Marketing Manager

Culinary Institue of America - California; Town of Hyde Park (NY); On-site; USD 65,000 - 75,000; Full time

Job summary

The Culinary Institute of America is seeking a Marketing Manager to lead the prospective student digital experience, partnering with Admissions Marketing to boost visibility and enrollment across web, search, social, and content channels.

Role relies on data-driven insights from website analytics and CRM to optimize pages, campaigns, and conversion, while collaborating across departments to maintain CIA content standards.

Qualifications

• Bachelor’s Degree in marketing, new media, communications or a related field.
• Minimum of five (5) years of proven experience in successfully managing marketing or admissions programs.

Responsibilities

• Leads the use of website, search, and Google-driven data to evaluate and improve the performance of academic directories, rankings, and other high-visibility external listings.
• Manages and enhances the ciachef.edu website experience for prospective students, identifying opportunities to improve content quality, user experience, navigation, search visibility, and conversion.
• Monitors website and channel performance, analyzes trends and user behavior, and translates findings into recommendations that support engagement, traffic growth, and marketing effectiveness.
• Analyzes reporting needs within Slate and creates reports designed to identify key conversion pages on ciachef.edu; designs and executes conversion strategy plans within Slate.
• Oversees and manages AI-related engagement tools (including website chatbot) to ensure support for enrollment audiences; analyzes chatbot performance metrics and informs recruitment strategies.
• Develops and executes strategies to expand the CIA’s social media presence and grow the reach, relevance, and performance of the CIA’s YouTube platform.
• Sources, develops, and promotes academic-related stories that highlight programs, faculty, curriculum, student outcomes, and the CIA’s distinctive educational experience.
• Collaborates with academic and administrative partners to ensure digital content is accurate, timely, audience-focused, and aligned with institutional goals.

Skills

Analytical skills

Data-driven decisions

Collaboration

Email marketing

CMS proficiency

Microsoft Office

Marketing strategy

Education

Bachelor's Degree in marketing or related field

Tools

Slate CRM

HTML

CSS

Job description

The anticipated hiring range for this position is $65,000 to $75,000. Hiring offers will be determined based on the final candidate’s qualifications and experience. The recruiter can share more information about what the anticipated hiring rate/salary would be based upon your specific qualifications during the selection process.

The CIA offers a substantial benefits package that includes medical coverage available at no cost to qualifying employees, dental insurance, vision insurance, life insurance, short and long term disability insurance, retirement savings plan with high employer contributions, a generous paid time off program, and more!

As the benefits package at the CIA results in a significant value above the base hiring rate/salary for this position, we encourage you to apply so that our recruiters can share more information with you about the benefits of working for the CIA.

POSITION SUMMARY

The Marketing Manager leads the overall prospective student user experience with emphasis on digital marketing initiatives to strengthen the Culinary Institute of America’s visibility, reputation, and engagement across web, search, social, and content platforms. This role partners with the Marketing Managers responsible for audience marketing (traditional high school and non-traditional adult & post-graduate candidates) to address the overall experience from discovery to inquiry to application to enrollment. The Marketing Manager will use data-driven insights (website, search, and Google) to improve the performance of academic directories and rankings, enhance the ciachef.edu website experience, and identify opportunities to increase discoverability, usability, and conversion across key prospective student-facing pages.

Under the direction of the Director – Admissions Marketing, the Marketing Manager manages and evolves the institution’s digital presence by partnering with internal stakeholders to optimize academic content and expand the CIA’s storytelling on Admissions social channels and YouTube. The Manager also develops compelling academic-related stories and campaigns that connect with prospective and current students, helping to showcase the value of the CIA experience through strategic content and channel management.

ESSENTIAL RESPONSIBILITIES

• Leads the use of website, search, and Google-driven data to evaluate and improve the performance of academic directories, rankings, and other high-visibility external listings, helping strengthen the CIA’s discoverability and brand presence. Analyzes data and makes recommendations for projects or updates that result in improvements in performance.
• Manages and enhances the ciachef.edu website experience for prospective students, identifying opportunities to improve content quality, user experience, navigation, search visibility, and conversion across key academic and student-facing pages. Drives the consistency and clarity of messaging, and ensures key CIA points of emphasis are communicated.
• Monitors website and channel performance, analyzes trends and user behavior, and translates findings into recommendations that support engagement, traffic growth, and marketing effectiveness.
• Analyzes reporting needs within Slate (Admissions Customer Relationship Management tool) and creates reports designed to identify key conversion pages on ciachef.edu. Designs and executes conversion strategy plans within Slate based on website behavior, including email and text campaigns, developing lead scoring models which return increased measurable results.
• Oversees and manages AI-related engagement tools (including website chatbot) to ensure support for enrollment audiences. Analyzes chatbot performance metrics, user behavior, conversation trends, and engagement data to inform recruitment communication and conversion strategies. Makes recommendations for enhancements to AI-related tools based on analysis and best practices.
• Develops and executes strategies to expand the CIA’s social media presence and grow the reach, relevance, and performance of the CIA’s YouTube platform. Researches and tests video and other content to undercover opportunities for growth of enrollment audiences.
• Sources, develops, and promotes academic-related stories that highlight programs, faculty, curriculum, student outcomes, and the distinctive educational experience of the CIA.
• Collaborates with academic and administrative partners to ensure digital content is accurate, timely, audience-focused, and aligned with institutional goals and brand standards.
• Collaborates with internal and external partners, including those promoting CIA’s non-degree opportunities, to capitalize on potential cross-sell opportunities and engage with influencer audiences.
• Any and all other job duties as assigned.

REQUIRED QUALIFICATIONS

Education:

• Bachelor’s Degree in marketing, new media, communications or a related field.

Experience:

• Minimum of five (5) years of proven experience in successfully managing marketing or admissions programs.

PREFERRED QUALIFICATIONS

• Knowledge of HTML and CSS.
• Knowledge of Slate or similar CRM system desired.
• Experience in higher education/admissions environment.
• Passion for / familiarity with the culinary arts, baking and pastry arts, hospitality industry and/or restaurant industry.

REQUIRED SKILLS

• Excellent quantative, analytical, problem-solving skills in order to ground strategic decisions on data.
• Proven ability to evaluate, learn, and implement new technologies in support of operational and strategic objectives.
• Strong teamwork and interpersonal skills; ability to be adaptable, dependable and handle multiple priorities simultaneously.
• Must be able to collaborate across departments within marketing and across the institution.
• Must have a proven, consistent track record showing the ability to work with all levels within an organization.
• Demonstrated command of marketing concept and marketing thinking capability.
• Experience with e-mail marketing and online strategies.
• Expert computer experience, which must include abilities to work effectively with CMS, Bulk Email Client and MS Office suite products, i.e. Word, Excel, PowerPoint, Access.

WORKING CONDITIONS

• Regular work requires working at a computer for extended periods of time, sometimes in excess of eight (8) hours per day.
• Must be available to work nights and weekends as required by business needs.