Senior Manager, Brand and Audience Marketing

If youre passionate about building a better future for individuals communities and our countryand youre committed to working hard to play your part in building that futureconsider WGU as the next step in your career.

Driven by a mission to expand access to higher education through online competency-based degree programs WGU is also committed to being a great place to work for a diverse workforce of student-focused professionals. The university has pioneered a new way to learn in the 21st century one that has received praise from academic industry government and media leaders. Whatever your role working for WGU gives you a part to play in helping students graduate creating a better tomorrow for themselves and their families.

The salary range for this position takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs.

At WGU it is not typical for an individual to be hired at or near the top of the range for their position and compensation decisions are dependent on the facts and circumstances of each case. A reasonable estimate of the current range is:

Job Description

The Senior Manager Brand & Audience Marketing defines and drives the strategy that connects WGUs brand positioning with the needs and motivations of key audiences. This role leads develops and elevates a team of brand marketersproviding strategic direction coaching and mentorship to help them deliver differentiated brand storytelling effective audience strategies and disciplined execution across channels. As the steward of both brand integrity and audience insight this leader ensures unified messaging clear differentiation and measurable growth across all priority segments and schools.

Working closely with Marketing leadership School Marketing leaders External Communications Regional Operations and Partnerships this leader develops and executes marketing strategies that expand awareness strengthen brand equity and increase new student intenders and applications. The role balances strategic planning with hands-on execution overseeing the teams work across brand platforms audience definition creative input and market insightsall in service of WGUs mission to expand access to higher education.

Brand & Messaging Strategy

• Partner with senior leaders across the organization to ensure brand consistency and alignment with the One WGU brand policy and related visual identity.
• Manage brand health tracking (awareness familiarity perception and consideration) and translate insights into actionable initiatives.
• Lead the strategy and execution of seasonal and hero campaigns for WGU taking overarching brand messages tomarket to drive Intender and Application growth.
• Collaborate with media creative and analytics teams to implement fully integrated programs across TV OTT radio OOH digital and partner channels.

Audience Marketing & Campaign Execution

• Develop and execute audience-specific marketing plans for high-priority segments (e.g. Military Community College Hispanic learners).
• Leverage deep understanding of audience behaviors motivations and emotional drivers to craft culturally relevant insight-driven campaigns.
• Collaborate with media creative and analytics teams to implement fully integrated programs across TV OTT radio OOH digital and partner channels.
• Translate research into compelling creative briefs and campaign messaging that connect audience insight to WGUs brand purpose.

Cross-Functional Collaboration

• Serve as liaison between Marketing Partnerships Regional Operations and Enrollment to ensure unified go-to-market efforts.
• Support field and partner marketing teams with audience insights creative assets and localized campaign execution.
• Coordinate efforts with External Communications Government Relations and Alumni to build consistent market presence.

Leadership & Innovation

• Hire coach and inspire a high-performing team of brand marketerssetting clear expectations nurturing growth and providing strategic mentorship in brand positioning audience targeting and marketing best practices.
• Oversee team workflows across brand strategy audience segmentation insights development and cross-channel messaging to ensure quality consistency and alignment with university priorities.
• Manage multimillion-dollar budgets to ensure efficiency accountability and measurable ROI across brand and audience programs.
• Champion the responsible use of AI and emerging marketing technologies to enhance personalization insights and efficiencyguiding the team in adopting innovative tools while maintaining strong brand governance and integrity.

Qualifications

Knowledge Skills and Abilities

• Ability to strategize and develop successful multi-channel marketing campaigns to grow audience engagement and conversion
• Exceptional strategic thinking communication and stakeholder influence
• Strong quantitative and qualitative skills with the ability to synthesize insights.
• Expertise in audience segmentation campaign analytics and messaging development.
• Adept and managing complex projects and competing priorities.
• Experience with AI and martech platforms to enhance performance and efficiency.

• Bachelors degree in marketing communications or related field

Experience

• 7 years in marketing strategy brand management or audience marketing.
• Proven success in developing integrated B2C and B2B campaigns with $5M annual budgets.
• Demonstrated experience leading cross-functional initiatives and managing teams.
• Deep knowledge of higher education or mission-driven consumer sectors preferred.

Preferred Qualifications

• Multicultural marketing experience

• Industry experience in higher education and/or areas relevant to WGU colleges (e.g. business healthcare K12 education IT)
• Masters degree in marketing communications or related field

Position & Application Details

How to Apply: If interested an application will need to be submitted online. Internal WGU employees will need to apply through the internal job board in Workday.

Additional Information

Disclaimer: The job posting highlights the most critical responsibilities and requirements of the job. Its not all-inclusive.

Accommodations: Applicants with disabilities who require assistance or accommodation during the application or interview process should contact our Talent Acquisition team at

Equal Employment Opportunity: All qualified applicants will receive consideration for employment without regard to any protected characteristic as required by law.