestern supports employee career development in all circumstances whether your workspace is on campus or at home. If youre interested in developing your professional potential or continuing your formal education, we offer a variety of tools and resources. Visit us at https://www.northwestern.edu/hr/learning/index.html to learn more.

Northwestern University is an Equal Opportunity Employer and does not discriminate on the basis of protected characteristics, including disability and veteran status. View Northwesterns non-discrimination statement. Job applicants who wish to request an accommodation in the application or hiring process should contact the Office of Civil Rights and Title IX Compliance. View additional information on the accommodations process.

Job Details

• Seniority level: Mid-Senior level
• Employment type: Full-time
• Job function: Marketing and Sales
• Industries: Higher Education