Associate Vice President of Growth

Introduction to UoPeople:

University of the People (UoPeople) is the first non-profit, tuition-free, American, accredited, 100% online university. Today, UoPeople has over 137,000 students enrolled from more than 200 countries and territories, including 16,500 students who are refugees. Currently accredited by the DEAC, UoPeople is also a candidate for WSCUC accreditation.

We believe that higher education is a basic human right and that it can transform not only the lives of students, but also their families' lives, their communities, their nations, and, by extension, the world. See President Reshef’s TED talk when he announced the founding of the University.[ TED talk ]

UoPeople is an innovative university, and we welcome team members who bring creativity and innovation to their roles. We’re a fast-paced organization with remote teams all around the globe. If you’re a self-starter who wants to succeed alongside a passionate team, we’d love to hear from you!

UoPeople is supported by the generosity of individuals and foundations, including the Gates, Hewlett, Ford Foundations, Foundation Hoffmann, and others. The University has been covered by the New York Times, BBC, NPR, Times Higher Education, US News and World Report, and more. President Reshef’s TED Talk and Nas Daily interview about the University have 30 million views combined.

Job Summary:

The Associate Vice President of Growth will be responsible for developing and executing comprehensive marketing strategies to drive growth and enhance the university’s brand awareness globally. This role requires a visionary and innovative leader with a data-driven mindset and a deep understanding of digital marketing, lead generation, and team development. The Associate VP of Growth will work closely with senior leadership to align marketing and top of funnel initiatives with UoPeople’s mission and goals.

Key Responsibilities:

1. Lead Generation Optimization

• Deliverable: Achieve a 20% increase in organic traffic within the first 6 months through SEO optimization.
• Deliverable: Launch and optimize paid advertising campaigns to achieve a 10% reduction in customer acquisition cost (CAC) within the first 6 months.
• Develop and execute strategies for SEO, SEM, content marketing, social media, and email campaigns.
• Utilize analytics tools to measure performance and refine strategies for maximum ROI.

2. Brand Awareness and Expansion

• Deliverable: Increase brand awareness by 25% through targeted outreach campaigns.
• Deliverable: Develop and implement a scalable strategy for potential expansion into additional markets.
• Build and maintain relationships with media and influencers to enhance UoPeople’s visibility.

3. Data-Driven Decision Making

• Deliverable: Establish a robust analytics framework to track, analyze, and report on marketing performance metrics.
• Deliverable: Utilize data insights to make informed decisions and optimize marketing strategies.
• Develop and maintain dashboards for real-time performance tracking and reporting.
• Leverage data to identify opportunities for improvement and drive strategic initiatives.

Qualifications:

• 5+ years of experience in growth marketing leadership roles, with a proven track record of achievement in driving growth.
• Strong understanding of B2C marketing principles and best practices.
• Extensive experience in upper funnel marketing tactics, including SEO, content marketing, and paid advertising.
• Experience managing and leading marketing teams, including performance management.
• Proven track record of developing and executing successful marketing strategies that drive growth.
• Strong leadership skills with experience managing and developing high-performing teams.
• Excellent analytical and problem-solving abilities.
• Exceptional communication and interpersonal skills.