Director, Regional Marketing

Job Description

The Director, Regional Marketing, leads marketing planning and operations across the entire regional marketing team. Reporting to the Vice President, Regional Marketing, this role serves as both a strategic partner and operational leader and is responsible for the implementation of the tools, data, processes, and vendors needed to execute effective, data-informed marketing programs aligned with institutional priorities across all 7 regions.

They oversee a team of three marketing specialists that support marketing operations, reporting, and process and executional optimization.

This leader acts as the connective tissue between national marketing (creative, media web, CRM etc), regional operations, and data analytics-driving consistent performance, efficient operations, and local impact.

The Regional Marketing team operates in a highly matrixed environment, and as such, it is critical that this leader demonstrates an ability to work collaboratively and drive results through persuasion and influence, as well as by direct authority.

Essential Functions and Responsibilities:

Leadership & Team Management

• Lead, coach, and develop a high-performing team of Marketing Specialists who support marketing execution within WGU's seven regions and are responsible for centralized tools, templates, and reporting
• Foster a culture of accountability, collaboration, innovation, and continuous improvement within the regional marketing organization
• Serve as a key member of the Marketing leadership team, representing regional needs and perspectives in quarterly and annual planning

Strategic Planning & Operational Enablement

• Partner with the VP, Regional Marketing to guide annual and quarterly strategic planning, OKR alignment, and forecasting
• Lead operational implementation of regional marketing efforts including timelines, budgets, contracts, procurement workflows, vendor/agency management, and performance dashboards
• Develop and maintain shared marketing resources-SWOT analyses, competitive research tools, budget trackers, and enrollment dashboards-to ensure consistency and scalability across all regions

Performance Management & Data Reporting

• Oversee centralized regional reporting, including monthly and quarterly business reviews.
• Partner with the Analytics and Institutional Research teams to define, track, and communicate lead and lag KPIs (awareness, intent, applications, enrollments)
• Ensure Senior Regional Marketing Managers have timely access to actionable insights that inform strategy and drive optimization
• Lead development of consistent performance dashboards that align regional efforts with institutional business goals
• Identify net new research and testing needs to further refine where Regional Marketing can make the biggest impact

Cross-Functional Collaboration

• Act as SPOC for external agency partners, representing all regional needs
• Consolidate regional needs into unified creative briefs and campaign requests to streamline production through national team
• Ensure alignment between regional priorities and national brand strategy, messaging, and creative standards
• Facilitate the sharing of best practices, performance insights, and innovations across regions

Knowledge, Skill and Abilities:

• Strong leadership, communication, and stakeholder-management skills.
• Data-driven mindset with fluency in campaign analytics and reporting tools.
• Ability to navigate ambiguity and influence across functions.
• Highly organized, systematic, and process-oriented.
• Curious, innovative, and passionate about mission-driven marketing
• Ability to manage time and resources for multiple projects at one time
• Flexible and adaptable, comfortable with a high degree of change

Qualifications:

• Bachelor's degree in Marketing, Business, Communications, or related field required; MBA or advanced degree preferred.
• 10+ years of progressive marketing experience, including 3-5 years in a leadership role overseeing teams
• Proven success in multi-region or matrixed marketing organizations; higher education or mission-driven sector experience preferred
• Regional and/or Retail and/or ecommerce experience
• Strong background in marketing operations, analytics, and integrated campaign management
• Demonstrated ability to balance strategic planning with hands-on operational execution.
• Experience managing vendor relationships
• Budget management experience
• Data and Analytics experience. Knowledge in working with Excel, Tableau, Adobe Analytics and Google Analytics
• Experience working with internal and external creative departments and teams
• Industry experience in higher education and/or areas relevant to WGU colleges (e.g., business, healthcare, K12 education, IT)

Working Conditions:

• Travel required (up to 30%)