Remote Director, Brand and Program Marketing

Position Overview
The Director, Brand & Program Marketing, will be a key leader responsible for shaping and advancing DeVry University’s brand strategy and program marketing efforts. Reporting directly to the VP of Marketing, you will oversee a team—including the Senior Manager of Brand & Program Marketing—and collaborate with senior leadership to drive brand differentiation, program preference, and market expansion. You will be responsible for defining and executing strategies that enhance brand recognition, deepen engagement, and build meaningful connections with prospective students, current students, alumni, faculty, and other stakeholders.

In this role, you will leverage strategic acumen along with consumer insights, market trends, and competitive analysis to develop and oversee a comprehensive brand strategy that supports the university’s mission and growth objectives. Championing a data-driven and student-centric approach, you will ensure consistency across all marketing channels and campaigns, aligning closely with cross-functional teams to amplify DeVry’s brand voice and positioning.

Key Responsibilities

• Strategic Leadership
• Lead the execution and refinement of DeVry’s established brand and program marketing strategy to ensure alignment with the university’s long-term objectives. Align initiatives to drive brand awareness, prospect engagement, and brand preference among target audiences.
• Identify and prioritize strategic opportunities to reinforce DeVry’s brand positioning in the market, working closely with senior leadership to ensure goals and objectives are consistently met. Oversee adjustments to strategic plans as needed based on market dynamics and internal growth priorities.
• Brand Identity
• Oversee the coordinated rollout of DeVry’s new brand identity, ensuring consistent application across all internal and external touchpoints, from digital assets to physical campus materials. Ensure that all elements are implemented with precision, on time, and within budget.
• Manage brand identity training and support across departments to facilitate adoption and adherence to brand standards. Track and evaluate the effectiveness of the brand identity rollout, adjusting as necessary to optimize impact.
• Campaign Oversight
• Provide strategic oversight for integrated marketing campaigns, ensuring all campaign elements align with the broader brand strategy. Facilitate a cohesive full-funnel approach, from awareness to conversion, that resonates with prospective students and stakeholders.
• Collaborate with internal teams and external partners to develop compelling campaign content, visuals, and messaging that reflect DeVry’s brand identity and values. Evaluate campaign performance metrics regularly, actively optimizing tactics and campaign creative to drive engagement and results.
• Program Marketing
• Lead program marketing efforts with a focus on DeVry’s technology and business programs, optimizing both paid and owned media channels to increase inquiries and applications. Ensure marketing efforts effectively convey program benefits and competitive differentiators.
• Develop and execute targeted strategies to drive growth within these key programs, leveraging data insights and market trends to continuously refine approach. Collaborate with product management to ensure that marketing efforts are aligned with program objectives and highlight unique selling points.
• Team Development
• Manage and mentor the Brand & Program Marketing team, including the Senior Manager and Manager, Brand & Program Marketing, fostering a culture of high performance and professional growth. Establish clear goals and expectations for team members, providing regular feedback and development opportunities.
• Encourage a collaborative team environment that promotes innovation and excellence. Lead team meetings and one-on-one sessions to track progress, address challenges, and celebrate achievements.
• Agency Management
• Cultivate strong, productive relationships with external agencies to ensure they deliver high-quality creative work that aligns with DeVry’s brand and program marketing strategy. Conduct regular performance reviews with agency partners, providing feedback to optimize creative output and drive campaign excellence.
• Negotiate contracts and manage agency budgets to ensure cost-effective service delivery. Ensure that agency partners are consistently aligned with DeVry’s brand standards and strategic goals.
• Cross-Functional Collaboration
• Partner closely with leaders across marketing, academics, product, PR and experience teams to align on brand strategy and support new program launches. Ensure that all communications are consistent, impactful, and contribute to a seamless experience for students and stakeholders.
• Act as a central liaison between departments to drive alignment on priorities, timelines, and deliverables, fostering a cohesive approach to brand and program marketing initiatives.
• Market Insights & Analysis
• Leverage consumer insights, market research, and competitive analysis to inform brand and program marketing strategies. Utilize these insights to adapt and evolve strategies in response to industry trends and changing consumer behavior.
• Conduct ongoing competitor analysis and benchmarking to identify opportunities for differentiation and innovation. Share insights with senior leadership and integrate findings into strategic planning.
• Brand Stewardship
• Serve as the brand custodian, ensuring all marketing efforts uphold DeVry’s brand standards, values, and visual identity across various channels. Oversee the completion and rollout of brand guidelines, ensuring they reflect current branding while supporting program differentiation.
• Regularly review brand touchpoints to maintain consistency and relevance, making recommendations for improvements as needed. Empower team members and stakeholders to champion the brand by providing resources, training, and support.
• Data-Driven Decision Making & Optimization
• Establish KPIs for campaigns and program marketing efforts, using data analytics to measure effectiveness, optimize strategies, and improve ROI. Provide regular performance reports and actionable insights to senior leadership.
• Use data to make informed decisions, continuously testing and refining tactics to drive better outcomes. Implement tools and methodologies to enhance data collection, analysis, and reporting.
• Budget & Resource Management
• Oversee the brand and program marketing budget, strategically allocating resources to maximize impact and maintain cost efficiency. Track expenses against budget forecasts, ensuring adherence to financial constraints while achieving key objectives.
• Identify and secure additional resources as needed to support high-priority initiatives. Continuously evaluate and adjust budget allocations based on performance, aligning investments with areas of highest impact.

Qualifications

• 10+ years of experience in brand management and marketing, with a proven track record of leadership and team management. Education sector experience a plus but not required.
• Bachelor’s degree in marketing, communications, business, or a related field; Master’s degree or MBA preferred.
• Extensive experience in developing and executing brand and program marketing strategies with demonstrated results.
• Strong understanding of consumer insights, market research, and competitive analysis to drive data-informed marketing strategies.
• Proven ability to lead cross-functional teams, manage agency partnerships, and collaborate effectively with senior leadership.
• Excellent verbal and written communication skills with strong presentation capabilities.
• Proficiency in using data analytics to measure and optimize marketing effectiveness.
• Demonstrated ability to think strategically and execute tactically while maintaining attention to detail.
• Highly collaborative, proactive, and adaptable, with a commitment to fostering a team-focused environment.