Marketing and Outreach Manager - English Language Programs - Center for Intercultural Education and Development- Georgetown University
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Marketing and Outreach Manager - English Language Programs - Center for Intercultural Education and Development - Georgetown University
The Marketing and Outreach Manager is a key member of the Marketing and Outreach team for English Language Programs (ELP). The primary objectives of the Marketing and Outreach team are recruiting new applicants to the program, building ties with partner institutions and leaders in the TESOL field, involving current participants in Marketing and Outreach projects, providing engagement and professional development opportunities for alumni, and enhancing program visibility. These objectives are met using a variety of in-person and digital means, including regional and national conferences, special events, social media, the program website, and an online participant community of practice, recruitment webinars, newsletters, and more.
The primary responsibility of the Marketing and Outreach Manager is to develop strategy for and to oversee the implementation of all aspects of the Marketing and Outreach program for ELP. The focus is on building ELP's reputation as the leading exchange program for TESOL professionals to ensure that highly qualified candidates apply to every year and on increasing engagement with program alumni and with TESOL leaders and institutions. The Manager will supervise a team of coordinators who are charged with planning and implementing the unit's work.
English Language Programs, funded by the U.S. Department of State, places experienced U.S. TESOL professionals at educational institutions on short- and long-term assignments in all regions of the world, conducted both in-country and virtually. Participants in the Fellow, Specialist, and Virtual Educator Programs promote English language learning and mutual understanding through cultural exchange. The Center for Intercultural Education and Development (CIED) at Georgetown University is the current administrator of English Language Programs.
The duties of the Marketing and Outreach Manager include but are not limited to:
• Identifies strategies to develop new opportunities to fulfill the objectives of the Marketing and Outreach team and to ensure that ongoing projects remain innovative and effective, in close collaboration with the Associate Director and the U.S. Department of State; and
• Works closely with the Marketing and Outreach coordinators to develop quarterly strategy reports for the U.S. Department of State.
• Conceptualizes and manages projects to promote English Language Programs, targeting multiple - and often overlapping - audiences: prospects, applicants, participants, alumni, TESOL institutions and organizations, and leaders in the TESOL field.
• Supervises the Marketing and Outreach team of coordinators (currently five) who are tasked with planning and executing Marketing and Outreach projects in the key areas of 1) Visibility, 2) Fellows, 3) Specialists, 4) Virtual Educators, and 5) Alumni. The Manager also oversees several part-time project-based contractors. The Manager's role includes assigning specific duties and hands-on support and guidance, as needed.
• Projects that support the primary objectives of Marketing and Outreach (recruiting new applicants to the program, building ties with partner institutions and leaders in the TESOL field, involving current participants in Marketing and Outreach projects, providing engagement opportunities for alumni, and enhancing program visibility) fall into the following categories (in-person and/or digital), but are not limited to:
• Conferences and events, including, but not limited to:
• Regional and national TESOL conferences;
• Recruitment and visibility webinars; and
• Networking events with the TESOL community
• Communications, including, but not limited to:
• English Language Programs website;
• Online participant and alumni Community of Practice (COP);
• Online Community Events for participants and alumni;
• Social media (Facebook, Instagram, Twitter, LinkedIn);
• Digital advertising and job boards;
• Brochures and other promotional materials;
• Press releases and program announcements; and
• Promotional videos.
• Alumni engagement, including, but not limited to:
• Alumni events, promoting alumni involvement in all Marketing and Outreach areas (conferences, recruitment, TESOL institution engagement, etc.);
• Alumni Ambassador program; and
• Program anniversaries and other special events.
• TESOL Professional Development Projects, including, but not limited to:
• Learning Management System (LMS) on the COP;
• Training of Trainers Course; and
• Specialist Master Class.
• Salesforce CRM, including, but not limited to:
• Close collaboration with the ELP IT Projects team to ensure the Salesforce site meets the needs of recruitment, alumni engagement, institutional outreach, and program reporting; and
• Management of Salesforce data maintenance, including clean up and data entry, as needed, to ensure best results in searches and reports.
Quality and Continuity: Branding, Design, and Messaging
Ensures quality and continuity in communications across all ELP media channels and platforms, including but not limited to:
• Supervising the design and production of all materials used to support Marketing and Outreach initiatives, including, but not limited to, brochures, website pages, newsletters, conference give-away items, conference booth design, and presentations;
• Performing executive editor duties for all external communications, ensuring consistency in style, content, design, and branding; and
• Guaranteeing that all digital, print, and other media materials comply with the branding requirements and regulations established by the U.S. Department of State and branding is consistent across all platforms and materials.
Measuring and Reporting Results
• Builds processes and systems to curate information and report on Marketing and Outreach team progress to the U.S. Department of State and other stakeholders, delegating to staff as appropriate. This includes, but is not limited to:
• Metrics for measuring success;
• Website, social media, and community of practice activity, including traffic and analytics;
• Event attendance and in-person contacts;
• Project progress reports;
• Lessons learned; and
• Other reports as requested by the U.S. Department of State.
• Collaborates with the English Language Programs management team to ensure that all ELP teams work closely and successfully to meet annual goals for recruitment, candidate selection, participant support, and alumni engagement;
• Travels to conferences and other events, as needed, to make presentations; supervises conference activities and staff, networks with key stakeholders, etc.;
• Backstops team members while they are out of the office;
• Takes on temporary duties when team members leave their positions; and
• Manages the onboarding and training process of new team members.
The Marketing and Outreach Manager is a key member of the 23-person ELP team at CIED. The team consists of five units, each unit with its own manager and a cadre of coordinators supporting the work of the respective manager. Marketing and Outreach is one of the five units within ELP and the Marketing and Outreach Manager is instrumental to the program's development and implementation. While the Manager reports directly to the Associate Program Director, they also closely collaborate with other ELP managers, members of the other ELP units, and Finance Office staff at CIED and, externally, they interface with staff at DOS in Washington, D.C., and at the U.S. Embassies overseas. The position directly supports DOS goals of building friendly, peaceful relations between the people of the United States and the people of other countries through academic, cultural, and professional exchanges, which aligns with the GU principle that serious and sustained discourse among people of different faiths, cultures, and beliefs promotes intellectual, ethical and spiritual understanding.
• MA in TESOL or related field and/or BA or MA in Marketing/Communications or related field
• Demonstrated experience in marketing/communications
• Demonstrated experience with program management and strategic planning
• Demonstrated professional experience with online social media platforms and/or database/client management systems and/or online teaching/training
• Demonstrated experience managing staff
• Demonstrated skills in writing and editing for multiple media
• Exceptional copy-editing skills
• Exemplary collaborative capacity
• Exceptionally strong organizational and time management skills
• Ability to work in a fast-paced and changing environment
• Ability to independently establish objectives, plan, direct, and evaluate all aspects of work projects
• Ability to understand, synthesize, and conceptualize input and requests from multiple stakeholders
• Outstanding interpersonal oral and written communications skills with ability to interact and communicate in a positive manner with a diverse clientele, including universities, membership organizations, program candidates and government employees
• Demonstrated effort to improve operations, decrease turnaround times, streamline work processes, and work cooperatively and jointly to provide quality seamless customer service
• Ability to travel both in the United States and internationally, as needed
• Proficiency in Microsoft Office Suite and Google software applications
• Professional experience in the TESOL field
• Experience with WordPress, Salesforce, Canva, Adobe Pro, Mailchimp, and Hootsuite
• Alumnus or alumna of the U.S. Department of State English Language Fellow or Specialist Programs
• Experience working with federally funded exchange programs and/or educational programs
• Experience living and working overseas
Work Mode: Hybrid 2 Days. Please note that work mode designations are regularly reviewed in order to meet the evolving needs of the University. Such review may necessitate a change to a position's mode of work designation. Complete details about Georgetown University's mode of work designations for staff and AAP positions can be found on the Department of Human Resources https://hr.georgetown.edu/mode-of-work-designation/.
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