Senior Marketing Manager

Senior Manager, Category and Product Marketing
Covista is seeking a Senior Manager, Category and Product Marketing to drive Walden University marketing efforts for an assigned vertical and its program portfolio (for example, Social Work and the Masters of Social Work). The goal is to grow enrollment in that category by showcasing how Walden stands out in the market and translating program differentiators into marketing campaigns that increase consideration, engagement and enrollment.

Responsibilities

Lead the development and execution of go‑to‑market strategies for the vertical’s programs, integrating brand, digital and enrollment priorities.

Own the brief‑to‑activation process: translate campaign briefs into integrated plans, define launch readiness, manage timelines and milestones, and ensure successful market launch.

Develop campaign positioning within the guardrails of vertical and brand positioning.

Partner with product management and academic teams to translate program differentiators into marketing messages and campaigns.

Manage campaign calendars, communication plans and briefs that outline channel roles, activation strategy and sequencing.

Lead campaign hindsight: bring channel leads and stakeholders together to review results, surface lessons learned and apply insights to future campaigns.

Own messaging for the vertical and its programs – the language that tells prospective students why Walden is the right choice.

Ground messaging in competitive differentiation, student outcomes, employer demand and enrollment data, and keep it current as the market evolves.

Maintain audience definitions that guide targeting and messaging for the vertical.

Collaborate with channel leads (paid media, database marketing, web, organic social, SEO) to design and execute high‑performing inquiry‑generating campaigns.

Ensure messaging consistency across the funnel and channels.

Prioritize activities against enrollment goals for the vertical.

Monitor the competitive landscape: track competitor programs, positioning and market activity.

Use market insight, student and employer demand signals and enrollment data to inform campaign strategy and messaging.

Monitor and evaluate the effectiveness of marketing activities; deliver actionable insights to improve performance and ROI.

Balance speed, scale and quality in a fast‑paced, highly regulated environment.

Partner with product, academic leaders, enrollment and student support to align on goals and execution.

Partner with marketing operations to sequence deliverables, manage timelines and ensure campaign readiness.

Collaborate with internal creative services and external agency partners to meet brand standards and compliance requirements.

Represent the vertical in quarterly planning, creative reviews and QBRs, providing strategic input and sharing performance insights.

May lead and develop one or two marketing team members, depending on the vertical.

Contribute to the broader marketing team’s planning and ways of working.

Support cross‑vertical initiatives that reinforce Walden’s brand reputation and commitment to educational excellence.

Complete other duties as assigned.

Comply with all policies and standards.

Qualifications

Bachelor’s Degree (preferably in marketing or a related field) required; Master’s Degree/MBA preferred.

7+ years of progressive marketing experience, including product, category, vertical or B2C marketing; category marketing strongly preferred.

Proven success leading vertical‑specific marketing, particularly in regulated or professional program categories.

Experience developing and managing integrated, multi‑channel campaigns from strategy through execution.

Experience operating in complex, matrixed or highly regulated environments.

Background in education, mission‑driven organizations or other considered‑purchase B2C categories preferred.

Healthcare or mental‑health industry experience a plus.

Knowledge, Skills & Abilities

Strong writing skills with the ability to translate complex academic and product substance into clear, audience‑specific campaign messaging grounded in market and enrollment data.

Strong strategic judgment connecting marketing decisions to enrollment outcomes.

Analytical and data‑literate; able to interpret performance metrics and recommend optimizations.

Strong collaboration and influence across cross‑functional teams.

Strong organizational and project leadership skills in a fast‑paced environment.

Benefits and Compensation
In support of pay‑transparency laws, the expected salary range for this position is between $80,336.75 and $145,077.09. Actual pay will be adjusted based on job‑related factors permitted by law (experience, training, geographic location, licensure, market factors, departmental budgets and responsibility).

Benefits include health, dental, vision, life and disability insurance; a 401(k) retirement program with a 6% employer match; participation in Covista’s Flexible Time Off (FTO) policy; and 12 paid holidays.

For more information about benefits please visit: https://careers.covista.com/benefits.

Annual incentive eligibility is subject to the program’s governing rules, with awards depending on individual and organizational performance.

Equal Opportunity
Covista is an Equal Opportunity Employer. Minority, Female, Disability, V, Gender Identity, and Sexual Orientation applicants are encouraged to apply.

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