Marketing Director – Spanish-Speaking Markets

MUST University; Deerfield Beach (FL); On-site; USD 120,000 - 180,000; Full time

Job summary

MUST University seeks a Marketing Director to lead the marketing strategy, brand positioning, and growth initiatives across digital channels, content, and lead-generation efforts. You will guide the Marketing team, collaborate with Admissions, and report to the University President.

The role requires strategic leadership, deep expertise in integrated marketing, and the ability to drive enrollment through data-driven campaigns and cross-functional collaboration.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business Administration, Digital Marketing or related field.
• Master’s degree preferred in Marketing, Business Administration, Communications or related field.
• Experience leading marketing strategy and teams in higher education or growth-focused org.

Responsibilities

• Develop and direct MUST University’s comprehensive marketing strategy aligned with enrollment goals.
• Advise the President on marketing strategy, brand position, market opportunities, and performance.
• Lead Marketing department, set objectives, priorities, and accountability standards.
• Oversee digital marketing, content, social media, brand, and lead generation efforts.
• Collaborate with Admissions and other departments to align marketing with institutional goals.

Skills

Strategic leadership

People management

Marketing strategy

Digital marketing

Lead generation

Brand management

Analytical skills

CRM

Marketing automation

Content marketing

Bilingual English/Spanish

Budgeting

Communication

Education

Bachelor’s degree in Marketing/ Communications/ Business Administration/Digital Marketing

Master’s degree in Marketing/Business Administration/Communications

Tools

CRM

Marketing automation

Analytics tools

Content management systems

Digital advertising platforms

Microsoft Office 365

Job description

About the role

The Marketing Director leads MUST University’s marketing strategy and oversees initiatives that support enrollment, brand positioning, and institutional growth. This role directs the Marketing team, manages departmental priorities and resources, evaluates marketing performance, and oversees digital marketing, content, social media, brand, and lead-generation strategies. The Marketing Director collaborates with Admissions and other departments to ensure marketing efforts align with institutional goals and reports directly to the MUST University President.

What you’ll do

• Develop, establish, and direct the University’s comprehensive marketing strategy in alignment with institutional priorities, enrollment objectives, and long-term growth goals.
• Serve as the primary strategic advisor to the President regarding marketing strategy, brand positioning, market opportunities, audience engagement, and marketing performance.
• Lead and manage the Marketing department, establishing departmental objectives, priorities, performance expectations, and accountability standards.
• Directly supervise the Marketing Coordinator and Social/ Digital Media & Content Specialist, including assigning and prioritizing work, monitoring performance, providing coaching and feedback, and conducting performance evaluations.
• Participate meaningfully in hiring, promotion, disciplinary, performance management, and other personnel decisions affecting employees within the Marketing department, and provide recommendations to senior leadership and Human Resources.
• Exercise discretion and independent judgment in determining marketing priorities, strategies, resource allocation, campaign direction, and departmental processes.
• Establish the strategic direction for integrated marketing initiatives across digital advertising, social media, content, email, web, CRM, SEO/SEM, marketing automation, and other relevant channels.
• Oversee the execution of marketing strategies by the Marketing team and external partners, ensuring initiatives align with established objectives, standards, budgets, and timelines.
• Establish and maintain the University’s brand strategy, positioning, messaging, and communication standards across markets and channels.
• Develop strategies to strengthen MUST University’s brand awareness, reputation, competitive positioning, and engagement with prospective students and other key audiences.
• Partner with Admissions leadership to establish lead-generation and prospective student engagement strategies that support enrollment objectives and improve the effectiveness of the marketing-to-enrollment funnel.
• Establish departmental KPIs and performance standards, including lead generation, conversion performance, audience engagement, acquisition costs, campaign effectiveness, and return on marketing investment.
• Evaluate marketing and enrollment data, market conditions, competitive activity, and audience trends to identify strategic opportunities, risks, and areas requiring corrective action.
• Make or recommend adjustments to marketing strategies, campaigns, investments, and resource allocation based on performance data and institutional priorities.
• Develop and manage the Marketing department’s annual budget and determine the appropriate allocation of resources across campaigns, platforms, vendors, technologies, and strategic initiatives.
• Evaluate marketing expenditures and investments to ensure appropriate use of institutional resources and maximize return on investment.
• Lead market research, competitive analysis, audience segmentation, and market opportunity assessments to support institutional growth and strategic planning.
• Evaluate opportunities for expansion into new audiences, geographic markets, communication channels, and marketing initiatives.
• Provide strategic marketing leadership for new academic programs, institutional initiatives, partnerships, events, and other growth opportunities.
• Select, oversee, and evaluate marketing agencies, consultants, vendors, technology providers, and other external partners, including evaluating performance and recommending continuation, modification, or termination of services.
• Establish departmental policies, procedures, workflows, standards, and performance expectations that promote efficiency, accountability, consistency, and scalability.
• Identify opportunities to implement new marketing technologies, automation, analytics, and artificial intelligence solutions that improve departmental effectiveness.
• Collaborate with Academic Affairs, Admissions, Student Experience, Finance, Information Technology, Human Resources, and other departments on institutional priorities and cross-functional initiatives.
• Prepare and present marketing strategies, performance reports, forecasts, budget recommendations, market insights, and strategic recommendations to the President and other senior leaders.
• Ensure marketing activities and communications comply with applicable institutional policies, regulatory requirements, advertising standards, and established brand guidelines.

Qualifications

Education

• Bachelor’s degree in Marketing, Communications, Business Administration, Digital Marketing, or a related field required.
• Master’s degree in Marketing, Business Administration, Communications, or a related field preferred.

Experience

• Minimum of 7 years of progressive professional experience in marketing, including responsibility for developing and executing integrated marketing strategies.
• Minimum of 3 years of experience managing employees, teams, or a marketing function required.
• Experience in higher education, online education, education technology, or another enrollment- or growth-driven organization preferred.
• Demonstrated experience developing and evaluating digital marketing, lead-generation, brand, and audience engagement strategies.
• Experience working with CRM, marketing automation, analytics, social media, digital advertising, and related marketing technologies.
• Experience supporting multicultural and/or international markets preferred.

Language Skills

• Full professional proficiency in both English and Spanish is required.
• Proficiency (Speaking, Reading, and Writing) in Spanish and English.
• Strong written and verbal communication skills.

General Skills and Knowledge

• Strong strategic leadership, people management, and organizational decision-making capabilities.
• Demonstrated ability to exercise independent judgment and discretion on matters of significance.
• Strong knowledge of integrated marketing strategy, digital marketing, brand management, lead generation, audience segmentation, and marketing performance optimization.
• Ability to translate institutional objectives into departmental strategies, priorities, and measurable outcomes.
• Strong analytical skills and ability to interpret marketing, enrollment, financial, and market data to support strategic decision-making.
• Strong financial acumen, including experience developing budgets, allocating resources, monitoring expenditures, and evaluating marketing ROI.
• Demonstrated ability to lead, coach, develop, and evaluate employees.
• Strong project and resource management capabilities with the ability to establish priorities and delegate responsibilities effectively.
• Excellent written, verbal, presentation, negotiation, and interpersonal communication skills.
• Ability to communicate effectively with the President, senior leadership, employees, external partners, and other stakeholders.
• Strong problem-solving and decision-making skills in a fast-paced and evolving environment.
• Knowledge of CRM systems, marketing automation platforms, analytics tools, content management systems, and digital advertising platforms.
• Proficiency in Microsoft Office 365 and virtual collaboration tools.
• Ability to maintain confidentiality and exercise sound professional judgment.